Effects of ICTs in mega events on national image formation: the case of PyeongChang Winter Olympic Games in South Korea

Purpose Among a wide array of information and communication technologies (ICTs) used to directly or indirectly support the mega events are reality boosting technologies and smart tourism technologies. Building upon the halo effect, this study aims to explain the connection between satisfaction with ICTs used in mega event, national image and event participants’ future behavior. Design/methodology/approach The analyzed data included survey responses from 246 foreigners who visited PyeongChang as a visitor for the 2018 Winter Olympics. Findings The results showed that both reality boosting technologies and smart tourism technologies directly or indirectly influence overall experience satisfaction by way of transaction satisfaction. Furthermore, the two types of satisfaction were found to positively influence the national image of the host country, which consequently has a positive effect on visitors’ future behavior. Originality/value This study aimed to explore two different roles of ICTs in mega events by focusing more on the visitors who came to PyeongChang for the Olympics. The originality of this study lies in its attempt to examine the mechanisms in which visitors’ satisfaction from ICT-based experiences in mega events contributes to forming a positive image toward the host country.