Developing branding strategies based on automatic behavioural system for mega event tourism, the olympics

Abstract

When planning for mega event tourism such as the Olympics, cities reorder public spaces and arenas often with a long term vision, legacy. This vision expresses the role of the event in achieving the desired future and goals of the hosting city. The planning process involves not only animating the city for staged spectacles; but also rebranding the city and managing how tourism is consumed the planned and unplanned experience of consumption. Leisure motivated event tourists are seeking unique, personal and socially rewarding experiences (Getz 2010). These experiences may be managed through the context in which people act. By altering the context, people's experience of the event changes; hence the perception of the host city may also change.