Perceived Differences of Sports Event Brands by Tourists——A Study on Zheng-Kai International Marathon
OBJECTIVE:The objective is to explore the perception disparities of different tourists regarding the brand of the Zheng-Kai International Marathon event,analyze the influencing factors,and put forward suggestions for optimizing the event brand.METHOD:The study employed literature research method,questionnaire survey,and mathematical statistics to collect and analyze the perception data of tourists on the Zheng-Kai International Marathon event brand,encompassing positive and negative impacts as well as the overall evaluation.The differences in perception based on gender,age,educational attainment,and income were explored.RESULTS:There is no significant difference in perception among tourists of different genders,but significant differences are observed in terms of age,educational attainment,and income.Tourists aged 31-40,with higher educational attainment and higher income have higher perceptions,while those under 18 years old,with lower educational attainment and lower income have lower perceptions,reflecting the heterogeneity of the event brand in attracting different groups.CONCLUSION:The Zheng-Kai International Marathon event brand has a relatively strong overall appeal,but there are deficiencies among low-perception groups.SUGGESTIONS:By enriching the forms of event activities,strengthening targeted communication strategies,and optimizing the service experience,the event brand can enhance its attractiveness and satisfaction for diverse groups,strengthen its comprehensive competitiveness and long-term influence.
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