Residents' Perceptions and Behavioral Intentions towards Mega-Sports Events: A Case Study of Beijing 2022 Olympic Winter Games

Despite growing research on the impacts of mega-sports events, comparative studies of the value perceptions of residents in host and non-host cities are rare. Residents' perceptions are effective indicators of their behavioral intentions, which are crucial for the success of events and for the place marketing of hosting cities. To fill this gap, this study constructed a model linking residents' expected impacts, perceived value and behavioral intentions for mega-sports events. Informed by Social Exchange Theory, this study employed Structural Equation Modeling (SEM) to analyze 1527 valid questionnaires collected in mainland China (412 in host cities, 1115 in non-host cities). The results reveal that non-host-city residents have more substantial expectations of impacts, perceptions of value, and behavioral intentions than host-city residents. Residents in Northeast China had the highest perceptions and behavioral intentions toward the Beijing 2022 Winter Olympics, implying that the geographical location of the non-host cities is an influencing factor. Researchers and practitioners should pay attention to those differences in research design and event planning to promote the sustainable development of mega-sports events.