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Nufer, Gerd. "Ambush-Marketing im Sport Grundlagen - Strategien - Wirkungen." Berlin Erich Schmidt, 2010. http://d-nb.info/1001661648/04.
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Price-Rhea, Kelly. "Sport Environment/Atmospherics: Impact on the Physical and Online Spectator Event Experience." Digital Commons @ East Tennessee State University, 2014. https://dc.etsu.edu/etsu-works/474.
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This chapter discusses atmospherics as a sport marketing strategy. Even though it has traditional retail roots, atmospherics have emerged as a strategy that may be utilized in the physical, online, and mobile sport environments. A comprehensive review of major traditional and sports atmospheric variables, online atmospheric variables, and applications to sport are discussed. In addition, the spectator experience cycle is introduced with atmospheric correlations. The purpose of the chapter is to explain why atmospherics are important to the sport industry and to demonstrate how sport marketers may use physical, online, or mobile atmospherics to enhance spectator experience, increase loyalty, impact attitude, consumer choice, and impact purchase behavior. In addition, the chapter is meant to emphasize the importance of atmospherics to ultimately achieve promotional and marketing objectives. Finally, future research directions are recommended.
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Alionis, Laimonas. "Sporto renginių organizaciniai aspektai Kaišiadorių rajone." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2013~D_20130906_132010-19389.
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Bakalauro darbo autorius IV kurso turizmo ir sporto vadybos programos Lietuvos sporto universiteto studentas Laimonas Alionis. Darbo tema - sporto renginių organizaciniai aspektai Kaišiadorių rajone. Šiuo darbu buvo norima išanalizuoti ir ištirti sporto renginių Kaišiadorių rajone organizavimo aspektus. Tikslinė auditorija - 46 - 55 metų, aukštąjį išsilavinimą turintys tarnautojai, kurių mėnesinės pajamos 1501 - 2500 litų. Pagrindiniai sporto renginių Kaišiadorių rajone organizavimo aspektai yra šie: renginio planavimo procesas, renginio tikslas, tikslų nustatymo mechanizmas, pajamų šaltinių nustatymas, pajamų paskirstymas, reklama, žmogiškųjų išteklių valdymas, savanorių dalyvavimas ir netikėtumo veiksnio analizė. Sporto renginiai Kaišiadorių rajone yra vykdomi nuosekliai. Daug dėmesio skiriama renginio planavimo etape tikslų nustatymui, kurių yra laikomasi iki renginiui pasibaigiant. Sporto renginiai organizuojami sporto visiems principu, kuriuo siekiama masiškumo, tačiau savivaldybės parama į renginio biudžetą yra nedidelė.The author of the bachelor work is the IV course Lithuanian sport university student Laimonas Alionis of tourism and sport management program. The object of the work is sport events and their organizing aspects in Kaisiadorys district. The aim of the work is to analyze and investigate the aspects of the sport events in the Kaisiadorys district. Target audience - 46 - 55 years old, higher educated employees, with a monthly income of 1501 - 2500 LTL. The main aspects of organizing sport events in the Kaisiadorys district are: events planing process, the aim of event, the mechanism of aim setting, indentifying the sources of income, income distribution, advertising, human resources management, volunteering and the analyses risk factor. The sport events in the Kaisiadorys district are enforced consistently. A lot of attention is on the sport event planing and the stage purpose setting, which needs to be followed until the end of the event. The events are planned by the principle: sports for everybody, aimed to attract the masses, but the support from the municipal is not enough for the budget of the event.
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Jensen, Jonathan A. "The Path to Global Sport Sponsorship Success: An Event History Analysis Modeling Approach." The Ohio State University, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=osu1426070279.
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Shonk, David J. "Perceptions of service quality, satisfaction and the intent to return among tourists attending a sporting event." Columbus, Ohio : Ohio State University, 2006. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1148617265.
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Jones, Charles W., and Kevin K. Byon. "The Influence of Repeat Attendance and Stakeholder Type on Value Co-creation in Recurring Sport Event Setting." Digital Commons @ East Tennessee State University, 2018. https://dc.etsu.edu/etsu-works/3966.
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Building on Service-Dominant Logic, the Sport Value Framework, and the Psychological Continuum Model, this study is a micro-level perspective of value co-creation in spectator sport. By examining sport through the VCC lens, the dual role of the customer as both a contributor to and a beneficiary of value is acknowledged and the importance of stakeholder interactions is emphasized. The objective of this study was to develop a conceptual model of sport consumption value co-creation, to analyze the extent to which two theoretically and managerially important factors—attendance frequency (i.e., first-time attendee vs. repeat attendee) and stakeholder type (i.e., local resident vs. domestic traveler)—impact value co-creation in the recurring live sport event setting. Findings suggest that antecedent value propositions may have a stronger association with economic components of value for first-time spectators, but a stronger association with hedonic and social value dimensions for repeat spectators—and for domestic travelers, organization-related value propositions can have a stronger influence on hedonic value than is experienced by local residents.
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Mikužis, Mantas. "Dviračių sporto renginių saugumo užtikrinimas." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2013~D_20130906_131021-97421.
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Darbo objektas – dviračių sporto renginių saugumas.
Darbo tikslas – nustatyti dviračių sporto renginių organizavimo ir saugumo užtikrinimo specifiką
Darbo uždaviniai:
1. Apibrėžti sporto renginių sampratą ir organizavimo planavimo ypatumus,
2. Apibūdinti dviračių sporto renginių specifiką saugumo užtikrinimo požiūriu,
3. Nustatyti dviračių sporto renginių saugumo užtikrinimo lygmenį organizatorių ir dalyvių požiūriu.
Rezultatai:
• Atlikus mokslinės literatūros apžvalgą bei analizę atskleista sporto renginių samprata, jų klasifikacija pagal Daniel S. Mason, D. Getz, McDonell.
• Išanalizuota dviračių sporto renginių organizavimo specifika.
• Atlikti kiekybinis tyrimas (dvi anketinės apklausos) siekiant išsiaiškinti . Atlikom kokybinį interviu su LDSF generaliniu sekretorium Valentinu Rutkausku.
Išvados: Nors jokia organizacija nekaupia duomenų apie traumas, sužeidimus patirtus dviračių lenktynių metu, atliktas tyrimas parodė, jog apie dviračių sporto renginių saugumo problemas žino tiek organizatoriai, tiek dalyviai. UCI paruoštas reglamentas – naudingas dokumentas, kuriuo remiantis organizuojami renginiai gali vykti taip, kaip turėtų būti vykdomos dviračių sporto lenktynės.
Pasiūlymai: Dviračių sporto renginių metu svarbu dalyviams priminti, jog važiuoja ne vieni ir atsako vieni už kitus, nes kaip parodė tyrimas: viena griūtis dėl inventoriaus, asmeninės ar kitos priežasties „pasiima“ dar 2,89 dviratininko. Reiktų pabrėžti, jog tarp inventoriaus, asmeninės ir kt... [toliau žr. visą tekstą]Object – ensure safety in a cycling events. Aim – identify issues of safety specifically in a cycling events through organizing it. Objectives of the study: 1. Sports events itself, peculiarity of organising and planning it 2. Describe specifically cycling events from point of organizator; 3. Identify safety issues in a cycling events from point of competitors and organizators and competitors. Results: • The literature review and analysis revealed the meaning of sports event, composition and clasification of it according to Daniel S. Mason, D. Getz, McDonell. • Analysed and found specific requirements, issues, when organise, plan and proceed cycling events. • Completed 2 surveys and 1 interview as a research to find main issues when faceing safety in a cycling events. Conclusion: Sadly none of organization, neither UCI, neither any federation or any other is not collecting and investigating data, incidents about crashes, unless there was a criminal action or injuries in a races. Research showed that sportsmans and organizators knows the safety issues, but not doing any major changes about it. At least we have some rules created by UCI. Offers: remind to all competitors, that there are many more racers around them and that they are responsible for them too. As research showed us, one crash due to issues with inventory, personal or any other reason „takes“ 2,89 other racers into crash with it. I want to highlight that more than half crashes are due to personal reasons and... [to full text]
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Karlgren, Maria, and Fabian Wingfors. "Destinationsutveckling i samband med folkliga motionslopp." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12650.
