2026-09-05T22:46:58.777Z http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai

ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai:2:12162 2026-08-26T09:32:13Z 2

Beyond economic and marketing benefits: Generation Z perceptions of the World Athletics Indoor Championships 2026 316.644-057.875:796(497.11) http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai/record/2/12162 https://smb.edu.rs/sr/%C4%8Dlanak/izvan-ekonomskih-i-marketinskih-koristi-percepcije-generacije-z-o-svetskom-prvenstvu-u-atletici-u-dvorani/ S. Alčaković S. Marković M. Marković I. Ćuk Sport mega-events can contribute to destination visibility and social engagement,but younger residents’ perceptions of such events remain insufficiently explored. This study examined Generation Z university students’ perceptions of the socio-cultural, direct economic, and tourism-related impacts of the World Athletics Indoor Championships Belgrade 2022, as well as their associations with excitement and support for event hosting. Data were collected during the championships through an online survey of 173 students from Belgrade and analyzed using descriptive statistics, Pearson correlations, and one-way ANOVA. Participants reported the most positive perceptions of tourism-related impacts, followed by socio-cultural impacts, while direct economic impacts received lower ratings. Tourism-related and socio- cultural perceptions were positively associated with excitement and support for hosting the event, whereas direct economic perceptions were not significantly associated with support. Female participants reported more positive socio-cultural and tourism-related perceptions than male participants. The findings suggest that, in this sample, international athletics events were evaluated primarily through tourism, symbolic, and social benefits rather than direct economic expectations. article https://doi.org/10.58984/smb2602231a 12 2 221 231 2956-0780 Sport media and business