A Study of City Marketing: the case of The World Games 2009 Kaohsiung

• Main Authors: Chieh-fen Lin, 林潔芬
• Other Authors: Wu Chi Cheng
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/32148512501305237557

碩士 === 國立中山大學 === 企業管理學系研究所 === 98 === In addition to the increase of demand in global tourism, the incorporation of sports and recreation has become a new trend in tourism industry. Holding sports event not only can bring huge tourism earnings to the host city, but also build strong sense of pride and belongingness among local residents. Sport event possesses multiple influences on economical, social, cultural and physical environment. This research is implemented through documentary analysis, case study method, and content analysis method. Using The World Games 2009 Kaohsiung as case study, this research probes into the chanllenges that Kaohsiung City Government implements, the marketing strategies that it implements, along with the benefits that The World Games 2009 Kaohsiung brings to the host city based on the strategic place marketing theory. The research finds that holding international sports event can actually bring the city together, increase city awareness, drive capital development, and generate economic benefits. However, the investment for the international sports event is too huge that requires sustained observations on the longterm effects. Moreover, the host city should strengthen the unique features of the city more in order to differenciate from other cities when using marketing mix to promote the sports event.