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Article
Publication date: 12 April 2013

John Nadeau, Norm O'Reilly and Louise A. Heslop

Little research has examined sponsorship within the context of mega‐event and related host images. This paper seeks to explore the relationships among country, destination…

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Abstract

Purpose

Little research has examined sponsorship within the context of mega‐event and related host images. This paper seeks to explore the relationships among country, destination, mega‐event and sponsor images through the evaluations formed of each entity.

Design/methodology/approach

Based on data collected from 291 Canadian consumers two months after the Beijing Olympics, a SEM model examines the relationships among consumer evaluations of the host country, the country as a destination, the mega‐event itself and sponsors.

Findings

Results support the hypothesized model and present a paradoxical situation for the Olympics hosted by China. While the overall country evaluation was found to have a strong and positive effect on its evaluation as a tourist destination and the destination evaluation has a subsequent positive relationship with Olympic evaluations, a direct and negative relationship between the evaluation of the country and of the Olympic Games was also supported.

Research limitations/implications

Future research should examine the relationship among country, destination, mega‐event and sponsor images in other mega‐event and country contexts. In addition, the pattern of these relationships should be assessed longitudinally.

Practical implications

This study provides evidence to show that the Olympic Games image is resilient and can thrive in challenging contexts. Further, sponsors can be assured that they are receiving value from Olympic sponsorships.

Originality/value

These results extend previous literature on sponsorship evaluation into the large, global sponsor context. In addition, this study examines the role of the host country in understanding the influence of the mega‐event on sponsor images.

Details

Journal of Product & Brand Management, vol. 22 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 7 April 2015

John Nadeau, Norman O'Reilly and Louise A. Heslop

The purpose of this paper is to investigate the extent that marketers are using place-based images to promote their brands within the host city of the Olympic Games. It is thought…

Abstract

Purpose

The purpose of this paper is to investigate the extent that marketers are using place-based images to promote their brands within the host city of the Olympic Games. It is thought that non-sponsors may use place imagery as an alternate way to affiliate with the event or sponsors may use place to enrich their sponsorship activity.

Design/methodology/approach

The study uses an observation-based approach to collect a sample of place-based promotional activity that is accessible to pedestrians during the 2012 Olympic Games.

Findings

Results reveal that official sponsors and non-official sponsors are both using place-based imagery in their promotions within the host city of the Olympic Games. However, non-sponsors use place images more frequently than sponsors of the event. Place images were invoked by promoters using country flags most frequently followed by icons and explicit mention of place. The leading dimensions of place images employed by marketers include country character, the built environment and people competence. Place-based promotional activity was frequently observed in shopping areas, transportation, sports venues and in free media.

Research limitations/implications

Results provide justification for future research in the area. Specifically, the need for empirical work based on surveys of consumers and interviews with practitioners are noted.

Practical implications

In an era of highly protected event marketing rights, the existence of promotions based on place images can be a useful application for official sponsors to leverage their investments and protect their exclusivity. Similarly, results are beneficial to non-official sponsors who may seek to market in the vicinity of these events without infringing on the rights of official sponsors.

Originality/value

While previous research on place, mega-events, the Olympic Games and sponsors has found the images of the three to be related, it is not known to what extent sponsors and non-sponsors utilize place images in their promotional activities throughout the Olympic host city.

Details

Marketing Intelligence & Planning, vol. 33 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 20 February 2020

Luciana Brandão Ferreira and Janaina de Moura Engracia Giraldi

This paper aimed to verify the most important factors (cognitive and affective dimensions) perceived in Rio de Janeiro’s image as the host city of the 2016 Olympic Games and to…

Abstract

Purpose

This paper aimed to verify the most important factors (cognitive and affective dimensions) perceived in Rio de Janeiro’s image as the host city of the 2016 Olympic Games and to identify the factors that predict better the overall city image and its affective image dimension in this particular context of a sports mega-event.

Design/methodology/approach

This paper employs exploratory factor analysis to define intervening factors in each dimension of Rio de Janeiro’s image. By parting from the initial diagnostic analysis, multiple regression analysis was applied to measure how the intervening factors predicted the overall image of the host city, as well as to whether its cognitive dimension was able to predict the affective dimension. Data collection was conducted by applying structured questionnaires with a sample of international respondents (n = 274).

