Research On Destination Image Of Sport Event Tourism In ShangHai

Most of the studies show that the tourists’ perception of tourism destination image is one of the important factors that affect the behavior of tourism activities. With the development of our country’s economy, the change of people’s tourism concept and the increase of leisure time,tourism has been developing vigorously in China, and has become one of the important pillars of our country’s economic growth. In the beginning of 1970 s, the study of tourism destination image has gradually become a hot direction of modern tourism research, and formed a relatively complete theoretical framework. The State Council promulgated in 2014 of the documents about accelerate the development of the sports industry to promote the sports consumption of a number of opinions ", clearly stated that by 2025, the total size of the sports industry more than 5 trillion yuan, the sports industry so as to promote the sound development of an important force in China’s economic and social sustainable. Sports event tourism is one of the key links in the sports industry. How to improve the tourism destination image, and how to describe the current situation of tourism and other issues become a practical problem that we need to solve urgently.This article uses the literature review method, the questionnaire survey method, the mathematical statistics method, with the tourist angle of view of the Shanghai city sports event tourism destination image as the research object. Mainly from the Shanghai event tourism destination image constitute the dimensions: cognitive image and emotional image,conative image and destination image of three continuous chain was studied.The main conclusions of this study are as follows:(1) the cognitive image of tourism destination in Shanghai city can be divided into 3 factors: tourism infrastructure, competition environment and experience and service. Event service is one of the factor with the highest score; at the same time Shanghai event tourism destination as a good reputation revisit intention is higher;(2) tourists to Shanghai tourism five emotional evaluation are higher,the most prominent of their psychological experience is: pleasure and enthusiasm but the relative score of relaxation is the lowest;(3) the cognitive image and affective image of tourism destination have significant correlation;(4) of the different characteristics of the respondents in the conative mostly common understanding, there was no correlation; but in the division of area resident population being significant difference;(5) there is a strong and concentrated representation of the tourism destination in Shanghai, and the tourists pay more attention to the combination of sports tourism and tourism;(6) ATP Tennis Masters ShangHai Railway Station, F1 formula world championship tournament, the Shanghai International Marathon, the famousthree events, recognition is very high, has been regarded as the representative of the Shanghai tournament tourism image.(7) in the ATP project, women’s race travel experience was significantly higher than the male, the male in the F1 project was significantly higher than that of the female; the love of the residents in the field of F1 was significantly higher than the local residents. In the selection of other events, the local resident population is significantly higher than the foreign resident.In view of the present situation of the Shanghai event tourism destination image, characteristics and the results of the survey, put forward improve Shanghai event tourism destination image of the Countermeasures: strengthen the organizers of sports events and government cooperation; accelerated the integration of the development of event tourism industry and related industries, promote the Shanghai event tourism products to the systematic and innovative development; to strengthen the building of sports event tourism service quality ability;increase in the number of events; to construct a reasonable price mechanism, enhance Shanghai sports tourism price; vigorously promote other large-scale events in the office; strengthen race after more than temperature.