BRAND BUILDING OF TOUR OF ZHONGYUAN ROAD OPEN CYCLING CHAMPIONSHIP

Abstract The Tour of ZhongYuan Road Open Cycling, which originated in 2015, is a key construction project of Henan Province's Healthy Central Plains 2030 Plan, Henan Province's 14th Five Year Plan for Sports Development, and Henan Province's Action Plan for Promoting High Quality Development of the Sports Industry. It is also a highly influential individual mass sports event in China. On the basis of imitating the environmental laws and the Qinghai Lake, Tour of ZhongYuan has gradually established its unique brand image through market-oriented operation, combined with its own special development environment. How to develop faster, better, and more sustainably is an important issue currently facing. This study takes brand building as the starting point and constructs a structural equation model that affects brand building through quantitative research methods. It further analyzes the impact of brand positioning, brand value, destination image, and brand loyalty on brand building. This study was conducted using 363 questionnaire data and processed and analyzed using SPSS and AMOS software. This study has four research objectives:1.To investigate the current status of brand positioning, brand value, perception of destination, and brand loyalty in the brand building of the Tour of ZhongYuan Road Open Cycling.2.To Analyze the impact of brand positioning, brand value, perception of destination, and brand loyalty on the brand building of the Tour of ZhongYuan Road Open Cycling.3.To Create a model for the Tour of ZhongYuan Road Open Cycling to establish branding, brand positioning, brand value, perception of destination and brand loyalty.4.To evaluate the impact of brand positioning, brand value, perception of destination, and brand loyalty on the brand building of the Tour of ZhongYuan Road Open Cycling. The results indicate that: Brand positioning has a significant positive impact on perception of destination. Brand positioning has a significant positive impact on Brand Loyalty. Brand Value has a significant positive impact on perception of destination. Brand Value has a significant positive impact on Brand Loyalty. Perception of destination has a significant positive impact on Brand Building. Brand Loyalty has a significant positive impact on Brand Building. Brand positioning has a significant positive impact on Brand Building. Brand Value has a significant positive impact on Brand Building. The destination perception of the Tour of ZhongYuan Road Open Cycling has a mediating effect on brand positioning and brand building. The destination perception of tthe Tour of ZhongYuan Road Open Cycling Race plays a mediating role in the impact between brand value and brand building. The brand loyalty of tthe Tour of ZhongYuan Road Open Cycling Race plays a mediating role between brand positioning and brand building. The brand loyalty of the Tour of ZhongYuan Road Open Cycling Race plays a mediating role between brand value and brand building.