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The purpose of this study, written in Swedish, is to study two of the most popular sportsevents in Sweden; Vasaloppet and Göteborgsvarvet (Gothenburg Half Marathon) and theaffect the events has on the host destinations and also how the organizers use the destinationsfor their development.The study also shows how municipalities and public authorities connected to destinationdevelopment handles these events for their own purpose in their destination marketing todevelop their destination and improve the destination image.To achieve the purpose of the study, the following research questions has been formulated:“How does the municipality work with these events to improve the development of thedestination?” and “How does Vasaloppet and Göteborgsvarvet affect the destinations and howdoes the race events use their destination for their development?”Big events related to tourism is often organized by independent actors without any supportfrom the government controlled authorities. Despite that, the municipality or governmentcontrolled organizations will always have an an impact on these big events since they providethe essential infrastructure, transport, etc.One of the tools used in this study is semi structured interviews with 19 different, for thecases, relevant people, including the leaders within the organizing committees of Vasaloppetand Göteborgsvarvet. Interviews has also been made with the municipalities and otherpartners to the organizers. As a complement to these interviews, we have also interviewed afew participants from the two races. The study is also complemented with media articles andother previous research in the subject.The study identifies a strong dependency between the organizers and destinations that goesboth ways. The conclusion clearly shows the needs of cooperation and support between all theinvolved organizations to be able to achieve the best possible result and development. Thestudy reveals how all the involved organizations cooperates and works in relation to eachother and what could be done in other ways to optimize the best conditions for development.Syftet med den här studien är att kartlägga hur två av Sveriges största folkliga evenemang,Vasaloppet och Göteborgsvarvet, påverkar de destinationer de äger rum i och hur använder desig av respektive ort. Även hur aktuella kommuner och offentliga instanser kopplade tilldestinationsutveckling arbetar för att kapitalisera på dessa evenemang, dels ekonomiskt menframförallt i marknadsförande och imagelyftande syfte. För att uppnå studiens syfte harföljande forskningsfrågor utformats: “Hur arbetar kommunen, kopplat till destinationsutveckling,för att kapitalisera på dessa evenemang, dels ekonomiskt men framförallt imarknadsförande och imagelyftande syfte?” och “Hur påverkar Vasaloppet och Göteborgsvarvetsina respektive destinationer och hur använder evenemangen sig i sin tur av orten?”Stora evenemang relaterade till turistnäringen arrangeras ofta av självständiga aktörer utaninblandning från offentlig verksamhet. Dock kommer det offentliga alltid påverkaförutsättningarna för arrangemanget genom exempelvis att förse evenemanget med nödvändiginfrastruktur, transportmedel, markupplåtelse med mera, vilket är något som staten,kommunen, landstinget eller myndigheter ansvarar över (Svensk Turism 2010).Forskningsfrågorna har besvarats med hjälp utav semistrukturerade intervjuer med 19personer som vi ansett vara relevanra. Dessa är: Informant vid Mora kommun, Älvdalenskommun och Malung-Sälens kommun samt informant vid Sälens turistbyrå, Eva-Lena Frick(Vasaloppets VD) och Bo Edsberger (Göteborgsvarvets general).Vidare har även sponsorer avevenemangen och deltagare intervjuats. Intervjuerna gavs innebörd genom meningskoncentrering.Detta betyder att information som framkommit i intervjuerna delas in i olikateman. Intervjutexterna har sedan analyserats med hjälp av vår referensram som innehåller decentrala begreppen: Turistdestination, Evenemangsmarknadsföring, Event branding ochSportevenemang. Vidare kompletterades faktan från intervjuerna med information från mediasom behandlat de olika evenemangen.I studien har ett tydligt beroende mellan arrangör och destination identifierats i tvåvägariktningar. Det visar på behovet av samarbete och stöttning mellan de två parterna för att nåbäst möjliga resultat och utveckling. I studien framkommer hur de olika inblandadeorganisationerna i dagsläget arbetar med och förhåller sig till varandra.
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Albers, Aline. "Sport als Imageträger im Tourismus : Auswirkungen und Chancen von Sportevents für Destinationen - untersucht am Beispiel der Deutschland-Tour /." Paderborn : Fach Geographie, Univ, 2004. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=013018967&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.
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Schlesinger, Torsten, and Tom Prager. "Zur Bedeutung von Affinität beim Imagetransfer in der Praxis sportbezogener Marketing-Events." Universitätsbibliothek Chemnitz, 2011. http://nbn-resolving.de/urn:nbn:de:bsz:ch1-qucosa-67576.
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Bei einer wissenschaftlichen Betrachtung des Eventmarketing wird deutlich, dass es sich um eine recht junge Form der Marktkommunikation handelt, die sich inhaltlich noch nicht voll und ganz etabliert hat. Im Gegensatz dazu ist das große Interesse der Marketingpraxis unverkennbar. Vor diesem Hintergrund wird deutlich, dass ein umfassender wissenschaftlicher Handlungsbedarf besteht. Denn ein erfolgsversprechender Einsatz dieses Instrumentes wird langfristig nur durch wissenschaftlich fundierte Kenntnisse möglich sein. Zu vertiefen sind die Bemühungen der Wissenschaft, Wirkungspotenziale und die damit verbundenen Wirkungsvoraussetzungen für das Eventmarketing aufzuzeigen, um somit zweckdienliche Entscheidungen im Rahmen des Event-Managementprozesses treffen zu können. In diesem Kontext ist darauf hinzuweisen, dass sowohl Wissenschaft als auch Praxis zu der Erkenntnis gelangt sind, dass eine Imagebeeinflussung die zentrale Wirkungsgröße im Eventmarketing darstellt. Denn auf der Basis geeigneter Eventinhalte gilt es das Marken- bzw. Unternehmensimage dahingehend zu modifizieren, dass eine unverwechselbare und sich im Wettbewerb differenzierende Positionierung möglich erscheint. Folgt man den vorliegenden wissenschaftlichen Überlegungen zum Imagetransfer so fällt auf, dass dabei die Affinität (Passfähigkeit) zwischen den Eventinhalten und der Marke/Unternehmen von entscheidender Bedeutung ist. Bei einer praxisorientierten Betrachtung von inszenierten Marketing-Events liegt allerdings die Vermutung nahe, dass der strategische Planungsprozess im Allgemeinen und eine Affinitätsprüfung im Besonderen unterschätzt wird. So ist oftmals zu beobachten, dass Unternehmen Marketing-Events veranstalten, die zwar unterhaltsam sind aber einen Zusammenhang auf Grundlage gleicher sachlicher und/oder emotionaler Merkmale vermissen lassen. Vor diesem Hintergrund stellt sich die Frage nach möglichen Gründen und Einflussfaktoren. Es ist also zu prüfen, welchen Stellenwert die Affinität in der Eventpraxis einnimmt und wie eine solche Affinität durch strategische Eventplanung, exemplarisch im Rahmen sportbezogener Marketing-Events, hergestellt werden kann. Zur relevanten Thematik wurden Experten aus verschieden Eventagenturen mittels qualitativer Interviews befragt. Zunächst konnte empirisch bestätigt werden, dass die Affinität zwischen Eventinhalten und Marke/Unternehmen eine notwendige Bedingung darstellt, um den angestrebten Imagetransfer durch Marketing-Events zu realisieren. Weiterhin wurden eine Vielzahl möglicher Einflussfaktoren auf den strategischen Eventplanungsprozess generiert, welche die Herstellung von Affinität zwischen Eventinhalt und Marke/Unternehmen durchaus negativ beeinträchtigen können. Die gewonnen Ergebnisse ergänzen somit nicht nur die vorliegenden Imagetransfermodelle für das Eventmarketing, sondern stellen zugleich eine wichtige Grundlage zur Optimierung der praxisnahen Arbeit von Eventagenturen bzw. eventveranstaltenden Unternehmen bei der Realisierung eines Imagetransfers dar.
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Maček, Otta. "Analýza mistrovství světa v ledním hokeji v Praze a Ostravě." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-206253.
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The aim of this thesis is the impact analysis of hosting the IIHF Ice Hockey World Championship in Prague and Ostrava in 2015.The first part of thesis is about sport events, event marketing and event tourism. The second part of thesis is the analysis of impacts of hosting IIHF Ice Hockey World Championship on tourism in Prague and Ostrava.
