Kenyon & Bodet 2011 - Abstract [FINAL].pdf (97.43 kB)
A pre-games evaluation of the image impact of the 2012 London Olympics
conference contribution
posted on 2012-07-24, 12:29 authored by James A. Kenyon, Guillaume BodetAlong with the World Cup, the Olympics is widely
considered to be the most lucrative and sought-after megaevent
for governments worldwide, and have thus been
described as the ‘the ultimate accolade that a city can earn
on the world stage’ (Gold & Gold, 2007: p. 320). For the
host, they represent an opportunity to achieve urban and
environmental renewal, to boost local and national
economies and attract investment, to increase tourism, to
present or reinforce local culture and identity, and, to
achieve international prominence and/or national prestige
through place marketing or even sporting success. A major
strategic component in achieving what can be considered
a successful Olympics is the image of host-city, in which
mega-events provide an ideal opportunity to present the
character and culture of the host and work to enhance its
domestic and global reputation. There are, however,
relatively few studies that deal specifically with the effects
of mega-events and the image impact of host countries
and cities (Florek et al., 2008).
History
School
- Sport, Exercise and Health Sciences
Citation
KENYON, J.A. and BODET, G.S.P., 2011. A pre-games evaluation of the image impact of the 2012 London Olympics. Presented at the 19th Conference of the European Association for Sport Management, 7th-10th September, Madrid, Spain.Publisher
European Association for Sport ManagementVersion
- AM (Accepted Manuscript)
Publication date
2011Notes
This is a conference paper.Publisher version
Language
- en