事件营销对城市居民出游意向的影响——以“南方长城中韩围棋邀请赛”为例

Research on Effect of Event Marketing on Traveling Intention of Urban Residents——A Case of the South Great Wall Invitational Tour-nament of I-go between China and Korea

事件营销是旅游地营销的重要方式,城市居民是旅游地事件营销的重点潜在客源市场,测度事件营销对城市居民出游意向的影响具有理论和实践意义。本文基于对认知、态度和出游意向三者关系的思辨,通过问卷调查方式测度"南方长城中韩围棋邀请赛"对长沙市民到赛事举办地凤凰旅游意向的影响,运用结构方程模型构建影响机制模型,结果表明:事件营销颇具成效;成熟旅游地的事件营销对出游意向的影响较小,认知、态度在一定程度上刺激出游意向,但总体不很显著,态度是影响出游意向的主要因素。

Event marketing is an important marketing way of tourism destination.As urban residents are key potential customers when event marketing of tourism destination is used,it’s very important to measure the effect of event marketing to the traveling intention of urban residents.Taking the ＂South Great Wall invitational tour-nament of I-go between China and Korea＂ as a case,the paper measures the effect of the tour-nament on the traveling intention of Changsha residents by questionnaire and forms the effect mechanism model by SEM based on the relationship between cognition,attitude and traveling intention.The result indicates： event marketing is quite successful;event marketing of mature destination doesn’t generate pronounced effect on traveling intention;cognition and attitude can stimulate traveling intention to a certain degree,but their effects are not prominent;attitude is the main factor which affects traveling intention.