Learning and knowledge transfer processes in a mega-events context: The case of the 2011 Rugby World Cup

The study explores the impact of the 2011 Rugby World Cup on knowledge transfer processes among organisations in two regional tourism networks in New Zealand. The first network comprises organisations within the Auckland region (intra-regionally); the second comprises regional tourism organisations across New Zealand (inter-regionally). Interviews and documentary evidence are gathered before and after the event, from 35 representative organisations. Findings indicate organisations in both networks acquired valuable knowledge that may facilitate the attraction and organisation of future events, and enhance operational processes. The most common channels of knowledge transfer operated at the firm level and included imitation/demonstration/observation, inter-firm collaboration, and document exchange. Levels of knowledge transfer were higher intra-regionally than inter-regionally. A model is developed that explains the knowledge transfer channels utilized in a mega-events context. The study highlights the value of knowledge-sharing in tourism networks, and the role that a mega-event can play in fostering knowledge-sharing.