There is a growing body of literature that has identified a strong link between events and destination image (Mossberg, 2000; Jago et al., 2003; Richards & Wilson, 2004; Dimeo & Kay, 2004; Hinch, 2006; Boo & Busser, 2006). A paucity of research exists however, between televised event viewing and peoples perceptions of the host city, particularly in cities perceived as being ‘dull’ or ‘boring’, as in the case of Australia’s national capital Canberra (Hall, 2002). This paper presents the findings of a national study of Australians’ perceptions of the national capital, which was examined through a sample of 1002 respondents, Australian’s perceptions of the city and the extent to which the city represents national values and ideals. Specifically the research analysed the extent to which the Australia Day Live Concert, (which was broadcast live to approximately 19.9% of Australian viewing households by commercial provider Network Ten on the 25th January 2006) changed city images and perceptions. The results indicate that people who watched the live telecast were more likely to believe that Canberra represents Australian values and beliefs with 15 from 18 statements rated positively by telecast viewers. Furthermore, 8 from 18 city perception and image statements were rated more positively from telecast viewers than non-viewers. The research confirms empirically that city images and perceptions can be changed through televised events and the case study research indicates that there is wide scope for a much broader in-depth investigation into the impacts of televised events on the images and perceptions of their host destinations.
Download
Download XML
