体育赛事与城市形象契合对观众满意度和重游意向的影响

Effect of Sports Events Match with City Image on Audience Satisfaction and Revisiting Intention

体育赛事与举办城市形象契合度能对体育赛事产生直接和间接效应,是申办和举办体育赛事的重要考量因素。以两大国际大型体育赛事为研究对象,基于外地观众满意度和重游意愿的视角,探讨体育赛事和举办城市形象契合度对观众满意度和重游意向的作用。研究结果证实:1)体育赛事与举办城市情感形象契合度、认知形象契合度正面影响游客满意度,满意度进而影响重游意向;2)体育赛事与举办城市情感形象契合度、认知形象契合度正面影响游客重游意向,认知形象契合度对重游意向的影响略大于情感形象契合度对其的影响;3)游客满意度正面影响重游意向。

The match between sports events and the host city images can have direct and indirect effects on sports events.It is an important consideration in the bid for and hosting o f sports events.This paper,taking two major international sports events as the research object,based on the perspective o f foreign audience satisfaction and revisit willingness,discusses the effect o f m atch between sports events and host city image on audience satisfaction and revisit intention.The results show that 1)The degree o f match between the sports event and the host city's emotional image and the degree o f recognition o f the cognitive image positively influence the satisfaction o f the tourists,and the degree o f satisfaction influences the revisit intention;2)The match between the sports event and the host city emotional image,and the cognitive image fit has a positive im pact on tourists'revisit intentions,and the influence o f cognitive image fit on revisit intention is slightly greater than that o f emotional image fit;3)Visitor satisfaction positively influences revisit intention.