Destination image formation

The following section of the paper refers to the critical evaluation of the existing literature on the concept of destination image, its components, formation process and factors influencing this process. Further the author tries to show the link between destination image and mega-events, with the main focus on mega-sports events. The nature of events, their classification and the impact resulting from hosting mega-sports events are also taken under consideration in order to provide more in-depth information for readers.