An Empirical Study On The Impact Of Marathon Brand Cognition On Participants' Perception Of City Image And Willingness To Revisit

As an important form of sports tourism,marathon has been recognized by scholars at home and abroad,and has become a powerful weapon to promote the process of urbanization,accelerate urban transformation and influence urban economic recovery.In the era of cultural consumption when people are used to using brands to identify the world,improving brand effect has become the core of marketing of marathon events,and it is also a necessary measure to realize the differentiation of tourism products.As an interactive activity that takes place in the urban field,participants' brand cognition of the marathon is bound to affect participants' feelings and impressions of the city.Intention to revisit is a research hotspot of tourist behavior,and also an important indicator of the life cycle and economic benefits of tourist destinations.Clarifying the relationship between brand cognition,urban image perception and revisit intention is a necessary subject to promote the sustainable development of marathon tourism,as well as an effective measure to promote the coordinated progress of marathon brand operation and urban development.Article use of literature,expert interview and questionnaire survey,mathematical statistics and other methods,on the basis of carding literature from the perspective of cognition and the marathon race brand cognition is divided into cognitive quality,brand personality cognition and brand symbol recognition three dimensions,and based on objective model constructed in this paper,the research hypothesis.Secondly,on the basis of the discrimination and analysis of each construct,a questionnaire was prepared in combination with expert interviews,and 328 valid questionnaires were obtained by using the "snowball" survey method.Thirdly,the collected data were tested for reliability and validity and analyzed for correlation,and the hypotheses were verified by the constructed structural equation model.The results showed that brand quality perception(?=0.151,P<0.05),brand personality perception(?=0.213,P<0.001)and brand symbol perception(?=0.147,P=0.012<0.05)had statistically positive predictive effects on revisit intention.Brand quality perception(?=0.219,P<0.001)and brand personality perception(?=0.221,P=0.001<0.01)had statistically positive effects on urban cognitive image perception,while brand symbol perception(?=0.056,P=0.385 BBB 0 0.05)had no statistically predictive effect on urban cognitive image perception.Brand quality perception(?=0.334,P<0.001),brand personality perception(?=0.348,P<0.001)and brand symbol perception(?=0.186,P=0.002<0.01)had statistically positive predictive effects on urban emotional image perception;Urban emotional image perception(?=0.27,P<0.001)and urban cognitive image perception(?=0.16,P=0.003<0.05)had statistically positive predictive effects on revisit intention.The mediating effect of urban emotional image(28.8%)was greater than that of urban cognitive image(8.59%).Finally,it puts forward to actively promote the brand development of marathon events and pay attention to the promotion of brand awareness of the event.Construction of the collaborative development path between marathon events and cities and other related management inspiration.