体育赛事与举办城市的形象契合
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摘要
体育赛事是城市营销的重要手段之一。研究体育赛事与城市形象的契合,不仅可以帮助城市营销者选择适当的体育赛事,同时也可以作为城市营销活动成功与否的检验标准。从体育赛事形象与城市形象的定义、构成和衡量方法、体育赛事与城市形象的契合及其作用等方面进行了研究,尤其是体育赛事与城市形象的定量测量方法和指标选择,并对形象契合理论的发展历程进行了梳理,为今后进一步对体育赛事和举办城市的形象契合做定量研究打下基础。
Sport event is one of the major strategies of city marketing.Study on the image correspondence between sport events and host cities can not only help city marketers choose appropriate sport events,but also serve as a criterion for evaluating the result of city marketing activities.The article focuses on the definition of the images of sport event and city,the formation and measuring methods of both the images,the image correspondence between sport events and host cities and the effects of image correspondence,especially the quantitative measurement and index selection for the images.It also analyzes the development process of image correspondence theory.
Sport event is one of the major strategies of city marketing.Study on the image correspondence between sport events and host cities can not only help city marketers choose appropriate sport events,but also serve as a criterion for evaluating the result of city marketing activities.The article focuses on the definition of the images of sport event and city,the formation and measuring methods of both the images,the image correspondence between sport events and host cities and the effects of image correspondence,especially the quantitative measurement and index selection for the images.It also analyzes the development process of image correspondence theory.
引文
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[2]李进.体育赛事形象管理机制的研究[J].赤峰学院学报(自然科学版),2010,26(5):159.
[3]孙健,王跃.浅谈体育赛事形象管理[J].河南教育学院学报(自然科学版),2009,18(1):88.
[4]Gwinner,P.(1997).A Model of Image Creation and Image Transfer in Event Sponsorship[J].International Marketing Review,14(3):145-158.
[5]Kaplanidou,K.,&Vogt,C.(2007).The interrelationship between sport event and destination image and sport tourists'behaviors[J].Journal of Sport&Tourism,12:183-206.
[6]Lynch,K.(1960).The Image of the City[A].The MIT Press:46-90.
[7]Lawson,F.,&Bond-Bovy,M.(1977).Tourism and recreational development[A].London:Architectural Press.
[8]Milman,A.,&Pizam,A.(1995).The role of awareness and familiarity with a destination:The central Florida case[J].Journal of Travel Research,3:21-27.
[9]张卫国,何宛夏.城市形象设计理论探讨[J].重庆大学学报(社会科学版),1999,3:128.
[10]汤正刚.现代城市形象的内涵和塑造[J].长江论坛,1997,4:54.
[11]Koo,G.-Y.,Quarterman,J.,&Flynn,L.(2006).Effect of perceived sport event fans sponsor image fi t on consumers’cognition,affect,and behavioural intentions[J].Sport Marketing Quarterly,15(2):80–90.
[12]Lee,H.-S.,&Cho,C.-H.(2009).The matching effect of brand and sporting event personality:sponsorship implications[J].Journal of Sport Management,23(1):41–64.
[13]Kaplanidou,K.,Funk,D.C.,Buta,N.,&Goutzioupas,G.(2009).The event image of the Athens marathon from the sport tourist marathon runners’perspective:A qualitative and quantitative approach[C].Paper presented at the 17th Annual European Sport Management Conference:Best Practice in Sport Facility&Event Management,Amsterdam,The Netherlands.
[14]Gwinner,K.(1997).A model of image creation and image transfer in event sponsorship[J].International Marketing Review,14(3):145–158.
[15]Maennig,W.,&Feddersen,A.Image effekte von Sportgro βveranstaltungen:Mo glichkeiten und Grenzen der Messung.In M.-P.Bu ch,W.Maenning&H.-J.Schulke(Eds.),Regionalund sporto konomische Aspekte von Sportgro?veranstaltungen;Dokumentation des Hamburger Workshops"Sport und O konomie"anla?lich der HEW Cyclassics vom 17.-18.8.2001:101-121.Cologne:Sport und Buch Strau?GmbH.
[16]Chalip,L.,Green,B.C.,&Hill,B.(2007).Effects of sport event media on destination image and intention to visit[J].Journal of Sport Management,Vol.17:214-234.
[17]Fakeye,P.C.and Crompton,J.L.(1991).Image differences between prospective,fi rst time,and repeat visitors to the Lower Rio Grande Valley[J].Journal of Travel Research,Vol.30:10-16.
[18]Hui,T.K.and Wan,T.W.D.(2003).Singapore’s image as a tourist destination[J].International Journal of Tourism Research,Vol.5:305-313.
