大型体育旅游事件营销问题研究——基于旅游动机和旅行限制的因素

通过研究发现,事件吸引力和人们对于限制因素的感知程度居中,完全削弱了旅游动机和潜在参与者背景对于参与奥运会旅游可实行性的影响;财务方面的限制因素会影响人们参与奥运会的渴望程度;渴望社交和追求励志性对事件吸引力和人们渴望参与奥运会的程度有一个直接和积极的作用和影响。作为奥运会举办方,应该认识到体育事件市场营销交流和沟通的重要性。

An Empirical Study Based on Travel Motivations and Constraints on Marketing in large Sport events

This paper makes use of the confirmatory study to establish the theory construct, and confirms it in the empirical study to analyze the case that event interest, risk constraint, and financial constraint will affect potential attendees’ desire to attend and their sense that it is feasible to attend,. Main conclusions of this paper are: Event interest and constraints fully mediated the effects of motives and background on respondents’ sense that it was feasible for them to attend. Financial constraint did affect desire to attend, and so on. Finally, this paper suggests the organizer in Beijing Olympic Games should emphasize the importance of marketing communication.