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《Journal of Beijing Sport University》 2011-11
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Study on the National Image of Host Country of Mega Events——Case Study on Beijing Olympic Games

ZENG Guo-jun1,Frank GO2,Christian KOLMER3(1.School of Tourism Management,Sun Yat-sen University,Guangzhou 510275,Guangdong China;2.Rotterdam School of Management,Erasmus University Rotterdam,Rotterdam,the Netherlands,3062PA;3.Media Tenor International,Zurich,Switzerland,8640)  
The impact of 2008 Olympic Games on China's image in international TV media is examined in this paper.The theory of agenda setting was utilized to analyze how the process of the foreign TV media in nine countries telecasts on Beijing 2008 affects the worldwide perceptions about China.Based on the framework of national image richness(visibility,valence,breadth and attribution),the conclusions are: Firstly,before the mega events,the visibility of host country in international media will become higher than before,while after the mega events,the visibility of the host country will become even lower than the average.Secondly,the main contribution of 2008 Olympic Games for China is to enhance the understanding of China around the world,but it is difficult to say China has more positive international televised image around the world after the Olympics.The breadth and attribution of China' image keep relatively stable.Therefore,mega events can not improve national image of host country directly.It can only interest the international media to the host country and make the national image of host country more clearly after the mega events than before.
【Fund】: 教育部博士点专项科研基金(200805581046) 教育部人文社会科学研究项目(批准号:09YJC630233);; 国家社科基金(08BJY037)
【CateGory Index】: G812.13
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