Rio de Janeiro’s image as the 2016 Olympic Games host city: analysis of the main image formation factors

What is it about?

The factor that better predicted Rio's overall image as the host city of the 2016 Olympic Games is part of its Affective destination image, results of a study with potential tourists. Destination marketers would obtain better results investing in the affective dimension, employing actions that stimulate positive feelings about the host city, especially when relating to sport mega-event. Investment in general infrastructure is also presented as a relevant factor.

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