By : Huseyin Kose, Mehpare Tokay Argan & Metin Argan
Published by : Journal of Management and Marketing Research (Vol. 8 - September, 2011)
ABSTRACT
The aim of the study is to show the dimensions applied while managing and marketing a successful special sport event and is going to make several contributions for the sport event managers and sport marketing managers about how to use event management dimensions effectively and shape strategies based on this perspective. Case study was employed to analyze a sport event based on event management and event marketing perspectives. Data in the study was collected from primary as well as secondary data sources (observations, internet resources, press and visual media). The main data collection techniques employed was personal semi-structured interviewing and observations. The researchers carried out five group interviews, with key informants in the special sport event. This paper focuses on the dimensions of event management named ticketing, transportation, human resources (volunteers and trained staff), budgeting, marketing and PR and risk management.
The aim of the study is to show the dimensions applied while managing and marketing a successful special sport event and is going to make several contributions for the sport event managers and sport marketing managers about how to use event management dimensions effectively and shape strategies based on this perspective. Case study was employed to analyze a sport event based on event management and event marketing perspectives. Data in the study was collected from primary as well as secondary data sources (observations, internet resources, press and visual media). The main data collection techniques employed was personal semi-structured interviewing and observations. The researchers carried out five group interviews, with key informants in the special sport event. This paper focuses on the dimensions of event management named ticketing, transportation, human resources (volunteers and trained staff), budgeting, marketing and PR and risk management.
Keywords: Event, marketing, special event, event management, event marketing
INTRODUCTION
The event industry is one of the world’s largest employers and contributes major positive economic impact (Theocharis, 2008). The event is all about people-people coming together to create, operate, and participate in an experience (Silvers, 2004). It is an activity that gathers the target group in time and room, a meeting where a message is communicated and happening is created (Eckerstein, 2002). The term event is used for describing different activities designed for different purposes. These activities can be art, sports, tourism and social activities, and can also be activities organized by giant organizers more professional and more formal (Argan, 2007). According to Getz and Goldblatt, events are ‘a unique moment in time’ and ‘aside from everyday occurrences’ (Berridge, 2007). Public or private, commercial or charitable, celebratory or commemorative-events bring people together to share an experience and produce a measurable outcome (Silvers, 2004). Civic events, conventions, expositions, fairs and festivals, hallmark events, hospitality, incentive travel, meetings and conferences, retail events, reunions, social life-cycle events, sport events, and tourism are the examples of subfields of events (Goldblatt, 2005). Every event has an organization behind it; . . . .. . . (baca_selengkapnya )
The event industry is one of the world’s largest employers and contributes major positive economic impact (Theocharis, 2008). The event is all about people-people coming together to create, operate, and participate in an experience (Silvers, 2004). It is an activity that gathers the target group in time and room, a meeting where a message is communicated and happening is created (Eckerstein, 2002). The term event is used for describing different activities designed for different purposes. These activities can be art, sports, tourism and social activities, and can also be activities organized by giant organizers more professional and more formal (Argan, 2007). According to Getz and Goldblatt, events are ‘a unique moment in time’ and ‘aside from everyday occurrences’ (Berridge, 2007). Public or private, commercial or charitable, celebratory or commemorative-events bring people together to share an experience and produce a measurable outcome (Silvers, 2004). Civic events, conventions, expositions, fairs and festivals, hallmark events, hospitality, incentive travel, meetings and conferences, retail events, reunions, social life-cycle events, sport events, and tourism are the examples of subfields of events (Goldblatt, 2005). Every event has an organization behind it; . . . .. . . (baca_selengkapnya )
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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