Sheffield Business School

BSc (Honours) Tourism Management

Title: Local residents’ perceptions on impacts of Hong Kong Rugby Sevens

Name: LEE Wai Ting, Kate

Student No: 91204606

Month Year: April 2010

Sheffield Hallam University

Sheffield Business School

Title: Local residents’ perceptions on impacts of Hong Kong Rugby Sevens

FULL NAME: LEE Wai Ting, Kate

Student No: 91204606

Supervisor: Dr. Vincent Heung

In partial fulfillment of the requirements for the degree of Bachelor of Science in Tourism Management.

Month Year: April 2010

Acknowledgements

I would like to take this opportunity to acknowledge the endless support, guidance and advice of my supervisor, Professor Vincent Heung throughout my research. Without the assistance of him, this study would not have been completed.

Besides, I would also like to express my sincere thanks to my friend, Ruka Ng for being helped in conducting the survey with me and all the respondents who had participated in the survey for providing valuable primary information in this study.

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Abstract

Sporting event could bring in a variety of impacts to the host community. If those impacts are not carefully handled, it could lead to jeopardy to that event. Thus, there is a need to gain the support of host residents by understanding what they perceived to the event’s impacts, maximize those positive impacts while minimize the negative impacts, thereby lead to sustainability and success of an event. This study investigated residents’ perceptions of the social impacts of an event using Hong Kong Rugby Sevens as a case study. This research collected the primary data by quantitative approach. By using convenient sampling technique, 120 Hong Kong residents were selected to do the survey. This study was based on the Social Exchange Theory of Ap (1992). Findings from the study revealed that Hong Kong residents aware of both positive and negative impacts toward the event. However, it was obvious that their perceptions toward social impacts of event were largely positive totally. Majority of negative impacts were not recognized as key issues by respondents except the traffic problem. Further analysis by independent t-test and one-way ANOVA test indicated that there was a significant relationship between the residents’ perceptions of event impacts and demographic characteristics. Through this study, a greater understanding of sporting event in Hong

Kong was obtained. The findings of this study could be used as valuable information for Hong Kong Rugby Sevens event organizers, future sporting event organizers and government bodies in better planning and management of sporting events in the future.

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Contents

Acknowledgements ...... i

Abstract ...... ii

Contents ...... iii

List of Tables ...... v

List of Figure ...... vi

Chapter 1 Introduction ...... 1

1.1 Study Background ...... 1 1.2 Problems Statement ...... 3 1.3 Significance of Study ...... 4 1.4 Aims and Objectives ...... 7 1.5 Hong Kong Rugby Sevens Event ...... 7

Chapter 2 Literature Review ...... 9

2.1 Sport Tourism ...... 9 2.2 Relationship of Sport Tourism and Event Tourism ...... 10 2.3 Relationship of Event Tourism and Sporting Events and Impacts on Residents ... 12 2.4 Social Impacts of Sport Events ...... 13 2.5 Perceptions of Local Residents ...... 21

Chapter 3 Methodology ...... 25

3.1 Research Design ...... 25 3.2 Questionnaire Development ...... 25 3.3 Sample and Data Collection ...... 27 3.4 Data Analysis ...... 28

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Chapter 4 Findings and Discussions ...... 30

4.1 Demographic Profile of Respondents ...... 30 4.2 Information on Respondents’ Viewing Characteristics ...... 32 4.3 Respondents’ Perception of the Event Social Impacts ...... 36 4.3.1 Perception on Positive Social Impacts ...... 38 4.3.2 Perception on Negative Social Impacts ...... 43 4.3.3 Perception on Overall Social Impacts ...... 49 4.4 Differences between Respondents’ Perceptions and Socio-Demographic Characteristics ...... 49 4.4.1 Gender ...... 50 4.4.2 Age ...... 52 4.4.3 Length of Residence ...... 54 4.4.4 Income Level ...... 55 4.4.5 Employment Reliance ...... 57 4.4.6 District of Residence ...... 59 4.5 Social Exchange Theory Application ...... 61

Chapter 5 Conclusions and Recommendations ...... 62

5.1 Conclusions ...... 62 5.2 Hong Kong Rugby Sevens in Future ...... 65 5.3 Limitations ...... 67 5.4 Future Research Directions ...... 68

References ...... 70

Appendix 1: Questionnaire (English Version) ...... 77

Appendix 2: Questionnaire (Chinese version) ...... 81

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List of Tables

Table 4.1 Description of survey respondents ...... 31

Table 4.2 Information on respondents’ viewing characteristics ...... 35

Table 4.3 Ranking of Residents’ perceptions on event social impact ...... 37

Table 4.4 Mean score and t-test for comparisons of residents’ perception on impact

factors by gender group ...... 51

Table 4.5 Mean score and ANOVA test for comparisons of residents’ perception on

impact factors by age group ...... 53

Table 4.6 Mean score and ANOVA test for comparisons of residents’ perception on the

impact factors by length of residence ...... 55

Table 4.7 Mean score and ANOVA test for comparisons of residents’ perception on

impact factors by income levels ...... 56

Table 4.8 Mean score and t-test for comparisons of residents’ perception on impact

factors by event’s employment reliance ...... 58

Table 4.9 Mean score and ANOVA test for comparisons of residents’ perception on

impact factors by district of residence ...... 60

v

List of Figure

Figure 2.1: Relationship of Event Tourism and Sporting Events and Impacts on

Residents ...... 13

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Chapter 1 Introduction

1.1 Study Background

In recent years, the staging of events in the development of a city is increasingly

popular especially on tourism industry. It is because hosting of events is hugely

beneficial (Collin and Jackson, 1999) and it is well documented in many published

studies. It is truly that events can be used as the marketing strategies of a destination’s tourism development as event can act as an additional element of a destination

(Fredline and Faulkner, 2000b) or be the only reason that attracts people to come to that destination. Though event is a man made appeal, it has the ability to help destination to establish its uniqueness and competitiveness. Not only that, successful events can also bring many positive benefits to the region like the image enhancement, socio-cultural benefits and economic opportunities (Ritchie, 1984; Hall, 1992; Fredline, 2005).

Events can bring both positive and negative impacts. Those impacts can seriously affect the original lifestyle and activities of the host community (Kim and Petrick, 2005).

Ritchie (1984) and Hall (1989) classified potential event impacts into six categories including the economic, tourism/commercial, physical, socio-cultural, psychological

and political impacts. Although there are lots of studies on impacts of events, most of

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them put emphasis on economic effects only, especially for the sporting events

(Fredline and Faulkner, 2000b; Barker et al., 2002). Only limited research is done on

the social impacts and from the viewpoint of residents. Kim and Petrick (2005) made

up three potential reasons for this phenomenon. First of all is because the social impacts of hosting events are more intangible than economic impacts (Getz, 1997). Since social

impacts do not have any concrete figures just like the economic impacts, it is always difficult to measure and understand them. Secondly, social impacts are always associated with the negative factors like the congestion, prostitution and crime (Deccio and Baloglu, 2002). It is therefore may not be wised to disclose and emphasize on social impacts as it may lead to social instability and residents may become against those events. Last but not least, most of the events’ organizers tend to use economic impacts to reflect the substantial outcome of those events to the host community (Jeong,

1998). In addition, Bull and Lovell (2007) added that governments are more emphasize on economic impacts as well since they believe that those results are the evidence of justifying the use of taxpayers’ money of hosting events.

Nevertheless, examining the residents’ perceptions of the events’ social impacts is very crucial as those impacts are closely linked with residents’ quality of life. If not,

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residents may feel annoyance and become enmity toward tourists as well as not support

of tourism development (Turco, 1988) which could have a great threat to the tourism

industry as no one would like to visit a place that they do feel not welcomed (Fredline,

2004). These could finally lead to problems with the long-term sustainability of the

society and the related industries as well as the events. Gursoy and Kendall (2006)

suggested that in order to make an event successful, the understanding and participation

of all stakeholders in the process is vital. Hiller (1990) and Madrigal (1995) also believed that the involvement and support of the host community to events can help to create a unique and new experience to both residents and the tourists which could highly enhance the overall attractiveness of destinations. Therefore, government bodies and organizers should measure and understand residents’ views of social impacts

regarding the event. Moreover, it is the moral obligation for government to ensure

events do not disadvantage local communities substantially (Fredline and Faulkner,

2000a) since making decisions that improve our quality of life is the ultimate aspiration

for us to elect government (Fredline, 2004).

1.2 Problems Statement

Hong Kong Rugby Sevens is one of the most celebrated sporting events in the world. It

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is also the biggest sporting event of the year in Hong Kong. It holds so successful that

the 40,000-seater stadium is full throughout the event every year with over 20,000

international visitors from all continents come to this event (South China Morning Post,

2006) and it is not surprised that the number of visitors is still rising every year to join

this feverish event. In fact, Hong Kong Rugby Sevens has become the hallmark event in Hong Kong and it really puts Hong Kong on the map (South China Morning Post,

2009).

However, it is also the fact that Hong Kong Rugby Sevens has never been to everyone’s

liking. According to South China Morning Post (2008; 2009), Hong Kong Rugby

Sevens is still widely perceived as an event more associated with foreigners, but more

local people have started playing the game and are also to be seen in the venue. It

should be the commendable job has done by Hong Kong Rugby Football Union in

broadening the appeal of the event.

1.3 Significance of Study

Impacts of events may only appear at certain events but not all of them (Ohmann et al.,

2006). This is also Tosun’s view (2002) that events’ impacts are not universal. In

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additions, Fredline (2004) and Fredline et al. (2005) claimed that those residents living close to the event zone are held greater negative attitudes toward the event than those living far away. Owing to the fact that evidence is limited to support those issues, it is necessary to investigate impact studies at different events and in different locations.

This study can fill the void of research on those issues occur at one specific event in one host location. When more information is available, people can easily recognize the patterns and understand the reasons behind of why certain impacts are more or less apparent at different events (Ohmann et al, 2006). Thus, done more to the impacts prior to and during event but not assessed afterwards.

In addition, this study provided an insight into the complexities of resident’s view toward events’ impacts for event planners and organizers, allowing them not just understand these impacts but also better equip themselves for developing strategies to maximize residents’ perceived positive impacts and minimize their perceived negative impacts (Kim and Petrick, 2005), thereby make a balance between the social and economic development in the region.

Furthermore, government bodies and event organizers can use this study for references

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in planning and carrying out events in the future. Residents’ perceptions of positive

event impacts could also be useful in the promotion of the event. Since that promotion

caters the taste of residents, it can easily get the support of local community and even to

the international market.

As mentioned above, most governments and sporting event authorities tend to be more enthusiastic about the economic impacts, yet very little is known about public general views of events. Actually, whether local residents support Hong Kong Rugby Sevens is still unknown. And to what extent do they participate in such events or do they perceive the impacts from the events? In additions, according to Waitt (2003), perceptions of residents with different socio-demographic profiles towards the impacts of event may vary since each segment has its own social exchange relations with other stakeholders in hosting the event. However, to what extent this factor will affect their perceptions?

This dissertation is also concerned with exploring these issues by examining the pre-event views and perceptions of Hong Kong residents regarding Hong Kong Rugby

Sevens and in relation to the residents’ socio-demographic variables. Much of this

dissertation focused on the social impacts.

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1.4 Aims and Objectives

The aim of this research was to identify and examine Hong Kong residents’ perceptions

towards a hallmark event, Hong Kong Rugby Sevens and its impacts.

