Abstract
ABSTRACT Assessing the potential effects on local communities of hosting major sporting events such as FIFA World Cup or UEFA European Championships has long been an important source of interest and debate for scholars. The present study aims to move forward in this literature by considering the place where soccer fans attend the competition, namely stadium vs fan zone. Hence, the goal of this paper is to analyze the influence of attending place on the image of cities hosting a major sporting event, by comparing the perceptions of stadium and fan zone spectators. Findings suggest that several components of city image depend on whether spectators attend the event in stadiums or in fan zones, and that these differences have various effects on spectator satisfaction, leading to new perspectives regarding the use of fan zones to achieve city branding objectives.
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