马拉松参赛选手对赛事品牌的感知特征研究——基于城市形象和赛事品牌构成要素-《体育科学研究》

文章信息/Info

Title:: Perception Characteristics of Marathon Participants towards Event Branding——A Study Based on City Image and Event Branding Elements

Author(s):: CAI Chuanming; LIN Yongsheng; College of Physical Education,Jimei University,Xiamen 361021,China

Keywords:: Marathon participants; city image; event branding; event perception experience

摘要:: 体育赛事推动城市发展已被证明有效，但马拉松赛事作为城市空间下的具身实践活动，城市形象是否影响赛事品牌感知体验的问题缺乏关注。研究从城市宏观层次和参赛选手微观视角，借鉴感知心理学、城市形象与品牌建构要素等，提出研究假设，并在2022厦门国际马拉松开赛期间开展问卷调查，探讨马拉松参赛选手因城市形象和赛事品牌要素对赛事品牌感知的影响与作用机制。研究结果表明：（1）城市职能是马拉松参赛选手赛事品牌感知的重要基础条件；（2）城市治理是马拉松参赛选手赛事品牌感知的重要影响因素；（3）城市特色是马拉松参赛选手赛事品牌感知的重要来源；（4）赛事文化与服务是马拉松参赛选手赛事品牌感知的决定性因素。研究结果有助于进一步理解城市与赛事二者之间的互动关系，并且鉴于参赛选手的感知差异为城市管理者以及赛事主办方对赛事的选择与组织提供建议。

Abstract:: It has been proven that sporting events can effectively promote urban development,but as a form of embodied practice within urban spaces,the extent to which city image influences the brand perception experience of marathon events has been underexplored.This study,from both a macro-level city perspective and a micro-level participant perspective,draws on theories from perceptual psychology,city image,and brandbuilding elements to propose research hypotheses.Using the 2022 Xiamen International Marathon as a case study,a questionnaire-based empirical investigation was conducted to explore the impact and mechanisms through which city image affects event brand perception.The results indicate that:(1) City functions are a fundamental factor in marathon participants’ brand perception of events.(2) City governance plays a crucial role in shaping participants’ perceptions of event branding.(3) City characteristics serve as a significant source of brand perception for marathon participants.(4) Event culture and services are decisive factors in marathon participants’ brand perception.These findings contribute to a better understanding of the interactive relationship between cities and events and offer practical suggestions for city administrators and event organizers in their selection and organization of events,considering participants’ perceptual differences.