Yun-Che Hsieh, Kuo-Wei Lin, Xiao-Qing Wu


The purpose of this study is to explore the benefits of sports tourism on city marketing. In recent years, Taiwan has been actively striving for the marketing of large-scale sports events in the development of international sports. The host city uses the resources invested before the holding of the sports event to develop sports tourism attractions, develop sports tourism policies, and make good use of marketing and promotion strategies to shape the city’s image; and uses media marketing as a tourism promotion tool to expand Taiwan’s sports tourism facets which would bring huge tourism effects. This study organizes the research of past scholars by way of literature discussion, and then collects, organizes and analyzes the data. It is concluded that Taiwan has opened up its international reputation through international large-scale sports events and city marketing. From the experience of hosting international large-scale events, Taiwan not only attracts countless domestic and foreign tourists, but also promotes its city’s culture, tourism, and economy. The vigorous development of related industries, the enhancement of sports tourism quality and the improvement of sports tourism image in Taiwan are also achieved. Finally, international large-scale events revitalize the city to bring business opportunities and make such events the pride of the city. Therefore, this study serves as a reference for future exploration of sports tourism development and city marketing issues, integrating relevant resources, and providing reference for relevant organizations to jointly build Taiwan as a sports tourism island.

JEL: L10; L80; L83

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sports events, sports tourism, city marketing

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DOI: http://dx.doi.org/10.46827/ejmms.v6i2.999


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