This thesis had the following objectives:

1) To identify and analyze local resident’s perceptions towards the significant positive

and negative impacts of hosting Hong Kong Rugby Sevens

2) To examine the differences in perceptions of residents with different

socio-demographic characteristics

3) To make recommendations on improving Hong Kong Rugby Sevens in the future

1.5 Hong Kong Rugby Sevens Event

The Hong Kong Rugby Sevens also called Cathay Pacific/Credit Suisse Hong Kong

Sevens. It is considered the premier tournament on the International Rugby Board (IRB)

Sevens World Series in rugby union. It was first conceived in 1975. Since the number

of participating teams and supporters grew throughout 70’s and 80’s, it moved to the

Hong Kong Government Stadium. The Stadium was re-built in 1994 to meet the

demand for seats and a 40,000-seat Hong Kong Stadium is now its current venue. It

attracts teams from the 24 world’s top rugby nations who compete for three different

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trophies. It is held annually at the last weekend of March which lasts two and an half

days. The Hong Kong Rugby Sevens is fully owned and operated by Hong Kong

Rugby Football Union. The aims of this event are to make Hong Kong recognized by

the local and international communities as a leader and innovator in the development of

the sporting of rugby as well as encourage the participation of Hong Kong residents and provide capital for continues development of rugby in Hong Kong (Hong Kong Rugby

Football Union, 2010).

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Chapter 2 Literature Review

2.1 Sport Tourism

When talking about sport tourism, there is a need to date back the ancient Olympic

Games as it was the moment that sport related travel began. People at that time traveled

to be the participants joining in sports competitions or be the spectators sitting aside to watch sport (Deply, 1998). Nowadays, people still continue these practices. At the same

time, attention on sport tourism of both academic and related industries is on a rising

basic (Ritchie and Adair, 2004). The importance of it is undoubted.

Kurtzman (1995) summarized five reasons of the growing concern of sport tourism.

First of all, more and more people become aware of sporting events as the international

and national sporting events have made well-known to the public. Next is the

worldwide trend of greater health consciousness as much research has revealed that

doing sport can make people healthy. Also, there is a variety of sporting events

throughout the year which allow people to choose from. Then, the enhancement of

technology and infrastructures allow efficient communication between people and

shorten the distance between destinations. The increasing mobility of people allows

them to travel to participate in sporting events conveniently. Finally is the government

support. Since sport can bring economic advantages and is able to improve the national

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and international relations, governments become much more welcome to it (Collins and

Jackson, 1996).

From Gibson’s (1998) point of view, sport tourism can be distinguished into three

major types which are active sport tourism, nostalgia sport tourism and event sport

tourism. The author explained that active sport tourism is the actual participation in

sport that is not in its own home communities and nostalgia sport tourism is visiting

sport related attractions like the stadium or sports museum while event sport tourism is

be the spectator watching the sporting event. Event sport tourism can be of different

scales like hallmark and mega event which are much large in size. It may also in

small-scale like the local sporting activities.

2.2 Relationship of Sport Tourism and Event Tourism

Event is a major component of sport tourism (Getz, 2003). According to Getz (1997,

p.4), “events are transient, and every event is a unique blending of its duration, setting,

management, and people”. International sporting events are usually classified as mega

or hallmark events (Kim et al., 2006). Ritchie (1984, p.2) defined hallmark events as

“major one-time or recurring events of limited duration…to enhance the awareness,

appeal and profitability of a tourism destination in the short and/or long term.” Getz

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(2007, p.24) expressed a similar view on this issue and added that the “event and destination images can become inextricably linked over time and become a destination

competitive advantages”. Carnival in Rio de Janeiro and Oktoberfest in Munich are

some of the examples of hallmark events. Actually, those events even become the

emblem of the hosting places and are well-known throughout the world. As for the

mega events, Getz (2007, p.25) defined them by their significance of size, they are

those “yield extraordinarily high levels of tourism, media coverage, prestige, or

economic impact for the host community, venue or organization”, whereas Marris

(1987) emphasized that mega events should have visitors exceeding one million.

Examples of mega events are Olympic Games and the World Cup of soccer.

Events can be the major tourist attractions as they can be the only reason driving people

make decision on traveling to that particular destination. It can obviously help to reduce

the seasonality problem of places. As a matter of fact, events become the integral part

of the tourism development and marketing plans (Getz, 1989). Getz (1989, p.133)

mentioned that event tourism is used to describe this component and he defined event tourism as the “systematic development and marketing of events as tourist attractions”.

Sport tourism is the nexus of event tourism and sport, and both sport tourism and event

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tourism are the sub-sets of tourism (Deery et al., 2004). It is apparently that there is an interrelated relationship between sport tourism and event tourism.

2.3 Relationship of Event Tourism and Sporting Events and

Impacts on Residents

It is widely recognized that hosting of sporting events can have the impacts on the host

destination and subsequently to the residents. Residents may also able to feel those

impacts. Sims and D’Mello (2005, p.272) proposed a figure to illustrate the relationship

of event tourism, sporting events and the impacts on residents. The authors suggested

that those sporting events impacts perceived by the residents are the “consequential

product” of the sporting event and the local impacts from event tourism (Figure 2.1).

Sims and D’Mello (2005) used Formula 1 Grand Prix as an example to further

elaborate this figure. They explained that Formula 1 Grand Prix may generate some

noise pollution to the hosting place which makes local residents feel discomfort and this

discomfort is enlarged by the activities of event tourists like the hooray emitted by them

while watching competition. Thus it can be seen that these three factors are interlinking

each other.

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Figure 2.1: Relationship of Event Tourism and Sporting Events and Impacts on Residents

Source: Sims and D’Mello (2005, p.272)

2.4 Social Impacts of Sporting Events

“Social impacts are those which have a more immediate effect on both the tourists and the host communities and their quality of life” said Murphy (1985 in Sharpley, 1994, p.192). This definition had pointed out the relationship between tourism and residents.

It is truly that both economic and environmental impacts can also have significant effects on resident’s quality of life like create more job opportunities or produce litter that degrades the residents’ living environment (Fredline et al., 2003). Since residents’ perceptions of these two impacts can also obviously affect the reactions of residents toward the event (Fredline et al., 2005), in this dissertation social impacts were defined as any impacts which may affect residents’ quality of life, that meant both economic

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and environmental effects were also considered.

In additions, this dissertation focused on finding out the event’s social impacts perceived by the residents, but not only the social impacts of the event. Despite the fact that people may argue the reliability of the perceptions, it was vital to examine that. It was because when stakeholders decide whether to support an event or not, they always depend on perceptions (Hardy and Beeton, 2001). Getting support from more stakeholders is a way to bring success of the events. Since Hong Kong Rugby Sevens is a hallmark event but not in a very big scale like the mega event, the term sporting event in the following discussion in this chapter was referred to small and medium scale events or hallmark events.

It is undoubtedly that events can bring positive impacts to the host communities. Burns and Mules (1989 in Hall, 1992) stated that it is clearly that spectators are benefit from the events. However, even those who have not attended the event are benefit from social and intangible benefits (New South Wales Treasury, 1990 in Hall, 1992). The hosting of sporting event can encourage public to participate in sports activities related to the event as it increases the local interest of that sport (Ritchie, 1984). It is also the help of intensive media coverage that attracts the view of the public easily. Yeoman et

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al. (2004, p.46) stressed the encouragement of greater participation in sport is the result of “delivery of successful events”. In fact, if the event is unsuccessful, media may

always focus the negative impacts of the event. Public may become less awareness of

that sport. Nevertheless, if the sporting events really can encourage public to join

different kinds of sports, it can help the public to have a more healthy life and also save

the government expenditure on the medical purpose in the long run.

Besides, event can also generate economic benefits for the community which improves

residents’ quality of life. Although small scale sporting event is not large enough to

attract substantial visitors just like the mega event, it still able to attract a certain

number of visitors from other countries. Higham (1990) mentioned that the small scale

of event can even has the advantage of fewer burdens on public funding, which mean

local community can benefit from it. Large amount of event visitors come to the event

destination, their any spending also can contribute to the local communities by

supporting the local businesses, thereby generate income to the local residents and

improve the economic condition of the destination (Mules and Faulkner, 1996).

Consequently, improve the quality of life of residents. It is also the main reason why

lots of countries would like to host events.

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With reference to Burns and Mules (1989 in Hall, 1992), social benefits can be

distinguished into short term and long term, while short term benefits are quantified as

psychic income which include the excitement, good self-opinion, the joyfulness of

experiencing the event and the opportunities of hosting event. Hosting of event can

increase the pride, identity and spirit of community (Ritchie, 1984; Hall, 1992; Fredline,

2005). Fredline and Faulkner (1998, p.187) defined that as “showcase effect” while

Allen et al. (1999, p.27) defined that as “feel good effect”. These benefits are generated

by the opportunities of hosting the event and also being able for community to work

together. If the events are successfully hosted, those pride, identity and spirit will even

greater. Not only that, it can also gain the residents’ greater support of the future events.

Moreover, social cohesion becomes greater which help to build the sense of community.

Derrett (2003, p.52) claimed that “Festivals and events demonstrate the popular definition of sense of community through offering connections, belonging, support, empowerment, participation and safety”. Through more connections between communities and between the local residents and the event visitors, intercultural interaction increases. Different ethic groups can have more opportunities to understand each other cultures, thereby lead to community integration, harmony and cultural exchange. Allen et al. (2002, p. 26) used the successful of Japanese-Australian cultural

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exchange in the 1997 Grand Australian Sumo Tournament as an example to prove that

events can “broaden people’s cultural horizons, exposing them to new and challenging

people, customs, or ideas”. Besides, events can create better social interaction between

families and friends (Shone and Parry, 2004). They can join to attend the events or even

having conversions about the events. Event can also provide an entertainment

opportunity for local residents (Allen et al., 2001; Yeoman et al, 2004; Fredline, 2005;

Getz, 2007) and able to attend international event.

Regardless of the fact that hosting of sporting event can bring lots of benefits to the host community, it does create some negative impacts which are also perceived by the residents. Firstly, increase of crime (Hall, 1992; Getz, 2005). This includes theft, burglary and acts of violence. According to Prideaux (1996 in Barker et al., 2002), increase in crime is always difficult to avoid for the tourist event activity. It is because events can receive great attention by intensive media exposure, not only in the event destination, but even the overseas which mean also able to attract the attention of the crime offender. Hall (1992) recognized that large crowds and increase of crime has a strong relationship. The author also pointed out the 1987 America’s Cup can provide affluent evidence of crime increasing due to the hosting of event since there is a sudden increase in sexual nature, common assaults and robbery during that period.

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Bad behavior of fans may also occur (Hall, 1992; Higham, 1999; Fredline, 2005). Hall

et al. (1995) also supported that during event, fans’ disorderly behavior may increase.

The most common types of fans’ bad behavior are the vandalism, drunkenness, verbal

and physical harassment. Ohmann et al. (2006) described that fans misbehavior can be distinguished from “unruly behavior” (Getz, 2005, p.107), “antisocial behavior” (Wann et al., 2001, p.146) to “hooliganism” (Barker, 2004) while hooliganism is the most

disruptive type of fans’ misbehavior. Journes (1999 in Ohmann et al., 2006) mentioned

the riots in 1985 European Cup Final led to 32 dead of fans. It indicated the

destructiveness of fans’ misbehavior could be.

Since different fans from different countries presence at the same time in the event

destination, it is inevitable for the happening of ethic tensions between fans and even

between the fans and the residents. The tensions may due to fans’ supporting of

different teams of the matches since fans of the opposing teams are always against each

other. Besides, Reisinger (1994) outlined that the differences of cultural and

socioeconomic states of event visitors and residents may also trigger another ethic

tensions.

