Exploring consumer schemata of destination and sports event brands: the case of Kaohsiung City and the 2009 World Games

Image interplay between events and destinations

“…Hallmann and Breuer (2010) raised a very interesting notion that despite there being an image fit, this did not necessarily result in both entities receiving the same treatment. Most of the literature, however, assessed one event in one location (Bodet & Lacassagne, 2012;Heslop et al, 2010;Lai, 2010;Lee et al, 2005), many of them being mega-events which have a different location each time. Many destinations are attempting to reimage themselves and Brown et al (2004) suggests that a certain degree of dissimilarity between two entities is quintessential for image change, so perhaps finding strategically and culturally fitting events is not the ideal solution.…”

“…Several studies did find a lack of positive image impacts (e.g., Lai, 2010;Prentice & Andersen, 2003), and others negative impacts (e.g., Bodet & Lacassagne, 2012;Dongfeng, 2013), yet the main intent of the majority of the studies were to find positive impacts. Several studies did find a lack of positive image impacts (e.g., Lai, 2010;Prentice & Andersen, 2003), and others negative impacts (e.g., Bodet & Lacassagne, 2012;Dongfeng, 2013), yet the main intent of the majority of the studies were to find positive impacts.…”

“…yet failed to modify the image of its destination as "if a particular focus of consumption is not seen as typical of a wider destination, familiarity with destination will not necessarily impel change in how it is imagined" (2007, p. 7). Ultimately, Lai (2010) had found that a supposedly global event had almost no brand awareness in the destination in which it was being hosted and would most likely have no significant influence on the destination's image. Lai (2010) further reiterated that it was more likely the destination's image could help elevate the event and should therefore be marketed as a brand extension or brand feature of the destination.…”

“…Not only did this improve the attractiveness ratings of visiting a destination, but also the ratings to live and work at that destination. Most of the literature, however, assessed one event in one location (Bodet & Lacassagne, 2012;Heslop et al, 2010;Lai, 2010;Lee et al, 2005), many of them being mega-events which have a different location each time. Other literature had multiple events in one study, yet in different locations , 2011Nobili, 2005;Smith, 2005).…”

“…The majority of the literature focuses on finding positive image impacts of events on their host destinations (and vice versa). Several studies did find a lack of positive image impacts (e.g., Lai, 2010;Prentice & Andersen, 2003), and others negative impacts (e.g., Bodet & Lacassagne, 2012;Dongfeng, 2013), yet the main intent of the majority of the studies were to find positive impacts. Future studies should investigate potential negative image impacts as the primary research objective.…”