Olympic Experiences: the Significance of Place

Abstract

Many studies analyze how events affect places, but few examine how places affect events. Existing research suggests that the physical qualities of a venue affect event experiences, but these studies often ignore subtler dimensions of place such as symbolism, affect, and identity. By narrowly focusing on venues, existing research also tends to neglect the fact that event places are perceived at a wider scale also (e.g., the host destination). Whether these wider place factors affect event experiences is the main question addressed by this study. The research involved a quantitative study of spectators who attended the London 2012 Olympic Games. The authors developed and tested a complex model that hypothesized the effects of place on satisfaction using partial least squares structural equation modelling (PLS-SEM). After permissions were gained from the International Olympic Committee and the London Organizing Committee for the Olympic Games, data were collected from over 600 people attending Olympic events. Research was undertaken at three different types of venue: The Aquatics Centre (a purpose-built venue), Greenwich Park (a temporary venue), and Wimbledon (an established venue). The findings showed that both venue attachment and place defined at the wider scale (at the destination level) had significant positive effects on event satisfaction. In addition, we found evidence that the different types of venues—purpose built, temporary, and established—moderated the relationship between venue attachment and event satisfaction. The results support venue attachment as a second-order factor and demonstrate the role of place symbolism within a four-dimensional conceptualization of place attachment. Ultimately, the research suggests that where an event is staged does affect event satisfaction, and this has important implications for the ways the Olympic Games and other large-scale events are staged.

Staging city events in public spaces: an urban design perspective

“…13 location of these events not only adds to the event experience, it increases their attachment to the host space, and may even encourage them to visit more frequently in the future (Smith et al, 2017). This highlights how and why events staged in public spaces are inherently contested.…”

“…Events affect host spaces physically and symbolically, but events are themselves affected by the physical qualities and symbolic meanings of host places. The significance of place is surprisingly neglected in events research (Smith et al, 2017 into what a place can do for a festival'. Many event organisers want to stage their events in public spaces, rather than in purpose-built venues, because of the opportunity to transfer place meanings.…”

“…It is important to highlight that for many people, the negative effects outlined above are outweighed by the positive social experiences they gain by attending events. For some, the location of these events not only adds to the event experience, it increases their attachment to the host space, and may even encourage them to visit more frequently in the future (Smith et al , 2017). This highlights how and why events staged in public spaces are inherently contested.…”

“…Events affect host spaces physically and symbolically, but events are themselves affected by the physical qualities and symbolic meanings of host places. The significance of place is surprisingly neglected in events research (Smith et al , 2017). As Van Aalst and van Melik (2011, p. 196) point out, most researchers focus “on what a festival can do for a place, few go into what a place can do for a festival”.…”

Event attendance motives, host city evaluation, and behavioral intentions

“…The Olympic Games are the “epitome of mega-events” (Faulkner et al , 2000, p. 232). Given the fact that each of the Olympic Games hosted in the last 15 years has cost at least USD 2 billion (Flyvbjerg and Stewart, 2012), the return on investment in hosting this globally oriented, one-off mega-event (Gursoy et al , 2017; Smith et al , 2017) merits both practical and academic attention. Over half of the long-term net economic benefits of hosting the Games are expected to come from its tourism legacy (Spear, 2011).…”