节事营销的长期旅游效应考量——事件形象、事件满意和来访意愿的关系研究

Research on the Long-term Influence of Festival and Special Event Marketing on the Host City——The Interrelationship between Event Image and Event Satisfaction and Intention to Visit

节事营销对举办城市的旅游效应近几年来备受关注,但关注点多聚焦于节事营销的短期效应和事后游客重访,却忽视了节事营销对城市潜在游客的吸引。本研究通过实证数据分析,验证了事件形象、事件满意和城市潜在游客来访意愿之间的关系,提出城市管理者应该注重事件满意对事件本身和举办城市的重要意义,找寻提高事件满意的方法,关注事件形象的树立,关注节事结束后的旅游效应,放大节事长期效应。

Festival and special event marketing is a kind of promotion tool for the host city to attract new visitors,and it has been adapted by city marketers.The emphasis of the research in recently years is on the short-term influence of event on the host city and intention to revisit,but they ignore the long-term influence.This paper analyzes the interrelationship between event image and event satisfaction and intention to visit by statistic methods to test empirically the proposed model.After the analysis,this paper draws following conclusions： the city marketers should pay more attention on the long-term influence of event on the host city,take good measures to improve event satisfaction,built good event image,and attract more new visitors after the event is finished.