This study analyzes the effect of Brazil's national tourism brand on the image of Rio de Janeiro as the host city of the 2016 Olympic Games, and the reciprocal effect of Rio de Janeiro on Brazil, considering both as tourist destinations. A quantitative study was employed using structured questionnaires, with a sample of foreign respondents (n = 340) and a simultaneous equation method. A positive reciprocal effect was found. In general, the perception of a country as a tourist destination influences destinations within that country. However, the Brazil destination brand image did not influence Rio. This situation was proved to be an exception to the rule, the sports mega-event context probably contributing to the result.
AakerDAKellerKL (1990) Consumer evaluations of brand extensions. Journal of Marketing54(1): 27–41.
2.
AnholtS (2010) Definitions of place branding—working towards a resolution. Place Branding & Public Diplomacy6(1): 1–10..
3.
ArneggerJHerzM (2016) Economic and destination image impacts of mega-events in emerging tourist destinations. Journal of Destination Marketing & Management5(2): 76–85.
4.
BalachanderSGhoseS (2003) Reciprocal spillover effects: A strategic benefit of brand extensions. Journal of Marketing67(1): 4–13.
5.
BalogluSMcClearyKW (1999) A model of tourism image formation. Annals of Tourism Research26(1): 868–897.
6.
CampeloAAitkenRThyneM, et al. (2014) Sense of place: The importance for destination branding. Journal of Travel Research53(2): 154–166.
7.
CampoSAlvarezMD (2010) Country versus destination image a developing country. Journal of Travel & Tourism Marketing27(7): 749–765.
8.
ChangLStylosNYehS, et al. (2015) How do motivation, pre-visit information search and destination image affect post-visit behavioral intention? The case of an island destination. European Journal of Tourism Research9(1): 8–23.
9.
ChenACHChenSK (2000) Brand dilution effect of extension failure—a Taiwan study. Journal of Product and Brand Management9(4): 243–254.
10.
ChildsM (2017) Brand extension feedback effects: What do we know and where should we go?Journal of Product & Brand Management26(7): 671–689.
11.
CliftonN (2014) Towards a holistic understanding of country of origin effects? Branding of the region, branding from the region. Journal of Destination Marketing & Management3(2): 122–132.
12.
CuBilloJMSánchezJCerviñoJ (2006) International students’ decision- making process. International Journal of Educational Management20(2): 101–115.
13.
DaviesG (2009) Managing the alchemy of the 2010 Football World Cup. In: PillayUTomlinsonRBassO (eds) Development and Dreams: The Urban Legacy of the 2010 Football World Cup. Cape Town: HSRC Press, 33-52.
14.
DengQLiM (2013) A model of event–destination image transfer. Journal of Travel Research53(1): 69–82.
EchtnerCMRitchieJRB (1991) The meaning and measurement of destination image. Journal of Travel Studies2(2): 2–12.
17.
FerrariSGualaC (2017) Mega-events and their legacy: Image and tourism in Genova, Turin and Milan. Leisure Studies36(1): 119–137.
18.
FerreiraLBGiraldiJDME (2020) Rio de Janeiro’s image as the 2016 Olympic Games host city: analysis of the main image formation factors. Journal of Hospitality and Tourism Insights3(2): 115–135.
19.
FerreiraLBLourençãoMdAGiraldiJM, et al. (2018) Economic and image impacts of summer olympic games in tourist destinations: A literature review. Tourism & Management Studies14(3): 52–63.
20.
FetscherinM (2010) The determinants and measurement of a country brand: The country brand strength index. International Marketing Review27(4): 466–479.
21.
FlorekMBreitbarthTConejoF (2008) Mega event = mega impact? Travelling fans’ experience and perceptions of the 2006 FIFA World Cup host nation. Journal of Sport & Tourism13(3): 199–219.
22.
GartnerWCRuzzierMK (2011) Tourism destination brand equity dimensions: Renewal versus repeat market. Journal of Travel Research50(5): 471–481.
23.
GibsonHJQiCXZhangJJ (2008) Destination image and intent to visit China and the 2008 Beijing Olympic Games. Journal of Sport Management22: 427–450.
24.
GiraldiJMEGiraldiIMEScadutoAA (2011) Brazil’s image as a social representation process. African Journal of Business Management5(22): 8821–8831.
25.
GunnC (1972) Vacationscape: Designing Tourist Regions. Washington, DC: Taylor and Francis/University of Texas.
