Perception Characteristics of Marathon Participants towards Event Branding——A Study Based on City Image and Event Branding Elements
It has been proven that sporting events can effectively promote urban development,but as a form of embodied prac⁃tice within urban spaces,the extent to which city image influences the brand perception experience of marathon events has been underexplored.This study,from both a macro⁃level city perspective and a micro⁃level participant perspective,draws on theories from perceptual psychology,city image,and brand⁃building elements to propose research hypotheses.Using the 2022 Xiamen International Marathon as a case study,a questionnaire⁃based empirical investigation was conducted to explore the impact and mechanisms through which city image affects event brand perception.The results indicate that:(1)City functions are a funda⁃mental factor in marathon participants'brand perception of events.(2)City governance plays a crucial role in shaping participants'perceptions of event branding.(3)City characteristics serve as a significant source of brand perception for mara⁃thon participants.(4)Event culture and services are decisive factors in marathon participants'brand perception.These findings contribute to a better understanding of the interactive relationship between cities and events and offer practical suggestions for city administrators and event organizers in their selection and organization of events,considering participants'perceptual differences.
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