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An Empirical Study On The Impact Of The Pyeongchang Winter Olympics On The Host Country Image Of South Korea

Posted on:2021-04-25Degree:MasterType:Thesis
Country:ChinaCandidate:Y L LiFull Text:PDF
GTID:2416330620977222Subject:Sports Management
Abstract/Summary:PDF Full Text Request
A good country image can not only enhance the country's popularity and reputation on the international stage,strengthen its voice in international affairs,but also enhance the sense of belonging and cohesion of its residents.Under the background of globalization,the mega-events represented by the Olympic Games,as a comprehensive event integrating sports,commerce and culture,are often associated with cultural soft power and are considered to be a great opportunity for the host country to display cultural connotations,shape country image and enhance its international status.From the existing research,at present,it is not much of a study of empirical research and theoretical discussion on the impact of the Olympic Games on the country image of the host country from the perspective of the foreign audience.Therefore,this paper chooses to take the Pyeongchang Winter Olympics as an example,through the perspective of foreign audience cognition to explore the actual impact of the Winter Olympics on the country image of the host country and the possible mechanism of action,for the future Winter Olympic Games host countries can better use the event to enhance the country image of the practice to provide reference.This paper makes a comprehensive use of literature,focus group discussion,questionnaire,logic analysis and mathematical statistics.Based on cognitive evaluation theory and drawing on Brand Image Transfer model in sponsored research,this paper puts forward the research hypothesis of the effect of the Winter Olympics on the country image of the host country.The empirical survey selected Shanghai residents as the foreign audience for the Pyeongchang Winter Olympics to conduct a questionnaire survey,a total of 607 valid questionnaires were distributed.Through the application of SPSS25.0 and AMOS22.0 software,the mathematical statistical analysis and processing of factor analysis,correlation analysis,statistical analysis of variance and regression analysis of data are applied,the research hypothesis is tested and the results are discussed and analyzed.After the above research,the main conclusions of this paper are as follows:(1)There are two dimensions in the evaluation of the Pyeongchang Winter Olympic Games under the perspective of foreign residents,namely,the affective dimensions and cognitive dimensions;the host country image has three dimensions,namely,the level of economic and social development,Korean national image and Korean sports and international relations;(2)The geographical factors of population and the degree of sports involvement have significant differences in the image of the Winter Olympic Games;(3)Some dimensions of the evaluation of the Pyeongchang Winter Olympics in the perspective of foreign residents have a significant positive impact on the country image of Korea.Among them,the affective dimension has a significant positive influence on the Korea country image dimension under the cognitive perspective of foreign residents,the cognitive dimension has only a significant positive influence on the the level of economic and social development factor in the Korean country image,and the cognitive dimension has no significant positive influence on the remaining two factors.(4)Some dimensions of the evaluation of the korea country image in the perspective of foreign residents have a significant positive impact on residents' willingness to act in the future.Among them,in addition to the the level of economic and social development of the Korean country image factors,in the perspective of the oversseas residents,the influence will further affect the residents' willingness to act in the future,including the willingness to watch the game in the future,the willingness to work in the future,the willingness to travel in the future,the willingness to learn Korean in the future,and the influence is positively related.
Keywords/Search Tags:country image, mega-event, Winter Olympic Games
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