Dissertations / Theses on the topic '3506 Marketing'

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Diferentes áreas do conhecimento, em especial a Ciência Política, realizaram esforços nos sentido de conhecer o eleitor, suas escolhas e dinâmica de comportamento político. No entanto, a produção brasileira ainda é pouco representativa e o eleitor brasileiro sub-estudado, especialmente no âmbito da Administração. No Brasil, grande parte dos estudos tem se dedicado à compreensão do impacto persuasivo da propaganda na formação da opinião e na explicação do comportamento de voto, particularmente das classes mais baixas. Esta população representa a grande massa do eleitorado brasileiro e é normalmente caracterizada pela literatura como possuidora de um comportamento político-eleitoral 'errado', 'confuso' ou 'errático'. Neste estudo argumentamos que o foco gerencial das pesquisas de marketing político não pode ser considerado como a única lente possível para compreensão do comportamento do eleitor. O presente trabalho faz um levantamento da produção sobre comportamento do eleitor e analisa no próprio discurso dos indivíduos como eles constroem o voto e o significado que dão à sua própria participação política, reconhecendo a complexidade de motivações individuais e culturais que interferem no voto. Os dados foram coletados em entrevistas em profundidade e tratados por meio da análise de discurso. Utilizamos um dos quadros teóricos mais importantes no marketing: o paradigma da troca. A centralidade deste conceito na teoria de marketing tem grande aceitação pela academia, mas marketing político a utilização deste quadro teórico não se dá da mesma forma. Acreditamos que a utilização deste quadro teórico em pesquisas pode contribuir para a análise de aspectos diferentes do comportamento do eleitor, propiciando avanço no corpo teórico da disciplina.

La empresa ECO NATIVO E.I.R.L de la ciudad de Cajamarca, tiene poco tiempo en el mercado; por lo que no es reconocida, posee poca participación de mercado, bajo nivel de ventas y escasa recordación, lo que es un problema para esta empresa; por ello está investigación tiene como objetivo principal elaborar un plan de marketing para el relanzamiento de dicho producto en el distrito de Cajamarca-2018. Esta investigación corresponde a un enfoque mixto, descriptivo, tipo transversal, observacional y de origen de información primaria. El diseño de investigación es no experimental-descriptivo. La muestra estuvo conformada por las madres de familia entre los 20 a 29 años de edad con nivel de instrucción secundaria de la zona urbana del distrito de Cajamarca que tengan de 1 a 3 hijos vivos y que realicen compras en centros comerciales. La técnica de recolección de datos será análisis documental, observación y encuesta. Como conclusión al elaborar el análisis externo se logró determinar que existe un mercado atractivo en el rubro de alimentos saludables; así mismo a través de la encuesta aplicada al público objetivo se determinó que el 66% no recordaba publicidad sobre la barra de cereal, el 42% compraría el producto por salud, 49% clasificó el producto como natural, el 34% preferiría encontrar el producto en el centro comercial “El Quinde”, 87% afirmó que incluiría el producto en la lonchera de sus hijos y finalmente la totalidad del público en estudio se encontraron de acuerdo en que se relance el producto.

Mestrado em Comunicação Multimédia
Este projecto em contexto empresarial teve como principal objectivo melhorar os processos de promoção das actividades da empresa “Dreamlab” através dos “Social Media”. Tendo em vista um mercado cada vez mais competitivo é necessário compreender os mecanismos que podem ser adoptados para publicitar uma empresa de uma forma eficaz e rápida. Pretende-se assim desenvolver uma maior presença da “Dreamlab” no campo dos Social Media, constituindo um ponto de acesso central com informação geral e também personalizada, direccionada para os Social Media. Espera-se, com esta investigação, criar condições para uma maior visibilidade e consolidação online da “Dreamlab”, através do desenvolvimento de uma montra acessível das diversas actividades da empresa, permitindo uma maior aproximação tanto com trabalhadores da empresa como com clientes ou potenciais clientes.
The present business project had as main objective the improvement of processes to promote the development of an enterprise within the "Social Media" in the specific context of "Dreamlab’’. Advising the increasingly competitive market is necessary understanding the mechanisms that can be adopted to advertise the business in an efficient way. The aim is developing a greater presence of “Dreamlab” in Social Media field, and assuming a central access point for general and/or personalized information, focused in Social Media. As purpose, the results of this research aim to enhance the visibility and consolidation of the online "Dreamlab" through mirror the several developing activities and research facilities of the company, allowing an approach to the employees and clients, or potential clients.

