| The influence of sports event image on host city image is a complicated process,and many deep problems such as the mechanism and influencing factors need to be further explored.The upcoming 31 st World University Summer Games(hereinafter referred to as "Chengdu Universiade")has become an important opportunity for Chengdu to promote its image as a city.How to effectively promote Chengdu’s image during the Universiade? Is a topic worthy of academic discussion.Based on the image transfer theory,cognitive evaluation theory and other relevant basic theories,this study took the 31 st Universiade in Chengdu as an example to issue questionnaires to the residents of Chengdu,and conducted an empirical test on the recovered questionnaires to explore the possible impact of the event image on the host city image.According to the test results,the following three conclusions are drawn: first,there are three dimensions of the image of Chengdu Universiade,namely,cognitive dimension,emotional dimension and ability dimension;Chengdu city image has four dimensions,namely cognitive dimension,emotional dimension,cultural dimension and ability dimension.Secondly,the age factor of population geography has significant difference in the city image of Universiade;Third,from the same dimension,the image of Chengdu Universiade has a positive effect on the overall image of Chengdu.On this basis,aiming at how to improve the overall image of host cities,the following countermeasures are put forward: Host cities of large-scale sports events should actively play the function of city name card;Strengthen the Universiade brand marketing communication to the city image;Excavate the original fit and creative fit between Universiade event and host city. |
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