Examining destination image sentiment and influencing factors in mega sport events: A multilingual analysis of YouTube comments
Journal of Vacation Marketing: An International Journal for the Tourism and Hospitality Industries
Published online on January 05, 2026
Abstract
Journal of Vacation Marketing, Ahead of Print.
This study examines the impact of mega-events on public sentiments and perceptions of the host destination through social media. Drawing on cognitive appraisal theory, the research examines factors that positively and negatively affect public sentiments ...
This study examines the impact of mega-events on public sentiments and perceptions of the host destination through social media. Drawing on cognitive appraisal theory, the research examines factors that positively and negatively affect public sentiments ...