The 2014 Winter Olympic Games as Factor of Residents' Satisfaction of Sochi

Student: Vasileva Natalia

Educational Programme: Marketing (Master)

Year of Graduation: 2016

The aim of this paper is to define the role of The 2014 Winter Olympic Games as a Factor of Residents' Satisfaction of Sochi. A city’s resident population is strategically the most valuable segment of place stakeholders. Residents’ satisfaction with their city of residence should be the aim of place management. Design/methodology/approach – By reviewing prior conceptualizations of the related concepts of place satisfaction, a model of city resident place satisfaction is used. The residents’ opinions regarding the 2014 Winter Olympic Games influence on city and their marks of satisfaction with their city of residence were used as indexes for measurements. Findings – The empirical study shows the influence of The 2014 Winter Olympic Games on Residents' Satisfaction of Sochi. Also, the strong influence of residents’ satisfaction with their city of residence on their place attachment choice were confirmed. Practical implications – The practical significance of the research lies in the proposed methodology for the study of Residents' Satisfaction with their city of residence. This approach allows to reveal strong and weak points of the city from the point of view of its residents and is an effective tool to guide the city in achieving the arising city management objectives. Keywords - Residents' Satisfaction, CSI, place management, The 2014 Winter Olympic Games, Sochi 2014

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