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Assessing destination images of an Olympic host city using social media

Maria Banyai1* and Luke R. Potwarka 2


Received: 09/03/2011 Accepted: 07/08/2011


1School of Hospitality and Tourism Management, Centre for Hospitality and Culinary Arts, George Brown College, 300 Adelaide Street East, Toronto, Ontario, Canada M5T 2T9, phone: 1-416-450-5000, ext. 3303,1
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2 Department of Recreation and Leisure Studies, University of Waterloo, 200 University Avenue West, Waterloo, Ontario, Canada N2L 3G1; phone: 1-519- 888-4567, ext. 33894, e-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
* Corresponding author


Abstract
The purpose of this study was to assess destination image components of Vancouver post 2010 Olympic Winter Games. To fulfill this aim, the present investigation examined comments posted on Tourism Vancouver’s official Facebook website. An analysis of the Facebook posts using CATPAC II software revealed two clusters of image components related to Vancouver. The findings suggest that the 2010 Vancouver Winter Olympics may not have had a substantial impact on the overall images people held of the city, or in terms of their intention to revisit the destination. We advance the position that staging a sport mega-event, by itself, will not influence destination image unless effective marketing strategies are adopted.

 

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Keywords: destination image, Olympic tourism, social media, intentions to revisit, CATPAC II
Citation: Banyai, M., L. Potwarka (2012) Assessing destination images of an Olympic host city using social media. European Journal of Tourism Research 5(1), pp. 6-18


 
European Journal of Тourism Research