马拉松赛事品牌要素量表的应用研究——以厦门（海沧）国际半程马拉松赛事为例-《体育科学研究》

文章信息/Info

Title:: Research on the Application of Marathon Brand Element Scale——Take Xiamen (Haicang) International Half Marathon as an Example

Author(s):: HUANG Meng-meng; CAI Chuan-ming; (College of Physical Education,Jimei University,Xiamen 361021,China)

Keywords:: scale application; Xiamen (Haicang) International Half Marathon; brand building of marathon

摘要:: 为探究马拉松赛事品牌要素量表的实际应用价值，基于前期研制成功并证明信效度良好的量表，设计具体的问卷，应用于2019年厦门（海沧）国际半程马拉松赛事的品牌建设中，研究得出：该量表可为赛事组织者呈现参赛选手的态度及意见，量表内容提供了着手品牌建设的具体路径，是进行马拉松赛事品牌建设的有效工具，但该量表在实际应用中也显示出部分测量题项不是很完善的问题，还有待优化。另一方面，根据厦门（海沧）国际半程马拉松赛事品牌建设中存在的问题，提出了针对性的对策。

Abstract:: In order to explore the practical application value of the marathon brand element scale,based on the scale which was successfully developed and proved to have good reliability and validity,a specific questionnaire was designed and applied to the brand construction of Xiamen (Haicang) International Half Marathon in 2019.The result has shown that the scale can present the attitudes and opinions of competitors for the event organizers,and the content of the scale provides a specific path to start brand building,which is an effective tool for brand building of marathon events.On the other hand,according to the problems in the brand construction of Xiamen (Haicang) International Half Marathon.this paper has also put forward some countermeasures.