Findings

Rio’s image as a sports mega-event host city presented two intervening factors for each dimension. For image composition, the most important cognitive factor diagnosed was “Services and Attractions.” For the affective dimension, the most important factor diagnosed was “Positive Feelings.” The investigation concluded that the cognitive dimension was capable of predicting the affective dimension, as “Positive Feelings” was the factor that better predicted Rio’s overall image as the host city of the 2016 Olympic Games, while the “Services and Attractions” factor was not significant in predicting the host city’s image.

Research limitations/implications

The main focus of the investigation was the host city’s international image as presented by primary sources. The sample for investigation was therefore composed exclusively of foreign students, nonresidents in Brazil, who did not participate in said events. Although this approach provides a partial diagnostic of the host cityvs image, for an overall and accurate image diagnostic it is also relevant to investigate the national residents’ point of view, which is beyond the scope of this investigation.

Practical implications

The findings suggest that destination marketers would obtain better results investing in the affective dimension, employing actions that stimulate positive feelings about the host city, especially when relating to sports mega-event. Investment in general infrastructure is also presented as a relevant factor.

Social implications

The host city’s image can guide policies to improve local capacity to attract investments and new events that contribute to change in urban areas, as well as to reinforce positive aspects of that image. Investment in general infrastructure, again, is presented as a crucial issue.

Originality/value

The value and originality of the presented investigation lie in a lack of specific studies on Rio’s image as a travel destination, despite its being the most important touristic city in Brazil and the host for the 2016 Olympic Games. A separate analysis of individual image dimensions and the examination of intervening cognitive factors in the affective dimension are also not common in a sports mega-event context.

Details

Journal of Hospitality and Tourism Insights, vol. 3 no. 2
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 6 September 2022

Luciana Brandão Ferreira, Janaina de Moura Engracia Giraldi, Vish Maheshwari and Jorge Henrique Caldeira de Oliveira

This paper aims to verify the brand image effects of holding a sport mega-event by investigating the host city's influence on the country's branding, as a tourist destination.

Abstract

Purpose

This paper aims to verify the brand image effects of holding a sport mega-event by investigating the host city's influence on the country's branding, as a tourist destination.

Design/methodology/approach

This research considered the Rio 2016 Olympic Games and uses quantitative methods: exploratory factor analysis and regression. Data were collected by structured questionnaires with a sample of (n = 274) international respondents with high international travel experience.

Findings

Rio de Janeiro's 2016 host city image positively predicted Brazil's tourist destination image. Both cognitive and affective image dimensions of Rio as a host city predicted Brazil's destination image, but the cognitive image dimensions demonstrated more impact.

Practical implications

Even in a mega-event context, city marketing strategies should be planned and executed with a focus on the country's destination image.

Originality/value

The study contributes by focusing on presenting the importance of the host city image dimensions to the host country destination image in a sports mega-event context. The study investigated a new approach, the impacts of affective and cognitive dimensions in the overall destination image considering two connected destinations and the hosting of a sport mega-event, a condition not found in the literature thus far.

Details

International Journal of Event and Festival Management, vol. 13 no. 4
Type: Research Article
ISSN: 1758-2954

Keywords

Article
Publication date: 1 July 2011

Guojun Zeng, Frank Go and Christian Kolmer

This study aims to explain the impact of the Beijing Olympic Games 2008 on China's image in the international TV media. It applies agenda-setting theory to analyse foreign TV…

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Abstract

This study aims to explain the impact of the Beijing Olympic Games 2008 on China's image in the international TV media. It applies agenda-setting theory to analyse foreign TV coverage of the Olympics in nine countries. Using Rivenburgh's national image richness construct, it attempts to make sense of the coverage before and after Beijing 2008, particularly its impact on the image of the host country. The study concludes that the breadth and attribution of China's image remained relatively stable, that these factors did not improve China's national image directly but that indirectly they raised awareness of China in the international media and framed the host country's image more clearly.

Details

International Journal of Sports Marketing and Sponsorship, vol. 12 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 11 January 2022

Sang Soo Kim, Jin Yong Choi and Chulmo Koo

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…

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。

Article
Publication date: 9 August 2011

John Nadeau, Norm O'Reilly and Louise Heslop

This paper aims to report on the views that tourists in China have about the country, its people, the country as a destination and the 2008 Olympic Games that were held there.

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Abstract

Purpose

This paper aims to report on the views that tourists in China have about the country, its people, the country as a destination and the 2008 Olympic Games that were held there.

