Large-scale Sporting Events. The City Tourism Brand Impact Studies

In order to upgrade the city's tourism competitiveness, more and more city managers take the building of the city as a brand , and strengthen urban core competitiveness through molding the urban tourism brand. Large-scale sport events'characteristics such as large scale,strong radiation ability, and far-and-broad reaching impact determine that it would produce impacts on the holding city in social, economic, culture and environment, etc, which just are the important parts of building urban tourism brand. Using sport to promote city popularity as a tourism brand has already caused more and more earnest concern of urban operators. Meanwhile related research achievements has become increasing rapidly and also become academic research hot spot.Evaluating the effect of mega-sport events has great value for tour operators. In this study, according to the mature brand theory, brand communication, and some other relevant theories, then through reading materials and literatures, the author established evaluation index to measure and appraise the extent to which sport events influence upon the urban tourism brand building. The author also aims to provide guidance and reference for urban tourism operators.This dissertation firstly reads and summarizes the relevant literature ,then makes an analysis of sport events'influences on the city and summarizes what factors affect the construction of city tourism brand , afterwards extracts correlation factors between them. The evaluation index system divides into 4 primary index, 8 secondary indexes and 33third indexes elements. Among which, the primary index is to assess its impacts on city tourism brand positioning, brand supporting elements, brand marketing performance parameters and brand management; the secondary index is to evaluate its influence on brand recognition system, the core value of brand elements, brand supporting elements, tourism industry performance, brand image, brand maintenance and brand planning. Through combining qualitative and quantitative evaluation method, and by using the analytic hierarchy process method as well as expert consultation, this paper applies this system into the evaluation of the Asian Games'influence to the construction of Guangzhou tourism brand. It finds the main achievements and shortcomings exist in the process of upgrading the brand building through holding the Asian Games. In the end of the paper, it finally puts forward corresponding countermeasures for reference.