The duality of Olympic legacy framing: public good entitlement and willingness to pay

초록

Hosting mega-events offers significant benefits, but the long-term sustainability of the newly built facilities is a critical challenge. The repurposed cable car at Mt. Gariwang, a legacy of the PyeongChang Winter Olympics, offers a compelling case study. This study reveals a key paradox in visitor willingness to pay (WTP) for its continued operation (averaging KRW 31,795, USD 24): while strong emotional support for the facility increased WTP, a heightened perception of it as an Olympic legacy significantly decreased it. This paradox is explained by formalizing the concept of public good entitlement, where tourists who perceive the facility as a public good that they have already paid for through taxes and social costs show greater resistance to additional private payments. This finding highlights the psychological complexities of managing post-Olympic infrastructure, where the very act of framing an asset as a legacy can inadvertently undermine its financial sustainability.

키워드