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The Paris 2024 Olympic and Paralympic Games and images of Paris

Findings from two ex-ante surveys of tourists and Île-de-France residents
Alexia Gignon, Marie Delaplace et Felipe Pimenta De Souza
Traduction de Université Bretagne Occidentale
Cet article est une traduction de :
Jeux Olympiques et Paralympiques de Paris 2024 et images de Paris [fr]
Autre(s) traduction(s) de cet article :
Jogos Olímpicos e Paraolímpicos de Paris 2024 e imagens de Paris [pt]

Résumé

In 2024, the Olympic and Paralympic Games will take place in Paris and more broadly in the Île-de-France region. Preparing for this event is a major challenge for the regions involved. According to two questionnaire surveys, one of which was carried out among the population of Île-de-France in 2020 and the other among tourists in 2019, the images of the Olympic Games and the images that these two types of population have of Paris are identified. The different images of Paris for the tourists and the Parisians are analysed, respectively four and three years prior to the Olympic Games. The potential arrival of tourists during the event in 2024 will also be questioned. The results show that the tourists have a better image of the capital than the residents of the Île-de-France region. Nearly 60% of the residents questioned think that it is a good thing or a very good thing that Paris will host the Olympic Games in 2024, while 56% of the tourists know that the Olympic Games will take place in Paris in 2024.

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Peer-reviewed article

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Introduction

  • 1 Although many of the main events will take place in the department of Seine-Saint-Denis in the Île- (...)

1Along with London (1908, 1948 and 2012) and Los Angeles (1932, 1984 and 2028), Paris is part of the very select group of cities to host the Summer Olympics no less than three times (1900, 1924 and 2024).1

2Held within the framework of World Fairs, the early Olympic Games were largely unknown to the general public. In the wake of the Second World War, they became major instruments for conveying political ideas (Chappelet, 2016).

  • 2 All referendums in recent years on the hosting of the Games (Rome, Hamburg, etc.) failed due to a l (...)

3However, they started to suffer from a negative image following the 1976 Games in Montreal, particularly regarding the financial aspect of the event and the suspicions of corruption associated with the construction of the venues necessary to host certain competitions. This negative image became more pronounced over the years, between excessive budget overruns and the unsuitability of the new Olympic facilities for the everyday requirements of the host cities (Chappelet, 2016). In addition, several scandals within the IOC including corruption, doping, embezzlement and lack of long-term vision (Goetghebuer, 2004) were made public, further tarnishing the image of both the Committee and the Games. The Olympics are also criticized for the lack of consultation with local inhabitants, or for whatever consultation that is implemented leaving the latter with little possibility to object.2

4As a result, the number of cities bidding for the Games has decreased. While the IOC registered a record number of 11 candidate cities for the 2004 Games, only five bid for the 2024 Games, with three of these cities (Budapest, Hamburg and Rome) subsequently withdrawing during the bidding process, leaving only Paris and Los Angeles in the running. For the 2032 Olympics, Brisbane (Australia) was the only candidate city.

5Aware that the dwindling number of candidate cities was jeopardizing the existence of the Games, Thomas Bach, President of the IOC since 2013, implemented a series of sustainable actions from 2014 onwards (encouraging cities to submit bids in line with planning requirements), compiled in a roadmap entitled Olympic Agenda 2020 (Zimbalist, 2018). In 2016, the IOC opted for a sustainability strategy and in 2017 for a strategic heritage approach, the aim being to strengthen the long-term knock-on effects of the Games with a view to improving their cost-benefit ratio. The image of the host territories thus constitutes one of the possible benefits of the Olympic and Paralympic Games. In their recent review of articles concerning the Olympics, Chaboche and Schoeny (2020) show that image is one of the themes frequently addressed. However, few empirical studies exist assessing the possible image effects for residents and tourists. The aim of this article is partly to bridge this information gap for the Paris 2024 Olympics, both where tourists (French and foreign) and the residents of the Île-de-France region are concerned, as well as to evaluate the resulting intentions to visit Paris in 2024.

6To this end, we first identify the way in which the image of the regions hosting this mega-event can evolve through a review of the literature on various recent editions of the Olympic and Paralympic Games. Secondly, we present the findings of two questionnaire surveys conducted respectively among tourists (2019) and residents of Île-de-France (2020). Finally, we identify the images of Paris held by both these residents and tourists. The findings show that these images differ in part for the two types of population, as do the intentions to visit Paris during the Games.

I. Mega-events and changes in the image of host territories

7For the territories concerned, the organization of events and mega-events constitutes a lever in terms of disseminating their image(s). While positive effects can be expected from the organization of the Olympics, negative effects can also occur.

A. Image of the events, image of the territories

8The image of an event for an individual is made up of a set of perceptions and representations. This image differs not only according to the events and their scale, but also according to the individuals, their socio-professional status, and their past experiences (Gwinner, 1997). Crompton defines the image of a destination as “the sum of beliefs, ideas and impressions that a person has of a destination” (Crompton, 1979, p. 18). In a way, this image is a simplification of all of the associations and information specific to a place (Day et al., 2002), information that can come from various sources external to the individual and conveyed by the media (books, guides, films, works promoting the destination or advertisements), as well as from the individual’s own experience (previous visits to this destination, recommendations from friends or relatives, social media, etc.). The image of the city or a territory is thus a representation for individuals or groups of individuals. However, like any representation, it corresponds to “a partial vision, seen from a certain angle, and even a vision of reality distorted by a lack of knowledge of the attributes of the territory, by the fact that these attributes are insufficiently promoted, or by the myths maintained by the stakeholders themselves” (Delaplace, 2020a). This representation can differ depending on the nature of the individuals. The image of the territory will thus not necessarily be the same for residents, workers or transients, or for first-time or repeat visitors. The intrinsic characteristics of individuals (professions and socio-professional categories, income brackets, etc.) also affect the image they have of the territories. “The tourism landscape always involves a part of mental representation and sensitivity. It is pre-appreciated prior to departure; then, on site, it is contemplated and appreciated under the influence of personal or collective conceptions of notably cultural, aesthetic or social origin” (Amirou, 1995). Thus, the perception of the site depends on the mental perceptions of each individual. Once there, the image of the territory is modified but always according to each individual’s vision.

