A Study On The Influence Of The Service Quality Of Mass Sports Events On The City Identity

In order to thoroughly implement the national strategy of national fitness for all,the importance of mass sports events in building a strong sports country has been identified in policy documents such as the "National Fitness Plan(2021-2025)" and "Opinions on Building a Higher Level Public Service System for National Fitness for All",and it has been explicitly proposed to carry out national fitness events and build a multi-level and diversified event activity system,Pay special attention to the positive role of creating mass featured sports events in expanding the population of sports events.In response to the national call,Shanghai has issued policy documents such as the "Outline of the Construction of Shanghai’s World Famous Sports City" and the "Shanghai National Fitness Implementation Plan(2021-2025)",linking the national strategy for national fitness with urban development planning,and promoting the construction of a world famous sports city through national fitness.At the same time,the positive impact of sports events on the host city in social,economic,environmental,and other fields has received attention.How to shape the city’s image through sports events and improve the sense of identity with the host city has become a hot topic and also a difficult point in current research.This study takes the impact of service quality of mass sports events on urban identity as the research object,and the participants of Shanghai Urban Amateur League as the research object.Through literature review,questionnaire survey,mathematical statistics,logical analysis,and interview methods,it analyzes the impact of event service quality on urban image perception and urban identity,and uses urban image perception as an intermediary variable to further study the formation mechanism of urban identity.In order to meet the characteristics of "participation by the whole people" in mass sports events,this study selected 7 sports events from among those with a solid mass foundation,emerging niche,low sports threshold,and the preference of the elderly as representatives of the Shanghai Urban Amateur League.A total of 500 questionnaires were distributed through a combination of online and offline methods.SPSS 26.0 and AMOS 24.0 software were used to conduct descriptive statistical analysis and reliability and validity tests on the sample data,And establish a structural equation model to test the hypothesis of the relationship between various variables.The research results show that:(1)The quality of event service has a significant and direct positive impact on city image perception,with the order of impact being empathy event service quality and tangible event service quality.Among them,the impact of responsive event service quality on city image perception is weak and not significant;(2)Urban image perception has a significant direct positive impact on urban identity;(3)Event service quality has a significant and direct positive impact on urban identity,with the order of impact being responsive event service quality,tangible event service quality,and empathy event service quality;(4)Urban image perception has a partial intermediary effect in the impact of event service quality on urban identity.Among the specific impact mechanisms of responsive event service quality on urban identity,there is no intermediary effect in urban image perception.Finally,based on the results of data analysis and interviews with event managers,event organizers,event participants,and spectators,the study draws the following recommendations:(1)At the event manager level,it is necessary to improve the event incentive mechanism,optimize the layout of event facilities,and enhance the vitality of urban development;(2)At the level of event organizers: pay attention to humanized event services,strengthen the emotional experience of participants by highlighting the characteristics of sports events,strengthening humanistic care for events,and other measures;(3)At the event regulator level,it is necessary to optimize the regulatory linkage mechanism,while strengthening the supervision and evaluation of the masses,actively responding to the needs of the masses of the event,and improving the level of competition management.