pros for hosting the olympics
There are both advantages and disadvantages for cities hosting the winter and summer Olympics. Let’s first take a look at some of the advantages the winning host cities can expect to enjoy when they host these high profile events.
According to Chung and Wan Woo (2011) mega-events such as the Olympics have typically been viewed host countries as opportunities for economic growth and revenue boosting. Research has shown that hosting mega-events affects host country in terms of consumer awareness and attracting visitors to the country (or city) during the event (Chung, Wan Woo, 2011, p.2). Hosting a summer Olympics plays an important role in promoting a host country through increased tourisms, sales of event-related merchandise and event-related employment (Chung, Wan Woo, 2011, p.2). For example, China Daily (2009) reported that overall earnings from the Beijing Olympics were $146 million, which was slightly lower than the $155 million generated by the 2004 Athens Olympics. The 2008 Beijing Olympics also generated revenue of $ 1 billion from sponsorship and broadcasting right fees (Chung, Wan Woo, 2011, p.2)
Country of Origin (COO) scholars have argued that creating a positive country image is just as important as other marketing strategies. This is because country image plays an important role in international public relations and marketing (Chung, Wan Woo, 2011, p.2).The public image of a country is linked to one of the key factors in influencing international consumer attitudes and purchase intention towards a country’s products and brands (Chung, Wan Woo, 2011, p.3).
Country image is defined as a generic construct consisting of generalized images. These images are created by representative products and are influenced by historical events and relationships, culture and traditions and the degree of economic and political maturity, technological virtuosity and industrialization a nation posses (Chung, Wan Woo, 2011, p.4). Some researchers have suggested
According to Chung and Wan Woo (2011) mega-events such as the Olympics have typically been viewed host countries as opportunities for economic growth and revenue boosting. Research has shown that hosting mega-events affects host country in terms of consumer awareness and attracting visitors to the country (or city) during the event (Chung, Wan Woo, 2011, p.2). Hosting a summer Olympics plays an important role in promoting a host country through increased tourisms, sales of event-related merchandise and event-related employment (Chung, Wan Woo, 2011, p.2). For example, China Daily (2009) reported that overall earnings from the Beijing Olympics were $146 million, which was slightly lower than the $155 million generated by the 2004 Athens Olympics. The 2008 Beijing Olympics also generated revenue of $ 1 billion from sponsorship and broadcasting right fees (Chung, Wan Woo, 2011, p.2)
Country of Origin (COO) scholars have argued that creating a positive country image is just as important as other marketing strategies. This is because country image plays an important role in international public relations and marketing (Chung, Wan Woo, 2011, p.2).The public image of a country is linked to one of the key factors in influencing international consumer attitudes and purchase intention towards a country’s products and brands (Chung, Wan Woo, 2011, p.3).
Country image is defined as a generic construct consisting of generalized images. These images are created by representative products and are influenced by historical events and relationships, culture and traditions and the degree of economic and political maturity, technological virtuosity and industrialization a nation posses (Chung, Wan Woo, 2011, p.4). Some researchers have suggested