A Study On The Influencing Factors Of Chinese Marathon Participants' Willingness To Participate And The Marketing Communication Strategies

When Marathon became a national sport,more and more Chinese people participated in it and enjoyed it.At the same time,the diversity of event types gives participants more choices.Therefore,exploring the factors and marketing communication strategies that affect the participation willingness of Marathon participants can not only help the participants to better understand their wishes,so as to select the best scheme for participation,but also help the organizers to customize the marketing plan,improve the marketing model,and achieve win-win.In this paper,participation observation,in-depth interview,questionnaire survey are used to explore the influence factors of Chinese Marathon participants' willingness to participate.In this study,442 valid samples were collected through questionnaire survey,and the influence model of Marathon participation intention was creatively constructed by combining the theory of planned behavior and the theory of sports motivation.Based on the analysis of these samples,it is found that four variables,motivation,perceived behavior control,subjective norms and attitude to participate in the Marathon,all have positive and significant impact on the willingness to participate in the Marathon.At the same time,according to the results of structural equation calculation,the participation attitude plays a part of intermediary role in the motivation and willingness to participate in Marathon.Therefore,the event organizers can improve their marketing communication Strategies at these levels.That is to say,They should pay attention to the transmission of Marathon concept and stimulate positive emotion and attitude;various media platforms and opinion leaders build momentum and create marketing hot spots;integrate cloud computing,big data and other technologies to achieve precision marketing;innovate the event form and seek social group support;build marathon tourism city and form the reputation effect of friend circle;strengthen risk awareness and enhance the perception and behavior control ability of competitors To highlight the sense of professional competition and stimulate the participants' external motivation;to properly adjust the cost of the competition to affect the participants' economic perception;to have insight into the behavior habits of the participants and seize the opportunities to meet the challenges.