Wuhan International River Crossing Festival To Promote Wuhan Tourism Brand Value Research

Holding large-scale sports events can effectively promote the development of tourism and related industries in host cities.With the continuous development of China's sports cause,swimming activities and events in public waters have been continuously improved and developed under the upsurge of national fitness movement in the new era.The mass swimming activities in natural waters and the number of people who love swimming and fitness are continuously increasing.As the largest river across 11 provinces and regions in China,the crossing of the Yangtze river is of great significance to people.Since the first Wuhan international crossing festival was held in 1956,it has a history of 64 years.Both the level of holding and the influence of the competition have been significantly improved.Wuhan at the same time as set by the state general administration of sports "July 16 national swimming fitness weeks" domestic permanent main venue,with Wuhan international section crossing this international event business CARDS,Wuhan showed the world with the spirit of the city and the Wuhan pioneer "pursuit of excellence," the spirit of Wuhan,Wuhan,level of hosting major events and the impact of events have made considerable progress.Wuhan international crossing river festival has effectively promoted the development of Wuhan's tourism and improved the city's tourism brand value.However,for Wuhan international crossing river festival,there is still a lot of room for development in the event itself and the degree of integration with tourism.This paper mainly uses mathematical statistics,literature,field visits,questionnaires and other research methods,with the current high-heat open water swimming events as the research direction,according to the impact of sports events on the development of tourism as the basis,Taking Wuhan International River Festival as the main research object to enhance the value of Wuhan tourism brand,through the analysis of the development history and development status of Wuhan International River Festival,we can further understand the impact of Wuhan International River Festival on enhancing the value of Wuhan tourism brand.And collect and organize the data on the impact of Wuhan International River Festival on Wuhan tourism,analysis,hope that Wuhan City's sports events and tourism integration and development can provide reference.The main conclusions of this paper are as follows:1.The influence of Wuhan international river crossing festival on Wuhan's tourism development model: promoting the transformation of Wuhan's tourism development model;Added new tourism nodes;Broaden the spatial layout of urban tourism.2.The promotion effect of Wuhan international river crossing festival on Wuhan's tourism mainly includes: promoting the growth of tourism economic income;Accelerate urban infrastructure construction to expand employment opportunities and promote industrial restructuring;To some extent,the urban environment of Wuhan is optimized.3.Wuhan International River Festival to Wuhan City tourism brand value enhancement: to show the characteristics of Wuhan water culture,highlight the strength of Chinese business culture,highlight Wuhan folk culture,promote the city image of Wuhan City dissemination.4.The problems of Wuhan international crossing river festival in promoting Wuhan's tourism brand value are mainly reflected in the following aspects: Wuhan international crossing river festival lacks long-term planning;To the natural environment;Wuhan international river crossing festival has not formed its own brand characteristics;Lack of relevant laws and regulations to protect.Based on the above conclusions,the attention and participation of Wuhan international river crossing festival is increasing.In order to make Wuhan international river crossing festival can use its own brand benefit to enhance the value of Wuhan tourism brand,the following suggestions are put forward:1.Develop event derivatives,accelerate the development of sports industry,and launch du jiang derivative products with Wuhan characteristics;Give play to the industrial radiation effect of the international crossing river festival,and transform the achievements with good social benefits into direct economic benefits;We will continue to deepen the reform of the sports system and improve its core competitiveness.2.Strengthen the marketing and brand packaging of Wuhan international crossing river festival,improve its popularity,form a brand advantage with Wuhan characteristics,build the "7 · 16" brand of Wuhan crossing river festival,and enhance the value of Wuhan international crossing river festival to Wuhan tourism brand.3.To improve the image design of supporting tourism products of Wuhan international crossing river festival and the related hardware and software facilities.4.The Wuhan municipal government should,based on the actual development of Wuhan,formulate clear urban tourism development goals,increase support for the Wuhan international crossing river festival and the development of Wuhan tourism,and introduce relevant laws and regulations to strengthen the legal protection of the brand and trademark of Wuhan international crossing river festival.5.Advocate green and sustainable development in the holding of Wuhan international crossing river festival.Adhere to the concept of green and sustainable development,and promote the protection policy of the Yangtze river by crossing the Yangtze river,so as to promote the green industry of Wuhan eco-tourism,and make Wuhan international river crossing festival a world-renowned "green card" of Wuhan.