Abstract
The purpose of this study is to examine whether mega-sport events influence visitors' destination images and to explore which factors influence their perceptions of and intentions to attend a mega-sport event in certain destinations. We examine visitors' perceptions of the 2016 UEFA European Football Championship in France, the 2018 FIFA World Cup in Russia, and the upcoming 2022 FIFA World Cup in Qatar through a structured questionnaire published on the Facebook group Camp Sweden, a community of Swedish football supporters. We find differences among supporters’ destination image after they attended the mega-sport football events. The study also shows that positive destination images after visits were based on whether the destinations were able to satisfy important factors for supporters when visiting the destination. Qatar will be challenged to improve its destination image, as supporters do not connect factors important for visiting destinations with their current perceptions of Qatar. • Destination images can be positively enhanced through mega-sport events. • To enhance the destination image, it is important to obtain knowledge of visitors' motivation for traveling. • Event organizers and destination marketers need to satisfy visitors' expectations to enhance the destination image. • Event organizers' and destination marketers' need to cooperate to be able to satisfy visitors.
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