Research On The Impact Of Sports Event Brand Experience On Tourists’ Revisit Behavior Intention

Due to the increase of residents’ rest days throughout the year and the strong demand for leisure activities,the domestic sports tourism industry has rapidly developed into one of the new forms of leisure and tourism for the public under the policy-oriented drive.Ornamental and participatory sports tourism products continue to emerge,represented by marathons The number of mass sports events held in China has surged.In 2018,the "Marathon Sports Industry Development Plan" jointly formulated by the eleven national ministries and commissions put forward the problems of insufficient product innovation and homogenization of the content of the current marathon events.The sublimation of the marathon event brand has become a key element of market competition.By creating brand characteristic IP and enriching the content of the event brand,it can attract more marathon enthusiasts and consumers to participate.Tourists perceive the intangible brand value through their sensory,emotion,recognition,behavior and other experiences.Realizing a good brand experience for tourists can promote sports event organizers to better meet the needs of sports event tourists for the brand,and provide visitors with unforgettable events Experience and memories.In addition,from the perspective of event operating costs,the development cost of the revisit market is lower than that of the first-visit market,which will increase the revisit rate of event tourists,which is conducive to the sustainable development of sports event tourism and the economic and social development of the venue.Based on this background,this research takes the marathon event as an example,through empirical research to understand the difference in brand experience and revisit behavior intention of marathon tourists,determine the influence of their brand experience on the revisit behavior intention,and provide brand experience for the event organizer.The management puts forward specific and feasible suggestions to enrich the research content of sports tourism.This research mainly uses literature review methods,questionnaire survey,mathematical analysis and other research methods.On the basis of summarizing domestic and foreign sports event tourism,marathon tourism,brand experience and revisit behavior intention,the brand experience scale of marathon was constructed,and field surveys were conducted to 401 participants ’ brand experience and revisit behavior intention in the 2020 Shanghai Marathon,Hangzhou Marathon,Nanjing Marathon and Zhejiang Deqing Mo Ganshan Marathon.The effective recovery rate is80.2%.Based on the survey data,the research analyzes the basic characteristics of participating tourists,their differences in marathon brand experience and revisit behavior intention,the relationship between the various dimensions of brand experience and revisit behavior intention.Finally,the reseach draw the following conclusions:1.The marathon brand experience can be divided into four dimensions: brand sensory experience,brand emotional experience,brand behavior experience,brand recognition experience;2.The basic characteristics of tourists participating in marathon events and their influence on brand experience and revisit behavior intention: The middle class,dominated by middle-aged men,have a higher level of education and a wider occupational distribution.Among the demographic characteristics,different occupations,incomes,and educational levels have significant differences in brand experience and revisit behavior intention.The most obvious difference in brand experience and revisit behavior intention is the main form of participation in running groups;3.There is a significant positive correlation between the various dimensions of marathon brand experience and the revisit behavior intention.Especially,brand emotional experience,sensory experience,and action experience have a positive and direct impact on tourists’ willingness to re-parade.The order of influence is brand emotional experience,brand action experience,brand sensory experience.But brand recognition experience has no significant influence on the willingness to re-appear,only a positive correlation.On the basis of empirical analysis,this research puts forward relevant management enlightenment and suggestions in order to clarify the development and improvement direction of marathon brand experience: the first,accurately locate the source market of marathon events,and focus on the service needs of tourists;the second,strengthen the attraction of marathon events Strengthen the brand sensory experience of tourists;the third,create the ultimate marathon service to deepen the emotional experience of tourists’ brand;the fourth,enrich the marathon experience activities and strengthen the brand behavior experience of tourists.