[19]Russell,J.A.,Ward,L.M.and Pratt,G.(1981).Affective quality attributed environment:a factor analytic study[J].Environment&Behavior,Vol.13:259-288.
[20]Baloglu,S.and Brinberg,D.(1997).Affective images of tourism destinations[J].Journal of Travel Research,Vol.35:11-15.
[21]Echtner,C.M.and Ritchie,J.R.B.(1991).The meaning and measurement of destination image[J].The Journal of Tourism Studies,Vol.2:2-12.
[22]Baloglu,S.and McCleary,K.W.(1999).A model of destination image formation[J].Annals of Tourism Research,Vol.35:868-897.
[23]Lee,C.K.,Lee,Y.K.and Lee,B.K.(2005).Korea’s destination image formed by the 2002 World Cup[J].Annals of Tourism Research,Vol.32:839-858.
[24]McDaniel,R.(1999).An investigation of match-up effects in sport sponsorship advertising:The Implications of consumer advertising schemas[J].Psychology&Marketing,16(2):163-184.
[25]Gwinner,P.,&Eaton,J.(1999).Building Brand Image Through Event Sponsorship:The Role of Image Transfer[J].Journal of Advertising,28(4):47-57.
[26]Musante,M.,Milne G.R.,&McDonald,M.A.(1999).Sport sponsorship:Evaluating sport and brand image match[J].International Journal of Sports Marketing&Sponsorship,1(1):32-47.
[27]Gwinner,P.,Scott,S.,&Brian,L.(2009).Image Transfer in Corporate Event Sponsorship:Assessing The Impact of Team Identifi cation and Event-Sponsor Fit[J].International Journal of Management and Marketing Research,2(1):1-15.
[28]Koo,Y.,Quarterman,J.,&Flynn,L.(2006).Effect of perceived sport event and sponsor image fi t on consumers’cognition,affect,and behavioral intentions[J].Sport Marketing Quarterly,15(2):80-90.
[29]徐玖平,朱洪军.赛事赞助对企业品牌资产影响的实证研究[J].体育科学,2008,28(9):48.
[30]Florek,M.,&Insch,A.(2011).When fi t matters:Leveraging destination and event image congruence[J].Journal of Hospitality Marketing&Management,20(3):265-286.
[31]Hunt,D.(1975).Image as a factor in tourism development[J].Journal of Travel Research,13(3):1-7.
[32]Gibson,H.,Qi,C.X.,&Zhang,J.J.(2008).Destination Image and Intent to Visit China and the 2008 Beijing Olympic Games[J].Journal of Sport Management,22:427-450.
[33]Goodrich,N.(1978).The relationship between preferences for and perceptions of vacation destinations:Application of a choice model[J].Journal of Travel Research,17(2):8–13.
[34]Bigne,E.,Sanchez,I.,&Sanchez,J.(2001).Tourism image,evaluation variables and after purchase behavior:Interrelationship[J].Tourism Management,22:607-616.
[35]Tapachai,N.,&Waryszak,R.(2000).An examination of the role of benefi cial image in tourist destination selection[J].Journal of Travel Research,37:37-44.
[36]Jago,L.,Chalip,L.,Brown,G.,Mules,T.,&Ali,S.(2003).Building events into destination branding:Insights from experts[J].Event Management,8:3-4.
[37]Donahay,B.and P.J.Rosenberger III.(2007).Using brand personality to measure the effectiveness of image transfer in formula one racing[J].Marketing Bulletin,18(1):1-15.
[38]Debenham,T.and K.Bridson,et al..The explanatory potential of congruence in the relationship between retail image,brand image and retail customer satisfaction[M].ANZMAC 2007:3Rs,reputation responsibility relevance,University of Otago,School of Business,Dept.of Marketing.
[39]Ryan,M.J.and E.H.Bonfi eld.(1980).Fishbein's intentions model:a test of external and pragmatic validity[J].The Journal of Marketing,:82-95.
[40]Wilson,D.T.and H.L.Mathews,et al..(1975).An empirical test of the Fishbein behavioral intention model[J].Journal of Consumer Research,:39-48.
[41]Kaplanidou,K.,&Gibson,H.(2010).Predicting behavioral intentions of active sport tourists:The case of a small scale recurring sport event[J].Journal of Sport&Tourism,15:163-179.
[42]Petrick,J.(2001).Integrity Capacity,Organizational Innovation and Global Technological Challenges[J].Global Business and Economics Review,3(1):1-19.
[43]Shonk,J.&Chelladurai,P.(2008).Service quality,satisfaction and intent to return in Event Sport Tourism[J].Journal of Sport Management,22(5):587-602.
