This document discusses how countries can manage their image through sport events like the Olympics. It notes that hosting the Olympics is very costly but can stimulate business, showcase the host country to global media attention, and influence attitudes towards that country positively. Some key impacts of hosting the Olympics include increased exports, tourism, foreign direct investment, and business benefits. The document also examines country image as perceptions of a country defined by its representative products, national characteristics, economic background and traditions, and how targeting groups like visitors, residents, workers and students can shape that image.

1. MANAGING COUNTRY IMAGE BY SPORT
EVENTS: PR AND PROFIT
Zehra Güngör Ph.D.

2. COUNTRY IMAGE

3.  Beliefs
 True Levels
 Attitude
 Subjective and Objectives Familarity

4. COMPOSITION OF COUNTRY IMAGE

5.  Reliability
 Economy / Economical identity
 Human Rights
 Innovations / Technology

6.  Cultural Heritages
 Education / International Universities
 Respect to the Environment

7.  Tourism / Culture
 Health / Life Quality
 Sport

8. IMAGE: THE STAGE OF COMMUNICATIONS

9.  PR is the most important element
 Positioning
 Developing
 Building image
 Continue the existence of image
 Profit

10. CHANGING COUNTRIES’ IMAGE BY
SPORTS

11. OLYMPICS
 Costs of Olympics are considerable
 National Governments takes the lion share

12.  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

13. OLYMPICS
 Stimulate business and community
 Showcase for a country
 Media worldwide
 Stories of site of the event
 Influence the attitudes towards the country

14. CHANGES FOR COUNTRY
 Exports
 Tourism
 Foreign Direct Investment
 Business Benefist

15. 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 concept
 Refers mental pictures

16. THE COUNTRY IMAGE CREATED BY

17.  Represantative Products
 National Characteristics
 Economic & Political Background
 History and Traditions

18. TARGET GROUPS OF COUNTRY IMAGE

19.  Visitors
 Residents
 Work Power
 Investors
 Students
 Export Markets

20. COUNTRY IMAGE BY PRODUCT SPECIFIC

21. PRODUCT – SPECIFIC COUNTRY IMAGE
 Price and Value
 Engineering
 Advertising
 Reputation
 Design and Style
 Consumer Profile Dimension

22.  Quality
 Workmanship
 Inventiveness
 Serviceability
 Reliability

23.  Brand Recognition
 Performances
 Buying behaviours of foreign products
 Willingness to buy

24. Olympics influenced positively the attitude
towards the people of the country

25.  Image of the people in the country
 Image of the societal system
 The level of animosity towards the country

26. INFLUENCE OF COUNTRY IMAGE
 Nationality
 Age
 Education Level

27. Istanbul: 2020 Olympics Candidate
(Madrid / Tokyo)

28.  Was expecting additional 5 million tourists
 10 billion $ income
 In 7 years 28 billion $ investment
 6th popular city of the world

29. Almaty : 2022 Winter Olympics Candidate
 Competitors: Oslo, Beijing, Lviv, Krakov
 Decision: July 31, 2015 in Kuala Lumpur, Malaysia

30. Good Luck!
Thank you…
Zehra Güngör Ph. D.