Research On The Impact Of Sport Events Image On Destination Image And Their Image Fit

Holding sports event, large-scale sports events in particular, is considered as a force to pull city tourism, and facilitate local economic development. In addition to economic effects, sports events are widely accepted as drive for improving soft strength. Via holding sports event, can transfer good image of sports events to the image of holding city. Cases of improving or rebuilding city image via sports events are many. In recent years, cites in our country are keen to hold various sports event, with improving city image as one of the main objectives for the bid.There are a lot of discussions on how holding cities utilize sports events. Yet almost all of them are staying at qualitative description. It is undeniable that this issue requires more theoretical and empirical analysis. Unfortunately, although there are many studies on sports events, cities, and destinations in foreign countries, studies on the image of sports events, cities, and destinations are few, as large amount of studies are devoted to the analysis and evaluation on economic benefits, social benefits, and comprehensive benefits of the holding place. It is high time that city marketing practitioners better understood the relationship between the image of sports event and the image of the holding city under theoretical guidance. In this way, sports event can be utilized to improve city image and brand, and propel destination marketing.Destination marketing is important part in city marketing. From the perspective of destination marketing, the study applies significance transfer model and matching hypothesis in the construction of image transfer model between sports event and destination. It proposes study hypothesis H1: on the same dimension, image of sports event has significant positive impact on the image of destination. Meanwhile, the study utilizes co-branding theory and rational behavior theory, puts forward spillover effects model generated by the combination of sports event image and destination image, builds impact relationship model with image applicable to sports event and destination attitude and future behavioral willingness; study hypothesis H2: image fit possesses significant positive impact on the sports event and destination attitude; study hypothesis H3: sports event and destination attitude have significant positive impact on future behavioral willingness(willingness to watch sports event in future, willingness to recommend sports event, willingness to travel in future and willingness to recommend for travelling); study hypothesis H4: image fit possesses significant positive impact on future behavioral willingness.The study adopted methods of literature, questionnaire, mathematical statistics, case analysis, group discussion and expert interview. Via literature and group discussion, measurement scale of sports event and destination image and other variable measurement index were designed and modified. Through questionnaire, audience from other cities who came to F1 China Grand Prix and Shanghai ATP1000 Tennis Masters Cup were investigated, 222 lines and 269 lines of data were obtained. Dimension of ports event image and destination image was got by explorative approach, confirmatory factor analysis was conducted upon the common dimension of the two, and study hypothesis H1 was analyzed and verified through structural equation model. By hierarchical regression analysis and variance analysis, study hypothesis H2, H3, H4 were tested. Given the two sports events, and differences between the images of sports events, support condition for hypothesis by the two sports events samples were checked out.Test results showed, hypothesis H1 was supported in both sports events samples. In F1 tournament, image fit had significant positive impact on destination attitude and willingness to recommend for travelling, but no significant positive impact on sports event attitude, willingness to watch the sports event in future, recommendation for sports event, and willingness to travel in future; while in ATP tournament, image fit had no significant positive impact on sports event attitude, destination attitude and willingness to travel in future. In both sports events samples, attitude had significant positive impact on future behavioral willingness. Therefore, study hypothesis H3 was supported, H2 and H4 were partially supported.In the part of analysis and discussion, results of hypothesis were analyzed, reality and cases were integrated in the in-depth discussion on the relationship between sports event image and destination image, and sports event and destination image. Main conclusions of the study include:(1) On the same dimension, sports event image possesses significant positive impact on destination image. In different sports event development phases, the impact relationship between sports event image and destination image is dissimilar. As repetitive holding of sports event, the images of the two are linked.(2) Image fit has significant positive impact on image transfer results variables, e.g. attitude, future behavioral willingness. Co-branding theory applies to sports event and destination marketing fields, and is used to explore impact of image fit. Yet, when applying this theory in future, according modifications may be made to enhance explanatory power of the theory.(3) Attitude is an important factor affecting future behavioral willingness. It is also reflected that improving audience’s attitude toward sports event and destination is helpful to pull sports event and city tourism.(4) The image fit between sports event and destination are divided into native image fit and creative image fit. Sports event should fully explore the two types of fit in order to enhance fit between sports event and destination image.The study proposed that the two theoretical hypothesis models help deepen relationship between sports event image and destination image, and understanding of image fit, enrich the theoretical framework of sports event and destination marketing field, and pave foundation for future studies. In practice, on basis of theory and case studies, the study puts forward targeted practice enlightenment, image fit and impact of sports event and city marketing, how to explore and utilize image fit to bring into play the positive impact of ports event and destination. At last, the study introduced the limitations of the study and looked forward to future studies.