A Study On The Impact Of The Image Of Urban Marathon Events On The Image Of The Host City

With the acceleration of the process of global integration,the indicators for measuring a city’s strength are becoming more and more diversified,such as the city’s special geographical location,unique urban culture and living environment,etc.,these comprehensive competition becomes the competition of respective city image.The city marathon as a broad mass base,less space constraints,and other factors of the event,can focus on showing a part of the strength of a city,which has become a hot competition held by various cities.In the process,some cities have been well prepared,the events have been well received,and some cities have held them for reasons that have not been well received.How can the city’s image be effectively enhanced during the city marathon is an academic issue that experts and scholars are eager to discuss.At present,most of the research is qualitative research,but more in-depth empirical analysis and more detailed theoretical research are needed.Scholars at home and abroad on the city marathon and the city marathon held a lot of research,experts and scholars more on the city marathon events to the economic value and social value of the city to carry out analysis.However,the research on the relationship between the image of the city marathon and the city where it is held has failed to form a scientific research system.Some scholars began to study the relationship between the image of sports events and the image of the city,the main method of research is the brand marketing theory more convenient and suitable for the relationship between the two related theories.Based on the literature of relevant scholars,this paper studies the relationship between sports events image and city image,and applies the method of studying the relationship to the study of city marathon image and city image.In order to solve these problems,this paper,by reviewing and analyzing the existing literature,further discusses the definition,constitution,measurement index and the relationship between the image of urban marathon and the image of host city.From the perspective of Urban Marketing,this study constructs an image transfer model between the image of the city marathon and the image of the host city through image transfer model and matching hypothesis,it is hypothesized that: H1: The image of the city marathon will have a positive impact on the image of the host city;H2: The image of the city marathon will have a positive impact on the image of the host city in the same dimension.In this paper,the most representative marathon in China —— The Beijing Marathon is selected as the data collection object.This paper mainly uses the following three research methods: Mathematical Statistics,questionnaire survey and literature.Through these three methods,we can make full preparation for the main idea of research.Read a large number of relevant literature to determine the image of the city marathon and city image of the composition and measurement methods;through the questionnaire survey to get relevant data,empirical analysis.Finally,the established model and the data obtained are tested by mathematical statistics.The steps include obtaining the dimensions of city image and competition image through factor analysis,and testing the common dimensions between the two,finally,through the established model to verify the proposed assumptions,the results show that all the assumptions in this paper are valid.This paper draws the following three conclusions: First,the image of the marathon and the image of the city are interlinked in the dimensions of culture,vitality,ability and emotion;The image of the city marathon shows a significant positive impact on the image of the host city,and the image of the marathon shows a significant positive impact on the image of the host city.Use the integration of related marketing to strengthen the connection between city marathon event and host city.According to the research of this paper,the author puts forward the methods of how the city propagandists improve the image of the host city by holding the city marathon: making the corresponding communication strategy according to the city’s propagandizing orientation;Integrating affiliate marketing to strengthen the connection between the city marathon and the host city;digging the original and creative connection between the city marathon and the host city;digging the back story of the city marathon to deepen the communication content;Focus on shaping the brand of urban marathon events to enhance the communication effect;after the game focus on analysis and evaluation to form a communication mechanism.