The Impact of a Sport Mega-Event on Destination Image

There is intense competition to host sports mega-events as cities and countries perceive that doing so will enhance their global image and make the destination more attractive to future tourists. Is there empirical evidence to prove that hosting a mega sport event really does stimulate international visitation and enhance the destination's image? In this paper we investigate this question in relation to the 2002 FIFA World Cup, co-hosted by South Korea and Japan. To this end, 412 foreign tourists were surveyed during the World Cup about their image of South Korea. Differences in demographics, motive and perceptions between tourists travelling specifically for the World Cup, and those coming to South Korea for non-World Cup-related reasons, are noted. The study provides a baseline dataset from which future research on megasports events can build.