Effects of Cultural Exposure through Pre-Event Media

Abstract

The impact of mega events on international tourism is partially a consequence of their capacity to attract an international audience through the media they obtain. While researchers have examined the effects of induced images of the event and its broadcast on destination image and interest in travel to the host country, there is scant research examining the effects of organic images during the pre-event period. This research examines the effects of four kinds of pre-event media: positive exposure of the host culture, positive exposure of the event, negative exposure of the host country, and negative exposure of the event using a 2 × 2 × 2 × 2 × 2 (positive Chinese culture × positive Olympic Games (in general) × negative China × negative event × time) experimental design. Nine-minute videos were produced for each of the experimental conditions. An adult American sample (N = 78) completed pre- and post-media exposure surveys measuring their perceptions of China, Beijing, the Olympics (in general) and the Beijing Olympic Games (BOG), as well as interest in travel to China and to the BOG. Participants received three exposures to their assigned media. The image of China was enhanced by exposure to positive media about Chinese culture and the Olympic Games. Exposure to negative media about the BOG negatively influenced participants' views of China and the Olympic Games. Interest in travel to China decreased over time unless participants were exposed to both positive images of Chinese culture and negative event media. Pre-event media had no effect on perceptions of Beijing or the BOG.