Abstract
This article reports the results of research investigating residents’ perceptions, attitudes and behavioral intention (BI) toward sports festivals and special events (FSE) from a pre-event perspective. A structural equation modeling (SEM) was utilized. Two sets of theoretical frameworks have been employed for this study: Social Exchange Theory (SET) and Social Representation Theory (SRT). A quantitative analysis was utilized. Using structural equation modeling (SEM). The authors have identified a strong association between media influence and FSE image evaluation; FSE image evaluation and residents’ perceptions; residents’ perceptions and attitudes; and residents’ attitudes and behavioral intention. However, the study found that social interactions do not have a significant impact on FSE image evaluation. The practical application of this research is that event planners should use media to promote FSE to local residents. This article concludes with the management implications for FSE planners and organizers. Future studies can build on the findings of the paper to generalize this China model for adaption to other countries.
Highlights
The current literature supports a certain correlation between festivals and special events (FSE) image and residents’ attitudes
If the residents see the promotion for the FSE image as positive, a stronger perceived value may be experienced by them
The survey instrument was comprised of nine parts: social interaction, media, evaluation of the FSE image, perceived benefits, perceived cost, attitudes toward the FSE, intention to participate in the FSE, willingness to participate in city development, and certain personal information
Summary
Festival and special event (FSE) marketing has gained popularity in China due to the increasing perceptions of the potential financial benefits of events to the host city’s economy, including creating employment and encouraging visitation to the host city Other potential social benefits such as building social networks and social capital within communities are recognized (Arcodia & Whitford, 2006; Dwyer & Fredline, 2008); FSE has resulted in improving residents’ involvement in green initiatives (Wong, Wan, & Qi, 2015). A majority of these studies have reported on the residents’ perception, attitudes and behavioral intention during or after the event’s completion, while there is limited empirical investigation from the pre-event perspective
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