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

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