ABSTRACT

Mega events are events that are large in four dimensions: visitor attractiveness, mediated reach, cost and transformative impact. In business, attention of consumers is often helpful to generate revenue. Olympic Games are no exception. TV broadcasting rights fees and ticket sales are the two main sources of revenue. China is one of the few developing countries awarded the right to stage a large-scale mega-event, such as the Olympic Games. In 2002 the Beijing government rolled out the Traffic Infrastructure Construction and Management Plan to prepare the city for the event. At the beginning of this millennium, Beijing was one of the most polluted cities in the world. It is not uncommon for pollution levels on a typical day in Beijing to be several times above World Health Organization standards for safety. The propaganda of the event played a significant role in enhancing public security and a sense of social belonging among local residents.