MANAGING COUNTRY IMAGE BY SPORT EVENTS: PR AND PROFIT

Zehra Güngör Ph.D.

COUNTRY IMAGE

BeliefsTrue Levels

AttitudeSubjective and Objectives Familarity

COMPOSITION OF COUNTRY IMAGE

ReliabilityEconomy / Economical identityHuman RightsInnovations / Technology

Cultural HeritagesEducation / International UniversitiesRespect to the Environment

Tourism / CultureHealth / Life QualitySport

IMAGE: THE STAGE OF COMMUNICATIONS

PR is the most important elementPositioningDevelopingBuilding imageContinue the existence of imageProfit

CHANGING COUNTRIES’ IMAGE BY SPORTS

OLYMPICS

Costs of Olympics are considerableNational Governments takes the lion share

South Korea spent more than 3 billion US$ for 1988 Summer Olympics (Seul)

In 1994 Norwegians sponsored Lillehammer Winter Olympics more than 1 billion euro

Australia spent 1.326 bilion for 2000 Olympics (Sidney)Brasil’s for Rio 2016 Olympics is an astonishing: 14.4

billion dollars

OLYMPICSStimulate business and communityShowcase for a countryMedia worldwideStories of site of the eventInfluence the attitudes towards the country

CHANGES FOR COUNTRY

ExportsTourismForeign Direct InvestmentBusiness Benefist

COUNTRY IMAGE

Defined in 1970 by Nagoshima“The picture, the reputation, the stereotype that

businessmen and consumers attach to products of a specific country”

Image is a psychological conceptRefers mental pictures

THE COUNTRY IMAGE CREATED BY

Represantative ProductsNational CharacteristicsEconomic & Political BackgroundHistory and Traditions

TARGET GROUPS OF COUNTRY IMAGE

VisitorsResidentsWork PowerInvestorsStudentsExport Markets

COUNTRY IMAGE BY PRODUCT SPECIFIC

PRODUCT – SPECIFIC COUNTRY IMAGE

Price and ValueEngineeringAdvertisingReputationDesign and StyleConsumer Profile Dimension

QualityWorkmanshipInventivenessServiceabilityReliability

Brand RecognitionPerformancesBuying behaviours of foreign productsWillingness to buy

Olympics influenced positively the attitude towards the people of the country

Image of the people in the countryImage of the societal systemThe level of animosity towards the country

INFLUENCE OF COUNTRY IMAGE

NationalityAgeEducation Level

Istanbul: 2020 Olympics Candidate (Madrid / Tokyo)

Was expecting additional 5 million tourists10 billion $ incomeIn 7 years 28 billion $ investment6th popular city of the world

Almaty : 2022 Winter Olympics Candidate

Competitors: Oslo, Beijing, Lviv, KrakovDecision: July 31, 2015 in Kuala Lumpur, Malaysia

Good Luck!Thank you…

Zehra Güngör Ph. D.