[44]Baker,A.,&Crompton,L.(2000).Quality,satisfaction and behavioral intentions[J].Annals of Tourism Research,27:785-804.
[45]Chon,K.(1989).Understanding recreational traveler's motivation,attitude and satisfaction[J].Tourism Review,44(1):3-7.
[46]Hallmann,K.&Breuer C.(2010).Image fi t between sport events and their hosting destinations from an active sport tourist perspective and its impact on future behavior[J].Journal of Sport and Tourism,15(3):215-237.
[47]Hallmann K.&Breuer C.(2010).The impact of image congruence between sport event and destination on behavioral intentions[J].Tourism Review,65(1):66-74.
[2]李进.体育赛事形象管理机制的研究[J].赤峰学院学报(自然科学版),2010,26(5):159.
[3]孙健,王跃.浅谈体育赛事形象管理[J].河南教育学院学报(自然科学版),2009,18(1):88.
[4]Gwinner,P.(1997).A Model of Image Creation and Image Transfer in Event Sponsorship[J].International Marketing Review,14(3):145-158.
[5]Kaplanidou,K.,&Vogt,C.(2007).The interrelationship between sport event and destination image and sport tourists'behaviors[J].Journal of Sport&Tourism,12:183-206.
[6]Lynch,K.(1960).The Image of the City[A].The MIT Press:46-90.
[7]Lawson,F.,&Bond-Bovy,M.(1977).Tourism and recreational development[A].London:Architectural Press.
[8]Milman,A.,&Pizam,A.(1995).The role of awareness and familiarity with a destination:The central Florida case[J].Journal of Travel Research,3:21-27.
[9]张卫国,何宛夏.城市形象设计理论探讨[J].重庆大学学报(社会科学版),1999,3:128.
[10]汤正刚.现代城市形象的内涵和塑造[J].长江论坛,1997,4:54.
[11]Koo,G.-Y.,Quarterman,J.,&Flynn,L.(2006).Effect of perceived sport event fans sponsor image fi t on consumers’cognition,affect,and behavioural intentions[J].Sport Marketing Quarterly,15(2):80–90.
[12]Lee,H.-S.,&Cho,C.-H.(2009).The matching effect of brand and sporting event personality:sponsorship implications[J].Journal of Sport Management,23(1):41–64.
[13]Kaplanidou,K.,Funk,D.C.,Buta,N.,&Goutzioupas,G.(2009).The event image of the Athens marathon from the sport tourist marathon runners’perspective:A qualitative and quantitative approach[C].Paper presented at the 17th Annual European Sport Management Conference:Best Practice in Sport Facility&Event Management,Amsterdam,The Netherlands.
[14]Gwinner,K.(1997).A model of image creation and image transfer in event sponsorship[J].International Marketing Review,14(3):145–158.
[15]Maennig,W.,&Feddersen,A.Image effekte von Sportgro βveranstaltungen:Mo glichkeiten und Grenzen der Messung.In M.-P.Bu ch,W.Maenning&H.-J.Schulke(Eds.),Regionalund sporto konomische Aspekte von Sportgro?veranstaltungen;Dokumentation des Hamburger Workshops"Sport und O konomie"anla?lich der HEW Cyclassics vom 17.-18.8.2001:101-121.Cologne:Sport und Buch Strau?GmbH.
[16]Chalip,L.,Green,B.C.,&Hill,B.(2007).Effects of sport event media on destination image and intention to visit[J].Journal of Sport Management,Vol.17:214-234.
[17]Fakeye,P.C.and Crompton,J.L.(1991).Image differences between prospective,fi rst time,and repeat visitors to the Lower Rio Grande Valley[J].Journal of Travel Research,Vol.30:10-16.
[18]Hui,T.K.and Wan,T.W.D.(2003).Singapore’s image as a tourist destination[J].International Journal of Tourism Research,Vol.5:305-313.
[19]Russell,J.A.,Ward,L.M.and Pratt,G.(1981).Affective quality attributed environment:a factor analytic study[J].Environment&Behavior,Vol.13:259-288.
[20]Baloglu,S.and Brinberg,D.(1997).Affective images of tourism destinations[J].Journal of Travel Research,Vol.35:11-15.
[21]Echtner,C.M.and Ritchie,J.R.B.(1991).The meaning and measurement of destination image[J].The Journal of Tourism Studies,Vol.2:2-12.
[22]Baloglu,S.and McCleary,K.W.(1999).A model of destination image formation[J].Annals of Tourism Research,Vol.35:868-897.
