Local Residents’ Perception And Attitude:A Pre-and-post Analysis Of The 2014 Youth Olympic Games In Nanjing

After entering the 21 st century, China has succeeded in bidding for many Olympic related events, such as the 2008 Beijing Olympics, the 2022 Winter Olympics, the 2014 Nanjing Youth Olympic Games. Based on this, this paper uses 2014 Nanjing Youth Olympic Games as the research object. It tracks the same object, three months before the YOG and three months after the the YOG from the perspective of local residents’ perception. The method of longitudinal study, from the aspect of space and time, properly assesses the event’s capacity for sustainable development and multi-value.It provides a reference for the development of sports events industry,government decision-making and related marketing.This research mainly uses the literature review, the questionnaire survey method, the mathematical statistics method, the comparison method.Through factor analysis, variance analysis, path analysis and other methods, this paper explores the pre and post the Youth Olympic Games on the combined effects of the host city of the social, economic,environmental and attitude. It also further analyzes the relationship between pre and post the residents’ perceptions and attitudes of the residents.The main conclusions of this study are as follows:First of all, this paper researches on the sports impact on the residents’ perception of society, economy and environment of twenty-six positive and negative variables and five residents attitude variables,improving the comprehensive effects of sports events and attitudes of the residents of scale, providing a solid foundation for further study on comprehensive competition effects and attitudes of the residents.Second, as the development of Nanjing city is a milestone event, the Youth Olympic Games impact on the city has long and positive effect. The perceived positive impacts are greater than negative impacts. The positive impacts on events and attitudes are more closely.Third, the perception of Nanjing residents has changed pre and post the event. The perception levels were increased. The difference is more significant on positive social impacts and negative economic impacts.Fourth, the overall attitude of Nanjing residents has changed pre and post the event. After experiencing the Nanjing Youth Olympic Games, the attitude of the residents has been more positive. However, after the event,the relationship between residents’ perception and attitude has weakened.Fifth, the results of this study support the six hypotheses proposed in this paper. The perceived benefits of the Youth Olympic Games, the relationship between social, economic, environmental impacts and residents’ attitudes were positively correlated. In the pre event research, “improve the quality of life of Nanjing residents” has astrongest correlation with residents attitude; in the post event research,“improve the quality of local business services” has a strongest correlation with attitude. Conversely, the perceived cost of the Youth Olympic Games that social, economic, environmental negatively impact the attitude of the residents. In the pre event research, “lead to air pollution”has a strongest positive relationship with attitude; in the post event, “lead to the local residents to bear too heavy tax burden”has a strongest negative relationship with attitude.Sixth, the results of the study show that if the perception factor in changes before and after the event is significant, then the relationship between the residents’ perception and attitude changes in before and after the correlation is greater. On the contrary, if there is no significant perception factor changes before and after the event,then there is less relationship between the residents’ perception and changes before and after the event.