Research On The Impact Of Perceived Factors Of Sports Events On City Brand Image And Tourism Intention

With people’s demand for health entertainment,tourism and leisure is more and more vigorous,sports tourism is more and more favored by consumers because of its high integration,diversity,commerciality and experience.A large number of studies have pointed out that city brand image has an important impact on tourists’ tourism intention and tourism experience.The spiritual connotations of health,positivity,equality and enterprising contained in sports events can become an excellent carrier for a city to shape and enhance its own brand image.Therefore,it is of great significance to study how city managers hold sports events to create a positive and unique city brand image in line with the city brand positioning and promote the development of city sports tourism industry.Based on the above background,this article is based on the consumer perspective,exploring sports perception factors affecting urban brand image and willingness of tourism,on the basis of image transfer related theory,combined with the stimulus-the body-reaction(S-O-R)model,the introduction of flow experience as internal state,set up sports perception factors affecting urban brand image and willingness of tourism mechanism model.The measurement of concepts related to the model in this study was based on mature scales at home and abroad,and SPSS22.0 and AMOS23.0software were used to put the questionnaire survey data into the conceptual model for empirical analysis and test.The research conclusions of this paper are as follows:1.Perceived factors of sports events can be considered from three dimensions:the fit between the city and the features of the event,the audience’s involvement in the event,and the interaction of the event site.2.In the influence of perceptual factors of sports events on immersion experience,the audience’s involvement in the event and the interaction of the event site both have a significant positive impact on immersion experience,but the fit between the city and the event features has no positive impact on immersion experience.3.Both the fit between the city and the features of the event and the interaction of the event site have a positive impact on the city brand image,and the fit between the city and the features of the event has a greater impact on the city brand image than the interaction of the event site.However,the audience’s involvement in the event has no significant influence on the city brand image.4.Immersion experience has a positive impact on city brand image,but has no significant impact on tourism intention.5.Urban brand image has a significant positive impact on tourism intention,indicating that immersive experience can indirectly enhance visitors’ tourism intention through enhancing urban brand image.In view of the above conclusions,this paper gives a reasonable explanation to the research conclusions based on the reality,and puts forward relevant management suggestions for the city managers to build and enhance the city brand image and enhance their tourism intention.