The effects of hosting an international sports event on a host country: the 2008 summer Olympic Games
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 July 2011
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
:Emerald Group Publishing Limited
Copyright © 2011 by Winthrop Publications Limited