Abstract:

This research investigates the relationship between the perceived socio-economic impact and community participation and support of mega events, supported by empirical evidence derived from local residents' perceptions of the FIFA World Cup Qatar 2022. A total of 260 responses were collected and analyzed by PLS-SEM. The findings reveal that while both perceived social and economic impact influence community participation, community support is primarily influenced by the perceived social impact. A multi-group analysis shows that the effect of perceived social and economic impact on community participation is stronger in the male sample than in the female sample. Furthermore, the effect of perceived social impact on community participation and support is stronger in the age group below 35 years compared to the age group above 35 years. The findings provide insights for event organizers and policymakers concerning the factors influencing community support for mega events.

Please choose your submission type: Full Paper

Primary Track: Marketing and Retail

Keywords: Consumer behaviour and psychology;Marketing communications

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Ms. Salha Al Mohannadi