The Olympic Games' impact on South Korea's image

被引：24

作者：

Hahm, Jeeyeon ^{[1
]}

Tasci, Ash D. A. ^{[1
]}

Terry, Deborah Breiter ^{[1
]}

机构：

[1] Univ Cent Florida, Rosen Coll Hospitality Management, Dept Tourism Events & Attract, 9907 Universal Blvd, Orlando, FL 32819 USA

来源：

JOURNAL OF DESTINATION MARKETING & MANAGEMENT | 2019年 / 14卷

关键词：

Olympic Games; Destination image; Country image; Mega event image; Image change; Sport events; South Korea; DESTINATION IMAGE; COUNTRY IMAGE; TELEVISION DRAMAS; SPORT TOURISTS; MEGA-EVENTS; INTENTION; MEDIA; BRAND; OPPORTUNITIES; SATISFACTION;

D O I：

10.1016/j.jdmm.2019.100373

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study tracked the change in South Korea's image due to hosting a mega event. Americans' perceptions of South Korea were measured before, during, and at four points in time after the 2018 Winter Olympic Games. The findings revealed no significant changes in country image, destination image, or Olympics image over time. This may indicate no influence of the Olympic Games, against the common expectation, or a missed opportunity of taking advantage of this mega event properly, using all possible media channels. Destination marketing organizations need to consider both of these indications in their decisions to bid for mega events.

引用

页数：12

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