Use Large Sports Events To Carry Out The City Tourism Marketing Research

Major sport events have always been the focus of the public’s attention, especiallyOlympic Games, it can affect the host country and city for several years from before andafter the game. Facing a fast global economic growth and difference between people’spursuit, more and more major sport events are showed in front of the public and eventeffect begins to play an important role in various fields including economy, politics anddiplomacy, etc. Whether the city is host city or not, it could draw support from major sportevents to boost the building and promotion of city brand so as to enhance the developmentof tourism industry. As the industrial integration becomes deepening constantly amongtourism, cultrual and sports industry, sports tourism, as a special tourism product, hasalready been written into the “12th Five” Plan of the National Tourism Bureau; somefirst-tier cities like Beijing and Shanghai, have also spent a lot of energy on developingsports tourism and sports marketing which both bring considerable income to tourism andmake their city brands deeply rooted.Upon such background, the article summarized a number of domestic and foreignscholars research on tournament economy, tourism and marketing via applying the methodof literature research, qualitative and quantitative analysis. Based on the integration ofbrand recognition and customer behaviour theory, the article formulated comprehensiveorientation and development for source market and countermeasure to major sport eventsmarketing in China cities. The artile drew up a set of sport events marketing strategy underthe premise of considering the actual situation in China and fully learning from foreigncities’ successful experiences. In addition, the article proposed some unique ideas inbuilding high-end tournament. Therefore, the article not only conducted in-depththeoretical study on sport events tourism and marketing, but also polished the practicalityunder the guidance of policy.