Abstract
Hosting Olympic Games has been applied as a marketing tool to enhance image of host cities where both domestic and international tourism are popular. According to recent literature review on image, both components of cognitive and affective image are believed to better explain the overall image of a tourism destination. However, there have been few studies dealing with these two components of destination image related to Olympic Games. Furthermore, they have not been applied to evaluate an Olympic host city's image. In appreciation of the importance of tourism destination image and Olympic Games, this study identified the impact of Beijing's image provided by the 29th Beijing Olympics. Structural equation model was used to fulfill the objective of the study. Results indicated that overall image significantly influences the intention to visit the Beijing 2008 Olympic Games, whereas cognitive and affective components do not influence intentions. Drawing on the empirical findings, implications and recommendations for future research are offered.
Published Version
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