Title: Does hosting the Olympic Games matter? Canada and Olympic Games images before and after the 2010 Olympic Games

Authors: Anahit Armenakyan; Louise A. Heslop; John Nadeau; Norm O'Reilly; Irene R.R. Lu

Addresses: Faculty of Applied and Professional Studies, H130, School of Business, Nipissing University, 100 College Drive, North Bay, ON P1B 8L7, Canada ' Sprott School of Business, Carleton University, 921 Dunton Tower, 1125 Colonel By Drive, Ottawa, ON K1S 5B6, Canada ' Faculty of Applied and Professional Studies, School of Business and Economics, Nipissing University, 100 College Drive, North Bay, ON P1B 8L7, Canada ' School of Human Kinetics, University of Ottawa, MNT 366, 125 University Ave., Ottawa, ON K1N 6N5, Canada ' Sprott School of Business, Carleton University, 929 Dunton Tower, 1125 Colonel By Drive, Ottawa, ON K1S 5B6, Canada

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.

Keywords: country image; mega-events; 2010 Winter Olympics; Vancouver Olympic Games; online panel; cross-national study; Canada; vacation destinations; Olympic Games images; USA; United States; host country perceptions; domestic bias; national pride.

DOI: 10.1504/IJSMM.2012.051265

International Journal of Sport Management and Marketing, 2012 Vol.12 No.1/2, pp.111 - 140

Accepted: 16 Oct 2012
Published online: 31 Jul 2014 *

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