Impacts of Host City Image in the Country Destination Branding in Sport Mega-event Context PDF Download

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Impacts of Host City Image in the Country Destination Branding in Sport Mega-event Context

Impacts of Host City Image in the Country Destination Branding in Sport Mega-event Context PDF Author:
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Languages : en
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Book Description
This paper aims to verify the brand image effects of holding a sport mega-event by investigating the host city's influence on the country's branding, as a tourist destination. This research considered the Rio 2016 Olympic Games and uses quantitative methods: exploratory factor analysis and regression. Data were collected by structured questionnaires with a sample of (n = 274) international respondents with high international travel experience.