What motivates residents’ approval of hosting another winter mega-sporting events?

This research aimed to examine the relationships between perceived social impacts and residents' attitudes towards hosting another winter mega-sporting event depending on the level of event-related behaviours. An online survey was conducted with residents of Sapporo a week after the closing ceremony of the 2017 Sapporo Asian Winter Games. A total of 639 samples were included in a three-step hierarchical multiple regression analysis. The results showed that External image enhancement, Consolidation & Pride and Interest in sports perceived by the Winter Games hosting had positive effects on improving attitudes towards hosting another mega-sporting event, whereas Economic cost was negatively associated with the attitudes. Moreover, such positive effects were differently perceived according to the residents' frequency of following the 2017 Sapporo Asian Winter Games through media.