Esta investigación busca conocer el uso adecuado de estrategias de promoción para lograr una correcta captación de clientes de una empresa de ascensores con herramientas de marketing. Teniendo como Objetivo Principal proponer estrategias de promoción para la captación de clientes de Seesaw Ascensores E.I.R.L. en la Ciudad de Lima. Se realizó un enfoque cualitativo porque recogió información para descubrir o afinar preguntas de investigación mediante una entrevista de siete preguntas abiertas a tres de los clientes para recolectar datos. Es de tipo descriptiva ya que se orienta a describir el problema y proyectiva porque consiste en la elaboración de una propuesta para solucionar el problema. La presente investigación es no experimental transversal que se realiza sin manipular variables y en los que sólo se observan los fenómenos en su ambiente natural para después analizarlos, y transversal donde se recolectan datos en un solo momento, en un tiempo único y su propósito es describir variables y el número de casos dados en un momento determinado. Esta empresa no estuvo ajena al problema originado por la pandemia, viéndose afectada directamente en las ventas, pese a la reactivación del sector construcción se ha identificado que sus clientes necesitan de incentivos, descuentos y promociones para adquirir los equipos de elevación vertical. Afirmando que en cuanto a la efectividad de estas estrategias logran además mejorar el nivel de captación y competitividad en el rubro donde la empresa se desarrolla. Se identificó que la empresa de la presente investigación, no coloca contenido a su página de Facebook ni promocionar sus publicaciones, no participa de eventos virtuales para lograr captar más seguidores y futuros compradores, no participa de expo ferias de construcción y no realiza una cercana experiencia post venta con los clientes. Se llega a concluir que el objetivo de la empresa es generar más clientes de manera interactiva con su red social Facebook para potenciar su página.

Investigating an important overlooked phase of interorganizational relationship evolution, which is currently hypothesized to progress through five stages of awareness, exploration, expansion, commitment, and dissolution, this dissertation proposes that in the long road between commitment and dissolution, the quintessential interfirm relationship is likely to be characterized by aprolonged period of relationship alienation, which then becomes the immediate precursor to the dissolution stage. The dissertation utilizes social learning theory, behavior constraint theory, and alienation theory to explain apathetic behaviors of franchisees. The principal proposition is that certain characteristics of the franchise system’s operating environment inadvertently condition franchisee estrangement and failure, and the maladaptive behaviors persist even after environmental changes make success possible again. The dissertation proposes and empirically tests a conceptual model of franchisee alienation. Data from dyadic franchisee-franchisor relationships (N=185) across a wide variety of industries were obtained through a survey of franchisee organizations that were members of the Franchise Council of Australia (FCA). The results render support to the central hypothesis that franchisee alienation occurs as a result of the franchisee organization disconnecting its own actions from the outcomes of its interactions with the franchisor. Franchisee alienation is shown as a phenomenon that is extremely toxic for the franchise system as a whole, as the alienated franchisee is likely to engage in opportunistic behaviors, exhibits reduced productivity, and is inclined to litigate against the franchisor and to dissolve its relationship with the franchisor. On the basis of the findings, the dissertation offers a prescription in terms of the different strategies that can be used by the franchisor to prevent and combat franchisee alienation.

