An Empirical Study On The Influence Of Guangzhou Evergrande Taobao Football Club Image On Tourism Destination Image

The historical,economic and cultural development of the city will affect the comprehensive development of the city,colleagues,and the image and popularity of the city.Nowadays,as the urbanization process accelerates,the city image plays an important role in the city's propaganda.To strengthen the image of city can greatly influence the development of city and is an important means of city marketing.The role of sports marketing in urban marketing has been increasingly recognized and valued,and the event is the most common one in sports marketing.The effect of competition on city marketing and urban image has been extensively studied.By organizing various sports events,the city can not only enrich the lives of the citizens,but also enhance communication with the outside world and display a window on the achievements of urban development.In recent years,with Guangzhou Evergrande Taobao,the rapid development of professional sports clubs,and the resulting "Evergrande phenomenon" Guangzhou Evergrande also became a window to show themselves to the nation and the world.Guangzhou Evergrande Taobao professional sports clubs,with its excellent performance not only help to improve the city image of Guangzhou,also promoted the economic benefits of Guangzhou match day,tourism development and the development of fan culture.At present,most researches on urban image focus on major sports events,and there is little research on the impact of the brand of the team on the image of the city.Therefore,this paper attempts to explore the influence of professional sports club image on its home city image and potential tourist intention by collecting data and statistics.The results of this study are as follows:(1)The image of Guangzhou Evergrande professional sports club,which is recognized by Shanghai residents,is divided into four dimensions: team success,team spirit,team social responsibility and team temperament;(2)The image of Guangzhou Evergrande team which is cognized by Shanghai residents has a positive influence on the image of Guangzhou as a tourist destination.The three dimensions of team success,team spirit and team temperament have significant influence on the image of Guangzhou as a tourist destination.Shanghai residents' cognition of the Guangzhou Evergrande team image has a positive impact on its tourism intention to Guangzhou.Only the success of the team has a positive impact on the Shanghai residents' intention to travel to Guangzhou.The three dimensions of team spirit,social responsibility and team temperament have no positive influence on the intention of Shanghai residents to travel to Guangzhou.Shanghai residents' cognition of Guangzhou as a tourist destination image of the city of its intention to travel to Guangzhou has a positive significant influence and the cultural image is the main factors influencing the residents' travel intentions.