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Asia Pacific Journal of Tourism Research Volume 29, 2024 - Issue 5
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Articles

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

Mina Kima Richardson Family SmartState Center for Economic, Excellence in Tourism and Economic Development, University of South Carolina, Columbia, SC, USA
&
Hany Kimb Department of Tourism and Convention, Pusan National University, Busan, Republic of KoreaCorrespondence[email protected]
Pages 626-639 | Received 06 Oct 2023, Accepted 07 Apr 2024, Published online: 21 Apr 2024

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