Investigating the Interplay Among the Olympic Games Image, Destination Image, and Country Image for Four Past Hosts
Olympic Games, destination image, country image, mega event image, image formation, sports events
This research tested the triangular relationships among country image, destination image, and Olympic Games image using a quasi-experimental design on an online platform. One month before the 2016 Olympics in Brazil, four groups of respondents were randomly assigned to a country context to rate their perceptions of one of the following host countries: England, United Kingdom (UK), Greece, Brazil, or Russia. Brazil's image was measured again one month after the Olympic Games. Comparison of groups showed that England had the strongest country image while Brazil and Greece had stronger destination images, and Russia had the lowest score in both domains. The Olympics image was stronger than both Russia's country and destination images. Theoretical, managerial, and methodological implications are discussed.
Number of Pages
Journal of Travel and Tourism Marketing
Rosen College of Hospitality Management
Hahm, Jeeyeon (Jeannie); Tasci, Asli; and Breiter Terry, Deborah, "Investigating the Interplay Among the Olympic Games Image, Destination Image, and Country Image for Four Past Hosts" (2018). Faculty Scholarship and Creative Works. 686.