广州亚运会城市形象效应的居民感知及满意度——基于IPA法的研究

Resident Perceptions and Satisfaction on the Impacts of 2010 Guangzhou Asian Games on City Image ——A Study Based on IPA

以2010年广州亚运会为研究对象,就此次大型赛会在城市形象影响方面的"重要性"认知和实际"表现"感知对城市居民进行调查,并在此基础上运用"重要性——表现"分析(IPA)法对调查数据进行了量化分析,旨在对赛事活动在城市形象建设方面的作用进行探索性研究。结果发现:效应感知又存在不同形象维度之间的显著差异;与此同时,居民对赛事城市形象效应的满意度会因人口统计因素变量变化;另外,居民的事件参与程度对满意度也有正向的显著影响。表明居民对亚运会的城市形象效应总体上满意度较高。研究结果对赛事举办地如何利用大型体育赛事进行城市形象建设与推广具有一定的理论指导意义。

Based on the perception of residents, this paper did a quantitative study on the impacts of 2010 Asian Games on the constructing of Guangzhou＇s city image by using IPA （ Importance-performance analysis ） method. The following findings were obtained ： 1 ） There were significant differences regarding the effects among various dimensions of the image of Guangzhou; 2） The levels of satisfaction varied widely with such demographic variables as occupation, education levels, the length of dwelling in Guangzhou, and resident identities ; 3 ） The degree of participation of local residents in the event had a significant positive effect on the levels of satisfaction. These results indicated that as a whole, the local residents had a higher level of satisfaction. Also these research results had important implications on city image construction in the host cities with large-sized sports events.