26.
HahmJTasciADTerryDB (2018) Investigating the interplay among the Olympic games image, destination image, and country image for four previous hosts. Journal of Travel & Tourism Marketing35(6): 755–771.
27.
HahmJTasciADTerryDB (2019) The Olympic Games’ impact on South Korea’s image. Journal of Destination Marketing & Management14, 1-12. doi:10.1016/j.jdmm.2019.100373.
28.
HanCM (1990) Testing the role of country image in consumer choice behaviour. European Journal of Marketing24(6): 24–40.
29.
HerreroASan MartínHGarcía De Los SalmonesMM, et al. (2015) Influence of country and city images on students’ perception of host universities and their satisfaction with the assigned destination for their exchange programmes. Place Branding and Public Diplomacy11(3): 190–203.
30.
HerreroASan MartínHGarcia De Los SalmonesMM, et al. (2017) Examining the hierarchy of destination brands and the chain of effects between brand equity dimensions. Journal of Destination Marketing & Management6(4): 353–362.
31.
HersteinR (2012) Thin line between country, city, and region branding. Journal of Vacation Marketing18(2): 147–155.
32.
HeslopLANadeauJO'reillyN, et al (2013) Mega-event and country co-branding: Image shifts, transfers and reputational impacts. Corporate Reputation Review16(1): 7–33.
33.
JohnDRLokenBJoinerC (1998) The negative impact of brand extensions: Can flagship products be diluted?Journal of Marketing62(1): 19–32.
34.
JoshiRYadavR (2017) Evaluating the feedback effects of brand extension on parent brand equity: A study on Indian FMCG industry. Vision21(3): 305–313.
35.
KaplanidouK (2006) Affective event and destination image: Their influence on Olympic travelers’ behavioral intentions. Event Management10(2–3): 159–173.
36.
KenyonJABodetG (2018) Exploring the domestic relationship between mega-events and destination image: The image impact of hosting the 2012 Olympic Games for the city of London. Sport Management Review21(3): 232–249.
37.
KimJKangJHKimY-K (2014) Impact of mega sport events on destination image and country image. Sport Marketing Quarterly23(3): 161–175.
38.
KimYKimJChoS, et al. (2019) The impact of mega sporting events on host country’s destination images: The cases of the 2014 Sochi Winter Olympics and 2015 Beijing IAAF World Championships. Sport Marketing Quarterly28(3), 148-162.
39.
KnappA-KHennig-ThurauTMathysJ (2014) The importance of reciprocal spillover effects for the valuation of bestseller brands: Introducing and testing a contingency model. Journal of the Academy of Marketing Science42(2): 205–221.
40.
KnottBFyallAJonesI (2015) The nation branding opportunities provided by a sport mega-event: South Africa and the 2010 FIFA World Cup. Journal of Destination Marketing & Management4(1): 46–56.
41.
KotlerPGertnerD (2004) O estratégico marketing de lugares [The strategy of marketing places]. Dossiê HSM Management44: 62–93.
42.
LadhariRSouidenN (2020) The role of mega-sports event experience and host city experience in explaining enjoyment, city image, and behavioral intentions. Journal of Travel & Tourism Marketing37(4): 460–478.
43.
LaiK (2018) Influence of event image on destination image: The case of the 2008 Beijing Olympic Games. Journal of Destination Marketing & Management7: 153–163.
44.
LaneVJacobsonR (1997) The reciprocal impact of brand leveraging: Feedback effects from brand extension evaluation to brand evaluation. Marketing Letters8(3): 261–271.
45.
LeeCKTaylorTLeeYK, et al. (2005) The impact of a sport mega-event on destination image: The case of the 2002 FIFA World Cup Korea/Japan. International Journal of Hospitality & Tourism Administration6(3): 27–45.
46.
LeeJKLeeB-KLeeW-N (2013) Country-of-origin fit’s effect on consumer product evaluation in cross-border strategic brand alliance. Journal of Business Research66(3): 354–363.
47.
LeeRLockshinL (2012) Reverse country-of-origin effects of product perceptions on destination image. Journal of Travel Research51(4): 502–511.
48.
MagnussonPKrishnanVWestjohnSA, et al. (2014) The spillover effects of prototype brand transgressions on country image and related brands. Journal of International Marketing22(1): 21–38.
49.
