Does hosting the Olympic Games matter? Canada and Olympic Games images before and after the 2010 Olympic Games
by Anahit Armenakyan; Louise A. Heslop; John Nadeau; Norm O'Reilly; Irene R.R. Lu
International Journal of Sport Management and Marketing (IJSMM), Vol. 12, No. 1/2, 2012

Abstract: A cross-national, longitudinal study of Canadian and US respondents examined impacts of the Vancouver Olympic Games (VOG) on images of the host country, Canada, and the Olympic Games (OG) itself. Questionnaires were completed before and after the VOG on four distinct attitude objects: Canada as a vacation destination, the country/people of Canada, and the VOG as a destination and an event. Repeated measures MANOVA indicated positive impacts of the VOG but differences across the two populations. Little change was seen in OG images and interest among Americans, but major improvements occurred among Canadians. Differences in perceptions of the domestic and foreign populations towards the host country appeared, confirming earlier research on domestic bias effects. Results indicated hosting the OG contributed to improved images for Americans of Canadians, Canada as a country and as a destination. Canadians evidenced increased pride in their own country. Findings indicated mutual positive benefits for Canada and the OG images and interest.

Online publication date: Thu, 31-Jul-2014

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