Abstract
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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Highlights
In recent years, due to the popularity of physical activity and leisure sports, the tourism industry has formed a diversified development
The Department of Environmental Affairs and Tourism (2006) points out that sports tourism has accounted for about 5-10% of global tourism output
According to a survey conducted by the Tourism Bureau, Ministry of Transportation and Communications in 2016, the number of travelers having fitness and sports for tourism purposes was 5.4%, an increase of .3% from 5.1% in 2015. This shows that sports tourism has gradually become one of people's leisure activities and represents the growth space and potential of the sports tourism market
Summary
Due to the popularity of physical activity and leisure sports, the tourism industry has formed a diversified development. The output value of sports tourism in Taiwan could reach NT $20 billion per year (Fang, 2015). According to a survey conducted by the Tourism Bureau, Ministry of Transportation and Communications in 2016, the number of travelers having fitness and sports for tourism purposes was 5.4%, an increase of .3% from 5.1% in 2015. This shows that sports tourism has gradually become one of people's leisure activities and represents the growth space and potential of the sports tourism market. The added value generated by the combination of tourism and sports is more attractive, which makes it become the tourism experience with added value pursued by people of all countries, and becomes one of the fastest growing fields in the global tourism industry, and makes sports tourism a global industry with unlimited business opportunities (Huang, 2016)
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