Sažetak
Sportski mega-događaji mogu doprineti vidljivosti destinacije i društvenoj uključenosti, ali su percepcije mlađih stanovnika o ovakvim događajima još uvek nedovoljno istražene. Ovo istraživanje ispitivalo je percepcije studenata generacije Z o socio-kulturnim, direktnim ekonomskim i turističkim efektima Svetskog prvenstva u atletici u dvorani Beograd 2022, kao i njihovu povezanost sa uzbuđenjem i podrškom organizaciji događaja. Podaci su prikupljeni tokom trajanja prvenstva putem onlajn ankete na uzorku od 173 studenta iz Beograda, a analizirani su primenom deskriptivne statistike, Pirsonove korelacione analize i jednofaktorske ANOVA analize. Ispitanici su najpozitivnije procenili efekte povezane sa turizmom, zatim socio-kulturne efekte, dok su direktni ekonomski efekti dobili niže ocene. Percepcije turističkih i socio-kulturnih efekata bile su pozitivno povezane sa uzbuđenjem i podrškom organizaciji događaja, dok percepcije direktnih ekonomskih efekata nisu pokazale značajnu povezanost sa podrškom. Studentkinje su iskazale pozitivnije percepcije socio-kulturnih i turističkih efekata u odnosu na studente. Dobijeni nalazi ukazuju da su, u ovom uzorku, međunarodni atletski događaji prvenstveno vrednovani kroz turističke, simboličke i društvene koristi, a ne kroz očekivanja direktnih ekonomskih efekata.
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