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Granlund, Cajsa, and Ramona Gruber. "Service quality and values as antecedents ofspectators’ intention to attend a sport event : The case of Vasaloppet." Thesis, Jönköping University, Internationella Handelshögskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49020.
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Sport event marketing is an important issue within the research area of business. The purpose of this study was to analyze how service quality, hedonic value and utilitarian value influence the spectators’ attitude and subjective norm towards the behavioral intention of visiting the cross-country skiing event Vasaloppet. The study was based on the theory of reasoned action as well as the constructs of service quality, hedonic value, and utilitarian value, which were added as antecedents. A quantitative research approach with a face-to-face survey at the event and an online questionnaire was pursued. The findings show that in connection to the Vasaloppet event subjective norm correlates the strongest with behavioral intention compared to attitude. However, hedonic and utilitarian values have a significant correlation to attitude, but not towards subjective norm. Due to the type of event, no connections with service quality were detected. In regards of the international component there is no significant difference present between Swedish and non-Swedish spectators. Organizations can use these findings to further enhance the social aspects of visiting sport events when performing sport event marketing.
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Hallros, Jessica. "Marketingplan for Vätternrundan." Thesis, University of Gävle, Department of Business Administration and Economics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-783.
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Aim: Vätternrundan is one of three cycling rides organised yearly in Motala,Sweden. It is one of the world’s largest cycling events in number of participants, but staying at the top requires constant reinvention and reconfiguration. The purpose of this study is to formulate a strategic marketing plan for the business unit Vätternrunda answering the following questions for effectiv marketing management.
- How can competitive advantage be achieved?
- What is the holistic current situation of the business?
- What marketing strategy can and should be used?
Method: The work of formulating a plan is a creative process involving analysis of internal data, supplemented by market research. Empirical data has been collected from secondary sources such as existing documents and earlier studies complemented by the researchers observations, experiences and interviews with key actors.
Result & Conclusions: The results show a growing potential market, provided that it is properly targeted. The strategies possible are brand strengthening, product development and differentiation. Of great importance is also internal marketing and partner relationship development. The key to effective implementation is the organizational capabilities and core competence.
Suggestions for future research: How to amplify the efficiency of an organization where social and profit-making objectives meet.
Contribution of the thesis: The study brings strategic guidance to the company being studied but also additional knowledge of the market for other similar events as well as being a case study of possible interest to fellow academics.
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Silveira, Marcelo Paciello da. "O comportamento do consumidor esportivo: um estudo sobre os fatores que influenciam o comparecimento do público aos estádios e arenas no Brasil." Universidade Nove de Julho, 2015. http://bibliotecadigital.uninove.br/handle/tede/1292.
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This study aimed to evaluate what factors influence the attendance of the public at stadiums and arenas in Brazil. The study sought to understand the different factors (identification with the team, satisfaction, loyalty, risk perception, involvement, motivation) that affect the attendance in stadiums and arenas in Brazil, measured through the ticket purchase intent for soccer match. The descriptive quantitative method structural was adopted as a methodological procedure and the research was carried out by sending electronic questionnaires. The structural equation modeling (SEM) was the option to characterize the factors and the analysis of partial least squares (PLS) to validate the hypotheses. The results showed that the higher the identification of the sports consumer to his team, the greater the impact on the satisfaction of going to the stadium, increasing their loyalty to the team, making this inter-relationship between these three constructs increase the purchase intention of tickets to a soccer match. In addition, it was found that the higher the perceived risk, the lower the intention to purchase tickets. It was also detected that the greater the involvement of consumer sports with soccer, the greater the intention to purchase tickets. The only construct that had no impact on purchase intent was the motivation. One of the main academic implications was the proof that the identification with the team can be a predictor of satisfaction, and the inter-relationship between the constructs identification with the team, satisfaction to go to the stadium and loyalty to the team has high impact at the ticket purchasing decision by the sports consumer. Another academic implication was detected that the perception of risk negatively impacts the purchasing decision, even among fans who attend stadiums and arenas as well as the realization that the more involved with soccer fan is, the greater the impact on your decision to purchase tickets. Regarding to the managerial contributions, the main suggestion is to create a supporter's intelligence department in the structure of football clubs. This department would be responsible to measure, understand, create relationship with the fans and define strategies according to the level of identification, loyalty, satisfaction and involvement, always aiming to increase based revenues in the behavioral levels of each consumer group.
O presente estudo teve por objetivo avaliar quais os fatores que influenciam o comparecimento do público aos estádios e arenas no Brasil. O estudo buscou entender os diferentes fatores (identificação com o time, satisfação, lealdade, percepção de risco, envolvimento, motivação) que influenciam o comparecimento de público aos estádios e arenas do Brasil, mensurado aqui por meio da intenção de compra de ingressos para um jogo de futebol. Foi adotado o método quantitativo descritivo estrutural como procedimento metodológico e a pesquisa foi efetuada através do envio de questionários eletrônicos. Optou-se pelo método de modelagem de equações estruturais (MEE) para caracterização dos fatores e pela análise dos mínimos quadrados parciais (PLS) para validar as hipóteses. Os resultados encontrados demonstram que quanto maior a identificação do consumidor esportivo com seu time, maior é o impacto na satisfação em ir ao estádio, aumentando a sua lealdade com o time, fazendo com que essa inter-relação entre os três construtos aumentem a intenção de compra de ingressos para um jogo de futebol. Além disso, foi detectado que quanto maior a percepção de risco, menor a intenção de compra de ingressos. Também foi detectado que quanto maior o envolvimento do consumidor esportivo com o futebol, maior a intenção de compra de ingressos. O único construto que não teve impacto na intenção de compra foi a motivação. Uma das principais implicações acadêmicas foi a comprovação de que a identificação com o time pode ser um preditor da satisfação, e que a inter-relação entre os construtos identificação com o time, satisfação em ir ao estádio e a lealdade com o time possui alto impacto na decisão de compra de ingressos por parte do consumidor esportivo. Outra implicação acadêmica foi detectar que a percepção de risco impacta negativamente na decisão de compra, mesmo entre os torcedores que frequentam estádios e arenas, bem como a constatação de que quanto mais envolvido com o futebol o torcedor for, maior o impacto em sua decisão de compra de ingressos. Em relação às contribuições gerenciais, a principal sugestão é criar um departamento de inteligência do torcedor dentro da estrutura dos clubes de futebol. Esse departamento seria o responsável em medir, entender, relacionar-se com o torcedor e definir estratégias de acordo com o nível de identificação, lealdade, satisfação e envolvimento, sempre com o objetivo de aumentar as receitas baseado nos níveis comportamentais de cada grupo de consumidor.
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Ishac, Wadih. "Furthering national development through sport, the case of Qatar." Thesis, Bourgogne Franche-Comté, 2018. http://www.theses.fr/2018UBFCH037/document.
