A Study On The Impact Of Major Events On The Image Of Coastal Tourism City

As an important means of urban marketing,major events have attracted the attention of many cities because of their great driving effect on the rapid development of regional economy and tourism.City managers hope to promote the image of the city by holding major events and carry out international marketing with the help of major events.Sports events are a special form of events.The favorable match between the competition image and the city image will affect the audience’s positive evaluation of the two,and then enhance the attraction of the city.From the perspective of urban marketing,this study uses SPSS AU software to establish the structural equation model.Through the reliability and validity analysis,exploratory factor analysis and confirmatory factor analysis,the influence of competition image on city image is tested.At the same time,the schema theory hypothesis is used to construct the way of image fit between competition and city,and the rational behavior theory is used to test the relationship between image fit,resident satisfaction and local identity.The results show that the match degree of competition and urban emotional image positively affects residents’ satisfaction,the match degree of competition and urban cognitive image positively affects residents’ satisfaction,and residents’ satisfaction positively affects local identity.The match degree of competition and urban emotional image positively affects local identity through the intermediary effect of resident satisfaction.