Exploring the domestic relationship between mega-events and destination image: The image impact of hosting the 2012 Olympic Games for the city of London

Highlights• London managers and stakeholders aimed leverage the 2012 Olympics to improve the image of the city.• London’s image contains some stable cognitive and affective image components.• However, attitudes towards the city were negatively impacted pre-to-post-event.• The image of the 2012 Games improved considerably following the event.• There was no evidence of co-branding between the place and event.