Quality of Olympics opening ceremony : tourism behavioural intention of international spectators / Il-Young Choi... [et al.]

Choi, Il-Young

This study assessed the impact of the artistic program of the Winter Olympics opening ceremony event on international spectators’ national image branding of the host country and their intention to visit the host nation. The authors surveyed a total of 600 international spectators of the South Korea PyeongChang Winter Olympics opening ceremony (150 Filipino, 150 Americans, 150 British, and 150 South Africans; 50% female) on their perceptions of quality of the opening ceremony, national image branding, and their intention to visit the host country.


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