城市马拉松和城市品牌认知的关系调查——基于现场参与者体验的视角  

A Survey on the Relationship Between City Marathon and City Brand Recognition:Based on the Perspective of Participants’Experience

作　　者：张辉[1] 罗建英[1] 孙天星 ZHANG Hui;LUO Jian-ying;SUN Tian-xing(School of Physical Education and Health,Hangzhou Normal University,Hangzhou 311121,Zhejiang China;Hangzhou College of Construction,Hangzhou 310012,Zhejiang China)

机构地区：[1]杭州师范大学体育与健康学院,浙江杭州311121 [2]杭州市建设职业学校,浙江杭州310012

出　　处：《北京体育大学学报》2020年第6期93-100,共8页Journal of Beijing Sport University

基　　金：国家社会科学基金项目(项目编号:17BTY060)。

摘　　要：运用规范和实证相结合的研究范式,从参与者体验的视角讨论了马拉松赛事和城市品牌认知之间的关系。研究首先构建了城市马拉松参与者体验和城市品牌认知的指标结构;进一步提出了马拉松参与者体验和城市品牌认知关系的理论假设模型;最后以杭州马拉松现场的运动员、工作人员和观众共423人为调查对象,通过对调查数据的进一步相关和回归分析表明,马拉松参与者体验各维度分别与城市品牌认知各维度之间存在显著性正相关;马拉松参与者体验跟城市品牌知名度、认知度、美誉度和忠诚度存在相关预测关系,回归模型的解释变异分别为R^2=0.20、R^2=0.099、R^2=0.171、R^2=0.157,其中,马拉松参与者体验各指标对城市品牌知名度和认知度的预测从大到小依次为:感官体验、思考体验,其中情感体验和行动体验没有显著性差异;马拉松参与者体验各指标对城市美誉度的预测从大到小依次为:感官体验、思考体验和情感体验,其中行动体验没有显著性差异;马拉松参与者体验各指标对城市品牌忠诚度的预测从大到小依次为:感官体验、思考体验、行动体验,其中情感体验没有显著性差异。在城市品牌建设中,赛事组织者应该特别注重对马拉松参与者感官体验和思考体验的培养。Using the research paradigm that combines the normative and empirical research,this study discussed the relationship between marathon and city brand recognition from the perspective of participants’experience.Firstly,this study constructed the index structure of city marathon participants’experience and city brand cognition;then it proposed the theoretical hypothesis model of the relationship between marathon participants’experience and city brand cognition;and finally,it investigated 423 people such as athletes,staff and spectators at the Hangzhou Marathon,analyzed the data by correlation and regression analysis.The results showed that there is a significant positive correlation between each dimension of marathon participants’experience and each dimension of city brand cognition;there is a predictive relationship between marathon participants’experience and city brand popularity,cognition degree,reputation and loyalty,the explained variation of the regression model respectively are R^2=0.20,R^2=0.099,R^2=0.171,R^2=0.157 respectively;the prediction of marathon participants’experience on city brand awareness and recognition from large to small is:sensory experience,thinking experience,in which emotional experience and action experience have no significant difference;the prediction of the city reputation by the indicators of marathon participants’experience from large to small is:sensory experience,thinking experience and emotional experience,and there is no significant difference in action experience;the prediction of marathon participants’experience on city brand loyalty from large to small is:sensory experience,thinking experience,action experience,among which emotional experience has no significant difference.In the construction of city brand,event organizers should pay special attention to train the sense experience and think experience of marathon participants.

关 键 词：城市马拉松 城市品牌 参与者体验 杭州马拉松 

分 类 号：G822.23[文化科学—体育训练]