A Longitudinal Study Of Hangzhou Residents' Perceptual Differentiation Of 2006 World Leisure Expo

Event impacts, as an integral part to measure the socio-economic value of an event, are normally studied from the angle of residents' perceptions. The dissertation was analyzed systematically by using Social Exchange theory, Prospect theory and Cultural Communication theory. Given a dynamic processes of perceptions, this paper examined the resident's perceptions which serve as a primary part, and the relationship between impact factors and support in a longitudinal pattern which serve as a subordinate part. This longitudinal study seeks to enrich the theoretical production in the fields of event industry and the residents' perception. Hopefully, this study may supply guideline for the event exploitation, programming and operation, can be referenced in event management and sponsor's investment and ultimately establish harmonious host-guest relationship as well as three-win. Meanwhile, the study expects to be beneficial to the hosting Beijing Olympic Games and Shanghai World Expo.The thesis consists of 5 chapters. In Chapter 1, the author firstly introduces the subject-selecting background, and next makes a detail review of both abroad and domestic literatures on studies of residents' perceptions on tourism and event industry. Then the significance, content, methods were presented. In Chapter 2, the related theories were explained, the related concepts were defined and the data analysis methods were introduced. In Chapter 3, the author proposes theoretical conception of Hangzhou residents' perceptions to 2006 World Leisure Expo. The study is operated from two parts. The primary part examines the changes of perceptions among pre-impacts, immediate-impacts and post-impacts. The subordinate part explores the changes of relationship of impact perceptions and support. The Chapter 4 is the case study of 2006 World Leisure Expo. Firstly, the research object is introduced; secondly, the data scientific test is conducted; thirdly, the research result is analyzed. The Chapter 5 is the study conclusion and prospect; also the study limitation is pointed.The paper draws two main conclusions: Hangzhou residents are disappointed with their perceived economic gain through the process, and not with cultural and environmental gain; the perception of economic gain is the most intense and there is no evident perceived cost; economic gain is always related to support. Results suggest that the residents' ecological consciousness and community involvement should be enhanced, their perception should be monitored and subsequence exploitation work of world leisure expo garden should be well done.