Abstract
The hosting of major sporting events is known to have significant effects on a destination’s image, although the effect such sporting events have on the destination image among different populations or stakeholders in the destination or its time course and the factors that determine its time course is not well understood. Destination image is a construct that has much relevance, both theoretical and practical, not only to most aspects of destination marketing but also to local economic development planning and public policy. Not surprising therefore, it is a construct that has been extensively researched (Baloglu, 1999; Baloglu & McCleary, 1999; Beerli & Martín, 2004; Jenkins, 1999; Pike, 2002, Gallarza, Saura, & Garcia, 2002; Kim, McKercher, & Lee, 2009). The role of a sport event image in shaping the development of the destination image has received less attention, though some attempts have been made by Kaplanidou and Vogt (2007) and by Xing and Chalip (2006), Lee et al., (2005), whereas the remaining literature on sport events usually addresses economic effects on the destination only. The present research sought to better understand the character of the effect of regionally significant sporting events on a destination’s image among populations with differing levels of implicit attachment to the destination and the event, viz., visitors and local residents, and event participants and non participants. The image of an event-hosting destination, as reported by a sample of residents and visitors was evaluated through an on-site survey conducted during and temporally proximal to the event. A sample of 156 attendees of the event were surveyed during the spring 2010. The sample included tourists and local residents, some of whom were participants to the event. Statistical analyses of the data characterize and differentiate the destination image among these groups, the role the event plays in the image creation, and the effect of destination image on stakeholders’ tourism-related consumer behavior and attitudes related to the destination.