Study On The Host City Exposure Generated By The Major Sports Competition Events

Major sports competition events refers to under the jurisdiction of the international federations, regular holding, international recognition, and host city or community can have a major influence and a shape better economic and social benefits.For the host city,sports events have become an important component of city marketing plans, media coverage is believed to be able to increase awareness of the host city.Cities have justified the use of sport events as a component of their marketing mix on the basis of their power to attract event visitors,and to generate media exposure for the city. the exposure generated by an event is thought to build awareness of the host city as a desirable destination. The ability of sport events to attract visitation is well documented, but there has been little work examining the impact of event media.Form the current domestic and international study on the impact of the events on the host city, the majority of the studies have demonstrated the event's host city can have a positive impact.Researchers mostly from a macro point of view, analyses the impact of hold a sports event.In the major sports competition events,the exposure of the host city is unavoidable in order to verity whether the city efficient use of broadcast realize city exposure, this study was used content analysis,logical analysis,comparison and other research methods to study the nature and extent of the television exposure generated for the city of shanghai,and Monte Carlo hosting the 2009 formula 1 Chinese and Monte Carlo grand prix.The CCTV-5 coverage of the grand prix was content analyzed for any verbal mentions of city or its associated images,and for the variety and duration of city imagery that appeared in the CCTV-5 broadcast coverage. Compared with the Monte Carlo,shanghai have less verbal mentions or its associated images exposure.The paper then identifies specific tactics that city marketers can use to optimize the exposure that a host city obtains via event telecasts. it concludes by suggesting new directions for future research.