Exploring the domestic relationship between mega-events and destination image: The image impact of hosting the 2012 Olympic Games for the city of London

Abstract

Contemporarily, the hosting of mega-sport-events (MSEs) is one of several strategies used by cities and governments to bring about improvements in a place's image and recognition. With that in mind, the overall aim of this study, underpinned by theoretical-methodological social representation theory, was to evaluate the domestic image impact of hosting the 2012 Summer Olympic Games for the city of London, and in doing so, whether any image-transfer (or cobranding) processes occurred between the place and event. In addition to adding to the emergent body of work aimed at using social representation theory to measure place image, the authors are among the first to employ a matched-sample research approach to measuring the impact of an MSE on the domestic perceptions of the host. Employing an abductive research strategy, a survey was carried out among the domestic English population (n=156) to identify cognitive and affective image components, in the form of social representations, of London as a city (or its place brand), the Olympics as a MSE, and the 2012 Games as a oneoff event. The content and the structure of the pre-and post-event social representations were established (using image elements cited by at least 15% of the respondents), analysed (using hierarchical cluster analysis) and then compared (within-and between items) to determine whether any changes or image transfer occurred. The findings of this research reveal that the pre-event concerns regarding the hosting of the London 2012 Olympics and the potential of the event to negatively impact the city's pre-established image, were, to a degree, fulfilled. Conversely, from an event perspective, respondents perceived the Olympics as a somewhat successful enterprise.

Value Network as a Key Category Within Event Sport Tourism Business Model: The Case of Mercedes-Benz Uci Mountain Bike Downhill Lošinj World Cup 2018

“…Mountain Bike Trbovlje and Athletic Club Lošinj representatives, as Additional Local Organizers (AOL), agree with the recognition of the destination as an excellent host for sports events with a long-term goal -a "bike friendly" destination for an all year-round tourism. As earlier mentioned, sport events are generating the largest sport-motivated tourist flow and inducing many socio-economic impacts (Kenyon and Bodet 2018;Liu et al 2017;Müller 2017). The representatives of local organizers added a suggestion for the next events pointing out the employees and volunteers needs with improving their motivation for a successful event organization.…”

“…Niches of sport tourism are numerous, and sport tourism can take a variety of specific forms. Although the size of sport events can vary, they generate the largest sportmotivated tourist flow and induce many socio-economic impacts (Kenyon and Bodet 2018;Liu et al 2017;Müller 2017). Therefore, event sport tourism, as a unique representation of performance, experience and organizational dimensions, makes the core of sport tourism (Deery et al 2004).…”

Comparing perceived brand positioning through social representations among registered amateur football players

“…Since the 1990s, more and more researchers and professionals who specialize in analyzing brands have become interested in the study of social representations (Bodet and Lacassagne, 2012;Bodet et al, 2009;Kenyon and Bodet, 2018;Lebrun et al, 2013;Tafani, Michel and Rosa, 2009). The social representation of a brand can allow consumers to justifyto themselves and othersthe purchase or the utility of one brand's goods over another.…”

Sport Policy Development in China: Legacies of Beijing’s 2008 Summer Olympic Games and 2022 Winter Olympic Games

“…A large, growing body of literature has investigated Olympic legacies. This has, traditionally, primarily focused on economic and tourism effects (Baade, Baumann, & Matheson, 2008;Brunet, 1995;Duran, 2002;Madden & Crowe, 1998;Weed, 2008) and more recently on social, political, and destination image changes (Kenyon & Bodet, 2018;Koutrou & Pappous, 2016;Nichols & Ralston, 2011;Preuss & Alfs, 2011). Several comprehensive reviews of the literature on the topic of Olympic legacy are available for further consultation (Chen, 2013;Mangan & Dyreson, 2013;Thomson, Schlenker, & Schulenkorf, 2013).…”