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Lorsque nous parlons de relations internationales, nous parlons généralement de diplomatie et d'investissement, Le sport peut être utilisé comme outil pour améliorer la diplomatie entre les pays, ainsi que pour développer les intérêts économiques et sociaux. De plus, le sport occupe une place importante dans le repositionnement de l'image d'une nation, tout en améliorant le processus d'intégration des jeunes générations dans le monde. L'un des principaux intérêts, du point de vue du gouvernement, est de créer un lien affectif positif avec la nation hôte de l’évènement sportif. Ce qu'on appelle le soft power. Le but de ce travail est d'explorer certaines des façons dont le sport est utilisé pour générer ce pouvoir, et comment il peut contribuer à générer du contrôle ou à provoquer de l'influence, en se concentrant sur l'État du Qatar. Ce travail est séparé en trois parties principales. Je présente d'abord le développement du sport et la manière dont les événements sportifs ont été utilisés par différents pays et régimes politiques, ainsi que l'impact généré. Deuxièmement, j'essaie de comprendre l'impact généré par l'investissement du Qatar dans l'équipe de football française du Paris Saint-Germain. Et troisièmement, en mesurant l'impact socio-psychologique généré par la jeune génération en organisant des événements sportifs internationaux, le cas du championnat du monde de handball 2015. Ce travail vise à clarifier comment un tel investissement est perçu comme une opportunité de développement au sein de la société, et d'améliorer la diplomatie. En se concentrant sur l'évolution dont le sport est utilisé comme un outil important dans le processus de socialisation des jeunes dans la société mondiale. Sur la base de mes recherches, le résultat de l'investissement dans le Paris Saint-Germain était une situation «gagnant-gagnant» entre la France et le Qatar sur le plan social, économique et politique. De plus, l'utilisation des événements sportifs a eu un impact émotionnel positif, faisant admirer aux résidents la vision du gouvernement. La jeune génération, quelle que soit sa nationalité, a une vision positive des efforts du gouvernement pour s'améliorer et se développer. La vision du gouvernement du Qatar était saillante pour la jeune génération au QatarWhen we mention international relations, we generally talk about diplomacy and investment, but there are other ways of promoting the interests of a government on the international stage. Sport can be used as tool to improve diplomacy between countries, as well as developing economic and social interests. Additionally, sport takes an important place in shaping the image of a nation, while it improves the integration process of young generations into the world. One of the main interests, from a government perspective, in the use of sport, is to generate a positive emotional connection to a host nation - what is known as soft power. The aim of this work is to explore some of the ways in which sport is used to generate this power, and how it can provide a type of control or influence. Specifically, it will focus on the State of Qatar. This work is separated to three main parts. First I present the development of sport and the way sport events were used by different countries and political regimes, and the impact generated. Second, I try to understand the impact generated from Qatar investment in the French football team Paris Saint-Germain. And third, I measured the socio-psychological impact generated on the young generation from hosting international sport events, as in the case of the Handball World championship 2015.This work sets to clarify how allowing such investment is perceived as an opportunity for development within the society, and to improve diplomacy. Additionally, focussing on the young generation allows me to study the evolution of how sport is an important tool in the process of socialization of young people into global society. Based on my research, I argue that the result of the Paris Saint-Germain investment was a "win-win" situation between France and Qatar on the social, economic, and political level. Also, using sport events generated positive emotional impact, making the residents admire the vision of the government. The young generation, regardless nationality has a positive view of government efforts to improve and develop itself - the Qatari government's vision was salient to the young generation in Qatar
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Fall, Ibrahima. "Analyse comparative des facteurs de fréquentation d'événements sportifs au Sénégal. Cas de la lutte avec frappe, du football navétane et du football professionnel." Thesis, Université Paris-Saclay (ComUE), 2018. http://www.theses.fr/2018SACLS223.
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L’étude prend sa source dans une préoccupation qui anime la plupart des dirigeants de fédérations et de clubs sportifs au Sénégal : leur difficulté à mobiliser un public nombreux lors des évènements sportifs qu’ils organisent. Cette situation renvoie à un questionnement sur leur capacité actuelle à répondre aux besoins et attentes des spectateurs, les fidéliser et en conquérir de nouveaux. Dans ce contexte, notre question de recherche principale est de savoir quels sont les facteurs qui influencent la décision des spectateurs d’assister à des évènements sportifs au Sénégal ; en d’autres termes, comprendre les motivations des spectateurs à fréquenter (ou à ne pas fréquenter) les lieux de ces évènements. Pour cela, nous avons analysé les cas de trois types de spectacles sportifs : (1) celui d’un sport moderne d’importation (le championnat de football professionnel) ; (2) celui d’un sport traditionnel (la lutte avec frappe) et (3) celui d’une pratique se situant entre tradition communautaire et modernité - sport moderne « tropicalisé » - (le championnat populaire navétane), afin de mettre en lumière des spécificités explicatives.Les résultats révèlent six facteurs majeurs pouvant influencer la fréquentation d’un évènement sportif au Sénégal : la proximité des lieux de compétition, l’affirmation d’une appartenance identitaire, la passion du sport, la recherche d’interactions sociales, la quête du plaisir et du divertissement, la stimulation émotionnelle. Parallèlement, ils nous ont amené à mettre en évidence quelques critères pouvant conduire à mieux segmenter l’offre de spectacle sportif : la motivation de fréquentation, la régularité, le degré de participation aux actions de supportérisme, le rapport à la violence ; soit autant de critère permettant de construire une offre adaptée aux différentes catégories de publics.D’un point de vue managérial, ce travail de recherche livre des informations utiles aux organisateurs. En effet, elles peuvent leur permettre d’avoir une meilleure visibilité de la demande : d’une part, une identification plus fine des publics sous la forme d’une typologie, d’autre part, une caractérisation actualisée de leurs besoins et attentes et de leurs comportements de consommation ; cette meilleure connaissance du marché devant logiquement les conduire à des stratégies marketing plus efficaces en matière de segmentation de leur offre et de ciblage des différentes catégories de publicsThe study has its source in a concern that drives most leaders of federations and sports clubs in Senegal: their difficulty to mobilize a big audience during the sports events which they organize. This situation raises questions about their current capacity to meet the needs and expectations of spectators, to make them loyal and to try conquer new ones. In this context, the main aim of our research question is to know what are the factors which influence the decision of the spectators to attend sports events in Senegal; in other words, understand the motivations of the spectators to go (or not to go) to these events places. For that purpose, we analyzed the cases of three types of sports shows : (1) that of a modern import sport (the professional football championship); (2) that of a traditional sport (wrestling) and (3) that of a practice between communitarian tradition and modernity - "tropicalized" modern sport - (the popular Navetane championship), in order to highlight explanatory specificities.The results reveal six major factors which can influence the attendance of a sport event in Senegal: the proximity of the competition venues, the affirmation of identity, the passion for sport, the search for social interaction, the pursuit of pleasure and entertainment, emotional stimulation. At the same time, they allow us to highlight some criteria which can lead to better segment the offer of sports show: Their motivation to attend, their regularity, their degree of participation in the actions of “supporterism”, the link with violence , these are enough criteria that can help build an offer adapted to different categories of public.From a managerial point of view, this research work delivers information useful for the organizers. Indeed, they can allow them to have a better visibility of the demand (request): on the one hand a finer identification of public in the form of a typology, on the other hand, a characterization updated by their needs and expectations of their consumer behavior; this good knowledge of the market must lead them logically to more effective marketing strategies regarding segmentation of their offer and targeting of the various categories of public
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Mickus, Donatas. "Renginių marketingo komplekso valdymo barjerai: ištvermės sporto atvejis." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2013~D_20130213_150534-62245.
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Magistro baigiamajame darbe nagrinėjamos marketingo komplekso valdymo priemonės, taikomos organizuojant ištvermės sporto renginius. Teorinėje dalyje nagrinėjami marketingo komplekso valdymo barjerai. Darbas rengiamas argumentuojant, kad Lietuvos ištvermės sporto šakų federacijos, klubai, asociacijos vangiai ir sunkiai persiorientuoja prie šiuolaikinių sporto verslo vystymosi tendencijų, neturi reikiamos kompetencijos marketingo srityje, dėl to susiduria su esamais barjerais, kurie daro poveikį dalyvių masiškumui. Pagrindinis darbo tikslas įdentifikuoti ištvermės sporto šakų marketingo komplekso valdymo barjerus ir pateikti pasiūlymus, kaip juos eliminuoti, remiantis geraisiais renginių atvejais.Master‘s thesis analyzes the means of marketing complex management that are common in endurance sports organizing. This thesis is based on idea that endurance sports federations, clubs and associations hardly adapt to development as a new business field and do not meet qualifications in marketing, and consequently, fail in attracting more people. The main objective is to identify the barriers of endurance sports marketing complex management and to find solution how to eliminate them by giving an examples of the best events in this field.
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Sköld, Carl, and Julia Johansson. "Sponsring av idrottsevenemang som ett internt verktyg : En kvalitativ studie om hur Vasaloppets huvudsponsorer använder sponsring internt för att påverka de anställdas arbetsmotivation." Thesis, Högskolan Dalarna, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:du-34201.
