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Images and trust are both multi-dimensional constructs. They influence an individual’s perception of an object. Considering the failed referenda in Germany to bid for Olympic Games, this study’s purpose was to analyse the impact of perceived trust in the IOC as well as the IOC’s image in Germany on how the Olympics are perceived. By means of a standardized, self administered questionnaire, German citizens were asked to indicate their level of trust in the IOC and their image of IOC (n=407). Regression analyses revealed that trust in the IOC and a positive image of the IOC significantly and positively impacted on favourable perceptions of the Olympic Games. If the IOC manages to arouse positive stimuli in residents’ minds, they are more likely to believe that the Olympics will generate benefits, which in turn is likely to result in a higher level of support. Practical implications for the IOC and the Olympic organising committees include the idea of getting residents involved in the planning process from the earliest stage onwards.
Giesen et al. (Tue,) studied this question.