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The overlooked public: examining citizens’ perceptions of and perceived role in hosting mega-events
Place Branding and Public Diplomacy Pub Date : 2021-03-29 , DOI: 10.1057/s41254-021-00203-9
Kelly Vibber , Alessandro Lovari

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.



中文翻译:

被忽视的公众:研究公民对举办大型活动的看法和作用

这项研究旨在回答以下问题:公民如何看待举办大型活动,如何看待他们在与外国游客互动中的作用(例如人与人之间的外交)以及他们在何种程度上进行交流以支持或反对,这是他们国家的大型活动。通过集中精力并检查公民的看法和沟通行动,这项研究扩展了围绕国家品牌和举办大型活动的影响而开展的工作,而大型活动通常是外国公众的回应。从沟通,公共关系和公共外交的角度来看,内部/公民公众在很大程度上被忽视,并具有极大的重要性。方便调查的426名意大利公民完成了在线调查。结果表明,高度重视与外国人互动的公民对在意大利举办世界博览会(世博会)的态度,在意大利举办世博会上的积极举止行为,以及在大型活动中被视为大使的态度,得分都明显更高。调查结果突出表明,公民可以在自己的国家和代表大型活动中扮演大使的重要角色。他们的喊话行为和对与外国游客互动的重要性的认识,有可能放大在国内外举办大型活动的积极影响。意大利在举办世博会期间表现出积极的喊话行为,并在大型活动中将自己视为大使。调查结果突出表明,公民可以在自己的国家和代表大型活动中扮演大使的重要角色。他们的喊话行为和对与外国游客互动的重要性的认识,有可能放大在国内外举办大型活动的积极影响。意大利在举办世博会期间表现出积极的喊话行为,并在大型活动中将自己视为大使。调查结果突出表明,公民可以在自己的国家和代表大型活动中扮演大使的重要角色。他们的喊话行为和对与外国游客互动的重要性的认识,有可能放大在国内外举办大型活动的积极影响。

更新日期:2021-03-30
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