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Sponsring av idrottsevenemang innefattar ett ömsesidigt utbyte mellan sponsorn och idrottsevenemanget vilket gör att sponsring blir aktuellt både i idrottsvärlden och företagsvärlden. Företag som sponsrar idrottsevenemang kan arbeta med sponsringen både externt och internt. Det externa arbetet har länge varit det primära syftet med sponsring vilket har lett till att det interna arbetet inte uppmärksammats i samma utsträckning. En central faktor vid internt arbete är att påverka de anställdas arbetsmotivation. Syftet med denna studie är att skapa en förståelse för samt beskriva hur sponsring av idrottsevenemang används internt för att påverka de anställdas arbetsmotivation. För att undersöka detta har intervjuer med Vasaloppets samtliga fem huvudsponsorer genomförts. För att analysera det empiriska materialet tog vi stöd i studiens teoretiska referensram. Vår studie visar att samtliga företag arbetar internt med sin sponsring av idrottsevenemang men i olika utsträckning och på olika sätt. Studien tyder på att företagets storlek, bransch samt sponsorskapets långvarighet kan påverka skiljaktigheter i det interna arbetet. Studien visar även att det interna arbetet med sponsorskapet av Vasaloppet kan generera arbetsmotivation hos de anställda på grund av stolthet och engagemang. Bidraget med vår studie är framtagandet av tre olika arbetsområden som företag bör ta i beaktning i det interna arbetet vid sponsring av idrottsevenemang för att påverka de anställdas arbetsmotivation: värderingar, personligt intresse och involvering. Avslutningsvis kan vi konstatera att det interna arbetet med sponsring av idrottsevenemang kan bli begränsat på grund av att de interna effekterna är svåra för företag att mäta och sätta ett värde på.Sport event sponsorship involves a mutual exchange between the sponsor and the sporting event, which makes sponsorship relevant in the world of sports and the business world. Companies that sponsor sport events can work with sponsorship both externally and internally. External work has long been the primary purpose of sponsoring, which had led to a minor focus on the internal work. A key factor of internal work is to influence employees work motivation. The purpose of this study is to create an understanding of and describe how sport event sponsorship is used internally to influence employees’ work motivation. To investigate this interviews with all of the five main sponsors of Vasaloppet were conducted. To analyze the empirical material, we took support in the theoretical frame of the study. Our study shows that all companies work internally with their sport event sponsorships, but in varying extent and in different ways. The study indicates that the differences in the size of the company, the industry and the longevity of the sponsorship may affect differences in how a company forms the internal work. The study also shows that the internal work with the sponsorship of Vasaloppet can generate work motivation among the employees’ due to staff pride and commitment. The contribution of our study is the development of three different work areas that companies should take into account when forming the internal work of a sport event sponsorship to influence employees’ work motivation: values, personal interest and involvement. In conclusion, we can conclude that the internal work with sponsoring sport events can be limited because the internal effects are difficult for companies to measure and value.
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Baker, Bradley James. "Pricing Participant Sport: The Pricing Development Process in Long-Distance Running Events." Diss., Temple University Libraries, 2017. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/423748.
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Tourism and SportD.B.A.
The current research investigates pricing practices and consumer behavior in long-distance running events. Two studies address (1) current practices in pricing and registration policies for long-distance running events, and (2) factors that influence the decision-making process by which event organizers develop, adopt, and implement particular pricing policies. Study One involves a descriptive census of policies currently in use for a comprehensive list of running events in the United States that include races at the full or half marathon distance. Study Two adopts a multi-case study approach based on semi-structured interviews of running event organizers, supplemented by additional organizational documents, to investigate the pricing and registration policy development process. Collectively, these two studies examine the what, the why, and the how of pricing policy development in long-distance running events. Based on study findings, a conceptual model was developed incorporating major sources of influence (organizational, consumer, environmental, and event) on the pricing policy development process. This research contributes to sport management by providing deeper understanding of how participant sport, specifically long-distance running events, is priced and how pricing decisions influence consumer behaviors. Results additionally provide practical insight for running event organizers seeking to improve or enhance pricing policies and revenue management by understanding both common and atypical practices in use throughout the running event industry. Finally the current research lays a foundation for a stream of future research building on findings from two studies and data generated in the process of addressing the overarching research questions.
Temple University--Theses
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Antonsson, Camilla. "Sponsring eller event marketing – vilken metod stärker bäst ett företags varumärke inom sportbranschen? : En studie baserad på marknadschefers medvetenhet kring kommunikationsmetoderna sponsring och event marketing i samband med ett idrottsevent." Thesis, Umeå universitet, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-62916.
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Idag finns det ett omfattande reklam- och mediebrus i samhället där marknadschefer försöker hitta den mest unika vägen för att få allmänheten att bli intresserade av just deras varumärke. Teorier visar att företag som medverkar i ett event genom kommunikationsmetoderna sponsring eller event marketing erhåller en ökad trovärdighet och stärker sitt varumärke. Hur medvetna är då företagets marknadschefer om skillnaden mellan sponsring och event marketing för att stärka sitt varumärke? Syftet med den här studien är att kartlägga nio marknadschefers medvetenhet mellan sponsring och event marketing i samband med ett idrottsevent. Studien är av kvalitativ art och har ett deduktivt angreppssätt för att besvara problemformuleringen om hur medvetna marknadschefer är om skillnaden mellan sponsring och event marketing när de är associerade med ett idrottsevent och önskar nå en förbättrad image och medvetenhet kring sitt varumärke. Resultatet av undersökningen visar att de nio intervjuade marknadscheferna är medvetna om skillnaden mellan sponsring och event marketing. De anser även att event marketing genererar ett starkare mervärde än vad sponsring gör. Dock är det tid- och resursmöjligheter som begränsar dem från att arbeta med event marketing i den omfattning de önskar.
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Liikamaa, Johanna. "Intersport and their sponsored events - A case study of sponsorship relations." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-8481.
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The aim of this thesis is to investigate and reflect about the different sponsorship relations between a Swedish sports retailer and their sponsored events. My case for this thesis is the brand Intersport and I am investigating the phenomena sponsorship and their different sponsorship relations and in this case in relation to sport events. A qualitative study has been conducted by doing interviews with representatives from three different events that Intersport are sponsoring, two interviews with Intersport and also observations during two of the events. Furthermore, a theoretical framework within sponsorship has developed through this process. The result of this study showed that there are different kinds of sponsorship relations between Intersport and their sponsored events. Moreover, there are differences in terms of how they are ranking sports and how much money and time they are investing in the specific events. This study showed that Intersport has different levels of professionalism and business relationships. Partille Cup has the highest position on that scale, Stockholm Marathon Group has the second place and Gothenburg Youth Games is in the bottom. The interviews resulted in a clear picture of how these sponsorship relations look like, the underlying reasons for cooperating with Intersport and this means that they are seeing the sports retailer as a large player, a good channel in terms of being connected to them and increase their awareness but also as a partner who can offer relevant products for their events. Lastly, meaningful relations is a key factor here and my result showed that it goes both ways.
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Kuzmickienė, Dalia. "Sporto varžybų organizavimo ir valdymo aspektai jojimo sporto šakos varžybų pavyzdžiu." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2012. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2012~D_20120620_120419-39184.
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Sporto varžybų organizavimo ir valdymo aspektai jojimo sporto šakos varžybų pavyzdžiu
Organization and managing aspects of sport competition: The sample of the horse jumping competition
Raktiniai žodžiai: varžybų organizavimas, varžybų valdymas
Darbo objektas: jojimo sporto šakos (kliūtinio jojimo) Lietuvos Taurės IV etapo varžybų organizavimo ir valdymo aspektai
Darbo tikslas - Nustatyti sporto varžybų organizavimo ir valdymo aspektus jojimo sporto šakos varžybų pavyzdžiu.
Darbo uždaviniai:
1. Apibrėžti sporto renginių ir varžybų sampratą
2. Išanalizuoti organizacinius renginių ir sporto varžybų teorinius aspektus;
3. Išanalizuoti renginių ir sporto varžybų valdymo patirtį;
4. Atlikti jojimo sporto šakos (kliūtinio jojimo) analizę varžybų organizavimo aspektu;
5. Atlikti jojimo sporto šakos (kliūtinio jojimo) analizę varžybų valdymo aspektu.
Išvados:
1. Sporto varžybų organizavimas ir valdymas – tai veiklos ir procesai nukreipti į varžybų tikslų pasiekimą.
2. Sporto renginio organizavimo aspektai apima renginių organizavimo analizes, suvokimą, numatomo rinkos tikslo nustatymą, koordinacijos sistemų, politikos ir procedūrų planavimą ir renginio pravedimą.
