Residents’ Support Toward The 2022 Winter OlympicGames

With the development of the economy and the deepening of opening, Chinese government is increasingly aware of the positive effects of large-scale event in promoting economic and social development. In recent years, China has successfully hosted some mega-events such as 2008 Beijing Olympics,2010 Shanghai World Expo,2014 Nanjing Youth Olympic Games and so on. And Beijing Olympics attracts domestic event researchers’attention to mega-events because of their deep, long-lasting influence on the hosting cities. As the host of community, local residents’support and recognition have been identified as the success factors of a particular event. Local community support can turn mega-events into "urban festivals", providing positive shared experience for guests. However, lack support can result in opposition, delays and leads to hostility towards attendees, as well as unwillingness of residents to volunteer during the event. As a result, it is necessary to research local residents’support to mega-events.In this paper, the researcher examines the perceptions and attitudes of Beijing and Zhangjiakou residents toward the 2022 Winter Olympics, which will be hosted in Beijing and Zhangjiakou. First, this study develops and tests a structural model to assess key factors on residents’perceptions on this mega-event and how these perceptions affect their support. Second, the research applies Cluster Analysis to divide residents into different segments according their support. Third, using independent samples t-test and ANOVA, this study explores the differences of support between local communities. At last, based on the data analysis and interviews, the research makes some proposals and recommends for higher support from local residents.Results indicate that:(1)there is a direct positive relationship between the perceived benefits and the support for hosting mega-events, while there is a direct negative relationship between the perceived costs and the support for hosting mega-events. (2) Community participation has no influence on community support, perceived benefits and perceived costs. (3) There is a direct relationship between community attachment and community support. And the higher of community attachment, the higher perceived benefits and costs. (4) There is a direct relationship between identification with the event and local residents’ support. And the more identification with the event, the higher perceived benefits. However, the identification with the event has no influence on perceived costs. (5) According to cluster analysis, the residents could be divided into three segments:lovers (38%), ambivalent supporter (47%) and haters (15%). (6) The age, occupation, personal monthly income and the area where residents from have significantly influence on community support.