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How Hosting a Mega-event Changes the Emotional Connection of Spectators with Destination Brands
Mina Kim
其他書名
Brand Personalitry of the Olympics and South Korea
出版
2024
URL
http://books.google.com.hk/books?id=1iv-0AEACAAJ&hl=&source=gbs_api
註釋
This study examines the legacy of hosting a mega-event through the brand personality of the host nation and mega-event, using a longitudinal approach. Specifically, the authors investigated how spectator perceptions of the brand personality of South Korea and the 2018 PyeongChang Olympic Winter Games changed over time - before (T1), during (T2), and after the event (T3). The findings showed that the components of excitement, competence, and ruggedness in South Korea increased during the event (T2), but the traits of excitement and ruggedness were not sustained after the event (T3).