3. Sporto renginių valdymo patirtis pateikia analizes, nukreiptas į efektyvių problemų sprendimų metodų paiešką, bei efektyvių strategijų kūrimą valdant sporto renginius.
4. Keturiais analizuotais varžybų organizavimo aspektais varžybų organizavimas yra tinkamas. Trimis analizuotais organizavimo aspektais varžybų... [toliau žr. visą tekstą]Organization and managing aspects of sport competition: The sample of the horse jumping competition.
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Sinkevičius, Mantas Kazimieras. "Sporto renginio socialinės įtakos visuomenei vertinimas." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140620_111528-97997.
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1. Sporto renginiai skatina socialinį aktyvumą, o vienas iš tokių renginių uždavinių – socialinių įgūdžių lavinimas. Socialinio aktyvumo trūkumas yra rimta moderniosios technologijos amžiaus problema. Sporto renginiai turi galios ir įtakos kovojant su šia neigiama aktualija, jie skatina neužsidaryti namuose prie kompiuterių ar televizorių, o integruotis į visuomenę. 2. Sporto renginiai – motyvuoja visuomenės narius socializuotis, susipažinti bei bendrauti ne tik su savo aplinkos žmonėmis. Skatina savirealizaciją ir mokymosi procesą bei šeimos, kaip pamatinės vertybės išsaugojimą. Ugdo vienybės jausmą tarp skirtingų žmonių ir turi išliekamąją vertę. Sporto renginiai turi unikalią galimybę keisti išankstinius nusistatymus ir sukurti socialinius pokyčius. Visa tai – gyvenimo kokybės gerinimas. 3. Pasaulio ledo ritulio čempionato renginys suteikė daug galimybių socialiniams pokyčiams ir socialinei įtakai žmonėms bei miestui, tačiau tam mažai įtakos turėjo renginio organizatorių pastangos. Sporto renginys nors ir ugdo bei skatina socialinį bendravimą, vienybės jausmą tarp skirtingų žmonių renginio metu ir turi išliekamąją vertę, tačiau sporto renginiai suburdami žmones į vieną erdvę, suteikia jiems galimybę sąveikauti vieniems su kitais ir taip socializuojantis savaime kurti socialines įtakas.1. Sports event promotes social activity and one of the goals is social skills development. Sort of the social activity is the great problem of modernity technology century. Sports event has the impact and power to lower this negative actualities, events promote not to be inside the house just for to watch TV or play with computer, but integrate in the society. 2. Sports event is motivating society to socialize, meet new people and make conversation with people from the different environment. It promotes self- realization and process of learning, the family like the base value saving. It develops sense of unity between different people and has long term impact. Sports event has unique opportunity to change precedent opinion and create social changes. All of that is making better of life quality. 3. The World Hockey Championship event is giving lot of opportunities for social changes and social impact for the people ant for the city. But for that little impact have efforts of event organizers. Sports event is developing and promoting social conversation, sense of unity between different people at the event and has long term value, but sports event get together lot of people in one space, give them opportunity to interact one with others and that’s how they socialize by them self and create the social impact.
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Valinhas, Bruno Alexandre Miguel. "Marketing de eventos desportivos no âmbito das modalidades menos mediáticas. Estudo de caso do voleibol do Sport Lisboa e Benfica." Master's thesis, Escola Superior de Hotelaria e Turismo do Estoril, 2012. http://hdl.handle.net/10400.26/4451.
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O desporto constitui uma alavanca em vários setores da vida pública, nos quais os eventos desportivos assumem um lugar de destaque, pelas suas diversas implicações económicas, sociais e organizacionais. Para corresponder a todas as expectativas de que são alvos, os eventos desportivos necessitam de estar integrados num modelo de gestão que lhes proporcione a garantia de uma ótima atuação em todas as suas áreas de intervenção, com destaque para a promoção da modalidade. A gestão de marketing de eventos desportivos constitui uma inesgotável fonte onde os gestores de eventos desportivos podem identificar, prevenir e controlar os objetivos do evento em todas as suas etapas e fases de desenvolvimento, orientando-os para a satisfação dos grupos de interesse.
Neste sentido, o presente estudo tem como objetivo contribuir para a promoção e notoriedade do voleibol do Sport Lisboa e Benfica através do desenvolvimento de um plano estratégico de comunicação tendo os eventos como elemento estratégico, estudando o contributo dos eventos desportivos na promoção e valorização das modalidades menos mediáticas, expondo as suas potenciais implicações no estudo de caso em análise.
Os dados recolhidos foram obtidos através da aplicação de quatro abordagens distintas: a entrevista (a especialistas e à equipa técnica de voleibol do Sport Lisboa e Benfica), o questionário in loco (a uma amostra de 100 indivíduos adeptos de voleibol do Sport Lisboa e Benfica), a observação participante e a análise documental. Os dados recolhidos foram analisados qualitativa e quantitativamente, de acordo com os objetivos do estudo.
Neste sentido, foi possível concluir que os eventos desportivos da modalidade não integram uma estratégia de marketing coesa que vise a promoção e valorização da modalidade, negligenciando as ferramentas disponíveis e a relevância dos eventos desportivos perante o adepto. Por último, foi elaborado um plano integrado enumerando um conjunto de aspetos a considerar na gestão do evento desportivo, utilizando como referência o estudo de caso.Sport is an important vector in various sectors of public life, in which sports events assume a prominent place, for its various economic implications, social and organizational. To match all the target expectations, sports events need to be integrated into a management model that gives them the guarantee of a great performance in all its areas of intervention, with emphasis on the promotion of the sport modality. The marketing management of sports events is an inexhaustible source where managers of sports events can identify, prevent and control objectives of the event in all its stages and phases of development, guiding them to the satisfaction of stakeholders. In this sense, the present study aims to contribute to the promotion and awareness of volleyball Sport Lisboa e Benfica through the development of a strategic communication plan with the events as a strategic element, studying the contribution of sports events in the promotion and enhancement of procedures less media, exposing its potential implications on the case study analysis. The data collected were obtained by applying four different approaches: the interview (the experts and technical team volleyball Sport Lisboa e Benfica), questionnaire in loco (a sample of 100 individuals volleyball enthusiasts of Sport Lisboa e Benfica), participant observation and document analysis. The collected data were analyzed qualitatively and quantitatively, according to the study objectives. In this sense, it was concluded that the sports events of the sport do not integrate a cohesive marketing strategy aimed at promoting and enhancing the sport, neglecting the available tools and the relevance of sports events before the adept. Finally, a comprehensive plan was developed enumerating a set of aspects to consider in the management of sports event, using as reference the case study.
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Solomon, Steffen Brett. "Sports events for the citizens of the Nelson Mandela Bay." Thesis, Nelson Mandela Metropolitan University, 2016. http://hdl.handle.net/10948/12897.
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The concept of city branding has sprung to prominence in recent years. This can be attributed to globalisation and the ease of access to all corners of the globe with the improvements in technology and modes of transport. This increased competition for resources, skills, talent and revenue has made cities not only compete with other cities in close proximity to one another, but also with cities across the world. The answer to this conundrum was found to be a comprehensive marketing strategy composed of clever and catchy slogans, beautiful logos, media campaigns and public relations drives. This process only led to the loss of large amounts of money since the benefits were not longstanding and the results were not tangible as these avenues only benefitted the home country’s tourism industry. A long term solution for cities was needed to build a favourable image. Corporations were used as models to build a brand since manufacturers of similar products are in constant competition to gain market share and revenues from their competitors. The similarities between corporations and cities are undeniable and efforts were made to incorporate successful branding strategies from corporations into city branding efforts. Cities and corporations must be effective in developing and incorporating social, economic and political aspects of their culture into a successful city brand image. The major difference between cities and corporations stems from the fact that it takes considerably longer to leverage a comprehensive brand of a city, when compared to the brand of a product since their lifespans are completely different. In the past, city brands were based on historical significance. Today, city brands are exclusively influenced by the events it hosts. The hosting of events has been seen as a guaranteed way for a city to improve its brand image. On the contrary, the hosting of events has been found to either improve a city brand or tarnish it. Sports events have been deemed as the best way to improve a city brand because sports appeal to a wide audience and are relatively inexpensive to host in comparison to the benefit and improvements they bring. This treatise investigates the approach and various types of sports events which must be included for the successful branding of Nelson Mandela Bay as part of a destination marketing strategy. The suggestions from this study were formulated upon scrutiny of the available literature and case studies on various branding efforts undertaken by cities around the world to establish and improve their brand image. A survey was conducted amongst the residents of Nelson Mandela Bay using a questionnaire. A total of 952 responses were received. The questionnaire measured the respondents’ attitude to what types of sports events they will support, their feelings on the standard of facilities and quality of events in Nelson Mandela Bay. This treatise served to identify which sports events should be used in any branding effort undertaken by Nelson Mandela Bay. Literature and case studies served as the foundation for this study. The survey insights and expectations enabled a plan to be developed that will be unique for Nelson Mandela Bay based on its location, characteristics, tastes and preferences of its residents. This plan would serve to benefit the residents of Nelson Mandela Bay, the city itself and encourage additional investment from external sources. The results of this study indicate that the residents of Nelson Mandela Bay advocate the use of sports events as the main driver in branding the city. Furthermore, the residents have made it clear that cricket, rugby and Iron Man-type of events are favoured and more likely to be supported than any other type of sports event in Nelson Mandela Bay.
