Non-Market Value Evaluation of Olympic Games in Host CityTaking the Joint Olympic Bid of the Yangtze River Delta as an Example

The non-market value of the Olympic Games of host cities is empirically analyzed by using the conditional value assessment method and taking the joint bidding of the Yangtze River Delta region for the Olympic Games as the scenario assumption. It is shown that the non-market value of the Olympic Games is an important part of the value system of the Olympic Games. The cross-regional joint hosting of the games in the Yangtze River Delta region have a good mass base. The residents' willingness to pay in the host cities of the Yangtze River Delta region with and without events is 3139 yuan/household and 2971 yuan/household, with payment rates of 63.49% and 50.44%, respectively. There are differences in willingness to pay among different urban residents under different scenarios, indicating that differences exist as for the non-market value of the Olympic Games among cities. The total non-market value of the Olympic Games in the four cities ranges from 30.604 billion yuan to 40.694 billion yuan. "To pay taxes to the government" is the preferred payment method for residents of the host city; the "emotional intelligence" effect of the non-market value of the Olympic Games is the main reason for the host city residents to support the joint bid of the Yangtze River Delta region for the Olympic Games; emotional intelligence identification and sports involvement are the most important influencing factors, and the influence of the city's event arrangement can not be ignored as well. It is recommended to take multiple measures to expand the positive effects of the non-market value of the Olympic Games and enhance the support of residents for the Olympic Games bid through multiple paths.