Research On The Effect Of Event Marketing To The Tourism Intention Of Urban Residents

Under the more and more drastic background of tourism competition, event marketing is an important marketing way of tourism destination.As urban residents are important potential tourists,whom business man in tourism destination uses event marketing to attract,measuring the effect of event marketing to the tourism intention of urban residents is very important.On the basis of supposing event marketing has effect on the tourism intention of urban residents,this research analyzes the effect by the numbers,and designs the measuring projects by firstly,using Factor Analysis to educe cognition factors and effect factors,then setting up effect mechanism model and effect factors model by SEM,finally, analyzing the tourism intention characters of different event people by using Cluster Analysis to analyze cognition indexes.The research makes an empirical study by using the case of the effect on the South Great Wall Invitational Tournament of I-go between China and Korea to the tourism intention of urban residents of Changsha city.The results show:(1) Because the event marketing has higher cognition degree,it is quite successful.(2)Cognition and attitude can stimulate tourism intention in some degree,but their effect are not very prominent.(3)The effect degree of effect factors to tourism intention has different characters.(4)Three different event people based on the event cognition degree has different characters on tourism intention. This research innovates in the following three points:(1)Measuring the effect of event marketing from the tourism intention of potential tourist market,which extends the measuring scope of event marketing's effect.It means that we can measure the effect of event marketing not only from event place and realistic tourist market,but also from potential tourist market that we can understand the effect of event marketing fully.(2) Effect measuring system is established and analyzed by valid statistical methods.The system includes three parts.Firstly,effect mechanism model is set up based on the relationship within cognition,attitude and tourism intention.Secondly,effect factors model is set up based on the relationship between event effect factors and tourism intention.Finally, potential tourist market is divided into different event people based on the event cognition degree,then their characters of tourism intention are analyzed.(3)Empirical study by a concrete case of event marketing, which not only confirms the effect measuring system,but also offers some effect references to the tourism development of the tourism destination which uses event marketing.