The Research On The Audience Perception And Evaluation Of Major Sport Event Effect On City Image

Intense competition in the context of globalization,How to improve the city brand image has become the top priority of urban marketing.Sports event as a special medium with strong communication,easy to be close,small resistance,and easy to build loyalty through sports fans,Has an ideal city brand marketing function.Many empirical studies have also shown that hosting major sports events is a special,efficient and influential means of urban brand communication.Meanwhile,the audience is the main stakeholder of the sports event,From the perspective of audience perception,we can study the urban brand image effect of major sports events,and we can understand the preferences of the audience,so as to implement targeted countermeasures in future when the sports event is held.Using sports events to serve the city's brand image better will help the government and event organizers to promote the harmonious and win-win development of sports events and host venues.This study takes Wuhan city as an example,Through the combination of theoretical research and empirical research,Investigated the audience perception of the two hallmark events(Wuhan Open and Wuhan Marathon)in Wuhan city towards urban brand image.Using the literature review method,questionnaire method,mathematical statistics and field observation method to get the audience satisfaction impact factor,The satisfaction perception index system of the city brand image effect of major sports events in Wuhan was constructed.Then,the IPA model analysis method is used to analyze the importance and performance of each index in the evaluation system,and find out the discrepancy between the importance and satisfaction of the evaluation indicators of the urban brand image towards major sports events in Wuhan.According to the quadrant distribution of indicators,a targeted satisfaction improvement strategy is proposed.Research result: The perception of the significance of Urban brand image effect of major sports events,The life services effect is the most important,and the potential improvement effect is the least important;The perception of satisfaction of Urban brand image effect of major sports events,The promotion effect has the highest satisfaction,and the potential improvement effect has the lowest satisfaction;The audience is supportive of holding sports events in Wuhan,But if need to pay action for the event,the support will drop;Most indicators of importance and satisfaction perception are significantly different,and satisfaction is significantly lower than the audience's expectations;There is no significant difference between the importance and satisfaction perception of residents and visitors,Wuhan's residents pay more attention to the city brand image effect of major sports events than the visitors,also the satisfaction is lower;There's a significant positive correlation between the perceived satisfaction of the urban brand image effect of major sports events and the support attitude for the development of sports events in Wuhan.Through the quadrant distribution of the IPA model,we can see: Most of the indicators in the “promotion effect” and “life services effect” have been recognized by the audience,Some indicators in the “cultural effect” and “environmental construction effect” have been recognized by the audience,The audience paid more attention to the indicators of these four dimensions;The indicators distributed in the maintenance area include “Promote the diversified development of Wuhan's economy”,“Improve the physical fitness atmosphere of Wuhan”,“Improve the sports and leisure environment in Wuhan”and “Rich communication platform”;The audience's attention to the potential enhancement effect is not high,and its four indicators are distributed in the slow improvement zone,The two indicators of economic development effect that are far from the reality of the audience's life are also distributed in the quadrant;The indicators that need to be major improved are “improve the life quality of Wuhan citizens”;“increase employment opportunities”,“improve the civilized etiquette in Wuhan”,and “improve city appearance and sanitation”.According to the research results,the strategies for improving the satisfaction of urban brand image effect of major sports events in Wuhan as follows: Improve the life services effect of sports event and improve the life quality of residents;Develop the industrial radiation effect of sports event and create employment opportunities;Carry out various activities around the event and strengthen cultural publicity and education;Strengthen the construction of environmental protection,reduce the negative impact;Enhance the awareness of event marketing and tap the potential of urban development.