DOI QR코드

DOI QR Code

Sport Event and City Image: 2008 Beijing Olympic Games Case

스포츠 이벤트와 도시 이미지: 베이징 올림픽을 중심으로

  • Received : 2010.10.04
  • Accepted : 2010.11.26
  • Published : 2010.11.28

Abstract

Many cities in the world are trying to enhance city awareness and city image through international events. In this study, the impact of 2008 Beijing Olympic Games on Beijing Image was investigated by survey. According to the result of data analysis, there is a positive correlation between the watching time of Beijing Olympic Games on TV in weekend and familiarity to Beijing. And there is a positive correlation between the watching time of Beijing Olympic Games on TV in weekend and attitude toward Beijing, too. Familiarity to Beijing and Beijing Olympic Games management have an significant impact on Beijing image, attitude toward Beijing and intention to visit Beijing. Familiarity to Beijing than Beijing Olympic Games management has a larger impact on Beijing image and attitude toward Beijing.

Keywords

Sport Event;City Image;Beijing Olympic Games;Beijing Image;Familiarity

References

  1. 남인용, "국가이미지 확립 및 개선을 위한 문화관광 마케팅 커뮤니케이션 전략", 홍보학연구, 제6권, 제2호, pp.157-188, 2002.
  2. 남인용, "주요 국제행사관련 국가이미지 개선 전략", 홍보학연구, 제7권 제2호, pp.143-168, 2003.
  3. 김일철, 남인용, “장소마케팅과 부산APEC의 도시이미지 제고효과”, 홍보학연구, 제10권, 제2호, pp.5-37, 2006.
  4. 남인용, “스포츠와 광고효과에 관한 연구의 현황과 과제”, 광고홍보학보, 제7권 제5호, pp.233-251, 2005.
  5. Jacqueline Lieutaud, "City image and major international events: A new tool for urban strategy and planning," Ekistics, Vol. 70, No.420/421, pp.196-210, 2003.
  6. Eli Avraham, “Media strategies for improving an unfavorable city image,” Cities, Vol.21, No.6, pp.471-479, 2004. https://doi.org/10.1016/j.cities.2004.08.005
  7. B. Christine Green, Carla Costa, and Maureen Fitzerald, "Marketing the Host City: Analyzing Exposure Generated By a Sport Event," International Journal of Sports Marketing & Sponsorship, Vol.4, No.4, pp.335-353, 2003.
  8. Greg Richard and Julie Wilson, "The Impact of Cultural Events on City Image: Rotterdam, Cultural Capital of Europe 2001," Urban Studies, Vol.41, No.10, pp.1931-1951, 2004. https://doi.org/10.1080/0042098042000256323
  9. Li Zhang, and Simon Xiaobin Zhao, "City branding and the Olympic effect: A case study of Beijing," Cities, Vol.26, No.5, pp.245-254, 2009. https://doi.org/10.1016/j.cities.2009.05.002
  10. Heather Gibson, Christine Xueqing Qi, and James Zhang, "Destination Image and Intent to Visit China and the Beijing Olympic Games," Journal of Sport Management, Vol.22, No.4, pp.427-450, 2008.. https://doi.org/10.1123/jsm.22.4.427
  11. 최영환, “2008 베이징 올림픽 지상파 콘텐츠 특성에 따른 시청률 비교분석”, 한국사회체육학회지, 제34호, pp.433-446, 2008.
  12. 이은용, 오현득, 강재직, "메가 이벤트 개최 성원에 영향을 주는 요인에 관한 연구", 호텔경영학연구, 제17권, 제4호, pp.213-228, 2008.
  13. 신호창, "국가이미지 실태 및 접근전략", 한국언론학회 심포지엄 발표논문, 2001.
  14. John O'Shaugnessy and Nicholas O'Shaugnessy, Persuasion in Advertising, Routledge, 2003. 남인용, 김미애 역, 광고와 설득커뮤니케이션. 커뮤니케이션북스, 2007.
  15. 남인용, "인터넷 홈페이지를 활용한 지방자치단체의 관광 홍보 방안에 관한 연구", 홍보학연구, 제4권, 제1호, pp.212-248, 2000.