Effects of Hosting a Mega-Sport Event on Country Image

Abstract

Nations and cities compete to host international mega-sport events such as the Olympic Games even if very large costs are incurred. Country image may be changed by hosting such events, and country image dimensions are in turn related to product image and behavioral intentions regarding product purchase and tourism. In this article a model of these relationships is developed, based on several streams of literature. The empirical study reported relates to the Winter Olympics in Turin, Italy in 2006. A quasi-experimental design was employed based upon two samples of undergraduate students in Norway. Data was gathered both before and after the Olympic Games took place. The study indicates that dimensions of country image for those being very interested in sports may be changed by hosting a mega-sport event. However, there is no guarantee that the image of the host country will improve. It may actually deteriorate. This finding underscores the importance of managing international sport events properly.