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The aim of this study is to look into the benefits provided to social inclusion by cultural activities carried out in a cultural place with great seriousness at Rio de Janeiro. To accomplish that, the author attempt to deepen into the social exclusion/inclusion in brazilian urban context, spotlighting the historic reality of the urban process of the city. Afterwards, by means of a quality research, document files from the cultural spot were consulted and looked into the view of customers, trustees and managers. For customers were applied questionnaires with open and close questions, with trustees and managers were made interviews, and also a documentary research with opinions available in mass media. This study fits into public politics, cultural and institutional marketing, for presenting examples of how cultural activities are essential tools for completely social inclusion of people in community, demonstrating that often marketing enterprises in culture area can result in benefits for society, even no being these their main purposes.
Este estudo possui como objetivo investigar os benefícios promovidos à Inclusão Social por meio das atividades culturais realizadas num espaço cultural de grande relevância para a cidade do Rio de Janeiro. Para isto, o autor procurou aprofundar o entendimento sobre o conceito de exclusão/inclusão social no contexto urbano brasileiro, destacando ainda a realidade histórica do processo de urbanização da cidade. Posteriormente, por meio de uma pesquisa qualitativa foram consultados os arquivos documentais do espaço cultural objeto da pesquisa e investigados as visões de seus freqüentadores, curadores e gestores. Aos primeiros foram aplicados questionários com perguntas abertas e fechadas, e com os segundos e terceiros foram realizadas entrevistas, complementadas por uma pesquisa documental de suas opiniões disponíveis na mídia impressa. Este trabalho enquadra-se nas áreas de políticas públicas, marketing cultural e institucional, por apresentar exemplos de como as atividades culturais são ferramentas vitais no processo de inclusão social plena dos indivíduos na sociedade, demonstrando que muitas vezes iniciativas de marketing na área da cultura, podem resultar em benefícios para a sociedade, mesmo não sendo estes seus objetivos principais.

The Lugnetgymnasium in Falun has a graphic education that supplies a color printer, which is availablefor the students in their hall. The printer is a Ricoh AFC 6513 and it is a model that can handlevariable data. It was bought in the autumn of 2002. The teachers of the graphic education want to makeuse of the variable data function and procure a variable data software. The purpose of this project is toevaluate variable data software’s, so that the most suitable choice of software can be made for the graphiceducation. To be able to make this choice, criterions has been made what the variable data softwarewill fulfil. Different software’s of variable data has been examined and a summary was made whichtells what software that fulfils all the criterions. The software’s that seemed appropriate for the graphiceducation were PrintShop Mail and Personalizer-X. Adecision which one of these software’s thatwill be purchase was made by the teachers on the graphic education. Tests and a more detailed studyon the software’s have been done. The information has later been presented for the teachers. They madea decision, which were Personalizer-X. After this decision, an easier manual for Personalizer-X wasmade. The purpose with the manual is that the students on the graphic education, quickly and easy canget started with the use of variable data.

This thesis has three specific research objectives: i) to apply behavioural loyalty to the study of e-loyalty; ii) to incorporate a multi-brand loyalty concept to the study of e-loyalty; and iii) to apply three key marketing empirical generalisations (Duplication of Purchase, Double Jeopardy and Pareto Law) to the study of multi-brand e-loyalty in a Middle-Eastern country (Iran). To attain these objectives, the theoretical element of this thesis incorporates foundational literature on loyalty (critically comparing attitudinal and behavioural loyalty), literature on multi-brand loyalty and repeat buying behaviour and current literature on e-loyalty (including research on websites stickiness). In doing so, it highlights important issues and gaps to the understanding of e-loyalty, which can be remedied by bringing into research of the online buying behaviour the body of marketing knowledge on empirical generalisations. The empirical element of this thesis consists of applying the three aforementioned key marketing empirical generalisations across three complementary studies that examine Iran, a buoyant Middle-Eastern online market. As such, this thesis is a ‘double’ differentiated replication study, which extends known patterns in offline multi-brand loyalty to the analysis of online purchasing in a geographical context underinvestigated in empirical research on leading ‘marketing laws’. More details of the three studies follow below. Study 1 (Duplication of Purchase) identifies a positive relationship between the market size (purchase penetration) of Iranian websites and the percentage of customers shared with other websites, suggesting that the Duplication of Purchase pattern holds in the Middle-Eastern digital domain. Specifically, this study is a ‘case in point’ for the theoretical and managerial value of the concept of multi-brand e-loyalty since: i) it advances consumer behaviour knowledge by demonstrating that, as in offline domains and other geographical areas, e-loyalty in this buoyant Middle-Eastern market is divided across a small number of e-brands; and ii) duplication of online purchases can assist e-brands to understand competition within the same digital market, including the existence of market partitions or e-brands groupings. Study 2 (Double Jeopardy) reveals that an e-brand market share determines its purchase frequency (multi-brand e-loyalty). Specifically, this study empirically investigates whether larger e-brands (greater market share) have more customers (higher online purchase penetration) and greater levels of e-loyalty than smaller e-brands (lower market share). The results confirm that this is the case for Iranian websites, suggesting that the Double Jeopardy pattern holds in this Middle-Eastern digital domain. The approach also reveals the existence of online niche brands and change-of-pace e-brands. Accordingly, this second study adds to Study 1 by clarifying how to grow the market performance for e-brands or websites. Study 3 (Pareto Law) determines that the Pareto Law ‘holds’ for Iranian websites and, in terms of the share of contribution to sales, like the offline domains, heavy online buyers (those making frequent online purchases for a given e-brand) contribute between 40% and 70% of the sales. Therefore, light buyers contribute to the 30% to 60% of the sales and should not be ignored. This proportion is consistent across different product categories and time periods, highlighting the importance of light online buyers. Hence, this study further demonstrates the theoretical and practical value of the notion of multi-brand e-loyalty, showcasing the type of insights that can be gathered from customer segment-level analysis. The third study provides guidelines that help managers better understand online buyers' contribution to sales, which enables them to choose more potentially successful marketing strategies.