9Three types of images can nevertheless be distinguished: the primary image (stereotype), the cultural image (prior to the trip), and the concrete image formed upon arrival in the visited territory (Dorvillé and Bouhaouala, 2006). While image effects can have a fundamental impact on the tourism situation of a territory, it is nevertheless essential that the primary and/or cultural images of this territory are not too negatively connoted. Where this is the case, tourists will not visit that territory.

10Such images are, however, subject to change. Exogenous elements can be responsible for a change in the image of a territory; these can be positive (installation of a company in the territory, its use as a backdrop for a film, series or television game, a literary work referring to it, a new transport infrastructure making it more accessible, etc.) or negative (a terrorist attack, an accident or ecological disaster, overexposure in the media, etc.). The image can also be modified as a result of locally implemented policies aimed at developing the attractiveness of the territory (Gallarza et al., 2002; Papadimitriou et al., 2018) through, for example, the hosting of events or applying for recognition or certification.

11According to Vo Thanh et al. (2014), “marketers of the destination see the organization of sporting mega-events as an image-building strategy” for the city concerned. Due to their high media coverage, the Olympic Games and more generally mega-events can represent a tool for transforming (either positively or negatively) the image of the host city and more broadly of the country. This media coverage begins well before the event, right from the bidding phase, and continues during the handover ceremony between the previous and the next Olympics. During the event, only the Olympics are capable of bringing so many journalists together in one place on the planet, relaying to their respective countries the exploits in each of the competitions as well as images of the host city. Furthermore, according to Chaix (2018), the hosting of sporting mega-events has become a major political communication tool for a country’s image due to the interest that these events generate on the international scene. This media coverage can represent a driving force to boost territorial and tourism development.

12However, the choice to use the image of the city as a marketing tool can have both positive and negative effects, each individual, each tourist having their own image of the destination. In the case of London, and based on 18 semi-structured interviews conducted one month prior to the 2012 Olympics, Vo Thanh et al. (2014), showed that tourists believed that the image of the city would not be changed.

13While there may be a showcase effect for the destination, which can result in an increase in visitor numbers, it was more of a crowding out effect that London experienced during the 2012 Games. Indeed, for the duration of the event, the heart of the city and its usual tourism sites were emptied not only of their visitors but also of their inhabitants, who, fearing overcrowding, considered it necessary to move away from the capital. The city was thus described by leading British newspapers3 as a ghost town (Delaplace, 2020b).

B. Possible positive image effects during the preparation of the Olympic Games

14The Olympic and Paralympic Games can have a positive image to the extent that they are associated with certain values of Olympism. Fundamental Principle 2 of the Olympic Charter, for example, aims to “place sport at the service of the harmonious development of man, with a view to promoting a peaceful society concerned with the preservation of human dignity” (IOC, 2019, p. 11). They can also be linked to a global urban project aimed at transforming the city or a neighbourhood thereof, as was the case in Barcelona (Gravari-Barbas and Jacquot, 2007), London (Beucher, 2009; Poynter, 2012) and Beijing (Augustin, 2009; Kaplanidou, 2009), and thus change the image of the host city and/or its neighbourhoods.

  • 4 The negative aspects associated with the Olympics are discussed in the next section.

15For example, the site chosen for the 2012 Summer Olympics in London (the Stratford district in the city’s eastern suburbs) comprised industrial wasteland, the creation there of the Olympic park falling within an urban regeneration objective. In preparing for the Olympics, strong emphasis was placed on heritage, on the benefits both for this district and, more generally, for the development of East London. The Olympics thus generated positive effects,4 notably with the creation of a new neighbourhood, a new railway station, and other new facilities developed in the district. The facilities used for the Olympic Games were designed to be adapted in order to fully meet the requirements of the local inhabitants after the event. For example, the stands needed for the duration of the Games were later removed to reduce the stadium’s capacity. Other structures were designed in a modular way, such as the Olympic swimming pool (Figure 1). Through all these initiatives, the authorities succeeded in changing the image of this underprivileged district.

Figure 1: The Olympic swimming pool in the Stratford district, located in a new neighbourhood

Figure 1: The Olympic swimming pool in the Stratford district, located in a new neighbourhood

Authors, 2018

16Similarly, in Rio de Janeiro, following the Olympic Games, the image of certain districts was modified during subsequent successful urban revitalization projects. This was notably the case of the port district of Porto Maravilha. Although in the centre of the city, this historic district was run-down. Public policies were relatively absent there and difficult to implement due to trafficking. A large-scale development project was conducted across the whole district. An elevated motorway was demolished, a tramway stop was built, pedestrian walkways were created as well as housing, offices, hotels, and two museums (the Rio Art Museum and the Museum of Tomorrow). In addition, many street artists created original works on the walls of the neighbourhood (Figure 2). Gentrification subsequently occurred in this redeveloped area. The modernization of the transport network proved a success for the city, which also benefited from positive image effects, even if they only concerned certain neighbourhoods. In 2017, one year after the Games, the archaeological site of Valongo Wharf in Rio’s port area (a neighbourhood that was completely rehabilitated within the framework of the Olympics) was designated a UNESCO World Heritage Site. Built in 1811, it had been the most used landing and trading point in the Americas, with around 1.4 million enslaved persons from Africa landing there over the twenty years of its operation (Florentino, 2015). The site was uncovered in 2011 during the rehabilitation and excavation work on the port area, two years after Rio was awarded the Olympics. According to Fernandes (2017), the Valongo Wharf represents the ultimate symbol of the city’s will to promote culture in Rio’s Olympic project as well as the urban renewal of the port district.

