Effects of ICTs in mega events on national image formation: the case of PyeongChang Winter Olympic Games in South Korea

Abstract

Purpose

Among a wide array of information and communication technologies (ICTs) used to directly or indirectly support the mega events are reality boosting technologies and smart tourism technologies. Building upon the halo effect, this study aims to explain the connection between satisfaction with ICTs used in mega event, national image and event participants’ future behavior.

Design/methodology/approach

The analyzed data included survey responses from 246 foreigners who visited PyeongChang as a visitor for the 2018 Winter Olympics.

Findings

The results showed that both reality boosting technologies and smart tourism technologies directly or indirectly influence overall experience satisfaction by way of transaction satisfaction. Furthermore, the two types of satisfaction were found to positively influence the national image of the host country, which consequently has a positive effect on visitors’ future behavior.

Originality/value

This study aimed to explore two different roles of ICTs in mega events by focusing more on the visitors who came to PyeongChang for the Olympics. The originality of this study lies in its attempt to examine the mechanisms in which visitors’ satisfaction from ICT-based experiences in mega events contributes to forming a positive image toward the host country.

研究目的

现实促进技术和智能旅游技术在各种 ICT中被广泛应用来直接或间接支持大型活动的。基于光环效应, 这项研究解释了对大型活动中使用的 ICT 的满意度, 国家形象, 活动参与者未来行为之间的联系。

研究设计/方法/途径

分析的数据包括 246 位在2018 年冬季奥运会访问平昌的外国游客。

研究发现

结果表明, 现实促进技术和智慧旅游技术通过直接或者间接方式接通过交易满意度影响整体体验满意度。此外, 研究发现两种类型的满意度均对东道国的国家形象形成产生积极影响, 从而对吸引未来访客的有正面影响。

研究原创性/价值

通过聚焦来平昌参加奥运会的游客, 本研究旨在探索信息通信技术在大型活动中的两种不同作用。本研究的原创性在于试图检验游客在大型活动中基于 ICT 的体验满意度对形成对东道国正面的国家形象的机制。

Citation

Kim, S.S., Choi, J.Y. and Koo, C. (2022), "Effects of ICTs in mega events on national image formation: the case of PyeongChang Winter Olympic Games in South Korea", Journal of Hospitality and Tourism Technology, Vol. 13 No. 2, pp. 217-239. https://doi.org/10.1108/JHTT-09-2020-0212