The 1992 And 2004 Olympic Games As Image-improvement Strategies
Author(s)
S. Milionis
Abstract
The 1992 and 2004 Olympic games as image
improvement strategies
S. Milionis
National Technical University of Athens, Greece
Abstract
The paper focuses on an analysis of the impact of the 1992 Olympic Games in
terms of image creation and enhancement for the city of Barcelona. It examines
the process by which this image improvement took place within the framework
of the forthcoming Olympics, and furthermore assesses the overall effect of that
improvement in economic and social respects. Finally, it investigates the
possibility for replication of this new paradigm of image enhancement in the
case of the forthcoming Athens 2004 Olympic Games.
1 Introduction
The purpose of this paper is to examine the extent to which big bang events are
able to contribute to the improved image of the host city. In order to pursue the
aforementioned aim, the case study of the 1992 Olympic Games in Barcelona
will be employed. In 1992, Barcelona and Spain received visitors to the Games
fiom all over the world. The ma
Keywords
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