Figure 2: The Porto Maravilha district and its street art

Figure 2: The Porto Maravilha district and its street art

Authors, 2016

17A survey conducted by the Ministry of Tourism with 1,262 foreign visitors in airports and border areas shows that Rio had a positive image during the Games, with 83% of respondents saying they liked the city. Moreover, of the 56% of foreigners visiting the country for the first time, 90% said they intended to return.5

18During the Olympics, the buildings in the host city, when they are architectural masterpieces, are also a source of national pride. This is the case of the Bird’s Nest and the Water Cube in Beijing, which are intended more for tourists than for locals, their capacity being only little adapted to the real requirements of the city. Beijing nevertheless sought to make them more profitable. For example, the Water Cube that served as the Olympic swimming pool during the 2008 Summer Olympics, and was only used thereafter for major swimming competitions, was transformed into the Ice Cube for the 2022 Winter Olympics. In the future, the facility will be able to switch from one function to another in a matter of hours and will thus be able to host various sporting events.6

19However, it is clear that the excessive costs involved in building these white elephants, which are then left derelict, also contribute to the negative image of the Olympic Games (Delaplace, 2020a).

C. ... but also negative image effects

20These negative image effects can occur both before and after the Olympics.

21In London, the rehabilitation of the Stratford district had a significant impact on the poor population living there, who were unable to remain due to the subsequent gentrification of the area (Beucher, 2009). Indeed, between 2005 and 2016, the price of housing increased by 112% in the areas close to the Olympic venues (Nappi-Choulet and De Campos Ribeiro, 2018).

22The public authorities thus succeeded in changing the image of this district, but the hosting of the Olympics also had detrimental effects on the populations living there prior to London being awarded the Games. People who could no longer afford to live in the district were forced to move elsewhere, often to more distant parts of the suburbs, putting them even further away from employment and public transport. The social diversity initially envisaged did not become a reality. Moreover, tourist numbers during the event were affected. London was thus often described as a ghost town (Delaplace, 2020b), “sports tourism having ejected the tourism associated with visits to museums and major sites...” (Perelman, 2018, p. 16). Finally, the Olympic tourists remained close to the competition sites and adopted very different practices from those of the usual tourists at this time of year (Delaplace and Schaffar, 2022, this issue).

23In Rio de Janeiro, the construction of infrastructures in certain neighbourhoods sometimes required the eviction of their inhabitants. For example, the federal “Minha Casa Minha Vida” programme led to the eviction of more than 20,000 families from the favelas where they lived, these families receiving compensation in the form of either financial aid or an apartment further away from the metropolis (Magalhães, 2016). The Olympic Games and their possible legacy can thus be seen as “a kind of moral anchor that justified the redesign of the urban space in Rio de Janeiro” (Magalhães, 2016, p. 82). Moreover, in this country impacted by a severe economic crisis since 2014, many Brazilians living in rural areas moved to Rio in order to work on the construction sites for the Games – only to be fired once the constructions were finished (Fontaine, 2016).

24Similarly, once Beijing was selected in 2001 to host the 2008 Olympics, more than 460 hectares of old city neighbourhoods were demolished between 2002 and 2003, i.e. almost three times more than during the period 1993-2001. According to the mayor of Beijing, some 18,000 people were relocated in order to build the Olympic facilities (Corhe, 2007).

25In addition, the Olympic Games can have a negative image effect due to delivery delays, budget overruns, strikes, and sometimes even suspicions of corruption, as in Montreal (Khomsi, 2015).

26After the Games, the abandoned facilities that are useless to the local population fall into disrepair and generate additional costs for the city that has to maintain them. Some facilities are then often left derelict. The Cinderella complex (Poncet, 2001) helps to explain this phenomenon: once the event is over, the city has difficulty maintaining its splendour. This was the case in Beijing, for example, for the kayak circuit and the beach volleyball stadium. Many of the constructions undertaken for the Olympics and which were not adapted to the needs of the local population were then forgotten. In Rio, very few of the facilities created for the event are still in use or were rehabilitated. Access to some of them was prohibited due to the lack of security and the risk of collapse. Less than a year after the Games, some facilities, such as the velodrome and the Olympic swimming pool, were already abandoned and remain derelict to this day. The sports facilities and the Olympic Village were intended to enable the expansion of the city to the south, but the integration of these sites failed, mainly due to the economic crisis in the country.

27Thus, while the Olympics enable urban renewal, they are associated with Games organized for the privileged few and make it possible for local and national political leaders to implement policies that would be unthinkable in the absence of this event. This is the “Games Effect”, considered by Chappelet (2016) as a leverage effect that is both ephemeral and at the same time a catalyst for change.

II. The Paris 2024 Olympics and survey methodology for understanding the image of Paris

28The Paris 2024 Olympics will take place mostly in Paris but also in the Seine-Saint-Denis department, with possible image effects. In order to understand the images of the Games and of Paris for both tourists to the city and the residents of the Île-de-France region, two questionnaire surveys were conducted one year apart. These two different but complementary surveys make it possible to determine the global vision of the event for these two population categories. In this second part of our article, we present the territorial context of the Olympic Games and the survey methodology used.

A. The territorial context of the Paris 2024 Olympics

29Paris began its bid for the 2024 Summer Olympics in 2015. Two years later in Lima, it was selected as host city for the 2024 Games in the historic double award with Los Angeles for the 2028 Summer Olympics. This selection followed three failed attempts by Paris to host the event (against Barcelona in 1992, Beijing in 2008, and London in 2012). Along with Germany and Spain, France is one of the three European countries organizing the most major events, and these successive failures tarnished the country’s image (OECD, 2017). Paris was nevertheless able to learn from its previous failures when putting together the bid for 2024. To avoid one of the major problems highlighted in the organization of mega-events (namely the uselessness and unsuitability after the event and for the local population of the infrastructures built), the city’s bid first promoted its existing sports facilities, in compliance with the instructions of the IOC’s Olympic Agenda 2020. The only new facilities to be built will benefit the population afterwards. The other competition venues will be temporary, generally implemented within the city’s major tourism and/or heritage sites. Paris undoubtedly promoted its key assets with a view to being selected to host this international event (Figure 3).

