The Influence of Folk Sports Tourism on the Construction of City Brand Image

Abstract

Folk sports, as a carrier of inheriting and promoting national culture, can not only show the unique charm of the city but also enhance the city’s popularity and reputation, providing a new opportunity for city brand building. To explore the relationship between folk sports tourism and city brand image, this paper uses the factor analysis method to extract the male factors that affect the city brand image. The model is validated through various validations, and finally, the components of the brand image of the tourism city are determined. Among them, “city tourism function image” and “city culture” are closely related to the development of folk sports tourism. Based on the Stimulus-Organism-Response (S-OR) model, we constructed a model of the influence mechanism of folklore sports perception factors on city brand image and city brand identity. Relevant hypotheses are proposed to explore the relationship between the four factors: folk sports perception factors, immersion experience, city brand image, and city brand identity. Finally, the research findings are rationally explained in the light of reality, and relevant suggestions are put forward for the construction of a city’s brand image.