国际马拉松赛事对西安城市形象的影响研究

国际马拉松赛事对西安城市形象的影响研究大家都知道，体育比赛成功举办都能促进城市塑造具有吸引力、聚合力、推动力等优点，并能激发人们自豪。2014年全民健身由国务院上升成为了国家战略，并且社会经济在不断地发展、全球化持续前进，城市之间的竞争也不断加大，各城市之间也更加注重城市可持续发展。马拉松赛事起源于西方国家，我国的起步较晚。近几年来马拉松赛事在我国蓬勃发展，并且深受大家的喜爱。马拉松为城市进步提供了连接的枢纽，成为了城市宣传营销的一种手段，它不仅可以展示城市风采，同时，它具有吸引力，有助于提高城市知名度，进而对当地城市的经济起促进作用。本文以“西安国际马拉松赛事”为研究对象，把CIS理论当做能独立识别并协调城市形象的理论开展分析。探索国际马拉松赛事对西安城市形象的影响，构建国际马拉松赛事与西安城市形象之间的关系模型，随后以问卷的形式发放调查，通过对资料进行分析，然后对所建立的研究模式及研究假定进行检验。研究结果显示，西安国际马拉松对城市视觉形象、城市理念形象、城市行为形象均有正向影响。文章最后针对西安国际马拉松赛事对提升城市形象给出相关建议，包括提升赛事质量、加强文化与赛事相结合、加强媒体与赛事合作。希望通过本文的研究，为国际马拉松赛事提升城市形象提供一定的参考借鉴。关键词：西安国际马拉松赛事：城市形象：城市视觉形象：城市理念形象：城市行为形象ABSTRACTAs we all know,the successful holding of sports events can promote the city tocreate attractive,cohesive,driving force and other good city image,at the same timecan inspire people's pride.In 2014,national fitness has become a national strategy.With the continuous development of social economy and globalization,thecompetition among cities is also increasing,and cities are paying more attention tourban sustainable development.Marathon originated from western countries,but China started late.In recentyears,marathon has developed rapidly in our country and is very popular amongpeople.Marathon provides a connecting hub for urban progress and becomes a meansof urban publicity and marketing.It not only shows the elegant appearance of a city,but also has a strong attraction to enhance the visibility of a city and even promote theeconomic development of the city.Marathon plays a huge role.This paper takes "Xi 'an International Marathon"as the research object andanalyzes the CIS theory as a theory that can independently identify and coordinate thecity image.Explore the impact of international marathon events on The city image ofXi 'an,build a relationship model between international marathon events and the cityimage of Xi 'an,and then send out surveys in the form of questionnaires,collect datafor analysis,and verify the research model and hypothesis constructed in this paper.The results show that Xi 'an International Marathon has a positive impact on the city'svisual image,urban concept image and urban behavior image.Finally,relevantsuggestions are given for xi 'an International Marathon to improve the image of thecity,including improving the quality of the event,strengthening the combination ofculture and the event,and strengthening the cooperation between media and the event.It is hoped that this study can provide some reference for international marathon toimprove the city image.Keywords:Xi 'an International Marathon;City image;Urban visual image;Cityconcept image;Urban behavior image目录ABSTRACT...···1绪论....1.1研究背景…11.2研究目的1.3研究意义1.3.1理论意义.21.3.2实践意义..21.4研究内容及方法.21.4.1研究内容..21.4.2研究方法.32文献综述....42.1赛事形象.....42.1.1马拉松赛事..42.1.2西安国际马拉松赛事52.2城市形象.…2.2.1内涵概念......72.2.2城市形象的测量维度82.3CIS理论介绍.…83国际马拉松赛事对西安城市形象影响研究模型和假设的提出..·.·93.1模型构建.……93.2国际马拉松赛事对城市形象影响......103.2.1城市视觉形象103.2.2城市理念形象103.2.3城市行为形象..113.3假设汇总......。。。。。。。。114调查问卷设计及发放回收114.1设计调查问卷...…114.2发放及回收...135数据分析..·135.1描述性