James Higham and Tom Hinch, in an investigation of the use of Otago Highlanders Rugby Super 12 in New Zealand as a tourist attraction, also discussed the concept of destination image related to media coverage of the sport. However, the primary focus of their study was Leiper’s (1990) Tourist Attractions Framework, which they used to analyze the potential that Rugby Super 12 had as a source of tourism for Dunedin and the surrounding area. As regions and countries search for new sources of economic development, many have turned to tourism as a tool to accomplish this. Destinations with natural attractions such as beaches and mountains have long been able to attract visitors. Moreover, through the centuries, manufactured attractions such as the Great Pyramids in Egypt or the Coliseum in Rome, and in more recent years the likes of Walt Disney World in Florida have been visited by hundreds of thousands of tourists. However, in an attempt to attract tourists to their area, communities have begun to realize that sports events also constitute a reason for visiting a destination. However, an in-depth analysis of how