03184ntm a22005297i 4500 000723728 CZ-PrVSE 20250614131007.0 m d cr n|||||||||| 250614s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Corea Gonzalez, Jorge Adalberto ISIS:175751 dis Udržitelnost a olympijské hry : Marketingová strategie, nebo skutečný cíl? eng Sustainability and the Olympic Games : A Marketing Strategy or a Genuine Goal? Jorge Adalberto Corea Gonzalez 2025 ?? stran : digital, PDF soubor Vedoucí práce: Karolina Anna Kania Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2025 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2025 This thesis investigates how sustainability initiatives at the Olympic Games have evolved and shaped public perception and institutional credibility, focusing on London 2012, Rio 2016, and Paris 2024. Using a qualitative comparative case study approach, it analyzes official documents, media reports and semi-structured interviews to examine the gap between sustainability rhetoric and delivery. The research reveals a shift from operational implementation to strategic branding, with recurring contradictions such as Paris’s carbon neutrality claim undermined by the carbon-intensive Tahiti surfing event. While London 2012 pioneered formal standards like ISO 20121, Rio 2016 struggled with its environmental ambitions, and Paris 2024 introduced advanced carbon budgeting. This study contributes to sporting mega event scholarship by integrating legacy theory with public perception data. It recommends mandatory post-Games audits, Community Benefit Agreements, and SDG-aligned planning to ensure accountability and inclusive legacy outcomes for future Olympic hosts. Způsob přístupu: Internet international management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Sustainability Olympic Games public perception branding legacy Kania, Karolina Anna ISIS:167671 ths Ali, Tanweer ISIS:167549 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/90628/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/90628 Hlavní práce https://insis.vse.cz/zp/90628/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/90628/posudek/oponent/85734 Oponentura https://insis.vse.cz/zp/90628/priloha/31785 Přiloha k práci https://insis.vse.cz/zp/90628/podrobnosti dc:identifier NEPOSILAT VSKP vse90628 250609 90628