Impacts of host city image in the country destination branding in sport mega-event context: exploring cognitive and affective image dimensions

PurposeThis paper aims to verify the brand image effects of holding a sport mega-event by investigating the host city's influence on the country's branding, as a tourist destination.Design/methodology/approachThis research considered the Rio 2016 Olympic Games and uses quantitative methods: exploratory factor analysis and regression. Data were collected by structured questionnaires with a sample of (n = 274) international respondents with high international travel experience.FindingsRio de Janeiro's 2016 host city image positively predicted Brazil's tourist destination image. Both cognitive and affective image dimensions of Rio as a host city predicted Brazil's destination image, but the cognitive image dimensions demonstrated more impact.Practical implicationsEven in a mega-event context, city marketing strategies should be planned and executed with a focus on the country's destination image.Originality/valueThe study contributes by focusing on presenting the importance of the host city image dimensions to the host country destination image in a sports mega-event context. The study investigated a new approach, the impacts of affective and cognitive dimensions in the overall destination image considering two connected destinations and the hosting of a sport mega-event, a condition not found in the literature thus far.