How hosting a mega-event changes the emotional connection of spectators with destination brands: brand personality of the Olympics and South Korea

ABSTRACT

This study examines the legacy of hosting a mega-event through the brand personality of the host nation and mega-event, using a longitudinal approach. Specifically, we investigated how spectator perceptions of the brand personality of South Korea and the 2018 PyeongChang Winter Olympic Games changed over time - before (T₁), during (T₂), and after the event (T₃). The findings showed that the components of excitement, competence, and ruggedness in South Korea increased during the event (T₂), but the traits of excitement and ruggedness were not sustained after the event (T₃).

KEYWORDS:

• Mega sports events
• Winter Olympic Games
• destination brand personality
• event brand personality
• mega event legacy‌

Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability statement

The data that support the findings of this study are available on request from the corresponding author. The data are not publicly available due to privacy or ethical restrictions.