Research On The City Image Creation Of The 14th National Games In Xi’an

Large urban activities have a very important impact on shaping and promoting the city’s image.In the development of large-scale sports events,cities need to coordinate comprehensively from the aspects of economy,society,ecological environment,and culture to ensure that large-scale urban activities can be carried out smoothly,meet goals,exert brand and radiation effects,and drive the development of the city.Large sports events are an effective way to construct and disseminate a city’s image,which will have a significant impact on the development of the city.This study takes the Xi’an 14th National Games as the research object,and uses methods such as case analysis,text analysis,and questionnaire survey to conduct a correlation study between the Xi’an 14 th National Games and the shaping of the city image of Xi’an.The basic approach of the study is:(1)Based on the theory of city brand image recognition,through the image of the government,economic image,and citizen image created by the city image of Xi’an,study the four main city images of Xi’an,including "National central city" and "Famous City for Games",presented in the context of the 14 th National Games;(2)Based on the theory of brand image transfer,this study mainly studies the impact of hosting large-scale sports events on the city’s brand image and tourists’ willingness to visit,and introduces three variables: event attributes,event satisfaction,and involvement.Through various statistical methods,relevant data analysis and regression analysis are conducted.The study believes that the "Xi’an 14 th National Games",as a representative sports event in China,Has a positive impact on the brand image of Xi’an city;The higher people evaluate the brand image of Xi’an,the stronger their willingness to visit;The degree of event involvement will have a positive impact on the city’s image;(3)Based on the systematic review of the experiences of the government,media,enterprises,and audiences in shaping the brand image of the Xi’an 14 th National Games and the city,three inspirations are proposed:improving the guarantee mechanism for sports events,creating a warm city,condensing regional characteristics,improving the efficiency of urban cultural output,accurately utilizing scientific and technological means,and improving the communication system for large-scale sports events.