I Am Having a Dilemma

Abstract

The purpose of this study is to better understand factors underlying local residents’ responses to mega event development. The authors suggest that residents’ intention to give or withhold support of hosting an event in the community can be viewed as a social dilemma and examine the effects of event publicity, perceived fairness of event portrayal, and residents’ commitment to the event. In a field study that assesses the impact of 2012 Olympic and Paralympic sailing events on residents at Weymouth and Portland, United Kingdom, the study finds that event publicity is linked to residents’ supporting behaviors indirectly through commitment. Perceived fairness of event portrayal is identified as a moderator of the event publicity effect. Specifically, when media reports of the event are considered biased or unfair, the effect of both positive and negative event publicity is attenuated. The findings have implications for event organizations and local authorities in stakeholder relationship management.