Figure 3: Location of the Olympic and Paralympic venues

Figure 3: Location of the Olympic and Paralympic venues

Authors, 2022. Paris 2024

30Although the Paris Olympics will also take place elsewhere in the Île-de-France region, and notably in the Seine-Saint-Denis department, we focus here exclusively on Paris (see above).

B. The methodology of the two surveys and the characteristics of the surveyed populations

31Our analysis is based on two questionnaire surveys. The first was conducted with tourists during the summer of 2019, specifically between 15 and 30 July, a period almost similar to that of the Games in 2024. The second, aimed at residents of the Île-de-France region, was conducted between June 2020 and January 2021.

  • 7 Some 5,252 people declined to participate in the 2019 survey.
  • 8 In other words, 10% more international tourists than indicated in the official data for hotel arriv (...)

32The first survey aimed to collect the opinions of both French and foreign tourists on their real image of Paris once they had arrived in the city, on the sites they visited, on their knowledge of the organization of the Olympic Games in Paris, and on their intentions to come back to Paris during the Olympics. The questionnaires were administered on site (in English or French) in four tourism locations (the cathedral of Notre-Dame de Paris, the Arc de Triomphe, the Eiffel Tower and the Sacré-Cœur Basilica). This anonymous survey was structured around the characteristics of the interviewee, their reasons for visiting Paris, the places they visited and the modes of transport they used, as well as their knowledge of the Olympics and their intention to attend this event in Paris in 2024. It comprised 26 questions, with 1,265 responses obtained,7 79.4% of which from foreign tourists.8

  • 9 Part of the survey also concerned the image of Seine-Saint-Denis. This survey was not used within t (...)

33The second survey aimed to gather the opinions of the population of Île-de-France on the Olympic Games, their image of this event, and their real image of Paris.9 The survey lasted approximately 10 minutes. The questionnaire consisted of 54 questions, some of which were not intended for all of the respondents and depended on their previous answers and their place of residence. It was organized around the following five parts: Île-de-France and you, the Olympic Games and you, Seine-Saint-Denis and you, Paris and you, and general information.

  • 10 Questionnaires were administered at various sites in the Seine-Saint-Denis, Seine-et-Marne and Esso (...)

34This survey was administered twice, first online via the LimeSurvey platform and then in the field with a view to completing the data on certain under-represented departments in Île-de-France.10 To comply with the sampling created upstream based on data from the National Institute of Statistics and Economic Studies (INSEE) and to ensure that the distribution of the surveys was representative of each department, the populations of under-represented departments were then targeted by mailings between September and December 2020. Some departments nevertheless remain under-represented with respect to the sample (Figure 4). This is the case notably for the Essonne department, where data collection proved difficult. As this department will not play host to any competitions during the Games, it is possible that its population feels less concerned.

35In all, we collected some 1,442 responses, 944 of which were usable and went beyond the Paris and you part of the questionnaire. The drop-out rate (or refusal rate) of the survey was 25.5%. Indeed, the questionnaire was intended exclusively for residents of the Île-de-France region. Some respondents from outside the region realised this during the survey and stopped filling in the information, while others simply gave up because they considered the questionnaire to be too long.

Figure 4: Distribution of the surveys according to the sampling, and number of surveys conducted in the field during the survey of Île-de-France residents

Figure 4: Distribution of the surveys according to the sampling, and number of surveys conducted in the field during the survey of Île-de-France residents

Authors, 2020 Survey

  • 11 19% of the respondents did not provide their occupation at the time of the 2019 survey.

36Of the tourist participants in the 2019 survey, 53.7% were women and 46.3% were men. The most represented ages were the 25-39 group (32%), followed by the 18-24 group (27.5%) and the 40-49 group (19.9%). The most represented socio-professional categories were the managers and higher intellectual professions at 21%, followed by the unemployed (19%), clerical or sales and service workers (15%), and the intermediate professions (12%).11 In this survey, the 80% of foreign tourists came from 90 countries, notably from the United States (10%), Germany (7%), Spain (4%) and Italy (4%). Analysis of the respondents according to their continent or region of residence shows the importance of Europe (56%) and the Americas (29%), with Africa and Asia (4% each) as well as the Near East, Middle East and Oceania (3% each) being significantly less represented.

37Of the Île-de-France residents participating in the 2020 survey, 52% were women and 45% were men. The majority were in the 25-39 age group (37%), followed by the 50-65 age group (22%). Some 48% of the respondents were born in the Île-de-France region (13% of whom in Paris and 9% in Seine-Saint-Denis). The most represented socio-professional categories were the managers and higher intellectual professions at 47%, followed by students (17%), and the intermediate professions (14%). The majority of the respondents in this survey had a level of education greater than a two-year university degree. This social stratification of our sample, slightly different from that of the Île-de-France departments, represents one of the possible biases of our survey. The results indicate that the managers and higher intellectual professions awarded more scores of 5 and 4 concerning the image of Paris: 48.3% of them awarded a score of 5 and 49.5% a score of 4 (compared with between 1.1% and 17.2% and between 0.5% and 19.4% respectively for the other socio-professional categories).

III. Image and knowledge of the Olympic Games, image of Paris, and intentions to visit the city

38The two surveys aimed to identify the knowledge and perception of the Olympic Games on the part of the tourists and the residents. With respectively five and four years to go, we wanted to know whether the respondents were aware that Paris will be hosting the 2024 Summer Olympics, and what their opinion was on this subject. Next, we attempted to identify the image of Paris for these two population categories. Paris often being considered as a cultural, historic and romantic city, we wanted to know what the tourists and residents thought and whether they had the same image of the city. In this last part of our article, we first analyse the image and knowledge of the Olympic Games. We then detail the findings concerning the image of Paris. Finally, we study the images and the intentions to visit the city during the 2024 Summer Olympics.

