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The effects of hosting an international sports event on a host country: the 2008 summer Olympic Games

Wonjun Chung (Assistant Professor, Department of Communication, University of Louisiana at Lafayette, Lafayette, LA 70504-3650, USA)
Chang Wan Woo (Assistant Professor, Department of Communication, University of Wisconsin at Stevens Point)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 July 2011

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Abstract

This study investigated whether the 2008 summer Olympic Games improved the country image of China among foreign consumers. It examined the extent to which the changed country image contributed to its product image. A quasi-experimental research design was used, with surveys taken two months before and two months after the event. The results showed that hosting the Olympics significantly improved the country image of China but did not affect the image of its products in a positive way.

Keywords

Citation

Chung, W. and Woo, C.W. (2011), "The effects of hosting an international sports event on a host country: the 2008 summer Olympic Games", International Journal of Sports Marketing and Sponsorship, Vol. 12 No. 4, pp. 2-21. https://doi.org/10.1108/IJSMS-12-04-2011-B002

Publisher

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Emerald Group Publishing Limited

Copyright © 2011 by Winthrop Publications Limited

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