Pride of being part of a host community? Medium-term effects of mega-events on citizen quality of life: The case of the World Expo 2015 in Milan

• Published in: Journal of destination marketing & management 2020-03, Vol.15, p.100410, Article 100410
• Main Authors: Magno, Francesca, Dossena, Giovanna
• Format: Article
• Language: English
• Subjects: Community pride; Host territory; Legacy; Mega-events; Quality of life
• ISSN: 2212-571X; 2212-5752
• DOI: 10.1016/j.jdmm.2020.100410

Mega-events such as World Expos have the potential to exert enduring economic and social effects on host cities. Available studies have generally examined the economic effects of such events but have overlooked the medium-term effects on the quality of life (QOL) of the citizens of these host cities. This study aims to fill this gap by proposing a model that draws on social identity theory, thus considering the host city's residents as a group of people characterised by a shared identity. According to this model, community pride (i.e. the self-esteem derived from belonging to a social group) mediates the effects of mega-events on residents' QOL. The model is estimated using data collected through a survey conducted of the residents of Milan three years after the end of Expo Milano 2015. The results confirm that community pride mediates most of the effects of mega-events on residents' QOL. The implications of these findings for both theory and practice are discussed in detail. •Evaluates medium-term effects of mega-events on the host territory.•Encompasses tangible and intangible effects of mega-events.•Establishes community pride as a mediator of the effects of mega-events on residents' quality of life.•Community pride mediates the effects of cultural, infrastructural and image benefits.•Hosting mega-events influences community pride by building local social identity.