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Impacts of host city image in the country destination branding in sport mega-event context: exploring cognitive and affective image dimensions

Impacts of host city image in the country destination branding in sport mega-event context:... 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/approachThis 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.FindingsRio 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 implicationsEven in a mega-event context, city marketing strategies should be planned and executed with a focus on the country's destination image.Originality/valueThe 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Event and Festival Management Emerald Publishing

Impacts of host city image in the country destination branding in sport mega-event context: exploring cognitive and affective image dimensions

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References (88)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1758-2954
DOI
10.1108/ijefm-10-2021-0080
Publisher site
See Article on Publisher Site

Abstract

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/approachThis 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.FindingsRio 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 implicationsEven in a mega-event context, city marketing strategies should be planned and executed with a focus on the country's destination image.Originality/valueThe 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.

Journal

International Journal of Event and Festival Management – Emerald Publishing

Published: Sep 27, 2022

Keywords: Rio 2016 Olympic Games; Sport mega-event host city; Customer-based brand equity; Country destination branding; Tourist destination image; Brazil

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