A. Image and knowledge of the Paris Olympics

39In order to identify the image(s) associated with the Olympics for the residents of Île-de-France (2020 survey), two types of questions were asked. Firstly, the respondents had to give three words associated with the Olympics, specifying for each word whether it was positive, negative or neutral. We recorded 2,516 occurrences, the main ones being shown in the word cloud below (Figure 5). Of these occurrences, 368 (14.6%) were qualified as “negative” by the respondents, 1,925 (76.5%) as “positive”, and 223 (8.9%) as “neutral”.

Figure 5: Word cloud representing the occurrences spontaneously associated with the Olympics for the residents of Île-de-France

Figure 5: Word cloud representing the occurrences spontaneously associated with the Olympics for the residents of Île-de-France

Authors, 2020 Survey

40More than 75% of the people surveyed in Île-de-France four years prior to the Games associated positive attributes with the Olympics.

41The different occurrences were then grouped into seven classes and into two categories, the first entitled “other negative aspects” and the second “other positive aspects”. Several groups of expressions emerged around values, sport, competition and medals on the one hand, and atmosphere, partying, coming together and encounters on the other. The global and international dimension also emerged, as did tourism.

42The main negative expressions concerned the cost of the event, pollution, congestion, corruption and doping.

43The respondents were then asked to indicate whether they agreed with certain expressions highlighted in the Paris 2024 bid or associated with the Olympic Games in the literature. This was done according to a five-point Likert scale (disagree; somewhat disagree; neither agree nor disagree; somewhat agree; agree). As can be expected, 81% of the respondents associated sport with the Olympics. Next, the spectacular side of the event was mentioned by 53% of the respondents, partying by 48%, tourism by 46%, and the popular aspect by 41% (Figure 6).

Figure 6: Expressions associated with the Olympics for the Île-de-France residents

Figure 6: Expressions associated with the Olympics for the Île-de-France residents

Authors, 2020 Survey

44However, while the Organizing Committee of the Paris 2024 Olympics try to promote the values of sustainability, inclusion and solidarity associated with the Games, these were not the most convincing representations for the Île-de-France residents. Some 43% of the respondents somewhat agreed that the Games could be associated with youth and 38% with diversity. They were, however, much more divided on the environmental dimension, which nevertheless represented a key element of the bid: 27% of the respondents somewhat disagreed and the same percentage neither agreed nor disagreed on this point. Two other words (inclusion and corruption) were characterized by 37% of the respondents, who neither agreed nor disagreed. The same applied to solidarity with 27%. However, as the survey was conducted approximately four years before the event will take place, this image may yet change.

45The image of the Paris 2024 Olympics for the tourists was not explored in the first survey conducted in 2019 as the findings would have been difficult to interpret: the tourists present in Paris were not concerned by the Games. However, we did seek to identify whether they knew that the Olympics would be held in Paris in 2024. This was the case for 55.9% of the tourists interviewed, with 43.8% indicating that they were not aware that Paris had been awarded the 2024 Games (Figure 8). More men (60%) than women (52.2%) were aware of this fact, with this awareness increasing with the higher age groups.

Figures 7 and 8: Awareness of the hosting of the 2024 Summer Olympics in Paris and in Île-de-France in the two surveys

Figures 7 and 8: Awareness of the hosting of the 2024 Summer Olympics in Paris and in Île-de-France in the two surveys

Authors, 2019 and 2020 Surveys

46In comparison, four years prior to the Games, only 23% of the Île-de-France respondents were unaware that events would take place in the region (Figure 9).

47Moreover, a large majority of the residents considered the fact that Paris will be hosting the Olympic Games to be either very much a good thing (35.6%) or somewhat a good thing (23.7%). Only 10.6% answered that it was not at all a good thing (Figure 9).

Figure 9: Hosting of the Olympics in the region

Figure 9: Hosting of the Olympics in the region

Authors, 2020 Survey

48The residents (and to a lesser extent the tourists) were aware of the organization of the event in Paris and the Île-de-France region. Furthermore, the residents had a positive image of the Games. Only 17.9% of the respondents considered that the hosting of the Olympics was not a good thing. Although the organization of the Games in Paris was not the subject of a referendum, the survey conducted in 2020 shows that opinions are generally positive. Nonetheless, in Paris and in Seine-Saint-Denis, several groups opposed to the holding of the Olympics have been formed, such as the Comité de vigilance JO 2024 à Saint-Denis (2024 Olympics in Saint-Denis Oversight Committee) and the group NON aux JO 2024 à Paris (No to the 2024 Games in Paris). These citizens’ initiatives are evidence that a diversity of opinions surrounds the hosting of the Olympics in Paris.

49Furthermore, the survey conducted in 2020 shows that only 9.9% of the Parisians thought that the organization of the Olympic Games in Paris was not at all a good thing and the same percentage thought that it was not really a good thing. By comparison, 10.7% of the residents of Seine-Saint-Denis thought that it was not at all a good thing. The Essonne and Val d’Oise departments, both located in the outer suburbs of Paris, were the most unfavourable towards the Olympic Games with, respectively, 13.5% and 16.4% of the respondents stating that hosting this event was not at all a good thing. This opposition can be assumed to be due to a lack of information. Indeed, while the stakeholders in the Seine-Saint-Denis and Yvelines departments have organized many information or consultation meetings concerning the developments planned for the Games (the Olympics Aquatic Centre and Olympic Village, the events to be organized on the Colline d’Élancourt, etc.), the Val d’Oise and Essonne departments, in which no Olympic events are planned, do not currently provide much information about the event.

  • 12 Only the Porte de La Chapelle Arena will be built within the Paris department, near the ring road.

50However, the Parisians are not more favourable to the Olympics for all that: only 29.4% of the respondents were very favourable to the hosting of the Games, compared with an average of 37.4% for the other departments in the Île-de-France region. Moreover, they were the most numerous (29%) to be indifferent to the hosting of the Games (Delaplace, 2022a). From this survey conducted four years prior to the Paris Olympics, it is clear that the Parisians seem less concerned by the Games. At the level of Paris, and compared to the other departments in the Île-de-France region, the Olympics thus seem to arouse less interest but also less controversy. This last point can be partly explained by the lower percentage of permanent infrastructures that will be built for Paris 2024 (5%)12 compared to London 2012 (15%) (Delaplace, 2022b).