[23]Lee,C.K.,Lee,Y.K.and Lee,B.K.(2005).Korea’s destination image formed by the 2002 World Cup[J].Annals of Tourism Research,Vol.32:839-858.
[24]McDaniel,R.(1999).An investigation of match-up effects in sport sponsorship advertising:The Implications of consumer advertising schemas[J].Psychology&Marketing,16(2):163-184.
[25]Gwinner,P.,&Eaton,J.(1999).Building Brand Image Through Event Sponsorship:The Role of Image Transfer[J].Journal of Advertising,28(4):47-57.
[26]Musante,M.,Milne G.R.,&McDonald,M.A.(1999).Sport sponsorship:Evaluating sport and brand image match[J].International Journal of Sports Marketing&Sponsorship,1(1):32-47.
[27]Gwinner,P.,Scott,S.,&Brian,L.(2009).Image Transfer in Corporate Event Sponsorship:Assessing The Impact of Team Identifi cation and Event-Sponsor Fit[J].International Journal of Management and Marketing Research,2(1):1-15.
[28]Koo,Y.,Quarterman,J.,&Flynn,L.(2006).Effect of perceived sport event and sponsor image fi t on consumers’cognition,affect,and behavioral intentions[J].Sport Marketing Quarterly,15(2):80-90.
[29]徐玖平,朱洪军.赛事赞助对企业品牌资产影响的实证研究[J].体育科学,2008,28(9):48.
[30]Florek,M.,&Insch,A.(2011).When fi t matters:Leveraging destination and event image congruence[J].Journal of Hospitality Marketing&Management,20(3):265-286.
[31]Hunt,D.(1975).Image as a factor in tourism development[J].Journal of Travel Research,13(3):1-7.
[32]Gibson,H.,Qi,C.X.,&Zhang,J.J.(2008).Destination Image and Intent to Visit China and the 2008 Beijing Olympic Games[J].Journal of Sport Management,22:427-450.
[33]Goodrich,N.(1978).The relationship between preferences for and perceptions of vacation destinations:Application of a choice model[J].Journal of Travel Research,17(2):8–13.
[34]Bigne,E.,Sanchez,I.,&Sanchez,J.(2001).Tourism image,evaluation variables and after purchase behavior:Interrelationship[J].Tourism Management,22:607-616.
[35]Tapachai,N.,&Waryszak,R.(2000).An examination of the role of benefi cial image in tourist destination selection[J].Journal of Travel Research,37:37-44.
[36]Jago,L.,Chalip,L.,Brown,G.,Mules,T.,&Ali,S.(2003).Building events into destination branding:Insights from experts[J].Event Management,8:3-4.
[37]Donahay,B.and P.J.Rosenberger III.(2007).Using brand personality to measure the effectiveness of image transfer in formula one racing[J].Marketing Bulletin,18(1):1-15.
[38]Debenham,T.and K.Bridson,et al..The explanatory potential of congruence in the relationship between retail image,brand image and retail customer satisfaction[M].ANZMAC 2007:3Rs,reputation responsibility relevance,University of Otago,School of Business,Dept.of Marketing.
[39]Ryan,M.J.and E.H.Bonfi eld.(1980).Fishbein's intentions model:a test of external and pragmatic validity[J].The Journal of Marketing,:82-95.
[40]Wilson,D.T.and H.L.Mathews,et al..(1975).An empirical test of the Fishbein behavioral intention model[J].Journal of Consumer Research,:39-48.
[41]Kaplanidou,K.,&Gibson,H.(2010).Predicting behavioral intentions of active sport tourists:The case of a small scale recurring sport event[J].Journal of Sport&Tourism,15:163-179.
[42]Petrick,J.(2001).Integrity Capacity,Organizational Innovation and Global Technological Challenges[J].Global Business and Economics Review,3(1):1-19.
[43]Shonk,J.&Chelladurai,P.(2008).Service quality,satisfaction and intent to return in Event Sport Tourism[J].Journal of Sport Management,22(5):587-602.
[44]Baker,A.,&Crompton,L.(2000).Quality,satisfaction and behavioral intentions[J].Annals of Tourism Research,27:785-804.
[45]Chon,K.(1989).Understanding recreational traveler's motivation,attitude and satisfaction[J].Tourism Review,44(1):3-7.
[46]Hallmann,K.&Breuer C.(2010).Image fi t between sport events and their hosting destinations from an active sport tourist perspective and its impact on future behavior[J].Journal of Sport and Tourism,15(3):215-237.
[47]Hallmann K.&Breuer C.(2010).The impact of image congruence between sport event and destination on behavioral intentions[J].Tourism Review,65(1):66-74.