大型体育赛事对旅游企业营销战略的影响:武汉实证  

The Impact of Major Sporting Events on Tourism Enterprise Marketing Strategy:An Empirical Study of Wuhan

作　　者：葛米娜[1,2] 卢静怡[2] 

机构地区：[1]浙江工商大学工商管理学院,浙江杭州310018 [2]浙江旅游职业学院,浙江杭州311231

出　　处：《浙江树人大学学报》2013年第4期38-43,共6页Journal of Zhejiang Shuren University

摘　　要：大型体育赛事对举办地经济与社会的发展有着非凡的意义,特别是对举办地旅游经济的刺激有着深远而广泛的影响,旅游企业应采取积极的营销战略借势营销。在总结前人研究的基础上,加入旅游目的地生命周期这一中介变量,从体育强市武汉市入手,通过对市民的随机问卷调查和建立结构方程模型分析发现:体育赛事的举办对旅游目的地生命周期有显著正向影响,对预期影响度、关系认知度、支持度和旅游产品结构有显著正向影响;对营销推广度与资源竞争力有正向影响,进而得出旅游企业相应的营销战略。Major sporting events have significant economic and social impacts on the host city, and especially they have far-reaching and wide-ranging implications on the promotion of tourism economy. Tourism enterprises should adopt positive marketing strategies. Based on the previous studies and by adding tourist destination lifecycle as the mediating variables, this paper con- ducts random surveys in Wuhan and analysis on structural equation modeling. It is found that major sporting events have signifi- cant positive impact on the tourist destination lifeeycle, the expected degree of impact, degree of relationship awareness, support, and the structure of tourism products. It also has positive impacts on market promotion and the competitiveness of tourism resource. This provides some useful marketing strategies for tourism enterprises.

关 键 词：服务经济 旅游业 体育赛事 旅游目的地 旅游竞争力 

分 类 号：F592.6[经济管理—旅游管理] F274[经济管理—产业经济] F224