An Empirical Study On The Loyalty Of Competitors In Large-scale Sports Events

In recent years,with the marathon events becoming hot in China,more and more capital began to pour into the marathon events,which also makes the quality of Marathon events in the market uneven.It is particularly important for the government to formulate marathon standards to regulate marathon events.In addition,how to improve the loyalty and image of marathon events,so as to get the support of the government,capital and the masses,has become the goal of the organizers of marathon events.Competitors are the main part of marathon events.The participation degree of competitors will bring great energy to the event.Therefore,the most important thing is to implement effective measures to ensure the loyalty of competitors.However,the importance of competitors has not been paid attention to by the academic circles.The research of marathon runners is still at the basic stage.There are few models of competitors' loyalty,which have no guiding value for enterprises,governments and capital.Therefore,how to evaluate the quality of Marathon events correctly from the angle of contestants' loyalty,so as to improve the quality of marathon events,is a problem that needs systematic research.From the point of view of loyalty,this paper deeply analyses the activities of Nanjing International Marathon Race,and constructs an index framework of the loyalty of the marathon runners,that is,the preparation of the event,the facilities of the event,the perception of the event,that is,three first-level indicators.Under the guidance of this first-level framework,literature search is carried out on these three indicators,and the second-level indicators and the second-level indicators under the first-level indicators are constructed Three-level indicators were preliminarily screened.Finally,the preliminary screened model was revised by questionnaire survey and expert opinion method,and the final scale was determined.On this basis,this paper selected a total of 30 experts and 55 questionnaires to confirm the weight of the index evaluation system.After building the loyalty index system model of Nanjing International Marathon,420 participants who have participated in Nanjing International Marathon for many times are selected for empirical research.The results show that:(1)The contribution of event equipment to the loyalty of competitors is higher,far greater than the contribution of preparation and perception before the race.Participants have higher requirements on the attitude of service personnel,the rationality of service personnel allocation and the comprehensive indicators of entry ticket channels;(2)Males are more than females in Nanjing International Marathon,and male loyalty is higher than females,most of the participants are between 20 and 30 years old.Employees,institutions and students are the main occupations,and most of the monthly incomes are high-income groups;(3)The overall loyalty of the participants in Nanjing International Marathon is high.In addition,the loyalty of competitors of different occupations,income and age groups in setting reasonable rest area is different.In order to improve the loyalty of the general competitors,the following suggestions are put forward: increase the input of facilities and services,and enhance the loyalty of marathon competitors.Increase the sales channels of tickets and increase the number of tickets appropriately.Strengthen the propaganda of the event.