Europe goes Rio?!. How Rio de Janeiro can be converted into a popular holiday destination among Europeans supported by the Olympic Games

      Аннотация: The Olympic Games, being one of the most famous hallmark events in the whole world, are much more than just an international sports competition. This book throws light on the positive impacts that the mega-event has on the tourism development of a destination. According to the cases of former host cities, for instance Barcelona 1992, Sydney 2000 or Athens 2004, hosting the Olympic Games means an increase in tourist arrivals and this not only during the event, but also on a long-term basis. Prerequisite for such favourable effects is of course a thorough planning by the government and the National Olympic Games Committee of the host city. In the available thesis, the probable effects of the Olympic Games 2016 on the destination image of Rio de Janeiro are examined. The focus hereby is put on the attractiveness of the destination to European tourists.

Ключевые слова: Marketing, Tourism, Marketing, Olympic Games, Destination Branding, Rio de Janeiro, Brazil