THE IMPACT ON DESTINATION COGNITIVE IMAGE PERCEPTION OF TOURISTS BY THE SPORT MEGA-EVENT: A CASE STUDY OF RUSSIA'S FIFA WORLD CUP 2018

Abstract

Cities and countries compete fiercely to host sports mega-events, believing that doing so will improve their global image and make their destination more appealing to future tourists. According to the change in the global context, it's important to figure out if sporting mega-events, which are increasingly being hosted by BRICS countries, can help them improve their international reputation as attractive tourist destinations. The paper's research examines how visiting fans view Russia and the host cities for the 2018 FIFA World Cup. Is there any empirical evidence that hosting a large sporting event will increase international tourism and enhance a city's reputation? In the spring of 2022, researchers examined the issue with secondary data and empirical data gathered through survey methods. In this year's survey, 271 Russian and foreign tourists were asked about their impressions of Russia. Non-World Cup-related visitors to Russia have different demographics, motivations, and perceptions than those who travel to Russia for the tournament. According to the study, sports mega-events have an impact on visitors' perceptions of destinations. An event like this can dispel myths and stereotypes that have been spread by the media and entice people to go to a place they might not otherwise consider. A desire to return to the same location after attending a sporting mega-event has also been found by the researchers. Keywords: destination, inbound tourism, sport events, visiting fans, FIFA World Cup, Russia. DOI: 10.7176/JTHS/60-01 Publication date: July 31 st 2022