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

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