Design/methodology/approach

The study utilizes a survey in which responses were gathered from 288 tourists in Beijing, China during the 2008 Olympic Summer Games. The study presents results for China's three images (country, destination, and mega‐event) using an attitudinal framework and explores the patterns of relationships using linear regression.

Findings

Results of the study show that tourists perceive China positively in terms of the country and people competencies and the character of the people. China is less positively viewed in terms of country character. As a destination, China is seen positively for its built environment but less positively for its natural environment. Positive experiential and logistical beliefs characterize the Olympic Games, while beliefs about security are less positive. The data support the assertion that the three images are important and related. In addition, the evaluation of China as a destination involves the relationship of the country image evaluation to the evaluation of the Olympic Games.

Originality/value

This paper addresses a gap that exists in image‐based research on mega‐events. In particular, this study explores mega‐event image in the context of the host country and destination images.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 5 no. 3
Type: Research Article
ISSN: 1750-6182

Keywords

Article
Publication date: 20 July 2010

Louise A. Heslop, John Nadeau and Norm O'Reilly

The purpose of this paper is to examine the views of residents and foreigners of the Olympics and the host country before and after the mega‐event within the context of marketing…

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Abstract

Purpose

The purpose of this paper is to examine the views of residents and foreigners of the Olympics and the host country before and after the mega‐event within the context of marketing theory on country image effects and psychology theories attribution.

Design/methodology/approach

This is achieved by studying the views of American and Chinese respondents of China and the Olympics before and after the Beijing Olympics. Samples of Chinese and Americans were surveyed before and after the Beijing Summer Olympics concerning their images of the Olympics, China and its people, and China as a vacation destination. Cross‐national and pre‐post comparisons are made and interaction effects are noted using MANOVA.

Findings

Significant cross‐national and time differences and several interaction effects are found across all three focal objects of image measurements. Large country differences are found. Despite how technically successful the Games might have looked, post‐event assessments are overwhelmingly lower. Additional differences in views and interaction effects are discussed in terms of the intended and unintended impacts of the event on local and foreign respondents.

Research limitations/implications

Only one location in China and one foreign country are surveyed.

Practical implications

The paper has important implications for both the effects of mega‐events on country images and the effects of the host country on the event brand image. These issues have relevance for countries seeking to host mega‐events and those who manage these events and make decision about where they will be held.

Originality/value

This is the first cross‐national study of the Olympics and their effects using before‐and‐after event measures. It also combines analyses of both the event and the place images from the perspectives of both those who live in the country and residents of other countries. Attribution theory is a useful reference theory for mega‐event assessments.

Details

International Marketing Review, vol. 27 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 3 February 2021

Hongmei Zhang, Shanshan Liu and Billy Bai

The primary purpose of this study is to investigate the image transfer and its effects on exhibitors’ behavioral intention. Specifically, the study attempted to examine the effect…

Abstract

Purpose

The primary purpose of this study is to investigate the image transfer and its effects on exhibitors’ behavioral intention. Specifically, the study attempted to examine the effect of mega business event image on destination and country image from exhibitors’ perspective and the effect of mega business event image on exhibitors’ behavioral intention toward the event.

Design/methodology/approach

The data for this study were collected through an on-site survey. Based on a sample of 393 respondents, structural equation modeling was used to test the proposed hypotheses.

Findings

The results showed that business event image has a stronger effect on country image than on destination image; event image has a significant effect on exhibitor’s behavioral intention toward the event directly and indirectly through the mediating role of country image; and country image has a significant influence on destination image.

Practical implications

The event organizer should improve the exhibitor’s perceptions of the event experience from providing a clear and attractive theme for the target audiences; exhibiting the products with the most cutting-edge technologies and offering various opportunities for forums and promotions; and planning and organizing the event in every detail carefully including the facilities, layout of booths, ambience and other related services.

Originality/value

The study expands the event type to business events, explores the image transfer process between event, destination and country and examines the effects of such image transfer on the exhibitors’ behavioral intention. The results confirm the explanatory power of image transfer theory. Attribution theory and halo effect are viewed as the mechanisms of image transfer.

