Research On Present Situation,Problems And Strategy Of Chengdu Shuangyi Marathon From Consumer Demand Perspective

In recent years,marathons have developed vigorously along with economy development and continuous promotion of the national fitness strategy,but it is also facing challenges,such as the serious impact of COVID-19,and participants pay more and more attention on safety and service quality.How to meet the increasingly needs of participants as consumers and improve the competition experience is the key to the sustainable development of marathon in the future.Therefore,the research on the present situation,problems and Strategy of Marathon events from the perspective of consumer demand is conducive to the organizers to improve the service quality from the supply side on the one hand,and to better meet the needs of contestants on the other hand,so as to promote the benign development of Marathon.The research using literature,questionnaire survey,semi-structured interviews,field survey,mathematical statistics,text analysis,understand the current situation of Chengdu Shuangyi marathon operation,based the perspective of participant,analyze demand of Chengdu Shuangyi marathon service quality,consumption satisfaction,and behavior intention,analyze different participants on the performance of "service quality-consumption satisfaction-behavior intention",and explore the Chengdu Shuangyi marathon problems and development strategy.The research found that using its own geographical advantages and tourism resources,the scale of Chengdu Shuangyi marathon has expanded year by year,the influence has increased step by step,and the commercial value has also raised rapidly.However,problems have also been exposed.Through analysis,the research found that the main problems are: insufficient publicity and promotion,inadequate control of service details,weak interest of events,inadequate urban supporting facilities and insufficient attraction of cultural and creative products.On this basis,the research proposes the strategy of Chengdu Shuangyi marathon to improve the service quality,and then improve the participants’ consumption satisfaction and behavior intention:（1）Strengthen publicity and promotion to attract consumers’ attention.（2）Improve the service guarantee level and enhance the consumer experience.（3）Develop interesting events to stimulate consumers’ interest.（4）Accurately locate the event level to meet consumer preferences.（5）Precisely develop supporting industries to tap the potential of consumers.