LB Ferreira
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
Authors
JME Giraldi
Prof Vish Maheshwari V.Maheshwari@salford.ac.uk
Associate Dean Academic (Student Exp)
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 |
Files
Accepted Version
(4.1 Mb)
PDF
Licence
http://creativecommons.org/licenses/by-nc-nd/4.0/
Publisher Licence URL
http://creativecommons.org/licenses/by-nc-nd/4.0/
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