B. The image of Paris

51In both surveys, the respondents were asked to give three words they associated with Paris and to indicate for each word whether it was positive, negative or neutral.

52The image of Paris seems to be more positive for the tourists than for the residents of Île-de-France, even if in both cases a large majority of the expressions cited can be qualified as positive (Figures 10 and 11).

Figures 10 and 11: Distribution of the positive, negative and neutral expressions associated with Paris in the tourists survey and in the residents survey

Figures 10 and 11: Distribution of the positive, negative and neutral expressions associated with Paris in the tourists survey and in the residents survey

Authors, 2019 and 2020 Surveys

53For the residents of Île-de-France, the positive expressions associated with Paris referred to its status as a capital and to its culture, architecture, tourism and beauty. The negative expressions referred to its high cost of living, high population density, congestion in public transport and on the roads, and pollution (Figure 12).

Figures 12: Word clouds concerning Paris (residents of Île-de-France on toptourists on the bottom)

Figures 12: Word clouds concerning Paris (residents of Île-de-France on toptourists on the bottom)

Authors, 2019 and 2020 Surveys

Figures 13: Word clouds concerning Paris (residents of Île-de-France on toptourists on the bottom)

Figures 13: Word clouds concerning Paris (residents of Île-de-France on toptourists on the bottom)

Authors, 2019 and 2020 Surveys

54The tourists perceived fewer negative aspects associated with Paris (only 16% of negative words), and these concerned public transport and congestion as well as dirtiness and high prices. On the other hand, they highlighted its beauty (16.2% of the 3,430 occurrences), its historic character (6.3%), the fact that it is incredible in the sense of being amazing (4.8%), and its heritage amenities (culture, architecture, heritage, monuments and museums: 8.6%).

55Thus, while both populations cited the beauty of the city and its historic character, other dimensions of the image differed according to the respondent’s place of residence. This demonstrates the extent to which this image corresponded to the status of the respondent and varied according to whether they were a resident of Île-de-France or a tourist to the city.

  • 13 We have no data, however, concerning a possible change in the image of Paris with the Olympic Games (...)
  • 14 Thus, the image of Seine-Saint-Denis is likely to change much more because of the Olympics (see Gig (...)

56The Île-de-France residents who participated in the 2020 survey were also asked about the possible change in their image of Paris with the holding of the Olympic Games.13 As might be expected, over 55% of the respondents considered that the Games would not change their image of Paris. Conversely, 5.1% considered that their image would be diminished (slightly and greatly) and 24.9% that it would be improved (slightly and greatly). As Paris has a very strong image oriented towards culture, history and heritage, changes in its image seem to be less marked (Figure 14). The image effects associated with the Olympic Games thus depend on the prior image of the host territory.14

Figure 14: Change in the image of Paris with the Olympics

Figure 14: Change in the image of Paris with the Olympics

Authors, 2020 Survey

C. Image and intention to visit Paris for the 2024 Olympics

a) Intention to visit Paris during the Olympics

57The 2019 survey with the tourists revealed that 13% of the respondents wanted to come to Paris during the 2024 Olympics, 51% did not intend to come, and 36% did not yet know. Slightly more French than foreign tourists wanted to visit Paris in 2024 (14.67% compared to 12.82%).

Figures 15 and 16: Olympic Games and coming to Paris in 2024

Figures 15 and 16: Olympic Games and coming to Paris in 2024

Authors, 2019 and 2020 Surveys

58The Paris 2024 Olympics will thus be associated with a strong crowding out effect (Delaplace and Schaffar, 2022, this issue).

59In the second survey conducted with the Île-de-France residents, 40% of the respondents said that the 2024 Olympic Games made them want to visit Paris and 38.5% definitely wanted to go there during the event. A large number of the respondents also wanted to go there before and after the Games (28.5% and 29%, respectively) (Figure 17). 

Figure 17: Desire to visit Paris with the 2024 Olympics and at which period

Figure 17: Desire to visit Paris with the 2024 Olympics and at which period

Authors, 2020 Survey

60The percentage of Île-de-France residents who said they wanted to come to Paris during the Games was much higher than the percentage of tourists. The Olympic Games thus seem to be a mega-event first and foremost for the inhabitants of the host territories.

b) Image and intention to visit Paris

61Our research first sought to identify whether the intentions to come to Paris in 2024 on the part of the tourists and Île-de-France residents interviewed were associated with the positive, negative or neutral nature of the words that these two population categories associated with the city.

  • 15 Although positive, the correlation coefficients calculated are nevertheless very low.

62The findings show that for both the Île-de-France residents and the tourists, the intentions to come to Paris in 2024 were more closely associated with positive words and the intentions not to come with negative words (Figures 18 and 19). From this perspective, the intention to come in 2024 appears to be related to the positive elements characterizing Paris, and vice versa.15

Figure 18: Words associated with Paris and the intention of the Île-de-France residents to come in 2024

Figure 18: Words associated with Paris and the intention of the Île-de-France residents to come in 2024

Authors, 2020 Survey

Figure 19: Words associated with Paris and the intention of the tourists to come in 2024

Figure 19: Words associated with Paris and the intention of the tourists to come in 2024

Authors, 2019 Survey

63For the Île-de-France residents, the survey also identified whether the image attributed to Paris could have an impact on the decision to go there for the Olympic Games. The scores ranged from 1 to 5 (1 corresponding to a negative image and 5 to a positive image). The results of the survey are hardly conclusive. While a large majority of those with a very negative or a negative image of Paris indicated that they would not go there for the 2024 Olympics, this was also the case for a small majority of those with a positive or a very positive image (Figure 20).

64It would thus seem that the image of Paris is not related to the intention to come or not in 2024.