Events can intensify sex industry as it provides more business opportunities for

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prostitutes (Hall, 1992). However, it is also one of the negative impacts or entitled as

deviant by the community (Ryan and Kinder, 1996 in Barker et al., 2002) as residents think that it will lead to moral decay of the society. According to research studies done by Selwood and Hall (1988) and Hall et al. (1995), the hosting of America’s Cup did attract lots of visitors; however it also attracted considerable prostitutes and even had the effect of encouragement of both local females and males to take part in sex industry.

Prostitutes come to the event destination as they anticipate that there will have a large demand for sex by the large influx of event visitors.

Another negative impact is the increase of noise level (Hall, 1992; Fredline, 2004).

Noise may create prior to, during as well as after the event. Besides, it may occur inside

or outside the venue. Noise still occur after event or outside venue as the emotion of

event visitors may run very high after watching the rugby matches, they find a place for

celebrating activities that may create noise. Hence, residents living around that area

may feel annoyed and generate negative attitudes of the visitors and the events as their

peaceful life is disrupted.

Crowding and congestion are two common event related impacts. With regard to Mules

and Dwyer (2005), residents will become less proned to their usual local amenities

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during the hosting of event as they foresee that those facilities and places will be crowded with the event visitors or closed for particular use, for instance, public transports, restaurants, roads and the stadium of the event. Therefore, the authors pointed out that the residents will then avoid these facilities and places or even decide to leave that area. Actually, these are also kind of displacement of residents which is in a small scale, different from the scale happen in the mega event that displacement created when there is an increase of housing value due to more large-scale infrastructures built and less affluent groups have to leave their houses as they cannot afford to live there. Since Hong Kong Rugby Sevens only uses Hong Kong Stadium as the venue, no new infrastructure is built. Displacement in scale like the mega event is therefore not really related to this dissertation. Sporting events can also create other problems like the traffic congestion (Hall, 1992; Fredline, 2004). Fredline (2004) insisted that “in terms of negative impacts, traffic congestion ranked as the most substantial concern across all studies at both personal and community levels.” Because of crowding and congestion problems created, residents have to spend much more time on queuing. They may even need to sacrifice those common practices and need to have new arrangements, for example, it is very common that when event is hosting, some of the roads are closed or redirected, and there is a need for them to use another roads.

These all bring inconvenience to the residents and disrupt their daily life. Residents

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may then have bad attitudes toward the event visitors.

2.5 Perceptions of Local Residents

Based from Kurtz and Boone (1984, p.206), perception has the meaning that is

“attributed to an object”. As for the host residents, they are the people who are living in

the event location. They are usually the ones that are suffered the most and affected

directly by the event’s impacts.

Social exchange theory is one of the theoretical frameworks that used mostly by

scholars in tourism and event study to explain the perceptions of local residents.

According to Ap (1990), “exchange theory is a general theory which is concerned with

understanding the exchange of resources during an interpersonal situation.” The

resources may be of a “material, social, or psychological nature” (Ap, 1992, p.668). It

was the exchange of resources between the residents and event in this dissertation.

Waitt (2003, p. 195) noted that this theory explains residents’ evaluation of the events’

impacts with regarded to “experiential or psychological outcomes”. Ap (1992) also has similar view that social exchange theory is based on the relationship between the benefit and cost of the outcomes as residents evaluate the events as either positive or negative according to the comparison between the perceived benefits they can get and

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the costs paid by providing services. It is believed that positive perception toward

impacts is viewed by residents when “exchange of resources between residents and

event is high and balanced or high for the host actor in an unbalanced relation, whereas

the impacts are viewed negatively when exchange of resources is low in either the

balanced or unbalanced exchange relation” (Ap, 1992, p.687).

This theory is proved to be effective for investigating residents’ perceptions of the

impacts of event (Deccio and Baloglu, 2002; Kim and Petrick, 2005; Sims and D’Mello,

2005). Ap (1992) also commented that using social exchange theory can has the

advantages of explaining why residents has the negative and positive perceptions, and

can be used in individual or group situations. The author also suggested that this theory

can be used as a predictive model to predict the behavior of host residents as previous

studies like the Fishbein and Ajzen (1975) and Ajzen and Fishbein (1977) also

discovered that belief, attitudes, intention and behavior are closely related and usually interlink one another. Social exchange theory was applied in this study as it provided the concept and theory to act as a foundation supporting this dissertation. It also

provided some insights to interpret the residents’ perceptions and the reasons why

residents would like to or not like to exchange.

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Beside this theory, there are several models provide more information on how residents

response to the impacts of tourism which are also related to this event study. First of all,

it is the Doxey’s Irridex Model (1975). It suggested that residents will pass through a

four-stage index from euphoria, apathy, irritation to antagonism when tourism and its

impacts gradually increase. Ap and Cromption (1993) also purposed another four

strategies that are in a continuum basis responding to tourism impacts which are from

embracement, tolerance, adjustment and withdrawal. The authors stated that residents

have these kind of behaviors are due to the tourist’ numbers and behaviors. It is the

reactions to the tourism impacts. These two models also mentioned that residents’

reaction will go from positive to negative circumstances under various situations. More

important is that their reactions will increase progressively to worse condition when no action is taken to minimize the impacts. These models have their values in this study as they provide the clues that negative social impacts will contribute to dissatisfaction of residents and as a result there is a need to manage the impacts created by the event properly.

In additions, they also provide concepts for understanding residents’ perception.

Ap and Cromption (1993) insisted that socio-demographics and some of the economic

variables are the main factors affecting residents’ perception. This is also Sims and

D’Mello’s view (2005) that those socio-demographics like the age of residents, income

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levels, gender and length of residence had significant values toward the perceived impacts of the event. However, Ohmann et al. (2006) argued that there is no relationship between the socio-demographics and the perceived impacts. Perdu et al.

(1993) also following their point. But they pointed out an exception. It is when the residents have any direct and financial interests in tourism development, for instance, having jobs reliance to those areas. Fredline (2004) stated that proximity to the event will also affect the perception of residents as they are affected by some event impacts directly like the noise, traffic, parking and access restrictions. This dissertation tried to explore whether they were relevant in the case of Hong Kong Rugby Sevens.

According to Ohmann et al. (2006), to date empirical evidence is limited on the potential impacts of hosting events and thus there is a need to done different type of impact studies on variety of events and locations so that they can be used as the references for future studies. This was also the aim of this dissertation that was to make contribution on this endeavor by considering Hong Kong Rugby Sevens.

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Chapter 3 Methodology

3.1 Research Design

In this dissertation, the most commonly used and acceptable research method of measuring residents’ perceptions was adopted - quantitative research design (Fredline,

2005). The primary data was collected by using a questionnaire survey. Residents’ perceptions were measured through face-to-face structured interviews with interviewer-administered questionnaires. This method was applied because it usually has a higher response rate when comparing with self-administered questionnaires

(Saunders et al., 2007) which allow the collection of a huge amount of research data from a significant population. It can make the research’s result more valuable. Besides, the data collected can have a higher representative to larger population as this method avoid respondents discussing answers with others which may affect the reliability of their responses and avoid the opportunity that respondents misunderstand the questions as interviewers can simply interpret and rephrase the questions for better understanding.

3.2 Questionnaire Development

The questionnaire was designed in English and translated into Chinese and it was composed of four sections. The first section was to identify respondents’ viewing characteristics. Some of the items were derived from Bull and Lovell (2007) and

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Ohmann et al. (2006).The second section was to identify and measure residents’ perceptions toward the positive social impacts of the Hong Kong Rugby Sevens while the third section was to identify and investigate the residents’ perceptions toward the negative social impacts of the event. Those items in these two sections were based on and derived form the questionnaire survey developed by Sims and D’Mello (2005) and

Ohmann et al. (2006), Fredline’s (2000) 38-item event impact scale, and Fredline and

Faulkner’s (2000b) 36-item event impact scale. The last section was to measure the respondents’ demographics profile. A 5-point Likert type scale was applied in second and third section ranged from strongly disagree (1) to strongly agree (5) with the midpoint of 3 and questions in these two sections were formulated into statement.

Respondents were then asked to show their level of agreement.

As the objective of this dissertation was to find out the “perception of Hong Kong residents” towards the social impacts of Hong Kong Rugby Sevens, there was a need to ensure those respondents were Hong Kong residents to maintain the reliability of this research. As a result, screening question about it was asked to the respondents at the beginning of the interview. Besides, respondents were asked whether they knew about the Hong Kong Rugby Sevens as well. These two screening questions could help to screen out respondents that were not related.

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A pilot test was conducted before the actual survey to ensure there were no problems for respondents in answering and understanding the questions as well as interviewers in recording the data. It was carried out on 9th January 2010 in Causeway Bay. 10 Hong

Kong residents were asked to do the pilot questionnaire with interviewer-administered questionnaires. Interviewers could therefore have a chance to practice to make sure that they could record answers correctly and no difficulties in finding their way through the questionnaire (Saunders et al., 2007). Interviewers were also asked to keep watching reactions of respondents for any confusion when doing the questionnaire. After completed the pilot questionnaire, respondents were asked whether they had any problems in understanding the questions. Information collected from the pilot test was used for references when finalizing the questionnaire.

3.3 Sample and Data Collection

Convenient sampling method was applied in this research. Since pedestrians’ passage was difficult to control in the open areas, this sampling method became the most feasible choice when comparing with other methods. The sample size of this study was

120. It was conducted on 15th and 16th January 2010 which contained both a weekday and weekend. It was to obtain a more representative coverage. Besides, it was carried out at 6pm since this is the time most company workers out of their working places. It

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was to ensure this study would not ignore those at work.

Hong Kong is composed of three major territories, namely Hong Kong Island,

Kowloon Peninsula and New Territories. Since this dissertation was going to find out

Hong Kong residents’ perception of the event, it was more representative if able to cover residents of all three major territories. Thus, the locations of this research were conducted in Causeway Bay, Mong Kok and Sha Tin which are the focal points of residents in those three territories. Areas outside the MTR Station and major shopping mall in these three locations were selected as the interview places like the Sogo

Department Store in Causeway Bay, Longham Place Shopping Mall in Mong Kok and the Sha Tin New Town Plaza. These places can ensure lots of passers-by which allowed more choices for interviewers to select the target respondents easily.

3.4 Data Analysis

In this study, the Statistical Package for Social Science (SPSS) was applied for

inputting data and analysis. Frequency and percentage were used to analyze the

demographic profile and the residents’ viewing characteristics. On the other hand, mean

and standard deviation were used to examine residents’ perceptions on event social

impacts. Both independent t-tests and one-way ANOVA tests were applied to indicate

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any significant differences, different levels of agreement and explore the relationships between the independent variables, specifically, those items in the demographic profile and the dependent variables involving impacts residents perceived toward event. These tests can help to identify which independent variable had varying effect in respondents’ responses on the impact statements. Only values significant at <0.05 were discussed in this study.

