The Influence of City–Resident Relationship on Local Residents' Attitudes and Participation Intentions toward an Local Government's Event: Examining Mediating Role of Collective Efficacy

??? ????????? ????????? ??????PR??? ?????? ????????? ????????? ????????????????????? ??????????????? ?????? ????????? ????????? ?????? ???????????? ????????? ????????? ???????????? ????????? ??????, ???????????? ???????????? ????????? ????????? ?????? ???????????? ????????? ??????????????? ????????? ????????? ??? ???????????? ????????? ?????????????????? ??????????????? ???????????? ??????????????? ?????????. ?????? ?????? ??? ??????????????? 2011??? ????????????????????? ????????? ???????????? ?????????????????? ???????????? ?????????????????? ???????????? 20??? ?????? ??????????????? ???????????? ??????????????? ???????????? ?????? ???????????????. ????????????, ???????????? ???????????? ????????? ????????? ?????? ????????? ????????? ?????????????????? ??????????????? ???????????? ????????? ????????? ????????? ???????????????, ??????????????? ?????????????????? ???????????? ???????????? ????????? ?????? ?????? ?????????, ????????? ????????? ?????? ?????????????????? ????????? ?????????????????? ???????????? ????????? ????????? ????????? ????????????. ???????????? ???????????? ????????? ????????? ?????? ?????????????????? ????????? ??????????????? ????????? ????????? ??????????????????, ??? ????????? ????????? ??????????????? ?????????????????? ????????? ????????? ???????????? ?????? PR???????????? ?????????????????? ???????????? ???????????? ??? ???????????? ????????? ??? ????????? ????????? ????????? ????????? ???????????? ?????????. ?????? ??????, ?????? ???????????? ????????? ?????? ??? ??????????????? ??????????????? ????????????????????? ??????????????? ?????? PR????????? ???????????? ?????? ???????????? ????????? ????????? ??????????????? ???????????? ????????? ?????? ????????? ?????? ???????????? ???????????? ?????? ?????? ?????????, ???????????? ???????????? ?????????????????? ????????? ?????? ????????? ??????????????? ????????? ??????-??????????????? ????????? ????????? ???????????? ????????????. The purpose of this study was to examine the influence of city–resident relationship on local residents' attitudes and participation intentions toward an local government's event and the meditating role of collective efficacy in the relationship among them. In the context of the city of Daegu hosting '2011 IAAF World Championships in Athletics', this study was conducted. The results of this study shows that city–resident relationship directly affects both local residents' participation intentions and collective efficacy that is a strong predictor of their attitudes and participation intentions toward the event. Given that the findings identify the important factors that should be considered to plan and implement PR strategies and programs for inducing local residents' supports and participations, this study has a practical implication. In addition, the finding on the mediating role of collective efficacy suggest that in order to plan successful PR strategies for local government's event, the efforts for increasing local residents' collective efficacy is just as important as the efforts for improving the relationship between local government and residents