Host residents' perception changes on major sport events

Abstract

Local residents' perceptions of mega-event impacts vary pre-, during- and post-event, and among community subgroups. With the segmentation of host residents' attitudes and perceptions poorly understood, this study identified distinct sub-segments of host residents based on perceptions of the Kaohsiung 2009 World Games impacts. It found similarities and differences amongst sub-segments based on demographic variables and event-related behaviours. Data were analysed by exploratory factor analysis (EFA), confirmatory factor analysis (CFA), two-step clustering analysis, MANOVA and discriminant analysis. Twenty-three impact items divided into four factors, generated subgroups of ‘neutral’, ‘moderately positive’, and ‘positive’ (pre-Games), and ‘neutral’ and ‘moderately positive’ (post-Games). MANOVA suggested differences pre- and post-Games between subgroups for the four impact factors. Pre- and post-Games subgroups showed significant differences in the educational level, adaptation to the event, level of support, level of interest in the event and attendance. We conclude by suggesting that the identification of demographic composition and event-related behaviours in stakeholder clusters would aid effective event management strategies.

Keywords:

• resident's perceptions
• resident segmentation
• social exchange theory
• Kaohsiung 2009 World Games