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Chapter 4 Findings and Discussions

4.1 Demographic Profile of Respondents

Table 4.1 summarized the demographic profile of the study respondents. Out of the

sample (n=120), 53.3% of respondents were male while 46.7% were female. The age range of respondents fell primarily into the 18-29 age group (42.5%). Despite the high concentration of 18-29 years olds, all age groups were represented. Length of residency of the respondents was also measured as it may influence the residents’ perception of the social impact (Lankford, 1994; Sims and D’Mello, 2005). Almost half of

respondents (49.2%) sampled being long-term having lived in Hong Kong for more than 30 years, followed by 21-30 years (30%). In term of the personal monthly income level, 32.5% of respondents earned less than HK$10,000. A great majority of the respondents’ jobs were not related to tourism and event management (84.2%). Most of the respondents (20.8%) were lived in Eastern District, followed by Wan Chai District

(14.2%) and Yau Tsim Mong District (9.2%).

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Table 4.1 Description of survey respondents Frequency Percent (%) Socio-demographic variables (N=120) Gender Male 64 53.3 Female 56 46.7

Age (year) 18-29 51 42.5 30-39 37 22.5 40-49 22 18.3 >50 20 16.7

Residence (year) 6-10 7 5.8 11-20 18 15.0 21-30 36 30.0 >30 59 49.2

Personal Monthly Income (HKD) <$10,000 39 32.5 $10,000-$19,999 28 23.3 $20,000-$29,999 33 27.5 $30,000-$39,999 16 13.3 >$40,000 4 3.3

Reliance Yes 19 15.8 No 101 84.2

District of residence Central and Western 8 6.7 Wan Chai District 17 14.2 Eastern District 25 20.8 Southern District 6 5.0 Kowloon City District 4 3.3 Yau Tsim Mong District 11 9.2 Continue on next page

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Table 4.1 Continued Frequency Percent (%) District of residence Sham Shui Po District 4 3.3 Wong Tai Sin District 4 3.3 Kwun Tong District 7 5.8 Northern District 2 1.7 Tai Po District 8 6.7 Sha Tin District 7 5.8 Sai Kung District 6 5.0 Yuen Long District 3 2.5 Tuen Mun District 2 1.7 Tsuen Wan District 4 3.3 Kwai Tsing District 2 1.7

4.2 Information on Respondents’ Viewing Characteristics

The information of respondents’ viewing characteristics toward Hong Kong Rugby

Sevens were summarized and presented in Table 4.2. The findings of the participating

information can show a more thorough understanding of the reasons behind for

participating and not participating of the event. It can also provide references for the

participation level in 2010.

Very few of respondents participated in the event before (4.2%). 40% of them that took

part in the event before was due to fun and atmosphere of the event and another 40%

due to friends or family day out, followed by 20% due to job. On the other hand, 21.7%

of respondents planned to participate in 2010. The reasons for them to participate in

2010 were because the fun and atmosphere of the event (57.7%), unique opportunity

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(23.1%) and friends or family day out (7.7%). It was also interesting to note that only few of respondents that took part in the event were because interested in rugby or were the event’s fans (Before: 0%; 2010: 11.5%). It showed that the sport itself may not the necessarily reason to attract public interest for participation in the event.

Apart from understanding why people participated in event, it was also vital to find out why others did not. It is because it may be assumed that non-attendance means not interested or not support of the event (Bull and Lovell, 2007). Nearly all respondents

(95.8%) did not attend the event before. The reasons highlighted by them for not attended the event included: not interested (56.5%), not enough information (13.9%), working (13%), cannot buy the ticket (5.2%), too expensive (3.5%), on holiday or away

(2.6%), crowds (1.7%), no time (1.7%) and no companion (1.7%). On the other hand, many of them did not plan to attend the event in 2010 too (78.3%). The reasons included: not interested (66%), not enough information (8.5%), cannot buy the ticket

(6.4%), working (6.4%), too expensive (5.3%), on holiday/away (3.2%), no companion

(2.1%), crowds (1.1%) and no time (1.1%).

As the results for not participating in the event before and in 2010 were similar, the analysis for them would be grouped together. Some of the respondents were simply unable to attend the event because of working, no time and being away. More than half

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of respondents were because not interested in the event (Before: 54.2%, 2010: 66%).

However, not being interested does not equate with antagonism (Bull and Lovell, 2007).

It could only show that this sport and the event might not arouse public interest. The

possible reasons for respondents of not interested in the event might due to insufficient

promotion on this sport and the event to the public by the government and the event

organizers. Besides, it might because the nature of this event sport was not very popular

in Hong Kong. Residents might therefore become less favored in both sport and the event. Apart from these reasons for not participating in the event, there were

respondents claimed that they were because could not buy the event tickets (Before:

5.2%; 2010: 6.4%). According to Hong Kong Rugby Football Union (2010), most of

the event tickets were reserved for different local rugby groups with about 5,000 tickets

available for the public sales just similarly to the years past. When compared with the

700 million population in Hong Kong, 5,000 tickets were relatively low amount, hence

it might difficult for local residents to purchase the tickets despite they had the interest

to attend the event. Since there was low involvement rate of the event to the public,

local residents might therefore have even less opportunity to contact this sport and

could not inspire to play it. This might also reveal the third possible reason of why

residents were not interested in this event. On the other hand, the response of 13.9%

and 8.5% of surveyed respondents who were not attend the event before and in 2010

because they did not have enough information should be taken seriously.

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In term of the location for watching the 2010 event matches, a vast majority of

respondents would like to watch live in stadium (84.6%). It might because Hong Kong

Rugby Sevens is well-known for exciting carnival atmosphere so respondents would

like to take part in the event directly.

Table 4.2 Information on respondents’ viewing characteristics Frequency Percent (%) Participated event before (N=120) Yes 5 4.2 No 115 95.8

Reason for participating in event (N=5) Fun/ atmosphere 2 40 Friends/ family day out 2 40 Job 1 20

Reason for not participating in event (N=115) Not interested 65 56.5 On holiday/ away 3 2.6 Working 15 13.0 Crowds 2 1.7 Cannot buy the ticket 6 5.2 Not enough information 16 13.9 No time 2 1.7 Ticket is expensive 4 3.5 No companion 2 1.7

Planned to participate in 2010 event (N=120) Yes 26 21.7 No 94 78.3 Continue on next page

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Table 4.2 Continued Frequency Percent (%) Reason for participating in 2010 event (N=26) Rugby/ Hong Kong Rugby Sevens fan 3 11.5 Fun/ atmosphere 15 57.7 Friends/ family day out 2 7.7 Unique opportunity 6 23.1

Reason for not participating in 2010 event (N=94) Not interested 62 66.0 On holiday/ away 3 3.2 Working 6 6.4 Crowds 1 1.1 Cannot buy the ticket 6 6.4 Not enough information 8 8.5 No time 1 1.1 Ticket is expensive 5 5.3 No companion 2 2.1

Location for watching 2010 event matches (N=26) At home 3 11.5 Through public viewing 1 3.8 Live in stadium 22 84.6

4.3 Respondents’ Perception of the Event Social Impacts

The descriptive statistics of respondents’ perceptions toward event social impact were

summarized and displayed in Table 4.3. For all the 17 perceptional statements, the

Likert scale ranged from strongly disagree (1) to strongly agree (5), with a midpoint of

3. The mean score for all the statements mainly concentrated within 2 and 4. The

standard deviations (SD) were in a moderate range between 0.6 and 1.1. It indicated

that Hong Kong residents generally had a similar view toward the impacts bought by

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the event. However, it may also due to central tendency as respondents usually tend not

to provide responses at the extreme ends of the scale (Chan, 2009).

Table 4.3 Ranking of Residents’ perceptions on event social impact Ranking Mean SD Positive Impact Factors 1. The money tourists spend during Hong Kong Rugby Sevens helped to stimulate local business. 4.03 .671 2. Hong Kong Rugby Sevens helped people to understand different people and cultures. 3.89 .826 3. Hong Kong Rugby Sevens provided an opportunity for local residents to attend international event. 3.88 .789 4. Hong Kong Rugby Sevens increased entertainment opportunities for locals. 3.62 .755 5. Hong Kong Rugby Sevens has increased the pride of local residents. 3.30 .965 6. Hong Kong Rugby Sevens has strengthened the sense of community. 3.25 .953 7. Hong Kong Rugby Sevens has strengthened the sport conscious of the community. 3.19 .908 8. Hong Kong Rugby Sevens provided an opportunity to have fun with family and friends. 3.05 .984

Negative Impact Factors 1. Road closures, redirections and traffic congestion during Hong Kong Rugby Sevens led to inconvenience 3.11 1.111 for locals. 2. There was an increase of noise levels during Hong Kong Rugby Sevens. 2.87 1.097 3. Bad behavior of Rugby fans like the vandalism, drunkenness, verbal and physical harassment during 2.77 .957 Hong Kong Rugby Sevens affected local residents. 4. Access of local residents to public facilities was denied due to the closure or overcrowding during Hong 2.42 .938 Kong Rugby Sevens. 5. There was an increase of prostitution during Hong Kong Rugby Sevens. 2.33 1.046 6. Peace and tranquility of local residents were disrupted during Hong Kong Rugby Sevens which caused 2.31 .795 them stress. 7. The tension between ethic groups has increased due to Hong Kong Rugby Sevens matches. 2.05 .827 8. There was an increase of crime in community during Hong Kong Rugby Sevens like the theft, burglary 1.86 .700 and acts of violence.

Overall perception 1. Totally, the social benefits of Hong Kong Rugby Sevens are greater than the social costs to the local 3.93 .778 residents of Hong Kong. Note: 5-point Likert-type scales were used with strongly disagree (1), agree (2), neutral (3), disagree (4), strongly disagree (5). SD=Standard Deviation, dispersion of data deviated from the mean.

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4.3.1 Perception on Positive Social Impacts

According to Table 4.3, the mean score of all the positive impact statements had a value

higher than the midpoint. Besides, 4 out of 8 perceptional statements were tended to 4

which mean those statements had relatively higher level of agreement than

disagreement. It revealed that Hong Kong residents hold very positive views towards

the event.

1) Sense of community and pride

The statement, “Hong Kong Rugby Sevens has increased the pride of local residents”,

was ranked the fifth while “Hong Kong Rugby Sevens has strengthened the sense of

community”, was ranked the sixth with the mean score of 3.30 and 3.25 respectively.

The results suggested that these two impacts were in agreement region which meant

residents believed that this event has increased their sense of community and pride. For

the increased of pride, it might due to the “showcase effect” (Fredline and Faulkner,

1998, p.187) or the “feel good effect” (Allen et al., 1999, p.27). It was because the

event is hold so successful that attracts more than 100,000 spectators every year (South

China Morning Post, 2004). Besides, the event enhances the international image of

Hong Kong (South China Morning Post, 2009) and gains the worldwide publicity.

These all showcased Hong Kong to the outer world and might therefore delight Hong

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Kong residents and increase their sense of pride. On the other hand, this event not only

provided activities for locals and tourists, but also strengthened community spirit by

bringing people together. Social cohesion might enhance and strengthen residents’

sense of community. The view of Ritchie (1984), Hall (1992) and Fredline (2005) that

increase of pride and sense of community were part of the benefits of hosting event was

uphold by this study.

2) Entertainment opportunities

According to Table 4.3, the statement of this positive impact factor was ranked the

fourth. The relatively high mean score (3.62) revealed that respondents generally

agreed Hong Kong Rugby Sevens increased entertainment opportunities for locals and

it showed that the event had an entertainment value which was matched with the views

of the previous studies of Allen et al. (2001), Yeoman et al. (2004), Fredline (2005) and

Getz (2007). Besides, entertainment is part of the tangible benefits of hosting event

(Fredline and Faulkner, 2002).