Figure 20: The image attributed to the city and its influence on the desire to go to Paris during the Olympics

Figure 20: The image attributed to the city and its influence on the desire to go to Paris during the Olympics

Authors, 2020 Survey

65Finally, the question was whether the desire to go (or not) to Paris during the event (Figure 21) could be associated with a possible change in the image of Paris following the Olympics. The hypothesis here was that the residents of Île-de-France wanting to come to Paris in 2024 not only had a positive vision of the event but also of its capacity to transform their image of Paris.

Figure 21: The desire to go to Paris and its influence on a change in image

Figure 21: The desire to go to Paris and its influence on a change in image

Authors, 2020 Survey

66As we might have expected, when the survey participants believed that their image of the capital would be diminished by the Olympic Games, they did not want to go there. On the other hand, among the 13.5% of respondents who believed that their image of Paris would be slightly improved, more than two-thirds wanted to go there. Similarly, among the 6.4% of respondents who considered that their image of Paris would be greatly improved, more than 85% said that they wanted to go there.

67Thus, the residents of Île-de-France, as possible local tourists or day-trippers and for whom the image of Paris will be improved by the Olympic Games, indicated that they were more likely to want to visit Paris in 2024, particularly during the event.

Conclusion

68The review of the literature presented in the first part of our article shows that the Olympic Games can influence the image of the host city before, during and after the event. These image effects can notably occur in relation to the urban renewal process. However, they seem to vary according to the context, and negative image effects can also occur before and after the Games.

69Based on two surveys conducted in 2019 and in 2020, respectively among tourists and Île-de-France residents, we identified the image of Paris and the potential of these two population categories to visit the city during the Games. These surveys show that the tourists had a better image of Paris than the Île-de-France residents. Several elements can explain these differences. First of all, these two population categories do not experience Paris and the region in the same way: the tourists, by definition, go to the places that they want to visit, whereas the residents of Île-de-France can experience other places in a more obligatory way (work, studies, obtaining services, etc.). Moreover, the first survey was conducted prior to the COVID-19 health crisis. The second survey, conducted between June 2020 and January 2021, took place during the pandemic. This may have influenced the image of Paris, particularly for the residents of the Île-de-France region, due to concerns about the use of public transport or the desire to move away from an urban lifestyle.

70The 2020 survey shows that the residents of Île-de-France represent a significant proportion of potential visitors to the Olympics, with 40% of them stating that they will come to Paris for the Games. In contrast, the 2019 survey reveals that only 13% of the tourists expected to come back. As in London, where 36% of the British spectators at the 2012 Olympics were Londoners (ORME, 2020), it can be expected that many residents of Île-de-France – local day-trippers – will therefore attend the 2024 Games.

71Finally, this article proposes an analysis of the current image of Paris a few years prior to the Olympics and its evolution with the Games, and highlights the heterogeneity of the associated image effects. It shows that, overall, the image of Paris is more positive for the tourists than for the residents of Île-de-France. This can no doubt be explained by the different practices and frequencies of the places visited by these two population categories. Finally, it points out that although those residents of Île-de-France with a positive image of Paris are apparently more interested in coming for the Games, the associated image effects appear to be less important for Paris but more important for Seine-Saint-Denis (Gignon and Delaplace, 2021), once again confirming the contextualized nature of the image effects. However, this image may have changed since 2020 and may continue to evolve. From this perspective, and within a difficult economic context, compliance with both the budget and the commitments of Paris 2024 in terms of sustainability and inclusion can be considered a crucial issue.

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Notes

1 Although many of the main events will take place in the department of Seine-Saint-Denis in the Île-de-France region, this article will focus only on Paris, which will allow us to highlight the differences in the images on the part of both residents and tourists. Indeed, we have no information on tourists in Seine-Saint-Denis.

2 All referendums in recent years on the hosting of the Games (Rome, Hamburg, etc.) failed due to a lack of public support (Preuss, 2019).

3 https://www.francetvinfo.fr/sports/jo/les-jeux-un-cadeau-empoisonne-pour-le-tourisme_125433.html

4 The negative aspects associated with the Olympics are discussed in the next section.

5  https://www1.folha.uol.com.br/esporte/olimpiada-no-rio/2016/08/1804394-pesquisa-indica-que-9-em-10-estrangeiros-pretendem-voltar-ao-brasil-apos-rio-2016.shtml

6  https://sportetsociete.org/2020/12/08/pekin-2022-le-cube-deau-de-2008-fin-pret-pour-etre-le-cube-de-glace-de-2022/

7 Some 5,252 people declined to participate in the 2019 survey.

8 In other words, 10% more international tourists than indicated in the official data for hotel arrivals in July 2019; data from the Paris Convention and Visitors Bureau (OTCP).

9 Part of the survey also concerned the image of Seine-Saint-Denis. This survey was not used within the framework of this article because we had no data on tourists in this department of the Île-de-France region.

10 Questionnaires were administered at various sites in the Seine-Saint-Denis, Seine-et-Marne and Essonne departments. Due to the health situation at the time with the COVID-19 pandemic, face-to-face responses were difficult to collect.

11 19% of the respondents did not provide their occupation at the time of the 2019 survey.

12 Only the Porte de La Chapelle Arena will be built within the Paris department, near the ring road.

13 We have no data, however, concerning a possible change in the image of Paris with the Olympic Games for the tourists since we did not specifically question them about the Games.

14 Thus, the image of Seine-Saint-Denis is likely to change much more because of the Olympics (see Gignon and Delaplace, 2021).