Customer engagement behaviour (CEB), which is a customer’s behavioural manifestation towards a brand beyond a purchase resulting from motivational drivers (van Doorn et al., 2010), has evolved with the advent of social media. CEB with brands is facilitated through social media in real time using a variety of methods, such as word of mouth activities, commenting and sharing in an online context. As many customers now depend on their social media for information about brands, CEB on social media platform has important consequences for brands, including the potential to enhance customerbrand relationships (Gómez et al., 2019; Hollebeek, 2011a). Nonetheless, there is limited knowledge regarding the concept of CEB within the context of social media platforms and brands lack enough knowledge and understanding of CEB to properly measure it and manage its drivers towards beneficial brand outcomes (e.g., Touni et al., 2020; Hamzah et al., 2021). This thesis aims to investigate the concept of CEB with brands in the social media platforms, with a focus on the Twitter platform, and to identify its antecedents and outcomes. This thesis proposed and tested a model that (a) conceptualises and measures CEB with the brand on Twitter; (b) tests the effects of tie strength, homophily and trust in driving CEB with the brand on Twitter; (c) tests for the moderating role of susceptibility to informational influences on the link between CEB and its antecedents; and (d) tests the impact of CEB on customer–brand relationships including brand trust, brand commitment and brand loyalty. Saudi Arabia and the Twitter platform were chosen as the contexts of the current study. Saudi Arabia is viewed as a lucrative customer market for a wide range of local and global brands (Abalkhail, 2018) and Twitter is one of the country’s most popular social media platforms (Statista, 2021). Furthermore, Saudi Arabia has surpassed other nations in social media usage, with an exponential annual growth rate of 8% (Kemp, 2021b). Quantitative research employing an online survey was conducted to collect data to examine the proposed model. Using the snowball sampling technique to recruit Saudi Arabians with Twitter accounts to participate in the research, a sample size of 400 was obtained. Exploratory and confirmatory factor analysis were used to confirm the factorial stability and multidimensionality of the proposed factors, followed by Structural Equation Modeling to confirm the structural model and test the hypothesised relationships among the key variables in the model. The thesis theoretically and practically contributes to the literature of CEB regarding the social media context and enhances our understanding of the concept. Theoretically, the study provides conceptualisation and measurement of CEB on Twitter and identifies its key antecedents and relational outcomes. First, the findings validate the conceptualisation and operationalisation of CEB on Twitter as three dimensions— learning, sharing and endorsing. Second, they provide evidence regarding the role of trust in driving CEB with a brand on Twitter. Third, the findings provide support for the impact of CEB on enhancing positive brand-related behavioural outcomes on Twitter and offer evidence regarding the role that susceptibility to informational influence may have in strengthening the relationship between engagement behaviours and their antecedents. Practically, the proposed model enhances marketers’ understanding of CEB on Twitter and thus encourages the development of stronger consumer engagement strategies on Twitter.