3) Opportunity to have fun with family and friends

For the statement, “Hong Kong Rugby Sevens provided an opportunity to have fun

with family and friends”, was ranked the lowest among all the positive perceptional

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statements. This reflected that respondents were least agreed on this positive social

impact. Since the mean score of this statement was only slightly higher than the

mid-point (3.05), it demonstrated that although it was on the agreement region, the

level of agreement was not very strong. It was also interesting to note that residents

generally agreed the event has provided entertainment opportunities for them (3.62) but

it was not in this case when with family and friends.

4) Opportunity to attend international event

The third highest rated statement was this factor with a mean score of 3.88 which were

tended to 4. It concluded that most respondents agreed this event provided an

opportunity for locals to attend international event. The result also showed that most

respondents reached very positive consent of this factor. It might because Hong Kong

Rugby Sevens is an event that involving people internationally. It attracts teams from

24 world’s top rugby nations to complete for championship as well as more than 20,000

international visitors to Hong Kong every year (South China Morning Post, 2006; Hong

Kong Rugby Sevens Official Websites, 2010). Besides, during the hosting of event,

there was intensive media broadcasting of the event globally. Since Hong Kong is the

event hosting city, it probably provided a chance for residents to take part in this

international event. Therefore, residents generally hold very positive perceptions with

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this factor.

5) Understand different people and culture

With references to Table 4.3, the statement, “Hong Kong Rugby Sevens helped people to understand different peoples and cultures”, was ranked the second highest with the mean score of 3.89. It meant that many respondents believed this event able to help local residents to understand different people and cultures while only some of them disagreed with it. As mentioned before, this event is an international event which attracts more than 20,000 international visitors to Hong Kong every year. It could probably provide an opportunity for local residents to contact with other people and understand their cultures. In additions, the bars and nightclubs in the Wan Chai and the

Lan Kwai Fong were the areas which had been served as an extended social appendage of the event for players and fans to continue partying and socializing (South China

Morning Post, 2009). It might also enhance the chance of intercultural between residents and oversea visitors. Thus, respondents had a high level of agreement with this social impact factor.

6) Sport conscious

Referring to the statement, “Hong Kong Rugby Sevens has strengthened sport

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conscious of the community”, it had the mean score of 3.19. Although the result was

not very significant, it still concluded that respondents hold positive views on this factor.

It confirmed the viewpoint of Ritchie (1984) that sporting events are able to encourage

public to participate in sports activities associated with the event as it stimulates the

interest of the public. Indeed, there has been a significant growth in the local rugby

community. More Hong Kong residents have started to play rugby and joined the rugby

club with the increasing concern of Hong Kong Rugby Sevens (Alvin, 2007; South

China Moring Post, 2009). Since Hong Kong has been the hosting city of this event for

over 30 years but this sport and the event are still not very popular among Hong Kong

resident (South China Morning Post, 2009). This might be one of the possible reasons

for the low significant result toward this factor.

7) Tourists’ spending stimulated local business

The statement, “the money tourists spend during Hong Kong Rugby Sevens helped to

stimulate local business”, was ranked the first, rating the highest among all the positive

perceptional statements with the mean score of 4.03. It demonstrated that a vast

majority of respondents agreed that tourists’ spending during the event was able to

stimulate the local business, with only a very few of them disagreed with it. This

finding concurred with the views of Mules and Faulkner (1996) that visitors’ spending

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can contribute to the local communities by supporting the local business and generate income to them. In additions, this finding also corresponded to the sources of Hong

Kong Tourism Board mentioned in Xinhua General News Service (2004). It pointed out that during the visitors’ stay in Hong Kong, the per capita spending on food and drinks reach HK$8,000 (1,027 US dollars), and it also reported that during the event, the hotel room occupancy of most hotels reached nearly 100 percent and the room price had already increased by 10 to 20 percent. Although Hong Kong Rugby Sevens is not a big event like the mega event, it was still able to generate certain amount of visitors. These all suggested that this event able to stimulate local business especially hospitality industry. Hence, majority of respondents had a strong consent with this factor.

4.3.2 Perception on Negative Social Impacts

With reference to Table 4.3, 7 out of 8 negative impact perceptional statements had the mean score below midpoint. Five of them even had the tendency to the value 2 which was disagreed. They were crime, prostitution, access restriction, disruption of peace and tranquility, and tensions of ethic groups. It reflected that Hong Kong residents generally perceived the negative social impacts of the event were not very serious and affected them so much.

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1) Crime

The statement, “there is an increase of crime in community during Hong Kong Rugby

Sevens like the theft, burglary and acts of violence”, presented strongest disagreement among all the negative perceptional statements with the mean score of 1.86 which was even slightly lower than 2. It demonstrated that a substantial majority of residents disagreed the hosing of the event that resulted in an increase of crime. According to

Hong Kong Police Review (2005) and news.gov.hk (2005), during the hosting of event, there was additional police around the venue and the Wan Chai district. It was to ensure the security of venue and the surrounding areas as well as crime prevention. It could probably minimize the anxiety of the residents about the security problems and might affect their perceptions. Hence, residents had high level of disagreement with this factor.

2) Bad behavior of fans

In terms of the statement, “bad behaviors of Rugby fans, like the vandalism,

drunkenness, verbal and physical harassment during Hong Kong Rugby Sevens

affected local residents”, it had the mean score of 2.77. It meant that there was a

higher level of disagreement than agreement. There were three possible reasons that

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might lead to this result. Firstly, with references to the past experiences, the bad

behaviors of fans were usually due to alcoholic drinking and most of them were from

the South Stand of the event venue as they were the most fanatic group in the event.

Thus, started from 2009, jugs of beer have been banned in the South Stand by the event

organizers as a safety precaution (South China Morning Post, 2009). Secondly, as

mentioned above, additional police were appointed to ensure the security of the venue

and the discipline of the fans. Last but not least, there was some media coverage

reported that Hong Kong Rugby Sevens was sometimes over policed and restrictions

were stringently enforced (South China Morning Post, 2009). These three reasons

might project the high security standard of the event which might affect the perceptions

of residents and lead to higher level of disagreement in this factor. However, since the

event participation rate of the respondents in this study was relatively low with only

4.2%, this might not reflect the real situation on this factor as most of them did not

attend the event.

3) Prostitution

The statement, “there was an increase of prostitution during Hong Kong Rugby

Sevens” had the mean score of 2.33. It implied that more residents tended to vote in

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disagreement region. This finding was contradicted with the research done by Hall

(1992) that events would intensify the issue of prostitution which was seen as one of the major social problems of hosting an event. It possibly because this event was not as large scale as the mega event and it only hosted for three days, so this problem was not considered very obvious and serious in the eyes of Hong Kong residents.

4) Noise

The statement, “there was an increase of noise levels during Hong Kong Rugby

Sevens”, was rated the second highest of the negative perceptional statement. The mean score of it had a tendency to the midpoint (2.87). It reflected that more respondents had a higher level of disagreement than agreement on this factor. As mentioned in the literature review, noise could occur inside or outside the venue as those fans may continue their parties after attending the event. Thus, noise impacts may concentrate the areas around the venue and the pubs or restaurants nearly by. Respondents who were not lived nor had connection of these areas may perceive less agreement on this issue.

5) Traffic problems

This impacts factor was ranked the first with the highest mean score of 3.11 among all

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the negative social impact factors which revealed that more respondents believed that this event led to inconvenience for locals due to road closures, redirections and traffic congestion. This finding was confirmed with the argument of Fredline (2004) that traffic congestion always ranked as the most substantial concern across all studies at both personal and community levels. During the hosting of event, the areas around the venue were under traffic restriction which led to serious traffic congestion around Wan

Chai, Causeway Bay and Tin Hau. Since the traffic problems only concentrated in

Eastern and Wan Chai District of Hong Kong, those residents lived in other parts of

Hong Kong may perceived no occurrence of this factor. This might also the reason why this factor was not so significant.

6) Access restriction of public facilities

The statement, “access of local residents to public facilities was denied due to the closure or overcrowding during Hong Kong Rugby Sevens”, had the mean score of

2.42. It demonstrated that local residents disagreed with this statement. It could probably because the venue of the event is not a place that is available for the public.

Besides, those restrictions only concentrated on areas around the venue and this event only hosted for three day. Therefore, residents might have higher tolerance on this issue.

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In additions, with references to the viewpoint of Mules and Dwyer (2005), residents would avoid to go to those facilities and places during the event. They might not really experience the restriction of access. So, it might explain that they had a lower level of agreement with it.

7) Disruption of public peace and tranquility

As shown in Table 4.3, the statement of “peace and tranquility of local residents were disrupted during Hong Kong Rugby Sevens which caused them stress” was ranked the sixth with the third lowest mean score of 2.31. It disclosed that only few of the respondents agreed with the statement. It was crucial to note that it was a very positive response as they reflected little disruption of event to local residents. It was suggested that the event was fairly small and thus residents may perceived less influence of the event on this factor.

8) Tension between ethic groups

On issue relating to the event increased the tension among the ethic groups, it had the mean score of 2.05 with only slightly higher than the value of 2. It indicated that respondents had a very high level of disagreement than agreement on this factor. The

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possible explanation for this may due to the low respondent’s participation rate to the

event of this study. Since they had not attended the event before, it might influence

respondents’ perception towards this factor. In additions, this event only hosted for a

short period of time and the scale of it was fairly small, the influence on this factor may

not be so great as a result.

4.3.3 Perception on Overall Social Impacts

Regarding Table 4.3, the statement of “totally, the social benefits of the event are

greater than the social costs” had the mean score of 3.93. Almost three quarters of

respondents (72.5%) agreed with this statement. Hardly anyone (3.3%) disagreed with

that. The significant percentage of agreement could conclude that Hong Kong residents

generally perceived the event generated more benefits than the costs which was a very

positive response toward the event.

4.4 Differences between Respondents’ Perceptions and

Socio-Demographic Characteristics

The perceptional statements were tested with all socio-demographic variables to

disclose any meaningful or interesting findings. It was important to note that the

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significant differences existed when the value were equal or small than 0.05. The smaller the value had the higher significance of the differentiation.

4.4.1 Gender

Independent t-test was used to determine the significant differences between male and female. Significant differences (p<0.05) between these two groups were found on 5 out of 17 impact statements (Table 4.4). Also, there was significant variation between the two groups and the statement that "totally, the social benefits of Hong Kong Rugby

Sevens are greater than the social costs to the local residents of Hong Kong”.

The result of those 5 significant differences showed that male respondents perceived more in both positive and negative impacts of the event than female respondents did except one of the differences, which was the high level of crime. It was partially contradicted with the finding of the Kim and Petrick (2005) that female were perceived more both event‘s positive and negative impacts than male did.

Male respondents rated “entertainment opportunity” higher than female respondents

(means = 3.80 and 3.43 respectively). This might be explained by that rugby is a sport

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that male are more enthusiastic with it. Therefore, female might rate lower agreement

for this factor.

