Research On Large Scale Sports Events Audience Satisfaction And Loyalty

The large-scale sports events greatly satisfy the people demand for sports, enhance the image of event, building brand events has become an important target to organizers. Audience participation has become an important resource for sports commercialization, industrialization operation, but also sports benign operation of power.With the enhancement of mass sports participation and consumption consciousness, service level and quality of sports events provided make a direct impact on their subjective experience of events, thus formed the different degree of audience loyalty and satisfaction level, is one of the most important indicators of performance examination. Currently, in the research of operation sports events organization and operation, concerning sports audience loyalty and satisfaction is rare.Therefore, this article uses the literature material method, investigation method, questionnaire survey method, mathematical statistics method, logical analysis method, the spectators of the Suzhou Jinji Lake International Half Marathon and the Nanjing Youth Olympic Games the quality of the events, the scene perception, events service, tickets and supporting services to the subjective analysis about population statistics to understand the satisfaction and loyalty status, of large scale sports events audience, summarizes the basic characteristics of China’s large scale sports events audience, created for the brand competition to provide reference. The main conclusions are as follows:1 The quality of the Suzhou Jinji Lake International Half Marathon and the Nanjing Youth Olympic Games male than female, but the ratio of the difference is not big, this diversity, and Suzhou Jinji Lake international half marathon spectator role of Nanjing Youth Olympic Games highly related to culture, watching the game age at 16-35 between with the business staff, and institutions; staff, students, mainly to individual operators, mainly education undergraduate and specialist, the audience is mainly from the city area.2 Suzhou Jinji Lake International Half Marathon and the Nanjing Youth Olympic Games audience satisfied with watching the game, especially for the game atmosphere experience, high satisfaction, loyalty for the event, the scene audience of Nanjing Youth Olympic Games again participation willingness and not too strong, loyalty. The audience of Suzhou Jinji Lake International Half Marathon active participation strongly, the audience once again participated in the willing of the strong.3 Large sports events audience satisfaction has a positive correlation with loyalty.In order to improve the general events audience satisfaction and loyalty to put forward the following suggestions: strengthen the propaganda, expand the event influence, form the brand competition; improve the service level of large-scale sports events audience, improve, perfect match organization, establish the audience a sound service system; increase the event ticket sales points, appropriate to increase the audience scope of accreditation fare number.