Investigating the interplay among the Olympic Games image, destination image, and country image for four previous hosts

ABSTRACT

This research tested the triangular relationships among country image, destination image, and Olympic Games image using a quasi-experimental design on an online platform. One month before the 2016 Olympics in Brazil, four groups of respondents were randomly assigned to a country context to rate their perceptions of one of the following host countries: England, United Kingdom (UK), Greece, Brazil, or Russia. Brazil's image was measured again one month after the Olympic Games. Comparison of groups showed that England had the strongest country image while Brazil and Greece had stronger destination images, and Russia had the lowest score in both domains. The Olympics image was stronger than both Russia’s country and destination images. Theoretical, managerial, and methodological implications are discussed.

KEYWORDS:

• Olympic Games
• destination image
• country image
• mega event image
• image formation
• sports events

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by the Rosen College of Hospitality Management Research Grant.