Table 4.4 Mean score and t-test for comparisons of residents’ perception on impact factors by gender group Male Female t-value Sig. (N=64) (N=56) Positive Impact Factors 1. Strengthened sense of community 3.39 3.09 -1.739 .085 2. Increased the pride of local residents 3.30 3.30 .037 .970 3. Increased locals entertainment opportunities 3.80 3.43 -2.710 .008** 4. Provided opportunity to have fun with family and friends 3.00 3.11 .592 .555 5. Provided locals opportunity to attend international event 3.97 3.79 -1.269 .207 6. Understand different people and cultures 4.02 3.75 -1.718 .089 7. Strengthened sport conscious of the community 3.25 3.12 -.749 .455 8. Tourists’ spending during event stimulated local business 4.16 3.89 2.173 .032*

Negative Impact Factors 1. High levels of crime 1.67 2.07 3.261 .001** 2. Bad behavior of Rugby fans affected local residents 2.62 2.93 1.745 .084 3. Increased of prostitution 2.39 2.27 -.649 .517 4. Increased of noise levels 3.02 2.70 -1.597 .113 5. Inconvenience for locals due to road closures, redirection 3.39 2.79 -3.072 .003** and traffic congestion 6. Access to public facilities was denied due to the closure or 2.41 2.43 .129 .897 overcrowding 7. Disrupted residents’ peace and tranquility 2.31 2.30 -.061 .951 8. Tensions between ethic groups increased 1.97 2.14 1.150 .253

Overall Perception 1. Totally, the social benefits of the event are greater than the 4.06 3.77 -2.095 .038* social costs Note: *p ≤ 0.05 and **p ≤ 0.01.

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4.4.2 Age

Regarding the respondents’ ages, Table 4.5 presented 7 significant differences among

ages and the impact factors by using one-way ANOVA test.

For the sense of community and pride, it was revealed that older people tended to had

higher level of agreement than the younger ones. The possible explanation for this might because older people usually have been living longer in Hong Kong which had

more sentiment with the community and Hong Kong. So they might be more sensitive

with these two factors. It could be further examined in the next part through the

comparison among length of residence and the impact factors. Referring to the

entertainment opportunity, it showed that the age group of over 50 had lower level of

agreement than those younger groups. As study of Bull and Lovell (2007, p.245)

mentioned that “too old/ age” was one of the reasons for not attending an event, thereby

older people might have lower agreement with this factor.

Respondents with the age of 18-29 and 30-39 tended to have higher level of agreement

of the increase of noise levels, traffic congestion and access restriction factors than the ones older than 50. It was corresponded with the findings of Kim and Petrick (2005) that younger respondents tended to show a higher level of perception on the negative

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impact factors. The possible reason for this might because older people were relatively

less active and tended to stay at home. Moreover, some of them were already retired

and had less chance to go out for work. Therefore, they might become less sensitive for

those negative impacts. However, the result of crime increased was contracted with the

result of Kim and Petrick (2005) mentioned above.

Table 4.5 Mean score and ANOVA test for comparisons of residents’ perception on impact factors by age group 18-29 30-39 40-49 >50 f-value Sig. (N=51) (N=27) (N=22) (N=20) Positive Impact Factors 1. Strengthened sense of community 3.00 3.22 3.27 3.90 4.660 .004** 2. Increased the pride of local residents 3.14 3.04 3.36 4.00 5.167 .002** 3. Increased locals entertainment opportunities 3.57 3.81 3.86 3.25 3.195 .026* 4. Provided opportunity to have fun with family and 3.00 3.37 2.73 3.10 1.834 .145 friends 5. Provided locals opportunity to attend international 3.75 3.89 4.05 4.05 1.129 .340 event 6. Understand different people and cultures 3.82 4.00 3.86 3.95 .305 .822 7. Strengthened sport conscious of the community 3.08 3.26 3.41 3.15 .740 .530 8. Tourists’ spending during event stimulated local 3.88 4.00 4.27 4.20 2.288 .082 business

Negative Impact Factors 1. High levels of crime 1.84 1.96 1.50 2.15 3.477 .018* 2. Bad behavior of Rugby fans affected local residents 2.59 2.85 3.09 2.75 1.519 .213 3. Increased of prostitution 2.20 2.74 2.18 2.30 1.851 .142 4. Increased of noise levels 2.98 3.33 2.59 2.25 4.777 .004** 5. Inconvenience for locals due to road closures, 3.16 3.44 3.27 2.35 4.461 .005** redirections and traffic congestion Continue on next page

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Table 4.5 Continued 18-29 30-39 40-49 >50 f-value Sig. (N=51) (N=27) (N=22) (N=20) 6. Access to public facilities was denied due to the 2.35 2.85 2.23 2.20 2.778 .044* closure or overcrowding 7. Disrupted residents’ peace and tranquility 2.16 2.48 2.55 2.20 1.850 .142 8. Tensions between ethic groups increased 1.96 2.15 2.18 2.00 .527 .665

Overall Perception 1. Totally, the social benefits of the event 3.76 3.89 4.09 4.20 1.945 .126 are greater than the social costs Note: *p ≤ 0.05 and **p ≤ 0.01

4.4.3 Length of Residence

By using one-way ANOVA, 6 out of 17 social impact statements were significantly

different with four length of residence groups (Table 4.6).

Interestingly, in this part, respondents with longer length of residence tended to had

higher agreement on the sense of community and pride than shorter ones which was

consistent with the result of the age mentioned above. Respondents with longer length

of residence seem to have greater concern of the community which had been lived for a

long period of time. Thus, they might have higher sentiment to be Hong Kong

residents.

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Table 4.6 Mean score and ANOVA test for comparisons of residents’ perception on the impact factors by length of residence 6-10 11-20 21-30 >30 f-value Sig. (N=7) (N=18) (N=36) (N=59) Positive Impact Factors 1. Strengthened sense of community 2.71 3.06 2.97 3.54 4.148 .008** 2. Increased the pride of local residents 2.29 3.28 3.08 3.56 5.060 .002** 3. Increased locals entertainment opportunities 4.14 3.61 3.61 3.58 1.186 .318 4. Provided opportunity to have fun with family and 3.86 3.00 2.97 3.02 1.705 .170 friends 5. Provided locals opportunity to attend international 3.29 3.56 3.92 4.03 3.278 .024* event 6. Understand different people and cultures 4.00 3.67 3.92 3.93 .535 .659 7. Strengthened sport conscious of the community 3.14 3.28 3.06 3.25 .415 .742 8. Tourists’ spending during event stimulated local 3.86 4.06 3.83 4.17 2.088 .106 business

Negative Impact Factors 1. High levels of crime 1.86 2.00 1.81 1.85 .312 .817 2. Bad behavior of Rugby fans affected local residents 3.71 2.56 2.58 2.83 3.271 .024* 3. Increased of prostitution 2.14 2.33 2.22 2.42 .353 .787 4. Increased of noise levels 3.14 3.06 2.97 2.71 .821 .485 5. Inconvenience for locals due to road closures, 3.43 3.33 3.06 3.03 .546 .652 redirections and traffic congestion 6. Access to public facilities was denied due to the 3.43 2.22 2.39 2.37 3.179 .027* closure or overcrowding 7. Disrupted residents’ peace and tranquility 2.86 2.17 2.19 2.36 1.637 .185 8. Tensions between ethic groups increased 1.96 2.17 1.81 2.07 3.609 .015*

Overall Perception 1. Totally, the social benefits of the event are greater 3.71 4.00 3.72 4.05 1.573 .200 than the social costs. Note: *p ≤ 0.05 and **p ≤ 0.01

4.4.4 Income Level

5 out of 17 social impact statements were significantly different with the five income

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groups by using one-way ANOVA test (Table 4.7).

The result showed that higher income group tended to have higher level of agreement

of the factors, like the “entertainment opportunity”, “opportunity to attend international

event”, and “sport conscious” than the lower income group. It could probably because

the event ticket was expensive that lower income group might not able to afford and

thereby had a lower level of agreement with those factors. For the factor of “tourist’

spending stimulates local business”, higher income group also had higher level of

agreement than lower income group, the possible reason might be that they were more

sensitive and concerned about the benefits bought by the event.

Table 4.7 Mean score and ANOVA test for comparisons of residents’ perception on impact factors by income levels 1 2 3 4 5 f-value Sig. Positive Impact Factors 1. Strengthened sense of community 3.28 3.21 3.30 2.94 4.00 1.095 .362 2. Increased the pride of local residents 3.28 3.32 3.27 3.19 4.00 .584 .675 3. Increases locals entertainment opportunities 3.26 3.82 3.82 3.69 4.00 3.953 .005** 4. Provided opportunity to have fun with family and 2.92 3.04 3.21 3.00 3.25 .429 .787 friends 5. Provided locals opportunity to attend international 3.64 3.75 3.82 4.38 4.04 2.996 .021* event 6. Understand different people and cultures 3.59 3.89 4.15 4.06 4.00 2.405 .054 7. Strengthened sport conscious of the community 2.92 3.00 3.48 3.50 3.50 2.740 .032* 8. Tourists’ spending during event stimulated local 3.85 3.96 4.03 4.56 4.25 3.718 .007** business Continue on next page

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Table 4.7 Continued 1 2 3 4 5 f-value Sig. Negative Impact Factors 1. High levels of crime 1.95 2.04 1.73 1.69 1.50 1.414 .234 2. Bad behavior of Rugby fans affected local residents 2.62 2.86 2.70 3.06 3.00 .782 .539 3. Increased of prostitution 2.26 2.46 2.55 1.88 2.25 1.284 .281 4. Increased of noise levels 2.77 3.32 3.00 2.00 3.00 4.331 .003** 5. Inconvenience for locals due to road closures, 3.00 3.46 3.15 2.69 3.00 1.420 .232 redirections and traffic congestion 6. Access to public facilities was denied due to the closure 2.33 2.50 2.52 2.19 2.75 .577 .680 or overcrowding 7. Disrupted residents’ peace and tranquility 2.08 2.43 2.39 2.39 2.75 1.432 .228 8. Tensions between ethic groups increased 1.97 1.96 2.03 2.50 1.75 1.496 .208

Overall Perception 1. Totally, the social benefits of the event 3.69 4.00 3.91 4.31 4.25 2.182 .075 are greater than the social costs. Note: *p ≤ 0.05 and **p ≤ 0.01. Income level1: <$10,000 (N=39), Income level2: $10,000-$19,000 (N=28), Income level3: $20,000-$29,000 (N=33), Income level 4: $30,000-$39,000 (N=16), Income level5: >$40,000 (N=4)

4.4.5 Employment Reliance

Independent t-test was used to examine the significant differences among the

respondent’s employment reliance of the tourism or event management to the social

impact statements. It was found that 5 out of 17 statements had significant differences.

With reference to those 5 significant differences, respondents’ jobs which were reliant

to tourism or event tended to have higher agreement of both positive and negative

social impacts than those were not. It could probably because the respondents who were

reliant to the related industries generally had more cognition of the impacts of an event.

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Thus, they might generally agree with those social impacts. It was also matched with

the viewpoint of Perdu et al. (1993) that there was a relationship when the residents had

any direct and financial interests in relation to tourism development.

