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The purpose of this study was to examine the effects of residents’ co-created value on their intentions to support a sporting event through the mediating mechanism of gratitude. Data were collected from residents’ participating in a local recurring sporting event (Naha Marathon,  n  = 198) and an international recurring sporting event (New York Marathon,  n  = 229). The findings reveal that gratitude shows a strong positive impact on residents’ event support intentions. Also, the results indicate gratitude is a mediating psychological mechanism that can explain the relationship between co-created value and residents’ event support intentions. We provide insights into the important role of gratitude in understanding how co-created value and relationship marketing variables function together to influence residents’ intentions to support recurring sport events. Also, findings of the current study assist in the understanding of resident-event relationships and contribute to the growing understanding of residents’ support for recurring events.

Co-created value influences residents’ support toward the sporting event through the mediating mechanism of gratitude