This paper analyzes some impact factors of a mega event from a place marketing perspective, with particular reference to the monitoring of the value created for the socalled "impacted end user". In the competition among destinations, mega events are considered as a tool to create value for the host destination and to improve the place image in the customer perceptions. The theoretical considerations described in this paper are supported by case study based the America’s Cup World Series took place at Naples. In particular, the aims of the paper can be illustrated as follows: a. identify the main factors related to the economic, social and environmental impacts of a mega event for the key stakeholders; b. evaluate the determinants of value creation for the "impacted end users"; c. verify if exist any significant relationships between the aforesaid determinants of the value creation and user intentional behaviors.
Keywords: Mega event, value creation, destination image, satisfaction, intentional behavior, America’s Cup.