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This study aims to integrate and revalidate previously proposed various structural models in understanding residents’ attitudes and behaviors in relation to mega-events before the events.

This study focussed on the 2022 Beijing Winter Olympics and used a questionnaire-based quantitative survey prior these events. A PLS-SEM analysis was run on a sample of 473 residents, in testing relationships between residents’ trust, perceived impacts, support for hosting and subjective well-being.

Results revalidate propositions from previous research, but suggest key contextual differences in light of biosecurity risks. Residents’ perceived positive (cultural) and negative (environmental) impacts affect their support for mega-events, and their perceived positive (economic and cultural) and negative (social) impacts affect their subjective well-being. Variances in the relationships were found for those who perceive a high biosecurity risk.

The data were collected from one mega-event, and thus the findings of this study are highly contextualized.

This research suggest that mega-event organizers should put effort into promoting the benefits of hosting mega-events and work collaboratively with stakeholders to reduce potential negative costs and risks as well as increase resident well-being via bringing in economic and cultural benefits.

This research focusses on social well-being during and post COVID in relation to the hosting of a mega-event.

The data were collected from the 2022 Beijing Winter Olympics, a mega-event that, because of COVID-19 and restricted spectator flows, potentially had characteristics quite different from that of other Winter Olympics or sporting mega-events.

Little research has examined sponsorship within the context of mega‐event and related host images. This paper seeks to explore the relationships among country, destination, mega‐event and sponsor images through the evaluations formed of each entity.

Based on data collected from 291 Canadian consumers two months after the Beijing Olympics, a SEM model examines the relationships among consumer evaluations of the host country, the country as a destination, the mega‐event itself and sponsors.

Results support the hypothesized model and present a paradoxical situation for the Olympics hosted by China. While the overall country evaluation was found to have a strong and positive effect on its evaluation as a tourist destination and the destination evaluation has a subsequent positive relationship with Olympic evaluations, a direct and negative relationship between the evaluation of the country and of the Olympic Games was also supported.

Future research should examine the relationship among country, destination, mega‐event and sponsor images in other mega‐event and country contexts. In addition, the pattern of these relationships should be assessed longitudinally.

This study provides evidence to show that the Olympic Games image is resilient and can thrive in challenging contexts. Further, sponsors can be assured that they are receiving value from Olympic sponsorships.

These results extend previous literature on sponsorship evaluation into the large, global sponsor context. In addition, this study examines the role of the host country in understanding the influence of the mega‐event on sponsor images.

This paper aims to indicate a shift in focus from legacy to the leveraging of event impacts, and previous papers have indicated a growing awareness of the brand-related legacies associated with sport mega-events for a host nation. However, none have explored this in relation to the strategic activities of nation brand stakeholders.

The case of South Africa and the 2010 FIFA World Cup was selected, as this host nation clearly stated its aim of using the sport mega-event to develop its brand. A qualitative study explored the insights of selected, definitive nation brand stakeholders and experts, elicited using in-depth, semi-structured interviews (n = 27) that took place two to three years post the event.

A thematic analysis clustered the leveraging imperatives into seven key strategic focus areas, namely, the media, local citizens, stakeholder partnerships, the tourism experience, design, sustainable development and urban transformation and event hosting.

This paper is not an audit of leveraging activities nor does it assess the costs of leveraging. The focus on a specific case has allowed for an in-depth analysis, although, for greater transferability of these findings, it is recommended that further comparative studies be conducted, especially in emerging nation contexts.

The paper identifies key strategic focus areas as well as examples of practical activities for leveraging mega-events to gain and sustain nation brand benefits. In particular, stakeholders are urged to plan and budget for leveraging before, during and especially post an event.

In light of the critique of mega-events linked to their social impacts and costs, this paper recommends leveraging focus areas, and especially the mobilisation of citizen support, that can assist the realisation of positive social outcomes.

The paper adds to the emerging discourse of nation branding, highlighting opportunities derived through sport mega-events and assisting brand stakeholders to leverage such opportunities more effectively.

Mega-events have been the topic of unprecedented consideration within recent research. Research on the residents' perspectives, however, is still in the infancy stage, yet a key contributor to the overall legacy planning considerations and process. This research investigates resident perceptions toward a mega-event to assist with planning/execution of such events in addition to advancing knowledge within this area.

For this research, an online survey was utilized to reach out to residents in the host city during the mega-event, Solar Eclipse Weekend. Factor analysis and cluster analysis were used to analyze the results.

Using exploratory factor analysis, 305 online surveys were analyzed. Using varimax rotation, factor analysis determined four significant factors: environment, local engagement, tourism support, and infrastructure. Cluster analysis was then conducted identifying three clusters of residents labeled neutralists, supporters and enthusiasts.

