SPORTS EVENTS, INTEGRATED MARKETING COMMUNICATIONS AND CITY VALUES INFLUENCING SPORTS CITY BRANDING OF CHENGDU, CHINA
As a central city in western China, Chengdu has been actively organizing various sports events in recent years to promote the development of the sports industry and enhance the city's brand image. Taking the residents of Chengdu as the survey object and the 31st World University Games held in Chengdu as the empirical research object, a combination of qualitative and quantitative research methods was used to study the impact of sports events, integrated marketing communications and urban values on Chengdu's sports city brand. SPSS and AMOS software were used to process and analyze the data from 487 questionnaires. This study has four research objectives: 1) to investigate the current situation of Chengdu sports city branding in China. 2) To analyze the relationship between the influence of factors sports events, integrated marketing communications, and urban values on the branding of Chengdu sports city in China. 3) To construct a model of the influence of sports events, integrated marketing communications, and urban values on the branding of Chengdu sports city in China. 4) To evaluate the model of sports events. The influence of integrated marketing communication and city values on Chengdu sports city branding. It was found that the quality of sports events has a significant effect on trust. Sports event quality has a significant effect on Chengdu sports city branding. Integrated marketing communication has a significant effect on stakeholder trust. Integrated marketing communication has a significant effect on Chengdu sports city branding. City value has a significant effect on stakeholder trust. City value has a significant effect on Chengdu sports city brand building. Stakeholder trust has a significant effect on Chengdu sports city brand building. Sports event quality has a significant impact on Chinese sports city Chengdu branding through stakeholder trust. Integrated marketing communication has an indirect effect on sports city branding through stakeholder trust. City value has an indirect effect on sports city branding through stakeholder trust. Finally, a model of the influence of sports events, integrated marketing communication, and city values on the sports city branding of Chengdu, China was constructed (Chi-square=3640.017,DF=2750, Chi/DF=1.324, GFI=0.841, RMSEA=0.026, NFI=0.836, and NNFI=0.952). Therefore, this study helps to understand the overall status quo, influencing factors and model promotion application of Chengdu's sports city branding, and lays a certain theoretical foundation for the research related to sports event city branding.
Sports Events, Integrated Marketing Communication, City Values, Sports City Branding, Chengdu.