Impacts of host city image in the country destination branding in sport mega-event context: exploring cognitive and affective image dimensions

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.

Citation

Ferreira, L.B., Giraldi, J.d.M.E., Maheshwari, V. and Oliveira, J.H.C.d. (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, Vol. 13 No. 4, pp. 486-505. https://doi.org/10.1108/IJEFM-10-2021-0080