Dujiangyan City “tourism + Marathon” Dual City Brand Research

It will not be possible to separate a unique city brand creating from the core competitiveness enhancing.Sport events,as a kind of social activity with the participation all-pervading and the influence wide-ranging,have positive effects on the promotion of city image and the expansion of city influence.The sport events running is becoming another driving force for city brand shaping and promoting.As city marathon fevers all over the world recently,the race is sought by the comunities widely,domestic cities have combined with local characteristics to carry out the city marathon race.Dujiangyan,as one of the eight satellite cities in Chengdu,is positioned as an international tourism and leisure resort satellite city.The original brand of the city focused on tourism industry brand.On this foundation,Dujiangyan needs to develop the marathon events vigorously to build a unique city brand including marathon and tourism.On the basis of a single tourism industry brand,the marathon events can help Dujiangyan to perfect the industrial structure,and promote urban development.In the process of urban development,the combined brand of Dujiangyan,with the tourism industry brand and marathon brand,will be genealized fast.On the base of the above background,this research employed the tourism industry theory,the city brand theory and the marathon event theory.Combined with series of researches,including literature review,expert interviews,official data query and other methods,taking Dujiangyan as the research object,through the analysis of the current situation of the development of the tourism city brand and the Chengdu WCH&WNH Marathon,discussing the limitation of single city brand in the process of urban development in Dujiangyan,the race had done make contribution on Dujiangyan urban economic base and city cultural industry,and positive to create dual brand including marathon and tourism to the urban level growth of Dujiangyan,the thesis puts forwards the point of view to build the combined city brands of Dujiangyan,which are made up of the tourism industry brand plus marathon brand,and investigates thoroughly.It can be found that the limitation of in being city brand as the only city brand in the procedure of the development of Dujiangyan,and its limitation mainly include three aspects.The primary side is that the urban tourism as the major industry in Dujiangyan of a long time,it will reduce the core competitive edge of Dujiangyan.The secondary side is because the tourism products which are provided by Dujiangyan is uniquely,the tourists component is lacking in energy.The third side is that the tourists take a short time in Dujiangyan,so they spend less money in this city.And sports events can provide new impetus for the development of Dujiangyan's industry and become a new driving force for Dujiangyan to enhance the image of the city and an alternative path to expand the city's influence.Therefore,advancing WCH&WNH Marathon and its brand can be available to Dujiangyan's boosting and flourishing with the promotion of the dual city brands,and advice from: the government employs people related to sports and tourism industries,can help the communication between the tourism industry brand plus marathon brand become more and more strengthen;and Dujiangyan need to constantly improving its policies to ensure the tourism industry and the marathon carry out normally;with the help of the promotional channels of tourism industry to increase the impact of WCH&WNH Marathon,and it can motivate visitors to join the WCH&WNH Marathon.