| Since the first Jianzhen International Half marathon Race was held in Yangzhou in2006, it has been conducted eight sessions. It not only improves the capability of race holding but also enhances the forces of the race. The race promotes the development of Yang Zhou tourism, and also advances its brand value. However, both the race and its integration with tourism need further development.Both quantitative and qualitative methods are adopted in the study including documentation researching method, questionnaire, interview, logic analysis and so on. This paper is undertaken to investigate the promotion of yangzhou tourism, the transformation of the way of tourism and the relationship between the race and Yangzhou tourism brand value since the first Jianzhen International Half Marathon Race held in Yangzhou in2006. This study yields the following findings:first, the race promotes the transformation of the tourism pattern in Yang Zhou. Second, the race is also conducive to the city construction, the improvement of the travel service industry and the tourism marketing management level. Third, the race advance the brand value of Yangzhou tourism. Fourth, the commercial operation of the race lacks long-term planning. Fifth, the race is also lack of the characteristics of its own brand. Sixth, the integration of the race and tourism needs further development.In light of the findings, this paper makes some implications for the integration of Yang Zhou Jianzhen International Half Marathon Race and the tourism:first, strengthening the innovation of marketing and management strategy in order to improve the Yangzhou tourism brand value; second, to further construct the related tourist attractions, facilities, so as to perfect the conditions of yangzhou tourism. Third, to further improvement of Yangzhou tourism form through reform and innovation in order to usher in a new stage of the integration of the race and tourism. |
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