Mega sporting events, such as the Olympic Games, are commonly believed to have a universally positive impact on their host cities and countries as a result of economic growth, job creation, increased patriotism, and significant press coverage. Colleagues from UCF Rosen College of Hospitality Management, Dr. Asli D. A. Tasci, Dr. Jeannie Hahm and Dr. Deborah Breiter Terry, investigate how the country image and destination image of the host country Bazil and the perceived image of the Olympics changed after the 2016 Summer Olympic Games. The researchers report that not all is as we might expect.

Original Article

Tasci, A. D. A., Hahm, J., Terry D. B. (2019). A longitudinal study of Olympic Games’ impact on the image of a host country. Journal of Travel & Tourism Marketing, 36(4), 443-457. Available at: https://www.tandfonline.com/doi/full/10.1080/10548408.2019.1568952