The Olympic Games' impact on South Korea's image / Jeeyeon Hahm, Asli D.A.Tasci, Deborah Breiter Terry

Hahm, Jeeyeon | Tasci, Asli D. | Breiter Terry, Deborah

This study tracked the change in South Korea's image due to hosting a mega event. Americans' perceptions of South Korea were measured before, during, and at four points in time after the 2018 Winter Olympic Games. The findings revealed no significant changes in country image, destination image, or Olympics image over time. This may indicate no influence of the Olympic Games, against the common expectation, or a missed opportunity of taking advantage of this mega event properly, using all possible media channels. Destination marketing organizations need to consider both of these indications in their decisions to bid for mega events.

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