Allies or Rivals? Shaping Images of Co-Host Countries via Common Mega Event. The Case of Poland and Ukraine and Euro 2012

Abstract

ABSTRACT. This paper discusses the determinants of shaping images of host countries through one, shared mega event. In particularly, it presents possible relationships between the overlapping sets of images of event organizer, host countries, host cities and other country's destinations and consequently, between their communication strategies. Identification of the these interdependencies, areas of competition and possible synergies is vital for destinations in order to capitalize on the common mega event -together and separately. The possible benefits and limitations of exploitation of mega event for both countries image purposes are shown through a case study of Poland and Ukraine hosting UEFA EURO 2012.

Local Events’ Marketing Mix Effect on Visit Intentions: Destination Image as a Mediator

“…Additionally, it is widely recognized that destination image plays a substantial influence on tourists' decision-making process (Luvsandavaajav et al, 2022), including the destination selection, the length of stay, the type of activities, and the overall satisfaction with the experience ( Souiden et al, 2017). The destination image can be shaped via actual experiences like real visits or indirect experiences like exposure to marketing activities (Florek, 2009). Zhang et al (2014), SaatÇİ (2020), Ragab et al (2020), and Vera and Chang (2022) believe that the destination image formed after visiting the destination is more actual, intricate, and diverse from the image that was formed before visiting.…”

“…Previous research indicates that tourists' affective responses to a destination are influenced by their perceptions of its natural beauty, climate, people, and culture Extant research showed that consumer decision behaviour and repeat traveller behaviour are both influenced by the experiential aspects of consumption (Kaplanidou, 2009). Furthermore, destination image can also impact the loyalty of tourists and their retention (Florek, 2009;Hossain et al, 2022). A positive image can lead to repeat visits, recommendations of destinations to others, and positive reviews, which can all contribute to the growth of the tourism industry in a destination 2022) pointed out that a tourist who constructs a positive image of an event makes an affirmative assessment of the host destination image and is more likely to have upcoming visit intentions.…”

“…Empirical research revealed that events can promote tourist arrivals, help extend their stay, allow the destination to sell other products, support local businesses, increase hotel room occupancy rate, improve infrastructure development, exert a positive influence on a destination's image and generally create considerable economic benefits (Gholipour et al, 2020;Oklobdžija, 2015;Rojas-Méndez et al, 2019). However, as stated by Florek (2009) some countries or cities hosting events may suffer from some challenges that affect their image such as negative publicity, and doubts about the benefits of changing the destination image. Soteriades (2012); Kaiser et al (2013) and Somsak et al (2023) also explained that one of the main challenges facing events is to adapt to the exchanging market circumstances and the environment, customer preferences and the destination image.…”