The practical implications should be of assistance to professional event planners, city governments and destination marketing organizations. Through utilization of the information provided, community participation should be sought after throughout the planning phase and into the management and execution of large events to best gain resident support.

This research further explored residents' perspectives of a mega-event. While this area of research has been noted in strategic approaches to planning, managing and executing mega-events, the research on stakeholders (such as residents') perspectives is still in the infancy stage. This research contributes to advancing industry planning approaches and strategic execution, in addition to advancing academic knowledge within this area.

Sport mega-events have received much criticism of late. However, there has been increasing awareness of the brand-related benefits from hosting a sport mega-event, with their hosting being a deliberate policy for many nations, most notably among emerging nations. One such nation is South Africa, which explicitly stated its nation branding ambitions through the staging of the 2010 FIFA World Cup. Through this single case, this paper aims to identify the unique characteristics of the sport mega-event that were leveraged for benefits of nation branding.

An interpretivist, qualitative study explored the insights of nation brand stakeholders and experts, elicited using in-depth, semi-structured interviews (n = 27) undertaken two to three years after the staging of the event.

Three characteristics of the 2010 sport mega-event were deemed by stakeholders to be unique in creating nation branding opportunities: the scale of the event that created opportunities for transformational development; the global appeal, connection and attachment of the event; and the symbolic status of the event that was leveraged for internal brand building and public diplomacy. The paper proposes that while sport mega-events provide nation branding opportunities, the extent of these benefits may vary according to the context of the nation brand with lesser-known, troubled or emerging brands seemingly having the most to gain.

While acknowledging the critique of mega-events, this paper highlights a pertinent example of an emerging nation that leveraged the potential of a sport mega-event for nation branding gains. It extends the understanding of sport mega-events and their potential for nation branding.

The purpose of this paper is to examine the reasons that mega‐events rarely realise their potential for host destinations and to suggest issues that need to be addressed in rectifying this issue.

The paper is based on a synthesis of the literature as well as the substantial event‐related experience of the authors.

The key reason that mega‐events do not generate the expected benefits for the host destination is that event organisers and destination managers adopt a short‐term perspective rather than seeing mega‐events as part of a long‐term strategy for the destination. Even the planned legacies are often not realised as resource constraints in the lead up to the staging of the event often results in resources being shifted away from planning for legacies and being allocated to helping cover the more immediate needs of the event.

If the mega‐event knowledge portal that is proposed in this paper to help improve the overall contribution that mega‐events make to host destinations is developed, it will prove to be a fertile source of data for longitudinal research in the field of mega‐events.

As so many mega‐events fail to deliver the expected benefits for the host destination, this paper provides some useful insights into the key issues that need to be addressed in order to help overcome this problem.

The purpose of this paper is to identify the impact indicators of the 2010 Taipei International Flora Exposition from the perspective of residents and to investigate the effects of these impacts on the urban sustainability through the perceptions of Taipei residents after the exposition.

The authors conducted a literature review and consulted experts to identify the impact indicators of the exposition. This process resulted in 17 indicators of economic impact, 12 indicators of environmental impact, and 13 indicators of social impact, and the authors developed a 12-dimension/42-indicator mega-event impact measurement scale. Using a survey of 1,628 host residents after the exposition, the authors performed regression analysis to investigate the effects of these impacts on the urban sustainability.

The results indicated that economic, environmental, and social impacts exerted significant positive effects on urban sustainability. All positive dimensions of economic, environmental, and social impact exerted significant positive effects on urban sustainability, and all negative dimensions exerted nonsignificant effects on urban sustainability.

This study identified the impact indicators of the 2010 Taipei International Flora Exposition and investigated the effects of these impacts on the urban sustainability. The findings of this study indicated that economic, environmental, and social impacts of the exposition exerted significant positive effects on urban sustainability.

The purpose of this study is to examine to what extent emotional experiences lived in mega-events and ecological orientation of citizens could act as direct antecedents of city brand attitude improvements. In addition, it addresses the effect in terms of a perceived quality of life that a city brand consolidation would be able to bring the citizens of a particular place. Cities must manage and administer their geographical territories as if they were brands, seeking to increase the benefits to society.

An empirical study was performed by collecting information from 398 residents of Aguascalientes (Mexico) during the National Fair of San Marcos in 2011.

Results show how in order to increase city brand attitudes, both the focus on mega-events and the ecological orientation are two successful ways. Moreover, improvements in city brand attitudes can bring significant benefits on the positive perception of quality of life among citizens.

This investigation has made progress in implementing the experiential marketing channeled through emotional experiences in mega-events and, particularly, in environmentally oriented mega-events, which is able to improve ecological orientation of citizens. To date, no evidence of empirical research referenced in mega-events of the features of the National Fair of San Marcos, Mexico, exists.