This thesis investigates the ways in which the selling and utilizing of medicinal plant remedies in Asunción, Paraguay intersects with conceptualizations of Paraguayan cultural identity, traditional gendered knowledge systems, and with the socioeconomic realities of vendors and consumers. Engaging with anthropological theories of the political economy of health, cultural identity, and the socioeconomics of women workers in Latin America, it explores how the use of indigenous healthcare practices engages with notions of Paraguayan identity and traditional knowledge, including the transmission of gendered knowledge. Through data collected in semi-structured interviews with market vendors of medicinal plants in Asunción, this thesis investigates the connections between indigeneity and land, cultural and symbolic identity and food, and the livelihoods of medicinal plant vendors, in order to argue that the selling of these traditional plant medicines in the local markets of Asunción solidifies Paraguayan identity by providing daily affordable access to consumable symbols of “Paraguayanness.”
Social Sciences and Humanities Research Council of Canada

This report discusses how non-profit organizations can utilize mobile phone technology to reach supporters and inspire them to both act and give. The significance of this report and topic lies in the opportunity for non-profit organizations to understand how people are interacting with messages on their mobile devices. The research found within, serves as a reference for non-profits to utilize when planning and implementing mobile phone marketing campaigns.
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As pressures of a growing population take their toll on our environment, efforts must be made to facilitate sustainable behaviours at the neighbourhood scale. Science is demonstrating that the abundance and diversity of native bees is declining in many locales around the world. One of the major drivers of this decline is the loss and fragmentation of habitat, caused in part by suburban expansion. This emerging landscape is dominated by a garden typology not beneficial to bee populations. Using the principles and theories of Community-Based Social Marketing (CBSM) and a survey of Guelph gardeners and homeowners, effective program strategies are outlined for implementation by Pollination Guelph, and target the behaviours and barriers associated with activities that negatively impact native bees. A CBSM based program will encourage bee-friendly gardening, promote the aggregate changes needed to alter the individuals gardening behaviours, and potentially increase native bee populations in the suburban neighbourhoods of Guelph.

A crescente competitividade no setor hoteleiro vem criando cada vez maiores necessidades em desenvolver e potenciar as competências dos colaboradores da organização, principalmente daqueles que gerem os contactos com o cliente, de forma a aumentar a sua satisfação e fidelização, potenciando o lucro. Este estudo aborda o papel do empowerment como antecedente do empenhamento afetivo, da orientação para o cliente e da intenção de turnover dos colaboradores de front-office do setor hoteleiro português, através de um estudo empírico quantitativo com uma amostra de 165 colaboradores deste setor. Foi provado que o empowerment se relaciona positivamente com o empenhamento afetivo e com a orientação para o cliente e se relaciona negativamente com a intenção de turnover. Concluiu-se também que o empenhamento afetivo assume um papel mediador entre o empowerment e a orientação para o cliente e entre o empowerment e a intenção de turnover. As conclusões deste estudo permitem demonstrar aos gestores deste setor a relevância do empowerment na competitividade das empresas, sugerindo o desenvolvimento e implementação de políticas capazes de desenvolver o empowerment dos seus colaboradores e incentivando a convergência entre a Gestão de Recursos Humanos e o Marketing e o alinhamento das suas políticas como forma de chegar à satisfação dos clientes internos e externos, o que por sua vez contribui para o sucesso organizacional.

