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 ORCID: https://orcid.org/0000-0002-5029-9704 and Oliveira, JHC 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) , pp. 486-505.

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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.

Item Type:	Article
Schools:	Schools > Salford Business School
Journal or Publication Title:	International Journal of Event and Festival Management
Publisher:	Emerald
ISSN:	1758-2954
Funders:	Coordenação de Aperfeiçoamento de Pessoal de Nível Superior, Fundação de Amparo à Pesquisa do Maranhão
Depositing User:	V Maheshwari
Date Deposited:	05 Dec 2022 11:57
Last Modified:	05 Dec 2022 12:00
URI:	https://usir.salford.ac.uk/id/eprint/65678

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