Impact Of Mega Events On Tourism Destination Image

Mega event is the new impetus to the integrated development of metropolitan,and also an important way to achieve leapfrog development of urban tourism. Sincethe1980s, Europe、the United States and other developed countries have strengthenedthe scientific management and the market operation of various events, and make thevarious events become important power to promote the development of urban tourism.In China, as the World Horticultural Exposition, the Olympic Games, the World Expoand other large-scale events have been held, mega events as playing an importantleading role, and having an increasingly impact, have become the focus of thecommunity. Shanghai World Expo is the comprehensive world expo held in thedeveloping country for the first time, the host site Shanghai is the economic center inChina, so the hosting of the world expo is of great influence for the mega eventtourism.In the perspective of post event, the paper takes Shanghai World Expo as anexample and tourists as research objects building and measure customer perceptionmodel of impact of mega events on tourism destinations. The exploratory factoranalysis was adopted to analyze tourists’ perception by the software SPSS17.0, anduse AMOS17.0to test. The variance analysis was used to test the relationship betweentourists’ personal features and tourists’ perception; the fuzzy comprehensiveevaluation method was employed to do a deep quantitative research on touristsperception strength; Then use structural equation model to analyze the relationshipbetween the tourists’ perception and their behavior intention.The research results show that:①Tourists’ perception of Shanghai World Expoon Shanghai tourism image impact had three factors, i.e. tourism infrastructure, urban development and cultural development; and tourists’ perception of expo garden onShanghai tourism image impact had two factors, i.e. image/culture, tourism product.②The career, the education level, the income level, the travel purpose, theconsumption level, the familiarity were the factors affected tourists perception.③The tourists’ perception of Shanghai World Expo on Shanghai tourism image impacthad an overall score3.777and the tourists’ perception of expo garden on Shanghaitourism image impact had an overall score3.678, both of the scores were good.④The relationships of tourists perception of those who had been to Shanghai WorldExpo was that the cognitive image affected the affective image and the overall image,and the affective image affected the overall image.⑤The overall image of those whohad been to Shanghai World Expo had an impact on satisfaction and perceived value,and the perceived value had an impact on satisfaction, and the satisfaction had anobvious impact on tourists behavioral intention.⑥Tourists’ perception of SaudiArabia Pavilion included waiting in line, attractive and shaking, worth seeing andimmersive, unworthy and disappointed, and tourists’ perception of Shanghai MoonBoat included waiting in line, expensive, unworthy and disappointed, immersive andworth seeing. As an important composition symbol and tourism attractions of theworld expo and the expo park period, the context and frequency of tourists’perception about Saudi Arabia pavilion (Shanghai Moon Boat) have changed certainlybefore and after the world expo, but still is a hot spot of the tourism and publiccomments, and promote the dissemination and promotion of Shanghai tourism imagein a certain sense.From the perspectives of the post events, through the tourists’ perceptionevaluation survey, the paper measures the influence of the world expo, the expo park,and the permanently expo park on influence on Shanghai tourism destination image,then obtains some meaningful conclusions. Theoretically the study will widen theresearch field, and enhance the mega event tourism study theories, complete thesystem of the tourism related disciplines. Practically, to understand the impact of themega event holding on the tourist destination would be helpful for the destinationmarketers to better develop and exploit the follow-up tourism resources of the megaevent, and promote the mega event tourism sustainable development. Besides, itwould provide the theoretical guidance and practical reference for other cities hostingsimilar mega events.