电竞俱乐部在地性建设对城市形象感知的影响——以广州T电竞俱乐部粉丝为例

Abstract

Abstract: The rapid rise of the digital economy is profoundly reshaping urban development paradigms, positioning the esports ecosystem as a strategic vehicle for city image communication through club localization initiatives. Integrating a localization perspective with a case-specific approach, this empirical study employs structured questionnaires administered to fans of Guangzhou T Esports Club’s Team T, with data analyzed via descriptive statistics and structural equation modeling (SEM) to examine how localization-operationalized through geographical, cultural, and humanistic construction dimensions-influences city image perception (cognitive and affective components). Results demonstrate that all three localization dimensions significantly strengthen fans’ perception of the city’s cognitive image, while only cultural construction exhibits a significant positive effect on affective city image. The study advances theoretical frameworks for localization in digital cultural industries and provides actionable place branding strategies for urban policymakers leveraging esports.

Key words: localization, esports club, city image perception, esports fans, digital economy

CLC Number:

G899

HAO Xiaofei, JIANG Chenxin, LIU Yifei. Localization of Esports Clubs and City Image Perception: Empirical Evidence from Guangzhou T Club Fans[J].TOURISM SCIENCE, 2025, 39(9): 53-73.

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Localization of Esports Clubs and City Image Perception: Empirical Evidence from Guangzhou T Club Fans

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