Mega-Events and the International Communication of City Image: The Case of the Major Sport Events Hosted by Guangzhou

Abstract

Mega-events represented by major sport events are increasingly becoming an important means for the communication of the city image, and the role of those events in the development of the city is gaining more and more appreciation and highlight as well. Therefore, hosting those events have gradually become a trump card for various major cities in their external communication and publicity. As an international metropolis, Guangzhou has hosted many big sport events over the past few years and succeeded to utilize them as the opportunities and carriers to promoting the international communication of Guangzhou and establish its city image. This paper, based on the perspective of hosting major events, is set to discuss the relationship, means and strategies between major sport events and the international communication of city image.