Upplevda effekter av idrottsevenemang : En studie om upplevda effekter hos lokala näringsidkare i Vänersborgs kommun till följd av bandy-VM 2019.

Sammanfattning: Events have, over the last few decades, grown both in number and size, and its importance as a societal phenomenon is thus becoming increasingly essential to review and evaluate, for the effects it has on social life and the local economy. The attractiveness and impact of events create effects that increase awareness and enhance the destination’s brand, which has made it an important place marketing tool for cities, regions and countries. The major national and international mega-events are well-researched, while the minor, local events still require more research. Based on that background, this study has been designed on the event of the 2019 Bandy World Championship in Vänersborg, Sweden. The main focus is on investigating how the local business and commerce community experience event effects. Data collection is made up by a questionnaire that was answered by 43 respondents, all of whom are responsible for or conduct business activities in Vänersborg. The result that emerged from the survey indicates that there is no connection between the respondents’ experience and feelings associated with the event and the economic effects that the event has on their businesses. These results corresponds to similar studies that has been made on event visitors and participants. The respondents holds in general a positive attitude towards the event and they deem that the municipality’s brand has been strengthened. However, the majority believes that they did not experience increased sales, and in some cases even reduced sales, during the period of the event. This majority consists of respondents represented in a number of different trades and industries that both had, and did not have, a direct connection to the event, which must be taken into consideration.  The conclusion that is made on the analysis of the results of the study is that, the event did not give the, ex-ante stated, event effects on the the local business and commerce community, since the answers of the respondents indicate, ex-post, on few perceived and experienced event effects. However, the results of the study indicate that the respondents deem that the socio-economic effects of the event have benefited the municipality in the form of a strengthened brand and possibly more visitors in the long term.