Public Perception of Costs Associated with Major Sporting Events

Public Perception of Costs Associated with Major Sporting Events

Juan Manuel Núñez-Pomar (University of Valencia, Spain), Ferran Calabuig-Moreno (University of Valencia, Spain), Vicente Añó-Sanz (University of Valencia, Spain) and David Parra-Camacho (University of Valencia, Spain)
DOI: 10.4018/978-1-4666-6543-9.ch055
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Sporting events have become first-order promotional tools of large cities, allowing them to reach levels of dissemination economically unaffordable as conventional advertising. The social impact of the event on residents is very important, given their role as main actors. Perceptions of the residents of the cities that host sporting events have been extensively studied, although in this case a singular point of comparison to study the perception of the costs of organizing and holding the sporting event is provided. The purpose of this chapter is to assess the perception of the citizens of Valencia (Spain) on specific aspects of three sports events held in the city in 2012: European Grand Prix Formula 1, the Tennis Open 500, and Valencia Marathon. The results show significant differences in the perception of the costs of organizing the events related, and demonstrate the impact of the type of activity in the perception of residents.
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2. Residents’ Perceptions Of Major Sporting Events

According to Preuss and Solberg (2006), citizens usually formulate their perception of sporting events based on three information sources. The first source is the information provided by the organizing committee, political authorities, the media, and lobby or interest groups (including groups opposed to the event). The second source is information received from the experience of hosting similar events in other locations, through the media or other people. The third source is their personal experiences of events held in the same location or other locations. This fact is of paramount importance as a base for developing a communication strategy for the event.

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