An International and Longitudinal Study of Mega-Event and Country Images: Attitude Formation and Sense Making Concerning the XXI Vancouver 2010 Winter Olympics

The Olympic Games (OG) is a mega-event on many dimensions, including participants, audience, expenditures, and national rivalries. By its virtue, the OG create branding opportunities for a number of stakeholders, but mainly for the OG themselves and host countries. This research is a cross-national true longitudinal study examining the impacts of the OG hosting on host country images (as a destination, country/people, and its products) and, vice versa, the impacts of host country on the OG (as a destination and as an event). This study explored the impact of the sense-making process and the effects of expectations and involvement levels on attitudes and evaluations of the OG in the context of the XXI Vancouver 2010 Winter Olympic Games (VOG). To reach these goals, this study combined three areas of research (destination, country image, and mega-event image) into one model that reflected the interrelationship of all three areas. The theories of expectation, ordinization, and involvement were employed in the analysis of attitude formation and change.;Data were collected from an on-line commercial panel in five phases prior, during, and after the VOG. Data from the samples of 543 Canadian and 247 American respondents, who participated in all five waves, were analyzed using Repeated Measures ANOVA with Doubly Multivariate Design and Structural Equation Modeling. Findings indicated mutual benefits of mega-event hosting for the host country (Canada) and the mega-event (the OG). Hosting the OG contributed to improved images for Americans of Canada (as a destination, country, and its products) and Canadians. Canadians evidenced increased pride in their own country. The study found major improvements in the Canadians' views of the OG; only little improvement in the OG views was seen among Americans. The study provided the evidence of the attitude changes over time; but most importantly, it pointed out on the role of expectations in relations to attitudes towards the OG. Finally, the study indicated that different levels of individual association/involvement with the related entities (national team, the OG, and country of residence) influence attitude formation and change.;The study concludes with the discussion of theoretical and practical contributions while acknowledging the limitations and presenting potential areas of future research.