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Kvedaravičius, Paulius. "Sporto renginių žiūrovų elgsenos ypatumai: Lietuvos futbolo aspektas." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2008. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2008~D_20080618_123647-06648.
Full textAbstract:
Magistro darbe pateikiami sporto renginių žiūrovų elgsenos teoriniai aspektai, tyrimo metodikos ir jos organizavimo analizė bei Lietuvos futbolo žiūrovų elgsenos tyrimas. Darbą sudaro: literatūros apžvalga, tyrimo metodika ir organizavimas, tyrimo rezultatai ir jų aptarimas bei išvados ir rekomendacijos.
Pirmojoje dalyje aiškinama renginių ir sporto renginių sampratų esmė ir skirtumai, analizuojama sporto renginių žiūrovų tipologija ir jų elgseną įtakojantys veiksniai, nagrinėjama vartotojų-žiūrovų lojalumas, jų išlaikymas ir pakartotinio pirkimo priežastys bei aprašomas futbolo varžybų žiūrovų sprendimo priėmimo procesas.
Antrojoje magistro darbo dalyje apra���omas tyrimo metodikos pagrindimas bei kiekybinio tyrimo „Futbolo žiūrovo Lietuvoje elgsena“ organizavimas.
Trečiojoje dalyje atliekamas futbolo žiūrovų Lietuvoje elgsenos tyrimas ir formuluojamos sporto paslaugos-futbolo tobulinimo kryptys.
Išvadose pateikiami pagrindiniai sporto renginių žiūrovų elgsenos aspektai, tyrimo parinkimo metodikos apibendrinimai ir kiekybinio tyrimo „Futbolo žiūrovo Lietuvoje elgsena“ rezultatai bei jais pagrįsti siūlymai.
Svarbiausi šio darbo teoriniai ir praktiniai aspektai iliustruoti 21 paveikslu, 3 lentelėmis, 1 priedu, 1 formule, o teoriniams nagrinėjamos temos pagrindams panaudota 23 spausdintos literatūros šaltiniai bei 7 interneto puslapiai lietuvių ir anglų kalbomis.
Darbe naudojamos pagrindinės sąvokos: sporto renginių žiūrovai, sporto paslauga, futbolas... [toliau žr. visą tekstą]This masters work analyses the theoretical aspects of the audience behaviour in sport events. Also the research methods and the analysis of its organization together with the research of the Lithuanian soccer viewers behavior. The work includes: overview of literature, research methods and organization, research results and discussions with conclusions and recommendations. First part covers the sports events and events point of conception and differences. It analyses the typology of sport events audience and the behavior influencing factors. Also discussing the loyalty of the audience, its consistency, and repetitive purchasing factors, and the soccer game viewer's decision making process. Second part talks about the proof of research methods and the organization of the quantitative research "the behavior of audience in Lithuanian soccer". Third part covers the research about the behavior of Lithuanian soccer viewers and develops sport services with soccer improving directions. Conclusion gives the main aspects of soccer viewers behavior, research selection methods, and the quantitative research "the behavior of audience in Lithuanian soccer" results and suggestions based on them. The main theoretical and practical aspects of this masters work are illustrated with 21 picture, 3 tables, 1 annex, 1 formula, and for the theoretical basics of the analyzed topic - 23 literature sources and also 7 internet web pages in Lithuanian and English languages have been used. The... [to full text]
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Mėlynienė, Šarūnė. "Sporto renginių ekonominio poveikio vertinimas." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2006. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2006~D_20060515_181940-46179.
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SUMMARY
Key words: sporting event, economic impact and evaluation methods.
The object of the work: sporting event’s economic impact’s evaluation methods analysis.
Problem (research) question: Is cost – benefit analysis more effective than economic impact analysis evaluating event’s economic impact?
Research hypothesis: cost – benefit analysis is more effective than economic impact analysis evaluating event’s economic impact.
The purpose of the work: To evaluate sporting event’s economic impact by accomplishing sporting event’s economic impact’s evaluation methods analysis.
Tasks of the work:
a. To analyze the theoretical aspects of the sporting event’s economic impact’s evaluation.
b. To educe sporting event’s economic impact’s evaluation methods.
c. To define factors influencing the sporting event’s input and benefit.
d. To substantiate sporting event’s economic impact’s evaluation methodology analyzing the European junior track-and-field athletics championship.
Conclusions:
1. Sporting event’s economic impact is evaluated by its benefit. According to scientific literature there can be tangible (in terms of money) and intangible benefit. The tangible benefit of sporting event’s economic impact is evaluated using mathematical methods. Intangible benefit isn’t included as denominate in terms of money.
2. There are various economic impact evaluation methods presented in scientific literature. The economic impact analysis methods or cost – benefit analysis is mostly used for... [to full text]
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Sealy, Wendy. "An exploratory study of stakeholders' perspectives of a mega event in Barbados : the Golf World Cup 2006." Thesis, Bucks New University, 2009. http://bucks.collections.crest.ac.uk/9781/.
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Although much has been written on the benefits of hosting 'mega events' including the Olympic Games and the Football World Cup, smaller but still significant sport events of global significance such as the Golf World Cup have received hardly any attention by researchers. This dearth in knowledge has inspired the direction of this study, that is, to explore the stakeholder perspective of the Golf World Cup which was hosted in Barbados in 2006. This event was part of a national development strategy aimed at diversifying the tourism product in the light of the increasing competitiveness of the tourism industry. Consequently the research methodology adopted for this study was eclectic in nature as it sought to obtain a holistic understanding of the issues associated with hosting mega events on a small island microstate. An approach to data collection and analysis was therefore utilised including semi-structured interviews, participant observation and the examination of documents and promotional materials in order to understand the expectations and perceptions that specific stakeholder groups (including local tourism officials, international tourists and local residents) have of the Golf World Cup. The 85 participants in this study highlighted a diversity of views. From the tourism authorities' perspective, the reasons for staging the Golf World Cup were rather cliched. These included using the Golf World Cup as a tool to promote the island as an upmarket golfing destination. The authorities also expected that the Golf World Cup would stimulate tourism demand during a traditionally slow period and provide the island with much needed publicity in overseas tourism markets. However, the fieldwork revealed that the event was unsuccessful due to the poor attendance by both international tourists and local residents. From an international perspective many participants felt that the event was poorly attended due to a lack of awareness in overseas markets and the 'lack of atmosphere' and auxiliary attractions at the golf course. From the local perspective many participants felt that the event lacked appeal and cultural relevance to the host society. Locally, a significant finding is that the event projected an image of catering to an elitist clientele. This image created the perception among local residents that the event was socially exclusive and only served to perpetuate social divisions in society rather than to ameliorate them. Furthermore, many felt that the failure of the event authorities to solicit local participation was because local residents were not part of the decision-making process. This finding further augments the argument that events cannot be successful without local support and participation. The findings in this study can make a worthwhile contribution to the marketing, management and design of future events and the direction of policy formulation for sport events on the island of Barbados. It has illuminated many issues that direct the perceptions, expectations and subsequent purchase behaviour of international tourists and local visitors regarding a mega event on the island of Barbados.
