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The overlooked public: examining citizens’ perceptions of and perceived role in hosting mega-events

Author

Listed:
  • Kelly Vibber

    (University of Dayton)

  • Alessandro Lovari

    (Università degli studi di Cagliari)

Abstract

This research aims to answer questions about how citizens perceive the hosting of mega-events, how they view their role in interacting with foreign visitors (e.g., person-to-person diplomacy), and to what extent they communicate in support of, or against, their country’s mega-event efforts. By focusing inward and examining citizen perceptions and communicative actions, this research expands the work that has been done around nation branding and the impact of hosting mega-events, which usually foregrounds the response of foreign publics. Internal/citizen publics are largely overlooked and bear great importance from a communication, public relations, and public diplomacy standpoint. A convenience sample of 426 Italian citizens completed the online survey. Results indicate that citizens who placed high importance on their interactions with foreigners reported significantly higher scores on attitudes toward Italy hosting the World Exposition (Expo), positive megaphoning behaviors about Italy hosting the Expo and perceived themselves as ambassadors during the mega-event. The findings highlight that the important role citizens can play as ambassadors, both of their country and on behalf of the mega-event. Their megaphoning behavior and perception of the importance of interacting with foreign visitors have the potential to magnify the positive impact of hosting mega-events both internally and abroad.

Suggested Citation

  • Kelly Vibber & Alessandro Lovari, 2022. "The overlooked public: examining citizens’ perceptions of and perceived role in hosting mega-events," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 18(2), pages 156-168, June.
    • Handle: RePEc:pal:pbapdi:v:18:y:2022:i:2:d:10.1057_s41254-021-00203-9
    DOI: 10.1057/s41254-021-00203-9
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    References listed on IDEAS

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    1. Yoav Dubinsky, 2019. "From soft power to sports diplomacy: a theoretical and conceptual discussion," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(3), pages 156-164, September.
    2. Beatriz Casais & Patrícia Monteiro, 2019. "Residents’ involvement in city brand co-creation and their perceptions of city brand identity: a case study in Porto," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(4), pages 229-237, December.
    3. Marta Hereźniak & Magdalena Florek, 2018. "Citizen involvement, place branding and mega events: insights from Expo host cities," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(2), pages 89-100, May.
    4. Lisa Tam & Jeong-Nam Kim, 2019. "Who are publics in public diplomacy? Proposing a taxonomy of foreign publics as an intersection between symbolic environment and behavioral experiences," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(1), pages 28-37, March.
    5. Lamberti, Lucio & Noci, Giuliano & Guo, Jurong & Zhu, Shichang, 2011. "Mega-events as drivers of community participation in developing countries: The case of Shanghai World Expo," Tourism Management, Elsevier, vol. 32(6), pages 1474-1483.
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