MariuttiFGGiraldiJDMECrescitelliE (2013) The image of Brazil as a tourism destination: An exploratory study of the American market. International Journal of Business Administration4(1): 13–22.
50.
MartinezEChernatonyDL (2004) The effect of brand extension strategies upon brand image. Journal of Consumer Marketing21(1): 39–50.
51.
MoonKSKimMKoYJ, et al. (2011) The influence of consumer’s event quality perception on destination image. Managing Service Quality: An International Journal21(3): 287–303.
52.
MorganNPritchardA (2014) Destination reputations and brands: Communication challenges. Journal of Destination Marketing & Management3(1): 1–?.
53.
MossbergLKleppeIA (2005) Country and destination image–different or similar image concepts?The Service Industries Journal25(4): 493–503.
NadeauJHeslopLO’reillyN, et al. (2008) Destination in a country image context. Annals of Tourism Research35(1): 84–106.
56.
NewlandBLYooJJE (2020) Active sport event participants’ behavioural intentions: Leveraging outcomes for future attendance and visitation. Journal of Vacation Marketing27(1): 32–44.
57.
Nghiêm-PhúB (2014) A review of destination image studies from 2008 to 2012. European Journal of Tourism Research8(1): 35–65.
58.
PapadopoulosNHeslopLA (2002) Country equity and country branding: Problems and prospects. Journal of Brand Management9(4–5): 294–314.
59.
ParkCWMilbergSLawsonR (1991) Evaluation of brand extensions: The role of product feature similarity and brand concept consistency. Journal of Consumer Research18(2): 185–193.
60.
Pérez-NebraARTorresCV (2010) Medindo a imagem do destino turístico: Uma pesquisa baseada na teoria de resposta ao item. [measuring the image of the tourist destination: A research based on the theory of response to the item]. RAC Curitiba14(1): 80–99.
61.
PhelpsA (1986) Holiday destination image: The problem of assessment. Tourism Management7(3): 168–180.
62.
PillayUTomlinsonRBassO (2009) Introduction. Development and Dreams: The Urban Legacy of the 2010 Football World Cup. Cape Town: HSRC Press.
63.
Rezend-ParkerAMorrisonAMIsmailJA (2003) Dazed and confused? An exploratory study of Brazil as a travel destination. Journal of Vacation Marketing9: 243–259.
64.
RussellJAPrattJ (1980) A description of the affective quality attributed to environments. Journal of Personality and Social Psychology38(2): 311–322.
65.
SantosGEDOGiraldiJDME (2017) Reciprocal effect of tourist destinations on the strength of national tourism brands. Tourism Management61: 443–450.
66.
SinghNZhouH (2016) Transformation of tourism in Beijing after the 2008 Summer Olympics: An analysis of the impacts in 2014. International Journal of Tourism Research18(4): 277–285.
67.
StepchenkovaS (2015) Country-of-origin Effects on Destination Product: Implications for Brand USA. Tourism Travel and Research Association: Advancing Tourism Research Globally. Portland: Tourism Travel and Research Association.
68.
TasciADAHahmJBreiterD (2019) A longitudinal study of Olympic Games’ impact on the image of a host country. Journal of Travel & Tourism Marketing36(4): 443–457.
69.
UlvnesAMSolbergHA (2016) Can major sport events attract tourists? A study of media information and explicit memory. Scandinavian Journal of Hospitality and Tourism16(2): 143–157.
70.
UmSCromptonJL (1990) Attitude determinants in tourism destination choice. Annals of Tourism Research17(3): 432–448.
71.
WalkerMKaplanidouKGibsonH, et al. (2013) “Win in Africa, with Africa”: Social responsibility, event image, and destination benefits. the case of the 2010 FIFA World Cup in South Africa. Tourism Management34: 80–90.
72.
ZhangJWuBMorrisonAM, et al. (2016) How country image effects tourists’ destination evaluations. Journal of Hospitality and Tourism Research42(6): 904–930.
73.
ZimmerMRBhatS (2004) The reciprocal effects on extension quality and fit on parent brand attitude. Journal of Product and Brand Management13(1): 37–46.
Supplementary Material
Please find the following supplemental material available below.
For Open Access articles published under a Creative Commons License, all supplemental material carries the same license as the article it is associated with.
For non-Open Access articles published, all supplemental material carries a non-exclusive license, and permission requests for re-use of supplemental material or any part of supplemental material shall be sent directly to the copyright owner as specified in the copyright notice associated with the article.
