A Research Impact Of Festival And Special Event Marketing Strategy On Urban Brand Building

As a marketing tool for urban tourism,festival activities have been approved by more and more urban managers.Except promoting the development of tourism and economic,manager noted that festival has a certain influence on the city brand.Based on the perspective of urban tourists,this study applied the theories of social representation,festival marketing and brand image transfer.The 13 th National Games is a case study.Tourists visiting Tianjin were selected as research subjects.This article takes the festival image-city brand-revisit intention as the main route,and explores the influence of festival marketing strategy on shaping city brand.This article discriminates the factors that affect the festival image,and puts forward the path of festival experience,media influence and social interaction affecting festival image.Based on the previous research,this article added the festival satisfaction,and explored the impact of the festival image on the satisfaction and the influence of satisfaction on the revisit intention.Therefore,this study constitutes a holistic research framework.This paper points out that festival experience,media influence and social interaction all have a positive impact on the festival image.The festival image has a positive impact on the city brand image evaluation,that is,the festival image evaluation has a positive impact on the city brand cognition image and emotional image evaluation.In addition,the cognitive image of the city brand has a positive impact on the emotional image.The city brand image has a positive impact on the revisit intention.Festival image evaluation has a positive impact on festival satisfaction.Festival satisfaction also has a positive impact on revisit intention.There are some suggestions:(1)develop festival activities actively,but it should be consistent with the city's own conditions.(2)improve the festival image assessment by striving in the festival experience,media influence and social interaction(3)establish a good image to enhance the satisfaction and the city's brand evaluation.(4)enhance the festival satisfaction,and get the tourists' support to improve the revisit intention.(5)concerned about the impact of city brand on visitors' revisit intention and build a good city brand,then enhance the ability to transfer festival image to city brand.(6)combining festival and city brand to promote the long-term development of the city.(7)managers need to cooperate with organizers,local authorities and residents to jointly promote the success of the festival.This research is subsidized by the Chinese National Social Science Funding Program "Study on the Influence of Event Marketing on the Host City Brand in the Perspective of City Customers"(project No.15BGL085).It includes three innovations.Firstly,it studies impact of the festival on city brands from the perspective of tourists.Secondly,the thesis combines social representation theory,festival marketing theory and brand image transfer theory.Finally,this article combines with the local situation in China.It takes Tianjin National Games as an example to localize the festival research.