CAJ | 학술논문

利用大型体育赛事进行旅游目的地形象的建设与营销推广已经成为国际上一个流行的趋势.本文以2011年深圳世界大学生运动会为例,就大会期间举行的FISU学术大会与会者的旅游动机、综合形象感知以及后续旅游意向等之间的关系进行了探索性研究.双变量相关及多元线性回归分析的结果显示：（1）与会者的旅游动机不仅与学术大会本身有显著的关系,同时还会对更大范围内的赛事以及整个目的地认知形象产生更大的影响作用;（2）受大运会作为特定时空范围内的“中心事件”的影响,与会者对赛事的认知形象可以对目的地情感形象以及后续的目的地旅游意向产生作用;同时,会议型旅游者对深圳市作为旅游目的地整体形象的认知也多集中在“节事”这个维度,并进而对目的地情感形象以及旅游行为意向产生显著影响.本文的研究结果对大型体育赛事举办地发展事件旅游有一定的借鉴意义.
이용대형체육새사진행여유목적지형상적건설여영소추엄이경성위국제상일개류행적추세.본문이2011년심수세계대학생운동회위례,취대회기간거행적FISU학술대회여회자적여유동궤、종합형상감지이급후속여유의향등지간적관계진행료탐색성연구.쌍변량상관급다원선성회귀분석적결과현시：（1）여회자적여유동궤불부여학술대회본신유현저적관계,동시환회대경대범위내적새사이급정개목적지인지형상산생경대적영향작용;（2）수대운회작위특정시공범위내적“중심사건”적영향,여회자대새사적인지형상가이대목적지정감형상이급후속적목적지여유의향산생작용;동시,회의형여유자대심수시작위여유목적지정체형상적인지야다집중재“절사”저개유도,병진이대목적지정감형상이급여유행위의향산생현저영향.본문적연구결과대대형체육새사거판지발전사건여유유일정적차감의의.
It has become a popular trend for host cities of mega sports events to use these events to construct and market their tourism destinations. This paper, taking 2011 FISU Conference as a case in point, makes an empirical study of the relationship among attendants＇ motivations, comprehensive image perceptions and post-event tourism behaviors through using principle component analysis and multi-linear regression. The findings are： 1. Attendees＇ motivations show significant relationship with not only the conference itself but also with the cognitive images of Shenzhen as a tourism destination; 2. Under the influence of the Universiade 2011 as a core event in specific period of time, the attendee＇ s cognitive event image has significant positive effects on the affective image of tourism destination and tourism intentions in the future.