International mega events / Xiuli Wang

Wang, Xiuli

International mega events can contribute to national branding and public diplomacy, and are an important element of China's image building efforts. This chapter reviews previous literature regarding mega-events and country image, and further examines the effectiveness of China's image building efforts through hosting international mega events. Specifically, this chapter discusses three most recent mega events hosting by China: the 2008 Beijing Olympics, the 2010 Shanghai World Expo, and the 2010 Guangzhou Asian Games.


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