Table 4.8 Mean score and t-test for comparisons of residents’ perception on impact factors by event’s employment reliance Reliant No reliant t-value Sig. (N=19) (N=101) Positive Impact Factors 1. Strengthened sense of community 3.11 3.28 -.719 .474 2. Increased the pride of local residents 3.00 3.36 -1.482 .141 3. Increased locals entertainment opportunities 3.74 3.60 .532 .600 4. Provided opportunity to have fun with family and friends 3.53 2.96 2.338 .021* 5. Provided locals opportunity to attend international event 4.16 3.83 2.308 .026* 6. Understand different people and cultures 3.68 3.93 -1.192 .235 7. Strengthened sport conscious of the community 2.95 3.24 -1.279 .204 8. Tourists’ spending during event stimulated local business 3.95 4.05 -.421 .678

Negative Impact Factors 1. High levels of crime 1.95 1.84 .601 .549 2. Bad behavior of Rugby fans affected local residents 2.79 2.76 .113 .911 3. Increased of prostitution 2.84 2.24 2.350 .020* 4. Increased of noise levels 3.42 2.76 2.445 .016* 5. Inconvenience for locals due to road closures, 3.68 3.00 2.511 .013* redirections and traffic congestion 6. Access to public facilities was denied due to the closure or 2.68 2.37 1.357 .177 overcrowding 7. Disrupted residents’ peace and tranquility 2.32 2.31 .044 .965 8. Tensions between ethic groups increased 2.11 2.04 .316 .753

Overall Perception 1. Totally, the social benefits of the event are greater than the 3.89 3.93 -.184 .855 social costs Note: *p ≤ 0.05 and **p ≤ 0.01

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4.4.6 District of Residence

From the result of one-way ANOVA test (Table 4.8), 9 out of 17 statements of the social impacts presented significant variations. There was also significant variation between the district of residence and the statement that "totally, the social benefits of Hong Kong

Rugby Sevens are greater than the social costs to the local residents of Hong Kong”.

For the factor of prostitution increased, Wan Chai District had the highest mean score

(3.06). Since there are numerous bars and nightclubs in Wan Chai District and as mentioned above, it was a popular place for visitors after attending the event, residents who lived there might therefore perceived a higher level of agreement on this factor.

Apart from this, Fredline (2004) noted that residents living closely to the event were

more likely subjected to localized event impacts like the noise, traffic and access restrictions to a greater extent than those living far away. The author also said that

residents may therefore had more negative perceptions of the impacts while those living

far away were more likely to unconcerned or even perceived little or no impact of the

event. The findings of noise, traffic and access restrictions impacts in this study were

really consistent with the view of Fredline (2004) mentioned above. Since the venue of

the event was in Wan Chai District, it was not difficult to understand that Wan Chai

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District had the second high mean score for the noise (3.94). Central and Western

District (4.00) was the highest. It might probably because Lan Kwai Fong in Central

was another famous area for visitors continued partying after event. It might produce

noise as a result. Wan Chai District also had the highest mean score for traffic problems

(4.29). However, the result of access restriction was not consistent with the finding of

Fredline (2004) mentioned above since it only had 2.94 mean score. The highest one

was Tuen Wan District (3.50) which is far away from the venue.

Table 4.9 Mean score and ANOVA test for comparisons of residents’ perception on impact factors by district of residence 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 f-value Sig. Positive 1. Sense of 3.25 3.35 3.28 3.33 2.75 3.64 4.25 3.00 3.86 4.00 2.38 2.71 2.50 4.00 3.50 3.00 3.00 1.881 .030* community 2. Pride 3.38 3.53 3.36 4.50 3.00 3.09 3.50 3.25 3.86 3.50 2.88 2.29 2.17 3.33 4.00 3.25 4.00 2.517 .003* 4. Social 3.38 3.47 3.08 4.00 3.25 2.36 2.50 2.75 2.14 2.50 3.00 2.43 3.50 3.33 4.00 3.25 3.00 2.125 .012* opportunity 6. Intercultural 4.12 3.76 4.00 4.67 4.25 3.73 3.50 3.50 4.43 3.00 4.12 2.86 3.83 4.00 4.00 3.75 4.00 1.870 .032* 8. Multiplier 4.12 4.24 3.76 4.67 4.00 4.18 4.00 4.00 4.71 4.00 3.88 3.43 3.33 4.33 5.00 4.00 4.00 2.814 .001** effect.

Negative 3. Prostitution 3.00 3.06 2.12 2.00 2.25 2.64 2.00 2.50 1.57 1.00 2.50 1.86 2.17 1.67 1.50 3.00 2.00 1.937 .025* 4. Noise 4.00 3.94 2.84 2.67 3.00 2.18 3.00 2.75 1.57 2.50 2.88 2.43 2.17 2.33 3.00 3.25 2.00 3.960 .000** 5. Traffic 3.12 4.29 3.08 3.17 3.00 2.73 2.75 2.50 2.71 3.50 3.00 2.57 2.17 3.00 3.00 3.50 3.00 2.162 .011* problem 6. Access 3.00 2.94 2.56 3.00 2.25 1.73 1.75 1.75 1.29 3.00 2.38 2.00 2.33 2.33 2.50 3.50 2.00 3.188 .000** restriction Continue on next page

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Table 4.9 Continued 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 f-value Sig. Overall 1. Benefits 3.75 3.59 3.76 4.67 4.25 4.36 4.50 4.25 4.43 4.00 3.75 3.14 3.83 4.00 4.50 3.25 5.00 2.744 .001** > costs Note: *p ≤ 0.05 and **p ≤ 0.01. District group 1: Central and Western District (N=8), district group 2: Wan Chai District (N=17), district group 3: Eastern District (N=25), district group 4: Southern District (N=6), district group 5: Kowloon City District (N=4), district group 6: Yau Tsim Mong District (N=11), district group 7: Sham Shui Po District (N=4), district group 8: Wong Tai Sin District (N=4), district group 9: Kwun Tong District (N=7), district group 10: Northern District (N=2), district group 11: Tai Po District (N=8), district group 12: Sha Tin District (N=7), district group 13: Sai Kung District (N=6), district group 14: Yuen Long District (N=3), district group 15: Tuen Mun District (N=2), district group 16: Tsuen Wan District (N=4), and district group 17: Kwai Tsing District (N=2).

4.5 Social Exchange Theory Application

The findings of this study showed that Hong Kong residents sensed of both positive and

negative social impacts. However, they still showed positive view towards the event. It

could be explained by Social Exchange Theory as Hong Kong residents perceived

greater benefit than cost generated by Hong Kong Rugby Sevens. It paralleled with the

studies of Ap (1992). The exchange of resources between Hong Kong residents and

Hong Kong Rugby Sevens were high and balanced or high for the host actor in an

unbalanced relation.

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Chapter 5 Conclusions and Recommendations

5.1 Conclusions

Getting support from the local residents is indispensable for getting the success of an event and its sustainability. Thus, there is a need to have thorough understanding of the residents’ perceptions toward the impacts of the event. It could be useful for better planning and management of event.

With reference to the analysis presented, Hong Kong residents were generally positive about the social impacts of hosting Hong Kong Rugby Sevens. All the Likert scale 5 point perceptional statements on the positive side of social impacts factors were responded in agreement. On the contrary, 7 out of 8 statements on negative social impacts factors were responded in disagreement. Those results represented positive view toward the event. Among the 8 statements in positive side, the statement, “the money tourists spend during Hong Kong Rugby Sevens helped to stimulate local business” was scored highest with the mean score of 4.03. It suggested that Hong Kong residents had a strong agreement that the event was able to generate income to the local business. As for the negative social impacts, those common event impacts like the crime, fan behavior, prostitution, noise, access restriction and tensions of ethic groups were not subsequently identified as key issues by local residents. The highest mean

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score of negative statement was “road closures, redirections and traffic congestion

during Hong Kong Sevens led to inconvenience for locals” with the mean score of 3.11.

It reflected that residents perceived traffic problems had a certain extent of influence on

their quality of life. Nevertheless, the findings showed that totally, Hong Kong residents were favored the hosting of Hong Kong Rugby Sevens after weighting both positive and negative impacts factors. They perceived that the benefits of hosting event were outweighed the costs. Social Exchange Theory could be used to explain this result and it also indicated that this theory could be useful for investigating residents’ perceptions toward the events’ impacts which was consistent with the previous studies of Deccio and Baloglu (2002), Kim and Petrick (2005) as well as Sims and D’Mello (2005).

For the sake of examining the differences in residents’ perceptions, both independent

t-test and one-way ANOVA test of SPSS had been employed to investigate the

relationship between the residents’ perceptions and their socio-demographic

characteristics. It was found that all the socio-demographic characteristics of residents

including gender, age, length of residence, income level, district of residence as well as

employment related to tourism and event management also had significant values when

compared with their perceived events’ impacts which was totally different from the

findings of Ohmann et al. (2006) that perceptions are not dependent upon

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socio-demographic factors. Among those significant variations in this study, residents’

district of residence and age were the most outstanding factors. The findings demonstrated that residents living near the event venue, Wan Chai District, had greater negative perceptions toward noise, traffic and access restriction generated by hosting event while those living far away had the phenomenon that were less likely to concerned or even perceived little or no impact of the event. This result was consistent with the finding of Fredline (2004). As for the age, it was interesting to find that residents with the age over 50 presented less agreement to the negative perceptional statement of noise, traffic and access restrictions than younger ages. It might because older people were less active and tended to stay at home while some of them had retired and had less chance to go our for work. Thus, they became less sensitive on those issues.

Results from this study supported the past studies that the consequences toward event perceived by residents with different socio-demographic groups could be of great differences. Therefore, government and event organizers should understand this complex phenomenon. Establish strategies to effectively maximize the positive impacts and minimize the negative impacts of event perceived by residents.

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5.2 Hong Kong Rugby Sevens in Future

As Hong Kong Rugby Sevens is an annual event of Hong Kong, it is necessary to

address the problem areas of the event to ensure its long term sustainability. This

chapter was going to make recommendations to this event according to the findings of

this study. It can also provide useful references for event organizers in making decisions

on some amendments of the event in the future.

As mentioned at the outset of the chapter, the involvement and support of local

residents to the event is relatively important to make an event successful (Hiller, 1990;

Madrigal, 1995; Gursoy and Kendall, 2006). However, based on the findings from this

study, the involvement of Hong Kong residents to the event was rather low. There were two main reasons for this phenomenon.

Firstly, only about 5000 tickets are available for local ticket sales every year. Despite some residents would like to take part in the event, they do not have the chance to purchase the tickets. 5.2 % and 6.4% of respondents claimed that they could not buy the tickets before and in 2010 was their reason for not attending the event. In fact, before the event organizer changed the ticketing system to internet and phone booking that used in these years, there were over 2500 residents queued for buying tickets every year,

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many of them that could not purchase the ticket left disappointedly. Besides, those tickets sold out quickly also revealed that there was a strong demand for the tickets.

Thus, it is better for event organizer makes serious consideration on increasing the number of tickets available for Hong Kong residents in the future. Furthermore, since the space of the event venue is limited, government and event organizers can do more on promoting extra places for visitors that they still can get lots of fun even not in the stadium, like public viewing. It can provide more opportunities for residents’ involvement.

Secondly, many people claimed that they did not be informed about Hong Kong Rugby

Sevens and thought that there was not enough information of the event. Event organizer should provide clearer information to the public like the ticket selling date and methods.

It should enhance its transparency.

Gursoy and Kendall (2006) also proposed that understanding and participation of all stakeholders in the process is vital. Some resident consultative process may be useful to ensure that residents’ concern had been heard and addressed (Fredline, 2004). Local residents may therefore become more enthusiastic with the event and increase their support and cohesion toward it.

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Although there is an increasing demand for event tickets, majority of respondents responded that they did not attend the event as they had no interested in this event and rugby. In order to increase the public awareness of the event and enhance their sport conscious of rugby, government and event organizers can host more rugby promotional campaigns prior to and after the event that allow public to join. It not only increases the opportunity of intercultural between residents and entertainment, but also strengthens sense of community. In additions, event organizers should also advertise the events earlier with different marketing channels so that the residents’ awareness of the events could be captured more significantly.

Since Hong Kong is the event hosting city, it would be a shame if Hong Kong residents are not very much involved and support to it. Hong Kong government and event organizers should try their best to make this event become popular among Hong Kong residents and gain their support as well as having unique characteristic in the eyes of both local residents and oversea visitors.

