Pros for hosting the olympics free essay sample

Country of Origin (COO) scholars have argued that creating a positive country image s Just as important as other marketing strategies. This is because country image plays an important role in international public relations and marketing (Chung, Wan Woo, 2011, p. We will write a custom essay sample on Pros for hosting the olympics or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page 2). The public image of a country is linked to one of the key factors in influencing international consumer attitudes and purchase intention towards a countrys products and brands (Chung, Wan Woo, 2011, p. 3). Country image is defined as a generic construct consisting of generalized images. These images are created by representative products and are influenced by historical events and elationships, culture and traditions and the degree of economic and political maturity, technological virtuosity and industrialization a nation posses (Chung, Wan Woo, 2011, p. 4). Some researchers have suggested that image of a country and its products is created by variables such as consumers personal experiences, consumption of products from the country, exposure to media and knowledge regarding the country (Chung, Wan Woo, 2011, p. 4). From a public relations perspective, hosting a sporting event boosts country image. When deciding whether to host a large-scale event, country officials usually consider whether the event will ave a positive impact on their countrys image before they consider its potential economic benefit (Chung, Wan Woo, 2011, p. 5). Hiller (2000) argues that mega sport events, such as the Olympics or soccer World Cup, can aid in urban transformation. Hillers (2000) study on the 2004 Olympic bid by Capetown, South Africa, reveals that, even though the bid was not successful, it impacted the country in terms of effective transition from the old era to the new area community constructs. Therefore, a mega- event can be considered to have influence on the host country or city far beyond the vent itself. Chalip et al (2003) also find support for the notion that hosting an s porting event can attract people simply through the act of hosting. In addition, hosting draws attention because of media exposure through advertising and Games drew more than 6 billion television views from 190 countries. Kim and Morrison (2005) report that the event boosted the country image of Korea and Japan and attracted more people to host cities. These studies emphasize that a major advantage of hosting a sporting event is reinforcement of the favored image of the host nation or city. Grunig (2006) observes that public relations as a buffering activity fits the common view that its role is to use the messages and symbolism to create images and reputations that Justify the organization as it Therefore, hosting a mega sports event is an essential meaning in public relations because it creates messages and symbolism and provides an effective tool for public relations and marketers. There is a large economic benefit associated with mega-events. It is commonly argued that hosting the Olympics will promote a nations exports. Preuss (2004) discusses how the Seoul games in 1988 were intended to improve international elations between South Korea and the Soviet Bloc countries as well raise international awareness of Korean manufactured products so as to promote Korean exports. Rose and Spiegel (2011) estimate that countries that have hosted the games seem to have exports over 20% higher. Other mega-events such as the world cup also have large positive effects on trade. Countries that host a mega-event seem to realize an economic benefit in the form of greater openness (Rose and Spiegel, 2011). It is said that hosting the Olympics can promote a nations exports. For instance, the International Olympic Committee (IOC) believes that potential visitors will be drawn to Olympic venues after being exposed to them through the games. There is strong evidence of a large positive effect of the Olympics on both exports and overall trade. Rose and Spiegel (2011) research shows that countries which have hosted the games seem to have exports some 30% higher. Other mega-events such as the World Cup also have large positive effects on trade. The host of mega-events seems to realize an economic benefit in the form of greater openness. If openness enhances growth, the acroeconomic consequences of mega-events may be large(Rose and Spiegel, p. 652). Rose and Speigel (2011) suggest the possibility that bidding to host an international mega-event such as the Olympics is part of a costly strategy that signals trade liberalization and results in increased openness. We develop a theoretical political-economy model consistent with this conjecture. Rose and Speigel (2011)research shows that bidding to host a mega-event provides a positive signal about future policy intentions. However, consist- tent with their findings, hosting the games in and of it has no impact on a nations fundamentals or trade. Rose and Speigel (2011) also suggests an answer to the question Why a mega-event? as the choice of a signal of liberalization intentions.