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

IF 2.2 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Event and Festival Management Pub Date : 2022-09-06 DOI:10.1108/ijefm-10-2021-0080

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

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引用次数: 2

Abstract

PurposeThis 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.

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大型体育赛事背景下主办城市形象对国家目的地品牌的影响:认知和情感形象维度的探索

本文旨在通过调查主办城市作为旅游目的地对国家品牌的影响，来验证举办大型体育赛事的品牌形象效应。设计/方法/方法本研究以2016年北京奥运会为背景，采用探索性因素分析和回归的定量方法。数据通过结构化问卷收集，样本为(n = 274)名具有高国际旅行经验的国际受访者。研究发现，里约热内卢2016年的主办城市形象对巴西的旅游目的地形象有积极的预测作用。巴西作为主办城市的认知和情感形象维度对巴西的目的地形象都有预测作用，但认知形象维度的影响更大。在大型活动背景下，城市营销策略的规划和执行应以国家目的地形象为重点。独创性/价值本研究的贡献在于重点展示了在大型体育赛事背景下主办城市形象维度对东道国目的地形象的重要性。该研究调查了一种新的方法，即考虑到两个相连的目的地和举办大型体育赛事，情感和认知维度对整体目的地形象的影响，这是迄今为止文献中尚未发现的情况。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Event and Festival Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

3.80

自引率

13.60%

发文量

期刊介绍： The International Journal of Event and Festival Management advances knowledge in the field of events management and enhances the uptake of such knowledge by academics in the field. The double-blind peer-reviewed journal will cover events management issues ranging in scope from small festivals, business and special events to mega events such as the Olympics. Articles will be sourced from all disciplinary perspectives and a multi-disciplinary research approach is encouraged.