Abstract
This study examines the relationships between service quality and value perceptions of the 2014 FIFA World Cup in Brazil, controlling for the consumers' opinion about hosting the event in the country. Data were collected from five cities (n = 3,042), and the results from a structural model indicate that teams, accessibilities, and event atmosphere have a positive influence on hedonic value and utilitarian value, while referees only have a positive impact on hedonic value. In turn, crowd experience has a negative effect on both hedonic and utilitarian value. Additionally, consumers' favorable opinion about hosting the event showed a positive effect on both hedonic and utilitarian value. These findings suggest the need for an appealing ambiance and crowd vigilance to enhance the event's value. In addition, the more people agree with hosting the event in Brazil the greater the value perception, highlighting the importance of explaining the event benefits to the host community.
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