摘要
民众更大程度地涉入到体育活动中是人民幸福感提升的重要标志之一。其中,马拉松赛事的高参与度就是一个凸显的特征表现。基于这一社会热点,以马拉松赛事与城市的融合评价作为研究对象,以民众的马拉松赛事涉入程度作为赛事与城市融合评价的调节变量,观察民众的体育赛事涉入程度对马拉松和城市融合评价的调节作用。以2017年杭州马拉松赛事为例,对536名参与者进行随机调查。研究显示:民众对马拉松赛事与城市的认同度以及两者的声誉匹配度均与融合评价的各指标形成显著的正相关关系,其关系的强弱程度为:马拉松赛事和城市的声誉匹配度(0.324)>城市认同度(0.247)>马拉松赛事认同度(0.239),而且这些关系的强弱受到了民众涉入程度的调节影响。与低涉入度相比,涉入度较高时,各自变量对融合评价的作用更为明显。马拉松赛事的民众涉入程度会影响赛事认同度与融合评价的关系(β=0.226),且调节效应大于城市认同度与融合评价的关系(β=0.205)。启示:民众参与马拉松运动不限于关注赛事本身,而更趋向于作为一种生活方式进而提升对城市的归属感和忠诚度。马拉松赛事的营销活动应把民众参与的体验放在首位,以激发其更大的幸福感和获得感。
One of the most important indicators of the rising standard of people’s sense of happiness is that people are more involved in physical activity,and the high involvement in marathons is a prominent feature.Based on this social hot spot,this research takes the integration evaluation of marathon events and cities as the research object,and takes people’s involvement in marathons as the moderator variable in the integration evaluation of marathon events and cities,to observe the moderating effect of people’s involvement on the integration evaluation of marathon and cities.Take the 2017 Hangzhou Marathon as an example,a random survey is conducted on 536 participants.The results show that:People’s identification of marathon events and cities and their reputation matching,are positively correlated with various indexes of integration evaluation.The influence degree of independent variables on the integration evaluation are as follows:Reputation matching degree of marathon events and cities(0.324)>city identification(0.247)>marathon events identification(0.239),and they are positively moderated by the degree of people’s involvement.Compared with the low involvement degree,when the involvement degree is high,the effect of independent variables on the integration evaluation is more pronounced.The degree of people’s involvement affects the relationship between marathon events identification and integration evaluation(β=0.226),which exceeds the relationship between city identification and integration evaluation(β=0.205).The conclusion shows that when people’s involve in marathons,they are no longer only concerned about the event itself,but seem to be more inclined to involve in sports events as a lifestyle to improve their sense of belonging and loyalty to the city.Marketing activities of marathon events should prioritize the experience of people’s involvement in order to inspire greater senses of happiness and gain.
作者
张辉
赵臣
罗建英
高恰恰
ZHANG Hui;ZHAO Chen;LUO Jianying;GAO Qiaqia(Hangzhou Normal University,Hangzhou 311121,China;Huzhou University,Huzhou 313000,China;Hangzhou Construction Vocational School,Hangzhou 311121,China)
出处
《中国体育科技》
CSSCI
北大核心
2023年第3期97-105,共9页
China Sport Science and Technology
基金
国家社会科学基金项目(17BTY060)。
关键词
马拉松赛事认同度
城市认同度
马拉松和城市的声誉匹配度
民众涉入度
融合评价
marathon events identification
city identification
reputation matching degree of marathon events and cities
people involvement
integration evaluation
