Factors affecting resident support for a hallmark cultural event: the 2018 European Capital of Culture in Valletta, Malta

ABSTRACT

Hallmark events have a great impact on a host community, and local support for such events is vital. Previous research has mainly focussed on resident attitudes towards sport events rather than cultural hallmark events. This paper analyses the 2018 European Capital of Culture (ECOC) in Valletta, Malta, to understand resident’s attitudes towards a cultural event. A resident survey a few months prior to the event generated 267 responses. A Confirmatory Factor Analysis reveals that resident support for the ECOC was influenced by levels of perceived benefits and perceived costs, in line with social exchange theory. Perceptions of benefits and costs were related to levels of community attachment, community concern, resource utilisation and European identity. Levels of community involvement and identification with European culture are particularly important in generating support for the event, in line with the European Commission’s stated aims for the event.

KEYWORDS:

• Hallmark events
• European Capital of Culture
• Malta
• community support
• social exchange theory

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Tessa van der Steen

Tessa van der Steen graduated in Leisure Studies from Breda University of Applied Sciences in 2017. Her master thesis analysed resident attitudes to the 2018 European Capital of Culture in Valletta, Malta. Her current research interests focus on leisure and tourism events and the social, cultural and economic impact of these events.

Greg Richards

Greg Richards is Professor of Placemaking and Events at Breda University of Applied Sciences and Professor of Leisure Studies at Tilburg University in the Netherlands. He has conducted a variety of studies of the European Capital of Culture and the effect of events in cities.