The following report defines the concept of conspicuous participation and it demonstrates how it impacts nonprofit marketing efforts through social media. This is accomplished through providing an in-depth theoretical background, a detailed typography describing how conspicuous participation is currently being used to promote interactions with nonprofit organizations, and through two case studies, which offer real-world examples of how nonprofit organizations are utilizing this concept. Conspicuous participation can be defined as The act of publishing original or existing content in an online space that is visible to others, either all members of the general public or members of a private social network, in order to interact with and/or show support for a defined community or organization.
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Демидов Д. Ю. Використання технології Big Data в політичних дослідженнях : кваліфікаційна робота магістра спеціальності 052 "Політологія" / наук. керівник Л. С. Хорішко. Запоріжжя : ЗНУ, 2020. 86 с.
UA : Кваліфікаційна робота складається з 86 сторінок, 117 позицій у списку літератури. Мета дослідження: дослідити використання технології Big Data в політичних процесах. Об’єкт дослідження: політичні процеси. Предмет дослідження: аспекти використання технології Big Data в сучасних політичних процесах. Методи дослідження: порівняльний, історичний, системний та структурно-функціональний. Основна гіпотеза: використання Big Data дає можливість значно ефективніше та з меншими витратами проводити дослідження та реалізовувати певні кроки в політичній сфері. Додаткова гіпотеза: у перспективі Big Data стануть основою для досліджень в політичній сфері, але, в той же час, може суттєво змінитись підхід до використання певних масивів даних. Висновки: - Технології Big Data постійно та динамічно розвиваються паралельно з об’ємами інформації, які створює людство. - Їх використання з кожним днем стає все більш доцільним економічно та технічно. - З огляду на досвід в Україні та світі можна сказати, що використання Big Data в політичній та інших сферах буде лише посилюватись, як і результати його впливу.
EN : Thesis consists of 86 pages, 117 items in the references list. The aim of the research is to study the use of Big Data technology in political processes. The research object of our master’s degree thesis are political processes. The research subject are the aspects of using the Big Data technology in modern policy processes. The research methods are comparative, historical, systemic and structuralfunctional. The main hypothesis is that the use of Big Data technology makes it possible to carry out research and implement certain policy measures more efficiently and at a lower cost. An additional hypothesis: Big Data will eventually become the basis for research in the political sphere, but at the same time, the approach to the use of certain data sets may change significantly. Conclusions: - The Big Data technologies are constantly and dynamically developing in parallel with the amount of information that humanity creates. - Their use is becoming more economical and technical every day. - Taking into account the Ukrainian and the world experience, it is possible to underline that the use of Big Data in political and other spheres will increase, as well as the results of its influence.

For various social, political and economic reasons, Saudi Arabia originally devoted little attention to conventional international tourism. However, the tourism industry has recently experienced remarkable growth after the development of specific, clear policies and an institutional structure. Saudi Arabia is now seeking to increase its competitiveness and capacity to attract foreign tourists. The present research intends to identify the critical factors affecting the experience of tourists, with a focus on Saudi Arabia’s recent initiatives to expand its tourism industry. Tourist behaviour is crucial in tourism marketing since it helps businesses to understand the demands of potential tourists. Consequently, marketers can employ appropriate marketing strategies to boost tourist demands in the highly competitive tourism industry. There is a paucity of research which has drawn attention to the link between travel motivation, perceived value of online reviews of a destination, experience quality and behavioural intention. This research aims to cover this gap by exploring the impact of perceived value of online reviews of a destination, travel motivation, and experience quality on behavioural intention of international tourists to Saudi Arabia. This research provides a framework for examining tourists’ behavioural intention and the results could assist in designing marketing strategies that are flexible and easily applicable to destination branding. After reviewing the current literature and theories as a basis for designing a framework, building on the Tourism Consumption Systems and Reasoned Action Theories, this study develops a holistic model to investigate the effect of travel motivation, perceived value of online reviews, and experience quality on behavioural intention. The model is empirically tested in response to Saudi Arabia’s recent initiatives to expand its tourist industry. This study adopted a mixed-methods approach that includes quantitative and qualitative methods. The complementarity approach was used for this research that incorporates a secondary method in which the results obtained using the first method are validated, interpreted or supported. The research comprises two data collection phases. The survey questionnaire was administered in the first phase in two cities, Riyadh and Jeddah, where international tourists visiting Saudi Arabia were recruited as a sample. This phase aimed to test the conceptual model. The two-stage Structural Equation Modelling (SEM) approach has been implemented. The first phase involved evaluating the measurement elements for each construct by exploratory and confirmatory factor analysis. Subsequently, the structural model was then examined to validate the study's hypotheses. The qualitative phase involved retrieving online reviews from TripAdvisor. An analysis of the data was conducted using a netnographic research method with the aim of validating the quantitative results. The research has studied two key components of online reviews. The first is the number of helpful votes received by reviews to examine how tourists perceive the value of reviews, while review content has been analysed to determine tourist motivation and quality of their experience. The quantitative study provided evidence that travel motivation and quality of the experience directly influence behavioural intention. It also demonstrated that the perceived value of online reviews exerts an indirect impact on behavioural intention via push motivation and experience quality. As well, the study indicated that Saudi Arabia’s culture and scenery are the main factors that attract tourists to visit the country. Furthermore, the study found tourists were driven by the desire to interact with each other, learn new knowledge or escape and relax and that joyful travel included experiencing places hedonically or simply as something new. This research provides firstly empirical evidence that the perceived value of online reviews of a destination, travel motivation, and experience quality all affect the development of tourists’ behavioural intention. Therefore, future research, particularly in the field of tourism, should incorporate the perceived importance of online reviews of destination factors in determining behavioural intention, along with other variables. Secondly, the study’s use of netnography for validating the results of the questionnaire is an important theoretical contribution. Furthermore, this study provides insights on the characteristics of the Saudi Arabia tourism industry which can help develop practical tourism programs. It also makes suggestions and recommendations for practitioners and policy makers to enable them to continue improving Saudi Arabia's tourism sector.

