Crafting positive national image through organizing international sporting events (experience of the Republic of Madagascar in hosting the Indian ocean island games 2023)

international sporting events offer countries a unique opportunity to present themselves to the world, and the Republic of Madagascar, an island nation off the eastern coast of Africa, is no exception. This article examines the opportunities that Madagascar utilized in organizing the 2023 Indian Ocean Island Games, as well as the benefits the country gained from hosting this multi-faceted sporting event, which involved athletes from six countries in the region. The aim of the article is to analyze Madagascar's experience in organizing the Games, with a focus on how the country used the event as a tool for creating a positive image on the international stage. The study examines the strategies employed by Republic of Madagascar to promote its culture, hospitality, and sports capabilities, as well as the challenges faced by the country during the organization of the games and the measures taken to overcome them. Based on the results of the research, the article also provides recommendations for other countries aiming to create a positive image through similar events. The study is based on a qualitative research design, using data collected from interviews provided by medias, observations, and document analysis. The article concludes by emphasizing the importance of proper planning, stakeholder engagement, and effective communication in creating a positive image during international sporting events. The findings reveal that Madagascar effectively showcased its unique culture, hospitality, improved infrastructure, and ensured the smooth running of the games, thus creating a positive image. However, the country also navigated challenges including financial constraints, logistical complexities, security issues and limited media coverage.

sport events, country image, image formation, tourism potential, national identity, Madagascar, Indian Ocean Island Games