澳大利亚利用大型体育赛事开展旅游目的地营销的经验借鉴

Australia’s Experience of Using Major Sports Events for the Marketing of Tourist Destination

DOI：

英文关键词:sport major event tourism city marketing

基金项目:

作者	单位
杨蕾	上海体育学院新闻与外语学院

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中文摘要:

澳大利亚是西方较早运用体育赛事进行城市营销、发展旅游业的国家之一。其利用大型体育赛事作为城市形象塑造和品牌推广有相对较长的历史，在体育赛事的开发利用方面有很多可以借鉴的经验和可以吸取的教训。文章通过对其开展的赛事主办地城市营销实践进行回顾和梳理，并归纳总结经验教训，为我国更好更科学的利用大型体育赛事这一手段进行城市品牌营销与形象塑造提供参考。

英文摘要:

Australia is one of the early Western countries that use sport events for city marketing and tourism development. It has a long history in using major sport events for city image creation and brand promotion and has rich experience and lessons in respect of sport event development. The article looks back to its marketing practice of the event host cities and summarizes its experience and lessons. It aims to provide reference for using major sport events in the city brand marketing and image creation in China more scientifically.

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