As the costs associated with bidding and hosting mega-events continues to escalate, the need to establish the benefits of these undertakings rises in step with governments coming under increasing scrutiny over the investment in sports events. Despite the billions spent each year in bidding for and hosting major sports events; the assessment of claimed benefits lacks a recognised or comparable method for assessing the hosting of major sporting events, with each federation, organiser or agency applying its own methodology. Despite an increasing body of research on event outcomes and potential classification frameworks, the mega-event dominant research focus neglects other events and their potential impacts; hampering current and prospective hosts from critically reassessing their event portfolio, bidding more selectively, and grounding events within their longer-term development plans and financial resources. This research challenges how terminology for the associated and myriad of outcomes the hosting of events has morphed to one of ‘legacy’ without any agreed definition of either the term itself or its constituent components. It seeks to explore whether a conceptual framework for the comparative assessment of event impact across events of different scales and types, including recurrent editions of events for the same host, could be established. Adopting a focus on event impacts rather than legacies represents not a semantic choice but a determination to create a more constrained framework that allows smaller, higher-frequency events to be considered alongside quadrennial large-scale events on a comparable and consistent basis. The development of the conceptual framework was grounded in an initial literature review of event impact and legacy assessment from which six core areas (Pillars) of event impact were identified; Economic, Social, Sport, Media, Brand, and Environment with 30 sub-areas (Drivers). From 350+ potential measures identified, 200+ metrics were included in the study with panellists rating measures on both their importance and reliability in assessing event impact. Using a Delphi method, the study sought to establish if consensus views on the relative importance of each of the pillars, drivers, and measures could be established across three survey rounds. Despite the rhetoric that event legacy is unable to be defined, the findings show that there exists a solid underlying consensus on event impacts and how different areas contribute to the overall impact. Three tiers of impact emerged with Economic and Sport outcomes forming the top tier, with Media, Social and Brand outcomes grouped in a second tier, and the final pillar of Environment forming the lowest tier. Evidence of significant bias within groups was found that reflects a lack of cross-discipline awareness and the need for greater collaboration between the event sector and academia. Uncovering bias enabled their influence on the consensus scores to be explicitly addressed and placed the importance of each dimension in the context of overall event impact. The framework established in this study was shown to provide a strong basis for a consensus on the attribution of event impact. Using a multi-level structure allows for the core areas of impact to be consistently assessed in a standardised framework allowing for greater comparability across events, and for hosts to be more informed in building an event portfolio. Further work on the technical development of the framework and its application by host cities is discussed.