ABSTRACT Although a great deal of previous research has been done to evaluate the impact of international mega sports events on a destination image, there is a lack of empirical evidence on images that people hold of a destination before the event. The purpose of this study is to examine the relationship between destination image and the intention to travel to Japan to attend the 2020 Tokyo Olympic Games. A total of 315 surveys were collected online through the social media Facebook during the time of the 2014 Winter Olympics in Sochi, Russia. Hong Kong Generation Y’s interest in attending the 2020 Tokyo Olympics is driven by destination image factors such as being a safe and clean destination and being perceived to be able to competently hold such a mega-event as well as by an interest in sports. Interest in attending the Games is negatively related to Japan being perceived as having many historical, cultural and environmental attractions. The implications of these findings are valuable to the Japan National Tourism Organization and Tokyo Olympic Organizing Committee for marketing the event.

中文翻译：

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Y一代年轻人的目的地形象和参加2020年东京奥运会的意愿

摘要尽管已经进行了大量的研究来评估国际大型体育赛事对目的地图像的影响，但是在事件发生之前人们对目的地图像的印象尚缺乏经验证据。这项研究的目的是研究目的地形象与前往日本参加2020年东京奥运会的意图之间的关系。在2014年俄罗斯索契冬奥会期间，通过社交媒体Facebook总共在线收集了315个调查。Y世代对参加2020年东京奥运会的兴趣是由目的地形象因素驱动的，例如安全，干净的目的地，被认为能够胜任举办这样的大型活动以及对运动的兴趣。参加奥运会的兴趣与日本被认为具有许多历史，文化和环境吸引力负相关。这些发现的含义对于日本国家旅游组织和东京奥林匹克组织委员会的营销活动具有重要意义。