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Analyzing residents’ support for events has become popular in sports tourism research. Based on the social exchange theory and the theory of reasoned action, this study tests a model of support for the 2018 UCI Road World Championships (N = 2,265). The findings show that the perceived image fit between an event and a place significantly influences residents’ overall attitude and event support. Furthermore, overall attitude mediates the relationship between the perceived fit and event support. This study supplements the literature (a) by testing the fit between event image and place image and its influence on residents’ attitude and support, (b) by analyzing the image fit of a summer sports event held in a well-known designated winter sports region, and (c) by providing recommendations for policy makers to achieve higher support from residents when bidding for and hosting sports events.

Influence of Event and Place Image on Residents’ Attitudes Toward and Support for Events