Can large cycling events promote active mobility? Expectations versus reality on the example of the 2018 UCI Cycling World Championship

Abstract

The Austrian province of Tyrol positions itself as a leading sport region in the Alps, which is reflected in the number of large sport events it holds. A prominent example is the 2018 UCI Cycling World Championship. The study investigates whether, besides promoting the host region as a cycling destination, a large cycling event can also leverage a positive change in residents' travel behavior towards active mobility. The analysis of panel data reveals that respondents have high expectations regarding the event's impact on cycling infrastructure and on their travel behavior, but their optimism decreases considerably after the event. They also cycle less frequently than before. These trends however are far less distinct in the group that spectated the event live. A large sport event, even if positively perceived by local populations, is not capable of leveraging a behavioral change towards active mobility only on its own and must be accompanied by complementary measures. It is recommended to involve residents in active participation in the event as spectators. Besides, an event of this size should result in substantial improvements in local cycling infrastructure. Otherwise, an opportunity to make the behavioral change happen can be missed easily.