The impact of the perceived image and trust in the International Olympic Committee on perceptions of the Olympic Games in Germany

ABSTRACT

Images and trust are both multi-dimensional constructs. They influence an individual’s perception of an object. Considering the failed referenda in Germany to bid for Olympic Games, this study’s purpose was to analyse the impact of perceived trust in the IOC as well as the IOC’s image in Germany on how the Olympics are perceived. By means of a standardized, self administered questionnaire, German citizens were asked to indicate their level of trust in the IOC and their image of IOC (n=407). Regression analyses revealed that trust in the IOC and a positive image of the IOC significantly and positively impacted on favourable perceptions of the Olympic Games. If the IOC manages to arouse positive stimuli in residents’ minds, they are more likely to believe that the Olympics will generate benefits, which in turn is likely to result in a higher level of support. Practical implications for the IOC and the Olympic organising committees include the idea of getting residents involved in the planning process from the earliest stage onwards.

KEYWORDS:

• Distrust
• integrity
• corruption
• public support

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes

1. The respondents received the following information about the Olympic Movement and the International Olympic Committee: ‘The Olympic Movement encompasses organisations, athletes and others persons, who agree to be guided by the Olympic Charter. The goal of the Olympic Movement is to contribute to building a peaceful and better world by educating youth people through sport. The IOC is the highest committee of the Olympic Movement. It owns and controls the rights of the Olympic Games. Important decisions taken by the IOC are for example the election of future Olympic host cities and the composition of the Olympic sport programme’.

Additional information

Notes on contributors

Nadja Giesen

Nadja Giesen works in the event industry and is an alumnus of the German Sport University Cologne (GSU). Her research interests include event management, strategy,and governance.

Kirstin Hallmann

Dr. Kirstin Hallmann is a Senior Lecturer at the German Sport University Cologne (GSU). Her key research areas are volunteerism, sport consumer behaviour with a focus on sport and event tourism, destination competitiveness, and elite sports.