15 Although positive, the correlation coefficients calculated are nevertheless very low.

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Table des illustrations

Titre Figure 1: The Olympic swimming pool in the Stratford district, located in a new neighbourhood
Crédits Authors, 2018
URL http://journals.openedition.org/viatourism/docannexe/image/8828/img-1.jpg
Fichier image/jpeg, 2,7M
Titre Figure 2: The Porto Maravilha district and its street art
Crédits Authors, 2016
URL http://journals.openedition.org/viatourism/docannexe/image/8828/img-2.jpg
Fichier image/jpeg, 196k
Titre Figure 3: Location of the Olympic and Paralympic venues
Crédits Authors, 2022. Paris 2024
URL http://journals.openedition.org/viatourism/docannexe/image/8828/img-3.png
Fichier image/png, 888k
Titre Figure 4: Distribution of the surveys according to the sampling, and number of surveys conducted in the field during the survey of Île-de-France residents
Crédits Authors, 2020 Survey
URL http://journals.openedition.org/viatourism/docannexe/image/8828/img-4.png
Fichier image/png, 157k
Titre Figure 5: Word cloud representing the occurrences spontaneously associated with the Olympics for the residents of Île-de-France
Crédits Authors, 2020 Survey
URL http://journals.openedition.org/viatourism/docannexe/image/8828/img-5.jpg
Fichier image/jpeg, 109k
Titre Figure 6: Expressions associated with the Olympics for the Île-de-France residents
Crédits Authors, 2020 Survey
URL http://journals.openedition.org/viatourism/docannexe/image/8828/img-6.png
Fichier image/png, 481k
Titre Figures 7 and 8: Awareness of the hosting of the 2024 Summer Olympics in Paris and in Île-de-France in the two surveys
Crédits Authors, 2019 and 2020 Surveys
URL http://journals.openedition.org/viatourism/docannexe/image/8828/img-7.jpg
Fichier image/jpeg, 510k
Titre Figure 9: Hosting of the Olympics in the region
Crédits Authors, 2020 Survey
URL http://journals.openedition.org/viatourism/docannexe/image/8828/img-8.png
Fichier image/png, 220k
Titre Figures 10 and 11: Distribution of the positive, negative and neutral expressions associated with Paris in the tourists survey and in the residents survey
Crédits Authors, 2019 and 2020 Surveys
URL http://journals.openedition.org/viatourism/docannexe/image/8828/img-9.jpg
Fichier image/jpeg, 763k
Titre Figures 12: Word clouds concerning Paris (residents of Île-de-France on toptourists on the bottom)
Crédits Authors, 2019 and 2020 Surveys
URL http://journals.openedition.org/viatourism/docannexe/image/8828/img-10.png
Fichier image/png, 207k
Titre Figures 13: Word clouds concerning Paris (residents of Île-de-France on toptourists on the bottom)
Crédits Authors, 2019 and 2020 Surveys
URL http://journals.openedition.org/viatourism/docannexe/image/8828/img-11.png
Fichier image/png, 293k
Titre Figure 14: Change in the image of Paris with the Olympics
Crédits Authors, 2020 Survey
URL http://journals.openedition.org/viatourism/docannexe/image/8828/img-12.png
Fichier image/png, 239k
Titre Figures 15 and 16: Olympic Games and coming to Paris in 2024
Crédits Authors, 2019 and 2020 Surveys
URL http://journals.openedition.org/viatourism/docannexe/image/8828/img-13.jpg
Fichier image/jpeg, 489k
Titre Figure 17: Desire to visit Paris with the 2024 Olympics and at which period
Crédits Authors, 2020 Survey
URL http://journals.openedition.org/viatourism/docannexe/image/8828/img-14.png
Fichier image/png, 138k
Titre Figure 18: Words associated with Paris and the intention of the Île-de-France residents to come in 2024
Crédits Authors, 2020 Survey
URL http://journals.openedition.org/viatourism/docannexe/image/8828/img-15.png
Fichier image/png, 109k
Titre Figure 19: Words associated with Paris and the intention of the tourists to come in 2024
Crédits Authors, 2019 Survey
URL http://journals.openedition.org/viatourism/docannexe/image/8828/img-16.png
Fichier image/png, 154k
Titre Figure 20: The image attributed to the city and its influence on the desire to go to Paris during the Olympics
Crédits Authors, 2020 Survey
URL http://journals.openedition.org/viatourism/docannexe/image/8828/img-17.png
Fichier image/png, 290k
Titre Figure 21: The desire to go to Paris and its influence on a change in image
Crédits Authors, 2020 Survey
URL http://journals.openedition.org/viatourism/docannexe/image/8828/img-18.png
Fichier image/png, 328k
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Référence électronique

Alexia Gignon, Marie Delaplace et Felipe Pimenta De Souza, « The Paris 2024 Olympic and Paralympic Games and images of Paris  », Via [En ligne], 22 | 2022, mis en ligne le 12 décembre 2022, consulté le 16 avril 2024. URL : http://journals.openedition.org/viatourism/8828 ; DOI : https://doi.org/10.4000/viatourism.8828

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Auteurs

Alexia Gignon

PhD student on a CIFRE contract (Industrial Convention for Training through Research) at Lab’URBA, Gustave Eiffel University, and at the “Partnerships and Tourism” mission of the city of Paris. Her thesis focuses on the preparation of the Olympic and Paralympic Games and the role of the stakeholders in the structuring of tourism in the north-east of Paris. alexia.gignon@paris.fr

Marie Delaplace

Professor, Lab’URBA, Gustave Eiffel University. With a degree in economics, Marie Delaplace is Professor of Urban Planning at Gustave Eiffel University, as well as a researcher at Lab’URBA and a teacher at the Paris School of Urban Planning. Her research focuses on such possible vectors of territorial development as tourism, events, and transport infrastructures, and more specifically on the conflictual dimension associated with these vectors. She represents the President of Gustave Eiffel University in the Association Tourisme Recherche Enseignement Supérieur (AsTRES) and co-founded the Observatory for Research on Mega-Events (ORME). marie.delaplace@univ-eiffel.fr

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Felipe Pimenta De Souza

Graduate in Public Relations and in International Business, selected in 2018 for the Erasmus Mundus Master in Sustainable Development. He conducts academic research on the Olympic and Paralympic Games, the innovations they promote, their impacts, and the way in which they influence local development. felipe.pimenta@outlook.com

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Université Bretagne Occidentale

http://www.univ-brest.fr/btu

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