In response to the academic need to reconcile economic impact and cost-benefit analysis and the commensurability among multi-dimensional event impacts, this research stresses the net benefit of staging mega-events. Compared with the abundant research on benefits, there has been a limited focus on pricing social costs, which poses a problem. Taking the Canton Fair as a case study, this study examines the integration of the event-induced traffic-related social cost into the economic scope and explores how residents value the cost. The result indicates that the residents bore ¥20.21 traffic-related event social cost per day per person on average during the fair, which is approximately ¥6.19 for each ¥100 of economic benefit derived from hosting the fair. It was found that time loss, financial loss, and transportation mode change were significantly correlated with the individuals’ valuation. The results offer an empirical glimpse of the trade-off between personal cost and collective benefit and provide new insights into valuing externalities with no market value. Practical implications arising from this project are considered for future researchers, organizers of mega-events, and destination management departments.

为响应协调经济影响和成本效益分析以及多维事件影响之间的可公度性的学术需求，本研究强调了举办大型事件的净收益。与对收益的大量研究相比，对社会成本定价的关注有限，这带来了一个问题。本研究以广交会为例，考察事件引发的交通相关社会成本与经济范围的整合，并探讨居民如何评估成本。结果表明，展会期间居民平均每人每天承担 20.21 日元的交通相关事件社会成本，相当于每 100 日元的展会经济收益约 6.19 日元。发现时间损失、经济损失、和交通方式的变化与个体的估值显着相关。结果提供了对个人成本和集体利益之间权衡的经验一瞥，并为评估没有市场价值的外部性提供了新的见解。该项目对未来的研究人员、大型活动的组织者和目的地管理部门产生了实际影响。