Golf, tourism and the 2010 Ryder Cup: (De)Constructing images of Wales

The 2010 Ryder Cup provided an important opportunity for Wales to promote and position itself in the international sporting arena and to develop its profile as a tourist destination. Through reference to various promotional and policy documentation, this research looks at just how the country was portrayed in the lead up to the event and what this means for golf, tourism and the (re)presentation of Wales. The work addresses the role of image in the marketing of Wales as a tourist destination and considers some of the problems stakeholders face in developing a distinct and identifiable product.