5.3 Limitations

Despite the primary data collected was only used for specific purposes in this study,

there were several limitations related to methodology of this study. There was a

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potential drawback for the interviewing method used in this study. According to Zhou and Ap (2009), respondents may be more likely to answer to please the interviewers which are contacting with them but not express their own opinions. Thus, before the

survey, a short briefing of how to achieve well interviewing technique was arranged to

minimize this drawback.

It is known that one of the weaknesses of convenient sampling method is the selection

bias (Kim et al., 2006; Saunders et al., 2007). Owing to preventing this from happening

that may affect the representative of the study, interviewers were told to strike a balance

proportion between the female and male respondents as well as different age groups.

Furthermore, due to the restrictions of personnel, time and finances, only small sample

size could carry out. Those primary data collected may not able to reflect the real focus

of this study. Besides, due to restrictions of quantitative technique, information

collected was limited. It may not able to investigate all the detail attributes.

5.4 Future Research Directions

Recommendations were suggested for future research according to those limitations

mentioned above. The first limitation derived from the rather small sample size which

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might lead to low reflection on real situation. It is likely that the future research

enlarges the sample size to produce statistically significant results which are more reliable and valid.

In additions, using convenient sampling method may lead to selection bias. Some of the groups may have overrepresentation or underrepresentation. In the future study, if finance and time are available, stratified sampling method could be carried out. This sampling design could ensure the sample accurately reflects different relevant subgroups. It can improve the accuracy and efficiency of estimation.

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Appendix 1: Questionnaire (English Version) Survey of residents’ perceptions on impacts of Hong Kong Rugby Sevens

Hello, I am Kate Lee from Sheffield Hallam University. I am now conducting a research about the residents’ perceptions on impacts of Hong Kong Rugby Sevens. I should be grateful if you could spare a few minutes to fill in this questionnaire. You will be assured of complete confidentially. All data supplied by you will be used for statistical analysis on aggregate basis only. Screening questions 1. Are you Hong Kong resident? □ Yes □ No 2. Do you know Hong Kong Rugby Sevens? □ Yes □ No

Part 1: Information on respondent’s viewing characteristics 1. Have you participated in Hong Kong Rugby Sevens before? And why? □ Yes, because □ Rugby/ Hong Kong Rugby Sevens fan □ Fun/ atmosphere □ Friends/ family day out □ Unique opportunity □ Others, please specify______□ No, because □ Not interested □ On holiday/ away □ Working □ Crowds □ Cannot buy the ticket □ Others, please specify______

2. Will you participate in 2010 Hong Kong Rugby Sevens? And why? □ Yes, because □ Rugby/ Hong Kong Rugby Sevens fan □ Fun/ atmosphere □ Friends/ family day out □ Unique opportunity □ Others, please specify______

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□ No, because □ Not interested □ On holiday/ away □ Working □ Crowds □ Others, please specify______

3. If you have answered question (2) with “yes”, at which locations will you watch 2010 Hong Kong Rugby Sevens matches? □ At home □ Through public viewing □ In the pub □ Live in stadium □ Others, please specify______

Part 2: Positive social impacts perceived Please circle the number best describe your agreement level. (1 = strongly disagree, 2=disagree, 3 = neutral, 4=agree, 5 = strongly agree)

Strongly Strongly disagree agree 4. Hong Kong Rugby Sevens has strengthened the 1 2 3 4 5 sense of community.

5. Hong Kong Rugby Sevens has increased the pride 1 2 3 4 5 of local residents.

6. Hong Kong Rugby Sevens increased entertainment 1 2 3 4 5 opportunities for locals.

7. Hong Kong Rugby Sevens provided an opportunity 1 2 3 4 5 to have fun with family and friends.

8. Hong Kong Rugby Sevens provided an opportunity 1 2 3 4 5 for local residents to attend international event.

9. Hong Kong Rugby Sevens helped people to 1 2 3 4 5 understand different people and cultures.

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10. Hong Kong Rugby Sevens has strengthened the 1 2 3 4 5 sport conscious of the community.

11. The money tourists spend during Hong Kong Rugby 1 2 3 4 5 Sevens helped to stimulate local business.

Part 3: Negative social impacts perceived

Strongly Strongly disagree agree 12. There was an increase of crime in community during 1 2 3 4 5 Hong Kong Rugby Sevens like the theft, burglary and acts of violence.

13. Bad behavior of Rugby fans like the vandalism, 1 2 3 4 5 drunkenness, verbal and physical harassment during Hong Kong Rugby Sevens affected local residents.

14. There was an increase of prostitution during Hong 1 2 3 4 5 Kong Rugby Sevens.

15. There was an increase of noise levels during Hong 1 2 3 4 5 Kong Rugby Sevens.

16. Road closures, redirections and traffic congestion 1 2 3 4 5 during Hong Kong Rugby Sevens led to inconvenience for locals.

17. Access of local residents to public facilities was denied 1 2 3 4 5 due to the closure or overcrowding during Hong Kong Rugby Sevens.

18. Peace and tranquility of local residents were disrupted 1 2 3 4 5 during Hong Kong Rugby Sevens which caused them stress.

19. The tension between ethic groups has increased 1 2 3 4 5 due to Hong Kong Rugby Sevens matches.

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Part 4: Overall social impacts perceived

Strongly Strongly disagree agree 20. Totally, the social benefits of Hong Kong Rugby 1 2 3 4 5 Sevens are greater than the social costs to the local residents of Hong Kong.

Part 5: Demographic profile 21. What is your gender? □ Female □ Male

22. What age group do you belong to? □ 18-29 years old □ 40-49 years old □ 30-39 years old □ >50 years old

23. How long have you been living in Hong Kong? □ Less than a year □ 11-20 years □ 1-5 years □ 21-30 years □ 6-10 years □ >30 years

24. Which of the following groups most accurately describes your personal monthly income □ < HKD 10,000 □ HKD 30,000 - $39,999 □ HKD 10,000 - $19,999 □ > HKD 40,000 □ HKD 20,000 - $29,999

25. Is your employment related to tourism or event management? □ Yes □ No

26. Which district do you live? □ Central and Western □ Sham Shui Po □ Sai Kung □ Wan Chai □ Wong Tai Sin □ Yuen Long □ Eastern □ Kwun Tong □ Tuen Mun □ Southern □ Northern □ Tsuen Wan □ Kowloon City □ Tai Po □ Kwai Tsing □ Yau Tsim Mong □ Sha Tin □ Island

Thank you, end of questionnaire.

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Appendix 2: Questionnaire (Chinese version)

香港居民對香港國際七人欖球賽帶來的影響的看法意見調查

你好，我是李偉婷來自謝菲爾德哈勒姆大學。我正在做一個學術研究是有關於香港居民對 香港國際七人欖球賽所帶來的影響的看法。希望你能抽空完成問卷。調查所得的資料絕對 保密，一切資料只供綜合統計分析之用。 審查問題 1. 你是否香港居民？ □ 是 □ 不是 2. 你是否認識香港國際七人欖球賽？ □ 是 □ 不是

第一部分: 受訪者的看法特徵 1. 你以往有否參與過香港國際七人欖球賽？ 為什麼？ □ 有, 因為 □ 是欖球/香港國際七人欖球賽愛好者 □ 有趣/氣氛 □ 朋友/家人 □ 難得的機會 □ 其他，請註明______□ 沒有, 因為 □ 沒有興趣 □ 身處外地 □ 工作 □ 擠迫 □ 買不到入場票 □ 其他，請註明______

2. 你會否參與 2010 香港國際七人欖球賽？為什麼？ □ 會, 因為 □ 是欖球/香港國際七人欖球賽愛好者 □ 有趣/氣氛 □ 朋友/家人 □ 難得的機會 □ 其他，請註明______□ 不會, 因為 □ 沒有興趣 □ 身處外地 □ 工作 □ 擠迫 □ 其他，請註明______

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3. 如於問題 (2)答"會", 你會在那個地點觀看 2010 香港國際七人欖球賽賽事？ □ 家中 □ 酒吧 □ 其他，請註明______□ 公眾場所 □ 現場

第二部分: 正面社會影響的看法 請圈出最能表示你同意程度的數字。 (1 =非常不同意, 2 =不同意，3 =中立, 4 =同意, 5 =非常同意) 非常 非常 不同意 同意 4. 香港國際七人欖球賽增強了社區意識。 1 2 3 4 5 5. 香港國際七人欖球賽增加了本地居民的自豪感。 1 2 3 4 5 6. 香港國際七人欖球賽增加了居民娛樂的機會。 1 2 3 4 5 7. 香港國際七人欖球賽提供了與家人和朋友一起玩樂的 1 2 3 4 5 機會。 8. 香港國際七人欖球賽給予本地居民參與國際性活動的 1 2 3 4 5 機會。 9. 香港國際七人欖球賽使居民認識不同人與不同文化。 1 2 3 4 5 10. 香港國際七人欖球賽增加了本地居民的運動意識。 1 2 3 4 5 11. 旅客在香港國際七人欖球賽期間消費的金錢幫助刺激 1 2 3 4 5 本地商店的生意。

第三部分: 負面社會影響的看法 非常 非常 不同意 同意

12. 在香港國際七人欖球期間的社區罪行如偷竊、爆竊與暴 1 2 3 4 5 力行為增加了。 13. 欖球迷在香港國際七人欖球賽期間表現的不良行為如毀 1 2 3 4 5 壞公共財物、醉酒、口頭和人身騷擾影響了本地居民。 14. 在香港國際七人欖球賽期間的娼妓活動增加了。 1 2 3 4 5 15. 在香港國際七人欖球賽期間的噪音水平增加了。 1 2 3 4 5 16. 在香港國際七人欖球賽期間的封路措施、改道與交通擠 1 2 3 4 5 塞引起了居民的不便。 17. 在香港國際七人欖球賽期間的公共設施，由於關閉或 1 2 3 4 5 過度擁擠而拒絕讓居民使用。 18. 居民的和平與安寧在香港國際七人欖球賽期間受到中斷 1 2 3 4 5 ，使他們感到壓力。 19. 香港國際七人欖球賽賽事增加了種族間的緊張。 1 2 3 4 5

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第四部分: 整體社會影響的看法 非常 非常 不同意 同意

20. 總的來說, 香港國際七人欖球賽帶來的社會得益多於它 1 2 3 4 5 為香港居民帶來的社會損失。

第五部分: 人口統計資料 21. 你的性別是？ □ 女性 □ 男性

22. 你的年齡組別是？ □ 18-29 歲 □ 40-49 歲 □ 30-39 歲 □ >50 歲

23. 你在香港居住了多久？ □ 少於一年 □ 11-20 年 □ 1-5 年 □ 21-30 年 □ 6-10 年 □ >30 年

24. 以下那一個組別最能表示你每月的個人收入？ □ < HKD 10,000 □ HKD 30,000 - $39,999 □ HKD 10,000 - $19,999 □ > HKD 40,000 □ HKD 20,000 - $29,999

25. 你的職業是否與旅遊或會議管理有關？ □ 是 □ 不是

26. 你的居住在香港的那一區? □ 中西區 □ 深水埗區 □ 西貢區 □ 灣仔區 □ 黃大仙區 □ 元朗區 □ 東區 □ 觀塘區 □ 屯門區 □ 南區 □ 北區 □ 荃灣區 □ 九龍城區 □ 大埔區 □ 葵青區 □ 油尖旺區 □ 沙田區 □ 離島區

謝謝，全卷完。

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