THE IMPACT OF THE 2008 BEIJING OLYMPIC GAMES ON CHINA'S DESTINATION BRAND: A US-BASED EXAMINATION

This study investigates the impact of the 2008 Beijing Olympic Games on China's destination brand perception-in terms of destination image and personality-held by American leisure travelers. The results show that although American travelers' collective perception of China as a travel destination did not change substantially before and after the Games, various subgroups within this population appeared to have different levels of susceptibility to perception change during this process. Furthermore, the study confirmed that event media could influence respondents' destination perceptions. The findings emphasize the importance of media in image development, and market segmentation in international destination marketing. The results also illustrate the challenge of changing a destination's brand perception, particularly in long-haul source markets.