摘要
大型体育赛事已成为举办城市旅游公共营销的重要机遇,加强政府对体育赛事营销的科学引导,提升体育旅游公共营销绩效有重大的现实意义。文章的研究方法为探索性个案研究,并借鉴扎根理论中的三级编码进行证据分析,以2014年南京青年奥林匹克运动会为例,通过对政府部门在旅游宣传中的推广经验和工作内容的编码分析,探索大型体育赛事旅游公共营销路径的客观规律,并构建概念模型。研究发现,利益相关者、动因、政策环境、营销路径选择和社会感知构成大型体育赛事旅游公共营销模型。该模型为未来大型体育赛事旅游公共营销提供了战略性工具,对举办地政府旅游营销组织和体育赛事组委会具有指导意义,同时也给体育赛事公共营销的理论研究提供了一个新的视角。
The large - scale sport events have become an important opportunity of the host city's tourism public marketing. It has great realistic significance of strengthening the government's scientific guidance of sport events marketing and promoting the sport tourism public marketing performance. The research method is an exploratory case study, it makes the evidence analysis of the three- level coding by using grounded theory for reference, takes Nanjing Youth Olympic Games in 2014 as an example, through coding analysis of extension experience and work content in the promotion of tourist publicity by government departments, explores the objective law of the mage sport events of public marketing path, and constructs the conceptual model. It is found that stakeholders, motivation, policy environment, marketing path selection and social perception constitute large - scale sport events public marketing model. The model provides a strategic tool for the future large - scale sport tourism public marketing; it has a guiding significance of the tourism marketing organizations and tournament organizing committee of host government, but also pro- vides a new perspective of sport events public marketing theoretical study.
出处
《旅游研究》
2016年第4期48-55,共8页
Tourism Research
基金
教育部人文社会科学研究项目"基于结构方程模型的区域性旅游产业绩效的区域性旅游产业绩效评价及影响机理研究"(14JYC630080)
关键词
大型体育赛事
旅游公共营销
模型构建
个案研究
large- scale sport events
tourism public marketing
model construction
a case study