The Relationship between the residents' recognition to the social impact and the hosting intention toward Kyoto Marathon.

Abstract

The purpose of this study is to clarify about the influences which residents’ recognition the social impact toward Kyoto Marathon brings to intention of that event in the next year. Moreover, the mediation effect of the sport acceptance capability set up as parameter which specifies the both relation between residents’ recognition and intention of Kyoto Marathon in the next year. It implemented a mail‐back survey to the citizen of Kyoto who were 3,000 men and women aged 20 and over. They were chosen by the multistep extraction random sampling method. Then 658 effective samples acquired and rate of collections was 21.9%. The main results were as the following: (1) In the social impact which holding of the Kyoto Marathon brought to the area, it was extracted three factors; “the elevation of the Kyoto mind”, “the vigor of the area”, and an “environmental damage.” (2) In the Sport acceptance capability, three factors; “understanding of value”, “involvement to value”, and “ indifference” were found. (3) It became clear that intention toward Kyoto Marathon in the next year was accounted 40% or more with three factors of the social impact and the mediation effect of the sport acceptance capability. Based on the above results, the point of argument in this study was focused on evolution of the city marketing strategy and the strategic sport business accompanying holding of the sporting event.