Research On The Influence Of Sports Events On Tourism Brand Building In Nan’ao County

Since the 20th century,China’s sports industry has been thriving and gradually entering a golden age of development.The vigorous development of sports events not only meets the public’s need for health,entertainment and leisure,but also promoting the development of sports tourism.The host city attracts the public by creating unique sports event tourism projects and sports tourism productions,and promoting the local with the rapid development and deep integration of the "tourism + sports" model.The "tourism + sports" model has been gradually becoming a new direction for urban development.In recent years,the Nan’ao County of Shantou City has hosted a series of sports events,which not only attracted the tourists from around Shantou City to watch the games,but also attracted the players from all over the country and even the world to participate in the games.In 2021,Nan’ao County will be the venue for sailing,surfing and beach volleyball in the Asian Youth Games,which will have a great impact on the tourism and economic development for Nan’ao County.Therefore,it is particularly necessary and urgent to study the influence of sports events on the tourism brand building of Nan’ao County from a theoretical perspective at this stage.The research results of this paper will provide feasible and forward-looking policy suggestions for Nan’ao County to build a tourism destination brand with sports characteristics.The paper is comprehensively using case analysis,interviewing and questionnaire survey methods to study the influence of sports events on urban tourism brand building,and deeply analyzes the planning and future development prospects of sports events and tourism in Nan’ao County.Through a random survey of participants,spectators and tourists of sports events in Nan’ao County,we understand the impact of sports events on the building of Nan’ao County’s tourism brand,and by conclusions: First,the people are still very satisfied with the tourism image of Nan’ao County,but believe that Nan’ao County needs to be improved in terms of commodity prices,ticket prices,traffic conditions,and cultural heritage;Second,the impact of hosting sports events on tourism brands is a positive externality;Third,hosting sports events helps to enhance the image of the city;fourth,the existence of sports events insufficient public attention,insufficient brand effect of sports events,lack of sports event venues and other issues are still need to be improved.In the end,the article puts forward feasible countermeasures to shape the tourism brand of Nan’ao County based on the development direction of sports event tourism in Nan’ao County: First,attach importance to the influence of sports events,scientifically plan the development direction of sports and tourism;Second,tap the regional characteristics and accurately locate the tourism brand;It is to practice industrial integration and innovate the development of sports and tourism products;the fourth is to coordinate development and do a good job in marketing and publicity;the fifth is to improve the infrastructure and improve the service quality of the sports and tourism industries.