Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/26016
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Attitudes toward attending the 2016 Olympic Games and visiting Brazil after the games
Authors: Rocha, Claudio M
Fink, Janet S
Contact Email: claudio.rocha@stir.ac.uk
Keywords: Branding
Co-branding
Sport mega-events
Sport tourism
Rio 2016
Issue Date: Apr-2017
Citation: Rocha CM & Fink JS (2017) Attitudes toward attending the 2016 Olympic Games and visiting Brazil after the games, Tourism Management Perspectives, 22, pp. 17-26.
Abstract: Drawing on signaling theory and branding framework, the aim of this research was to describe the impacts of the interaction between, on the one hand, the brand images of the Olympic Games and Brazil (as a tourism destination), and on the other, attitudes toward attending the 2016 Rio Olympic Games and visiting the country after the event. A sample of American adults (n=722), most (82.2%) with at least one international travel experience, was analyzed. Results showed that the interaction between the hospitality associated with the Olympic Games hospitality and that of Brazil positively affected attitudes toward visiting the country after the Games. None of the tested interactions affected attitudes toward attending the 2016 Olympic Games. In the second part of the study, five focus groups with sport management graduate students (n=23) indicated that the association with the Olympic brand might bring fewer gains to Brazilian tourism than the expected.
DOI Link: http://dx.doi.org/10.1016/j.tmp.2017.01.001
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