year 8, Issue 3 (Autumn 2020)                   Ann Appl Sport Sci 2020, 8(3): 0-0 | Back to browse issues page

DOI: 10.29252/aassjournal.798

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College of Business Administration, American University in the Emirates, Dubai, UAE ,
Abstract:   (1125 Views)
Background. This paper investigates how hosting a mega sports event such as the 2016 Rio Games – Olympic and Paralympic influence the Rio de Janeiro and Brazil image’ like popular destinations among tourists.
Objectives. The following hypotheses guided our research to identify the more positive image of Brazil as a tourism destination.
Methods. A mixed research design combining both qualitative and quantitative approaches was used. Participants were recruited at the Technische Universität München and in the city center of Munich, Germany. The two dimensions (cognitive and affective) of the tourism destination image were considered to elaborate a questionnaire survey, which mixes both qualitative and quantitative methods.
Results. The significant factors influencing the intentions of a person to attend the Games in Brazil are the positive portrayed image of the country and their sport interest. According to the multiple regression conducted, the only variables, which have influenced people’s intention to go to Brazil for the Olympics, were the image of the country as a tourism destination (β = 0.404, p < 0.05) and sports interests (β = 0.259, p < 0.05). The same influence of these variables was observed when the independent variable is the intention to go for the Paralympics: an image of Brazil as a tourism destination (β = 0.377, p < 0.05) and sports interest (β = 0.205, p < 0.05) have influenced respondentchr('39')s intention.
Conclusions. Furthermore, the study revealed the hosting of the Olympic Games had a more considerable influence on a person’s intentions to visit the country than the hosting of Paralympic Games. It was also observed that the media played a significant aspect in the construction of an opinion on a tourism route. Also, a semantic analysis presented a different image’ of the country, even when the intention to attend the Olympics was low.
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  • The host city and country of mega-events depend on extensive media coverage to promote and amplify their image to attract tourists. The availably of sports infrastructure and a near-perfect event organization are essential targets to be included in the image promotion for host cities.
  • Other aspects not related to the sports events, such as the virus epidemic, political crisis, the wave of violence, strikes, natural disasters, can affect the tourism destination image, which is influenced directly by foreigners' intention to visit the country during the Olympic or Paralympic Games.
  • Mega-events promotes changes in the perceptual and cognitive process regarding the image of the nations as a tourism destination.

Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2019/09/22 | Accepted: 2020/02/27 | Published: 2020/05/10 | ePublished: 2020/05/10

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