Image Impact of the Olympic Games

Question 1

Why is analysis of the effects of the Olympics on the image of the host important?

Answer 1

Due to recent lack of enthusiasm of countries to host the games leading to many to drop their bids e.g Boston

Question 2

What is the effect of a place image?

Answer 2

. influence touristic decisions and behaviour

Question 3

Why and how would a city look to promote their place image?

Answer 3

. To promote their city over others

. may be done by e.g improved infrastructure

Question 4

What is place image?

Answer 4

the sum of beliefs, ideas and impressions that a person has of a destination’
or
. an attitudinal construct consisting of an individual’s mental representation of knowledge (beliefs), feelings, and global impression…’

Question 5

What are the three elements of place image?

Answer 5

. cognitive, emotional and behavioural

Question 6

What are the cognitive elements of place image?

Answer 6

Awareness, familiarity and associations with a place

Question 7

What are the emotional elements of place image?

Answer 7

Feelings and emotions towards a place

Question 8

What are the behavioural elements of place image?

Answer 8

Tendency of certain behaviour towards a place

Question 9

What are the formation agents of place image?

Answer 9

i. Overt induced 1
ii. Overt induced 2
iii. Covert induced 1
iv. Covert induced 2
v. Autonomous
vi. Organic
vii. Unsolicited organic
viii. Solicited organic

Question 10

explain overt induced 1

Answer 10

– ‘traditional forms of advertising’

- directly promotes a place e.g visit California

Question 11

explain overt induced 2

Answer 11

• ‘informants not directly associated with a place’

- travel agents

Question 12

explain covert induced 1

Answer 12

• Formed from the testimonies of celebrities and satisfied customers’

Question 13

explain covert induced 2

Answer 13

independent endorsement

. e.g reviews online

Question 14

Explain Autonomous

Answer 14

• ‘unintentional promotion’

- documentaries, films

Question 15

Explain organic

Answer 15

Direct visitation creating your own image

Question 16

Explain unsolicited organic

Answer 16

. provided by friends and relatives who have visited the place’

Question 17

explain solicited organic

Answer 17

formed through deliberately seeking out information from friends and relatives

Question 18

What is brand identity?

Answer 18

. Inside out

. how the brand owner defines what the brand is

Question 19

What is brand image?

Answer 19

. Outside in

. how stakeholders actually perceive the brand

Question 20

What is a place brand?

Answer 20

A place brand has access to dimensions that a product or service might not: political, economic, historical and cultural

Question 21

What are mega events seen as? and aim of hosting

Answer 21

. a platform for place branding

. looking for co-branding

Question 22

How was place image changed in Sydney 2000?

Answer 22

. clearly changed and broadened the way Australia was seen internationally
. away from non modern outback view

Question 23

What is co-branding?

Answer 23

pairing of an event with a place will result in an ‘image transfer’ from Olympics to the city and vice versa

Question 24

How was place image changed in Athens 2004?

Answer 24

. country benefited from increased tourism in the years following the Games
.

Question 25

How was place image changed in Beijing 2008?

Answer 25

. Change perception of the country being a military threat

Question 26

How was place image changed in London 2012?

Answer 26

. Despite the Games’ success, domestic attitudes of London were negatively impacted pre-to-post-event
. London didn’t need to change already positive image