节事活动对城市形象提升的研究——以郑开马拉松为例

A Study on the Promotion of City Image by Festival Activities—Taking Zheng Kai Marathon as an Example

摘要: 一个城市举办大型节事活动，特别是高水平的节事活动对城市发展的促进作用越来越被人们得到认可，也成为一个提高城市知名度的途径。举办大型节事活动，可以引导主办城市积极塑造自身城市形象，增加城市吸引力，展示城市文化精神风貌，提升城市形象。郑开国际马拉松是一个展示郑州、开封城市形象的窗口，是一个成功举办之后会极大提高举办城市形象的节事活动。本篇论文采用文献资料法、案例分析法、问卷调查法，研究郑开国际马拉松对城市视觉识别系统、城市行为识别系统、城市理念识别系统的影响，发现郑开国际马拉松在提升城市形象中的不足，研究郑开国际马拉松节事活动对城市形象提升的策略。为节事活动郑开国际马拉松提高城市形象的提升策略提供参考与帮助。

Abstract: A City to hold large-scale festival activities, especially high-level festival activities to promote urban development has been recognized more and more people, but also become a way to improve the city’s visibility. Hosting large-scale festival activities can guide the host city to actively shape its own image, increase the city’s attractiveness, display the city’s cultural spirit and enhance the city’s image. Zheng Kai International Marathon is a window to showcase the image of the cities of Zhengzhou and Kaifeng. In this paper, we use the method of literature review, Case Analysis and questionnaire survey to study the impact of Zheng Kai International Marathon on City Visual Recognition System, city behavior recognition system and city idea recognition system, finding the deficiency of Zheng Kai International Marathon in the promotion of city image, the paper studies the strategies of Zheng Kai International Marathon Festival on the promotion of city image. For the festival activities Zheng Kai International Marathon to enhance the city’s image of the promotion strategy to provide reference and help.