研究目的

本研究的主要目的是考察形象迁移及其对参展商行为意向的影响。具体而言, 本研究(1)从参展商视角, 探讨大型商务活动形象对目的地和国家形象的影响; (2)探讨重大商务活动形象对参展商行为意向的影响。

研究设计/方法/途径

本研究的数据通过现场调查收集, 基于393份问卷, 使用结构方程模型检验研究假设。

研究发现

研究结果表明:(1)商务活动形象对国家形象的影响比对目的地形象的影响更大; (2)通过国家形象的中介作用, 大型商务活动形象直接或间接地影响了参展商的行为意图; (3)国家形象显著影响目的地形象。

实践意义

活动组织者应从以下方面改善参展商对活动体验的认识:(1)提供清晰且有吸引力的主题; (2)展示具有最前沿技术的产品, 并提供各种论坛和促销机会; (3)认真, 细致地筹划和组织活动, 包括设施, 摊位布置, 氛围和其他相关服务。

原创性/价值

本研究将活动类型延伸至商务活动, 探索活动、目的地和国家之间的形象迁移, 检验形象迁移对参展商行为意向的影响。结果证实了形象迁移理论的解释力。归因理论和晕轮效应是形象迁移的内在机制。

Transferencia de imágenes entre un megaevento empresarial, el destino y el país del alojamiento y sus efectos sobre la predisposición de los expositores hacía el evento

Propósito

el objetivo principal de este estudio es investigar la transferencia de imágenes y sus efectos sobre la predisposición de los expositores. Específicamente, el estudio intentó examinar (1) el efecto de la imagen de megaevento de negocios en la imagen del destino y del país desde la perspectiva de los expositores y (2) el efecto de la imagen de megaevento de negocios en la predisposición de los expositores hacia el evento.

Diseño/metodología/enfoque

los datos de este estudio se obtuvieron mediante una encuesta in situ. Sobre la base de una muestra de 393 encuestados, se utilizó el modelo de ecuaciones estructurales para probar las hipótesis propuestas.

Resultados

los resultados mostraron que: (1) la imagen del megaevento tiene un efecto más fuerte en la imagen del país que en la del destino; (2) la imagen del evento tiene un efecto significativo directo e indirecto sobre la predisposición del expositor hacia el evento a través del papel mediador de la imagen del país; (3) la imagen del país tiene una influencia significativa en la imagen de destino.

Implicaciones prácticas

el organizador del evento debe mejorar las percepciones del expositor sobre la experiencia del evento (1) proporcionando un tema claro y atractivo para el público objetivo; (2) exhibir los productos con las tecnologías más avanzadas y ofrecer diversas oportunidades para foros y promociones; y (3) planificar y organizar el evento cuidando los detalles, incluyendo las instalaciones, el diseño de las cabinas, el ambiente y otros servicios relacionados.

Originalidad/valor

el estudio amplía el tipo de evento a eventos de negocios, explora el proceso de transferencia de imágenes entre evento, destino y país, y examina los efectos de dicha transferencia de imágenes en la predisposición de los expositors hacía el evento. Los resultados confirman el poder explicativo de la teoría de transferencia de imágenes. La teoría de la atribución y el efecto halo son vistos como los mecanismos de transferencia de imágenes.

Article
Publication date: 17 April 2023

Telma Van-Dúnem, Arnaldo Coelho and Cristela Maia Bairrada

Even though the importance of understanding festivals from a tourism attraction development perspective has been addressed, few studies have examined the factor of brand equity in…

Abstract

Purpose

Even though the importance of understanding festivals from a tourism attraction development perspective has been addressed, few studies have examined the factor of brand equity in festival tourism. For that reason, this research examines the antecedents and consequents of the consumer-based brand equity (CBBE) of an event.

Design/methodology/approach

After data collection, which was carried out through a questionnaire, the structural equation model was used to analyze the statistical data. The results were based on a sample of 329 participants who attended two major music festivals in Portugal: NOS Primavera Sound and NOS Alive Portugal.

Findings

For both samples, this research shows that many aspects related to the event (image, experience and satisfaction) impact CBBE and CBBE influences destination image, the intention to revisit the destination and the intention to recommend the destination.

Originality/value

This study presents itself as innovative since it brings the CBBE of an event to the center of an investigation, showing how it helps transfer the effects of image, satisfaction and the experience of a festival to a destination image, the intention to revisit and the intention to recommend a place.

Details

International Journal of Event and Festival Management, vol. 14 no. 3
Type: Research Article
ISSN: 1758-2954

Keywords

1 – 10 of 743