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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

Ferreira, LB; Giraldi, JME; Maheshwari, V; Oliveira, JHC

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


Authors

LB Ferreira

JME Giraldi

JHC Oliveira



Abstract

Purpose
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/approach
This 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.

Findings
Rio 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 implications
Even in a mega-event context, city marketing strategies should be planned and executed with a focus on the country's destination image.

Originality/value
The 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.

Citation

Ferreira, L., Giraldi, J., Maheshwari, V., & Oliveira, J. (2022). Impacts of host city image in the country destination branding in sport mega-event context: exploring cognitive and affective image dimensions. International Journal of Event and Festival Management, 13(4), 486-505. https://doi.org/10.1108/ijefm-10-2021-0080

Journal Article Type Article
Acceptance Date Aug 9, 2022
Online Publication Date Sep 6, 2022
Publication Date Sep 6, 2022
Deposit Date Dec 5, 2022
Publicly Available Date Dec 5, 2022
Journal International Journal of Event and Festival Management
Print ISSN 1758-2954
Publisher Emerald
Volume 13
Issue 4
Pages 486-505
DOI https://doi.org/10.1108/ijefm-10-2021-0080
Publisher URL https://doi.org/10.1108/ijefm-10-2021-0080
Additional Information Funders : Coordenação de Aperfeiçoamento de Pessoal de Nível Superior;Fundação de Amparo à Pesquisa do Maranhão
Projects : Brasil (CAPES);Brasil (FAPEMA).
Grant Number: Finance Code 001

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