Abstract：To evaluate the impact of mega-event, three prospects can be considered:formative evaluation, process evaluation and outcome or summative evaluations. These impacts also can be divided into economic impact, environment impact and social-culture impact. Considering the effects of mega-event, the impacts include positive-impacts and negative-impacts. The positive-impacts include community proud, city reconstruction, international reputation, image improving and social coherence; the negative-impacts include losing of amenity, environmental problem, noise pollution and traffic jam. One of the purposes to hosting mega-event is to build and extend the image of destination. The research of image impacts of mega-event is belong to outcome or summative evaluation, it should be considered about environment impacts and social-culture impact. Hosting mage-event will bring to destinations positive and negative impacts, among which some are visible, other are not. From the tourism prospect, mage-event will bring image impact on the host area. Based on the visitor spot check data collected at '99 Kunming Expo Garden, the image impacts of mage-event on destinations are elaborated in this paper.
The results suggest that first, the primary factors that influence visitor's destination selection is still traditional elements (such as climate, environment and culture). As for Kunming's inbound tourists, '99 Expo is not a crucial but a subsidiary factor in their process of destination choice. Second, '99 Expo's positive impacts overweight negative impact such as environmental and traffic problem. The high profile and better image of Kunming is obtained thanks to the mage-event. Third, the long-term impacts and the potential impacts of mage-event can be measured by visitor's revisit willingness. Last but not least, this study shows that to some extent, image identify is consistent prior and after the event. Expo image identification impact can help make the marketing and management plan after the event. The attractiveness and competitiveness of destination can also be improved by destination brand positioning.
周常春, 戴光全. 大型活动的形象影响研究——以'99昆明世博会为例[J]. 人文地理, 2005, 20(2): 38-42.
ZHOU Chang-chun, DAI Guang-quan. IMAGE IMPACTS OF MAGE-EVENT——A Case Study of '99 Kunming EXPO. HUMAN GEOGRAPHY, 2005, 20(2): 38-42.
