Abstract (150 Words)
Previous resident opinion research treated resident attitude as either positive or negative, even though they may hold mixed feelings toward tourism events. To enhance the understanding of residents’ ambivalent attitudes in tourism literature, the current research introduced the ambivalence construct, and examined the impacts of ambivalence on residents’ attitudes about mega-events and their behavior intentions. Three waves of data collected from 2010 Shanghai Expo (at the beginning, right before the end and six months after the Expo) showed an inverted-U shape for residents’ ambivalent attitudes toward the Expo. Data also revealed that ambivalence was negatively related to residents’ behavior intentions of offering support for the event. Results showed that ambivalence moderated the relationship between satisfaction with Expo and behavior intention. Specifically, satisfaction has greater effects on behavior intention when ambivalence is low and has weaker effects on behavior intention when ambivalence is high.
The Role of Attitudinal Ambivalence in Residents’ Support for a Mega-Event
Previous resident opinion research treated resident attitude as either positive or negative, even though they may hold mixed feelings toward tourism events. To enhance the understanding of residents’ ambivalent attitudes in tourism literature, the current research introduced the ambivalence construct, and examined the impacts of ambivalence on residents’ attitudes about mega-events and their behavior intentions. Three waves of data collected from 2010 Shanghai Expo (at the beginning, right before the end and six months after the Expo) showed an inverted-U shape for residents’ ambivalent attitudes toward the Expo. Data also revealed that ambivalence was negatively related to residents’ behavior intentions of offering support for the event. Results showed that ambivalence moderated the relationship between satisfaction with Expo and behavior intention. Specifically, satisfaction has greater effects on behavior intention when ambivalence is low and has weaker effects on behavior intention when ambivalence is high.