"Tell me who's your host and I'll tell you who you are": Olympic Games image before and after the 2008 and 2010 Olympic Games
by Anahit Armenakyan; Louise A. Heslop; John Nadeau; Irene R.R. Lu; Norm O'Reilly
International Journal of Sport Management and Marketing (IJSMM), Vol. 14, No. 1/2/3/4, 2013

Abstract: The purpose of this paper is to explore the images of the Olympic Games and their host countries, as a country and as a tourism destination, before and after the 2008 Beijing Olympic Games (BOG) and 2010 Vancouver Olympic Games (VOG). The attitude changes towards the three image objects and relationships among them are examined in a combined 'country - destination - mega-event' model. The paper reports on a questionnaire-based study completed by 1,292 American respondents who were approached two months before and two months after both the 2008 and 2010 Games. Results indicate a significant decrease in the attitudes towards the OG in the case of the 2008 BOG and some improvement in the case of the 2010 VOG. This contrast between the OG hosted in a developed country and one held in a developing country is an important contribution to the sport events literature. Further, regression analysis shows that evaluations of the OG as a destination are influenced (mediated) mainly by the evaluations of the host country as a destination.

Online publication date: Sat, 05-Jul-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com