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Hong Kong is regarded as a shopping paradise and a place where east meets west. Although tourism plays a major role, lack of diversity in tourism products and low awareness of existing event activities are viewed as barriers to the full development of the potential to attract visitors to Hong Kong. This research examines the perceptions of local residents and visitors toward the Hong Kong Rugby Sevens and investigates the impact of the event. Findings reveal that the significant impact on a destination goes far beyond the original contemplated viewpoints on economic, environmental, and cultural factors. Moreover, considering the different perspectives of the constituents is necessary to understand the impact of an event. Consequently, this understanding will create sustainable event management practices and provide insights to event marketers.

Perceived Impact of Hosting a Sport Event in a Destination: A Case Study of the Hong Kong Rugby Sevens