Kenyon, Bodet - 2012 - The image impact of the 2012 Olympic Games - A preliminary examination of the total pre-Games data_cork.pdf (143.37 kB)
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posted on 2015-10-28, 11:11 authored by James Andrew KenyonJames Andrew Kenyon, Guillaume BodetIntroduction: In 2012 the city of London will host the XXX Olympic Summer Games.
For both developed and developing countries alike, the competition
to host the Olympic Games, and other mega-events, is becoming
increasingly fierce (Shoval, 2002). Aside from a host of other
perceived benefits, mega-events are considered to be ‘valuable
promotional opportunities for [places] to showcase their attractions
to global audiences’ (Horne, 2007, p. 83). In a domestic context also,
mega-events are considered key in the development of a positive
place image; that is, ‘places […] aim to modify their image and
obtain some positive associations [from hosting mega events]’ (Bodet
& Lacassagne, 2012). Additionally, successful and well run events can
serve to legitimise project and government leaders to domestic
audiences (Tomlinson, 2010). For although London
is already considered to be a leading global city
(e.g. Knight Frank Global Cities Index, 2011), a key
objective for those involved in the development
and delivery of the 2012 Olympic Games will be to
manage the image of London (and the wider UK),
to aim to improve this image nationally and
internationally, and to address any potential
negative image formation (DCMS, 2008).
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