تأثیر تصویر رویداد در تصویر مقصد: مورد بازی های المپیک 2008 پکن

Despite the long recognized effects of mega-events on image enhancement, knowledge on the core manifestation of the effects—the influence of event image (EI) on destination image (DI)—remains limited. Accordingly, this study aimed to provide a better understanding of such influence focusing on the 2008 Beijing Olympic Games as the case study. A questionnaire survey was conducted among 702 onsite Chinese tourists during this event. Results showed that (a) generally, EI was positively correlated with DI, and this correlation varied in intensity according to different levels and dimensions of the two image constructs; (b) EI had stronger effects on DI than the established formation agents of DI; and (c) EI and DI mutually predicted each other with similar predicting power. This study disclosed key aspects of the previously unrecognized influences of EI on DI, and offered some general guidelines for managing DI using mega-events as a special and important leverage.