Study On The Influence Of The Fourteenth National Games On The City Image Of Xi ’an

City image is the most valuable asset of a city,which can show the spiritual outlook and cultural connotation of a city in an all-round and three-dimensional way,and has a profound influence on the economy,politics and culture of a city.With the globalization of the world economy,the competition among cities is becoming increasingly fierce.Sports events have become the prominent form of city image,which is an indispensable factor of urban modernization.Sports events are a very good carrier to promote the image of a city,which can intuitively show the style of the host city to all over the world,effectively improve the image of the host city,and then create a unique city name card.The 14 th National Games is the first time in the history of western China held the highest level of sports competition activities,is also the first time in the history of Xi ’an hosted the largest sports event,is the embodiment of Xi ’an city image carrier.Based on the CIS theory,this paper discusses the influence of the 14 th National Games on Xi ’an city image,divides the city image into three levels from visual image,behavioral image and idea image,and makes an in-depth study of Xi ’an city image by using the methods of literature,expert interview,questionnaire and mathematical statistics.Analyze the positive factors of sports events to the city image so as to improve the comprehensive competitiveness of the city and provide more possibilities for the development of the city.The main findings include:(1)The 14 th National Games have had an important impact on the city visual image,city behavior image and city idea image of Xi ’an.According to the structural features of the event itself and the inner development law of the city,this paper adopts the analysis method of multi-index comprehensive evaluation to construct the index system of the influence of the 14 th National Games on the city image of Xi ’an.These include 3 primary indicators,12 secondary indicators and 23 tertiary indicators.(2)The impact of the 14 th National Games on the visual image of Xi ’an city is shown in the following aspects: improving the urban green space coverage area,promoting the optimization and improvement of urban environmental health,deepening the understanding of urban history and culture,adding new landmark buildings,improving the basic facilities of the city,and strengthening the elements of public viewpoint of the city.(3)The influence of the 14 th National Games on the image of Xi ’an city is reflected in the following aspects: improving the organizational management level of the government,the visibility of sponsors and the organizational management level of enterprises,improving the comprehensive quality of citizens and the enthusiasm to participate in sports events,increasing urban activities and enhancing the vitality of the city.(4)The influence of the 14 th National Games on the image of Xi ’an city is shown in the following aspects: shaping a good urban spirit,enriching the concept of urban fitness,improving the happiness of citizens,creating a good urban spirit,strengthening the spread of sports culture,and promoting the development of the city.(5)The holding of the 14 th National Games also has some negative effects on the city image of Xi ’an.In terms of the city visual image,it is mainly manifested in the difficulty of maintaining the urban traffic order,the increase of security risks,and the low utilization rate of venues after the games.In the aspect of urban behavior image,there are mainly problems such as increasing government financial burden,low marketization of events,disturbance of residents’ life,noise pollution and so on.In the aspect of urban image,there are some problems,such as the limited innovative idea of the competition,the insufficient exploration of the modern spirit of the city and the cultural shock and cultural contradiction.Therefore,based on the research results,the following suggestions are put forward:(1)transform venue functions,improve infrastructure,and create a visual image of urban characteristics;(2)Adjust operation subjects,coordinate development between government and enterprise,and comprehensively improve the image of urban behavior;(3)Innovate the competition concept,explore the city culture,optimize and improve the city concept image.