Submitted by Mascha Sörensen (mascha.soerensen@gmail.com) on 2016-10-08T10:05:16Z No. of bitstreams: 1 Mascha Sörensen_Master Thesis_Nation Branding through Mega-Events and the Impact on Tourism Development in the Host Country_14.09.2016.pdf: 1369449 bytes, checksum: dc4c868a996a043756cdbabad912afad (MD5) / Rejected by Ana Luiza Holme (ana.holme@fgv.br), reason: Dear Mascha, First of all the title of the parts of the thesis, example: Abstract, resumo,etc. is duplicated it's only has to appear once. The List of Figures, etc. should be before the table of contents. The number of the pages should count from the first page but only appear on the introduction. Warm regards. Ana Luiza Holme 37993492 on 2016-10-10T12:25:44Z (GMT) / Submitted by Mascha Sörensen (mascha.soerensen@gmail.com) on 2016-10-10T16:07:15Z No. of bitstreams: 1 Mascha Sörensen_ Master Thesis_ Nation Branding through Mega-Events and the Impact on Tourism Development in the Host Country - A Study on the 2014 FIFA World Cup in Brazil_ 14.09.2016.pdf: 1310793 bytes, checksum: 0b9d0c22d5a69492fd2a69757d38afdd (MD5) / Approved for entry into archive by Ana Luiza Holme (ana.holme@fgv.br) on 2016-10-10T16:17:12Z (GMT) No. of bitstreams: 1 Mascha Sörensen_ Master Thesis_ Nation Branding through Mega-Events and the Impact on Tourism Development in the Host Country - A Study on the 2014 FIFA World Cup in Brazil_ 14.09.2016.pdf: 1310793 bytes, checksum: 0b9d0c22d5a69492fd2a69757d38afdd (MD5) / Rejected by Ana Luiza Holme (ana.holme@fgv.br), reason: Duplicidade de postagem, trabalho já aprovado. on 2016-10-10T16:20:07Z (GMT) / Submitted by Mascha Sörensen (mascha.soerensen@gmail.com) on 2016-10-12T09:57:10Z No. of bitstreams: 1 Mascha Sörensen_ Master Thesis_ Nation Branding through Mega-Events and the Impact on Tourism Development in the Host Country - A Study on the 2014 FIFA World Cup in Brazil_ 14.09.2016.pdf: 1310793 bytes, checksum: 0b9d0c22d5a69492fd2a69757d38afdd (MD5) / Approved for entry into archive by Ana Luiza Holme (ana.holme@fgv.br) on 2016-10-13T12:40:49Z (GMT) No. of bitstreams: 1 Mascha Sörensen_ Master Thesis_ Nation Branding through Mega-Events and the Impact on Tourism Development in the Host Country - A Study on the 2014 FIFA World Cup in Brazil_ 14.09.2016.pdf: 1310793 bytes, checksum: 0b9d0c22d5a69492fd2a69757d38afdd (MD5) / Made available in DSpace on 2016-10-13T12:55:53Z (GMT). No. of bitstreams: 1 Mascha Sörensen_ Master Thesis_ Nation Branding through Mega-Events and the Impact on Tourism Development in the Host Country - A Study on the 2014 FIFA World Cup in Brazil_ 14.09.2016.pdf: 1310793 bytes, checksum: 0b9d0c22d5a69492fd2a69757d38afdd (MD5) Previous issue date: 2016-09-14 / Nation branding has recently gained importance as countries strive for a global competitive advantage to attract worldwide tourists, foreign direct investment and talented workforce, and to enhance consumer preferences for its exported products. The significance for Brazil of having hosted the two most important sport mega-events, the 2014 Football World Cup and the 2016 Summer Olympic Games, within two years is discussed in detail. The objective of the exploratory research here presented is to understand the perception of Brazil internationally (measured as nation brand) and to determine whether primarily the 2014 World Cup had an impact on the nation brand as possibly also on the tourism activities in the country. A methodology of a single case study has been applied. Main sources of information were secondary data from websites and tourism and event related journals, as well as quantitative data from nation branding indices and official tourism statistics. The most insightful data source was provided by seven interviews with experts in the field of nation branding, events and tourism business. The research suggests that the World Cup had two-sided effects. Increased international awareness, hospitality and improvements in perception of culture and people in Brazil are positive results that were partly restrained by negative images of corruption, insecurity and social problems. The World Cup overall resulted in positive outcomes in the tourism industry. Despite being beneficial in many aspects, the mega-events happened at a difficult economic and political time in Brazil. Together with persistent deficiencies of the international sport organizations, these circumstances further hindered lasting legacies and international reputation. The findings therefore are not straightforward. They are rather based on a complex discussion which identifies positive contributions of the events to destination branding and possibly to the development of the nation branding strategy of Brazil. / A consideração da marca-nação recentemente tem ganhado grande importância com países se esforçando para alcançar uma vantagem competitiva global, atrair turistas de todo o mundo, investimento estrangeiro direto e uma força de trabalho qualificada, além de melhorar as preferências dos consumidores por seus produtos exportados. A importância para o Brasil em ter hospedado os dois mais importantes mega-eventos esportivos no prazo de dois anos, a Copa do Mundo de 2014 e os Jogos Olímpicos de 2016, é discutida em detalhe. O objetivo da pesquisa exploratória aqui apresentada é entender a percepção internacional do Brasil (medida como marca-nação) e determinar se principalmente a Copa do Mundo de 2014 teve um impacto positivo na marca-nação e também nas atividades de turismo no país. A metodologia de um estudo de caso específico foi aplicada. As principais origens de informações foram dados secundários de sites e revistas relacionados a turismo e eventos, bem como dados quantitativos de índices de marca-nação e estatísticas oficiais de turismo. A fonte de dados mais significante foi obtida em sete entrevistas com especialistas no campo da marca-nação, eventos e turismo. A pesquisa sugere que a Copa do Mundo teve efeitos de dois lados. Aumento da consciêntização internacional, hospitalidade e melhorias na percepção da cultura e das pessoas no Brasil são resultados positivos que foram parcialmente restringidos por imagens negativas de corrupção, insegurança e problemas sociais. De forma geral, a Copa do Mundo apresentou resultados positivos na indústria do turismo. Apesar de serem benéficos em muitos aspectos, os mega-eventos aconteciam em um momento difícil para o Brasil, econômico e políticamente. Juntamente com deficiências persistentes das organizações desportivas internacionais, estas circunstâncias impediram ainda mais os resultados duradouros e a reputação internacional. Os resultados, entretanto, não são simplórios. Pelo contrário, são baseados em uma discussão complexa que identifica contribuições positivas dos eventos para a marca de destino e possivelmente para o desenvolvimento uma estratégia da nação-marca no Brasil.