| 城市特色对马拉松赛事品牌形象的影响研究——以四大满贯城市马拉松赛为例 |
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| 引用本文： | 杨占东,周晓丽,刘悦,梅雪.城市特色对马拉松赛事品牌形象的影响研究——以四大满贯城市马拉松赛为例[J].浙江体育科学,2022(1). |
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| 作者姓名： | 杨占东 周晓丽 刘悦 梅雪 |
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| 作者单位： | 北京体育大学体育休闲与旅游学院;长治学院历史文化与旅游管理系;西南财经大学体育学院 |
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| 基金项目： | 国家社科基金青年项目:马拉松赛事与城市文化的耦合共生关系及发展路径研究(17CTY012)。 |
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| 摘 要： | 以马拉松四大满贯为例,利用网络“跑记”数据,采用词频分析和对应分析方法对城市马拉松赛事品牌形象进行对比研究。结果显示:①参赛者对马拉松赛事举办城市特色的感知是其对赛事品牌形象感知的重要组成部分;②参赛者对不同马拉松赛事品牌形象的感知中,与马拉松运动相关的形象内涵具有较大的相似性;③办赛城市特色是参赛者对不同马拉松赛事形象感知差异化的重要来源。研究结果为马拉松赛事主办方依托办赛城市特色积极打造独一无二的赛事品牌形象,提升赛事吸引力和竞争力提供了决策依据。
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| 关 键 词： | 马拉松 赛事形象 办赛城市 跑记 对应分析 |
Study on the Influence of Urban Characteristics on the Brand image of Marathon——Take the Four China Marathon Majors as Example |
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| YANG Zhan-dong,ZHOU Xiao-li,LIU Yue,MEI Xue.Study on the Influence of Urban Characteristics on the Brand image of Marathon——Take the Four China Marathon Majors as Example[J].Zhejiang Sport Science,2022(1). |
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| Authors: | YANG Zhan-dong ZHOU Xiao-li LIU Yue MEI Xue |
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| Institution: | (School of Recreational Sports and Tourism, Beijing Sport University, Beijing 100084, China;Department of History and Tourism Management, Changzhi University, Changzhi 046011, China;School of Sports Science and physical Education, Southwestern University of Finance and Economics, Chengdu 611130, China) |
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| Abstract: | Taking the four China Marathon Majors as an example,this paper makes a frequency analysis and correspondence analysis on the brand image of the city marathon events based on the data of"running blogs"on the network.The results show that:①Participants'perception of the hosting city’s characteristics is an important part of their perception of the marathon brand image;②Participants'perceptions of the marathon sports for different events are similar;③Participants'perception of the hosting city’s characteristics is an important source of the differences of the marathon brand image.The research results provide the decision-making basis for Marathon organizers.That is to actively create a unique brand image of Marathon event relying on the characteristics of the hosting city and to deeply integrate the image of the hosting city with the image of the marathon events,to enhance the attractiveness and competitiveness of the events and promote the development of both the Marathon events and the hosting city. |
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| Keywords: | marathon event image marathon hosting cities running a blog correspondence analysis |
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