This study investigated the effect of city image on residents' perceptions and the top-down and bottom-up effects of sporting events on the host city. The study developed and tested a research framework delineating the relationships among city image, city attitudes, sporting event attitudes, and word-of-mouth (WOM). This research further examined the impact of sporting events through a pre-post design. Using a mall-intercept sampling approach, a total of 620 participants were collected. The results of PLS-SEM demonstrated that positive direct and indirect relationships were found. In addition, moderated-mediation analysis found significant differences between the pre-post surveys in the relationship where city image indirectly influences attitudes toward cities through sport event attitude. These findings suggest city image impacts city attitudes and sport event attitudes and further influences WOM. Importantly, the top-down and bottom-up effects were significantly stronger after the event.

本研究调查了城市形象对居民感知的影响以及体育赛事对主办城市的自上而下和自下而上的影响。该研究开发并测试了一个研究框架，该框架描述了城市形象、城市态度、体育赛事态度和口碑 (WOM) 之间的关系。这项研究通过事前事后设计进一步检验了体育赛事的影响。使用商场拦截抽样方法，共收集了 620 名参与者。PLS-SEM 的结果表明发现了积极的直接和间接关系。此外，调节-中介分析发现，在城市形象通过体育赛事态度间接影响城市态度的关系中，前后调查之间存在显着差异。这些发现表明城市形象会影响城市态度和体育赛事态度，并进一步影响口碑。重要的是，自上而下和自下而上的影响在事件发生后明显增强。