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Maioral, Rafael Franzoni. "Identificação e avaliação dos atributos que influenciam a decisão de participação em eventos de corrida pedestre no Brasil." Universidade do Estado de Santa Catarina, 2014. http://tede.udesc.br/handle/handle/54.
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The scant bibliography of sports marketing; the practical obstacles encountered in the field of sports management in Brazil; the sport s role in the development of society and its special moment in the country; and the specific case of running races as social&cultural phenomenon they all motivate the conducting of a study that can contribute with more professional sports management actions, oriented to the consumers. The number of running events has grown sharply in recent years, and the trend is to continue growing and developing. The increased competitiveness suggests that understading the consumer s decision process is important to the organizers, so they can promote events more synchronized with consumer s desires. This study aims to identify and assess the attributes of running events that influence the participants decision process. The research is fundamentally descriptive, with exploratory characteristics. The questionary is developed in the following steps: participant-observation of running events; discussion with focus group; and literature related to sports marketing, motivation for participating in sports events and event management. The instrument for data collection characterize the runner considering social and demographical characteristics, connection status with the sport, level of interest and participation in running events, and motivation to participate in these events. The sample is held for convenience and formed by 496 runners. The study identifies that the majority of Brazilian runners are classified in the attachement stage, characterized by a strong emotional connection and the self-identification as a runner; that these runners are motivated to participate in running events specially by two dimensions fitness and skill mastery; and that 58 attributes influence the decision process to participate in running events, being distance, date and price the three most influent. The 58 attributes are submitted to factor analysis, resulting in nine factors: safety, entertainment, physical characteristics, registration process, accessibility, information, reward, differentials, and basics. Significant differences of the influence generated by these attributes in the decision process are found when ANOVA is performed considering the division of runners in groups such as age, number of events concluded by year, connection stage, and degree of interest for various running events. Knowing the specifics of the behavior of diverse running groups is critical to ensure the organization of events that meet the consumers desires.
A escassa bibliografia da área de marketing esportivo no Brasil, as dificuldades práticas observadas no campo da gestão esportiva, o papel do esporte no desenvolvimento da sociedade e seu momento no país, e o caso específico das corridas pedestres como fenômeno sociocultural contemporâneo, motivam a realização de estudo que contribua com uma gestão esportiva mais profissional e focada no consumidor. Os eventos de corrida pedestre cresceram de maneira acentuada nos últimos anos, e a tendência é que continuem se desenvolvendo. A maior competitividade sugere que conhecer o processo de decisão de participação é importante para que organizadores promovam eventos mais sintonizados com os desejos dos consumidores. O objetivo desta pesquisa consiste em identificar e avaliar os atributos de eventos de corrida pedestre que influenciam o processo de decisão de participação nesses eventos. O estudo é fundamentalmente descritivo, com características exploratórias. As perguntas para a elaboração do questionário são desenvolvidas em etapas: observação participante de eventos de corrida pedestre; discussão com grupo focal; e revisão da literatura de marketing esportivo, motivação para participação em eventos esportivos e gerenciamento de eventos. O instrumento de coleta caracteriza o corredor pedestre quanto a aspectos sociodemográficos, nível de participação e interesse nos eventos de corrida pedestre, estado de ligação com a corrida pedestre, e motivação para participação nos eventos. A amostra é realizada por conveniência e formada por 496 indivíduos. Identifica-se que a maior parte dos corredores se encontra no estado de ligação com a corrida, caracterizado por forte componente emocional e auto-identificação do indivíduo como corredor; que esses corredores são motivados especialmente por duas dimensões, a melhora da condição física e o domínio das habilidades de corrida; e que 58 atributos causam influência no processo de decisão de participação, sendo a distância do evento, o preço e a data de realização do mesmo os mais influentes. Os 58 atributos são submetidos à análise fatorial, que resulta em nove fatores: segurança, entretenimento, características físicas, processo de inscrição, acessibilidade, informações, recompensa, diferenciais e básicos. Diferenças significativas da influência desses atributos no processo de decisão são encontradas quando se realiza análise de variância, considerando divisão dos corredores em grupos de idade, número de eventos concluídos por ano, estágio de ligação, e interesse por diferentes eventos. Conhecer as particularidades de comportamento dos diversos grupos de corredores é fundamental para proporcionar eventos orientados a garantir a satisfação dos desejos dos consumidores.
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Seurkamp, Meredith. "NASCAR Sponsorship: Who is the Real Winner? An Event Study Proposal." Miami University Honors Theses / OhioLINK, 2006. http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1146069495.
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Hansson, Anneli, and Babak Houshmand. "Snowboard - en idrott för alla : En studie av Svenska skidförbundets satsning på ungdomar med invandrarbakgrund." Thesis, Swedish School of Sport and Health Sciences, GIH, Department of Sport and Health Sciences, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:gih:diva-262.
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Sammanfattning
Syfte och frågeställningar
Syftet med denna uppsats har varit att kartlägga bakgrunden hos den urvalsgrupp som deltagit under Dream action day samt att undersöka vilka som lockades av sporten och vill vara med att bredda den. Vår avsikt är även att undersöka om Dream action day var ett bra sätt att nå ut till en ny målgrupp. Vår ambition är även att stödja Svenska skidförbundets i sin rekryteringsprocess samt utvärdera om satsningen varit lyckad. Frågeställningen har varit följande: Vilken etnisk, demografisk och ekonomiska bakgrund har de som deltar under Dream action day? Finns det någon gemensam nämnare hos de som lockats fortsätta åka? Vill ungdomarna vara med och bredda sporten? Är Dream action day ett bra sätt att nå ut till målgruppen?
Metod
Genom ett strategiskt urval gjort av Svenska skidförbundet har man lyckats locka 44 ungdomar till en dag där de har fått prova på snowboard. Dessa ungdomar har ingått i vår kvantitativa datainsamling och utifrån den valde vi ut sex personer att intervjua. Intervjuerna har skett i semistrukturerad form.
Resultat
Resultaten visar att få av de ungdomar som deltog under Dream action day hade någon koppling till sporten vare sig hemifrån eller genom kompisar. Av de som blev intresserade hade de flesta ett idrottsintresse men inte som lagidrottare. Flickor var överlag mer tveksamma i sina svar. Alla, även de som inte blev intresserade, tyckte att dagen som helhet var lyckad och åker gärna på en liknande dag igen.
Slutsats
Försöket med Dream action day har varit ett bra sätt att nå ut till en ny målgrupp. Nästa steg i processen är att bibehålla ett intresse genom fortsatt marknadsföring. Vad förbundet måste ha i åtanke när detta görs är hur viktig den sociala aspekten är. Snowboard är en unik produkt och det måste lyftas fram som en metod att locka nya ungdomar. Förutom att man breddar sporten hjälper man till att aktivera ungdomar.
Abstract
Aim
The aim of this study has been to survey the background of the youths who participated in the Dream action day. The aim has also been to examine which youths who were drawn to continue snowboarding and expand the sport. Our intention was also to examine if Dream action day was a good way to reach out to a new target group. The questions of issue have been: Which ethnical, demographical and economical backgrounds do the youths have that participated in the Dream action day? Are there any common denominators among those who was drawn to continue? Do the youths want to help expand the sport?Is Dream action day a good way to reach out to the target group?
Method
Through a strategic selection made by the Swedish Ski Association 44 youths participated in a day during which they tried snowboard. They have been a part of our quantitative data collection and we have chosen to interview six of them. The interviews have been executed in form of semi structured interviews.
Results
The results show that few of the participants had any connection to the sport, neither from home nor from friends. Most of the ones that caught interest in snowboard had an interest in athletics but not in team sports. Girls were for the most part more hesitant in their answers. Everybody, including the ones that didn’t catch interest, thought the day as a whole was successful and that they would do it again.
Conclusions
The attempt with Dream action day has been a good way to attract a new target group. The next step in the process will be to maintain interest through continued marketing. What the Ski Association has to have in mind during this project is how important the social aspect is. Snowboard is a unique product, which has to be drawn to attention as a method to draw new youths. Besides the fact that the Ski Association expands the sport, it will also help to activate youths.
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Hanyšová, Jana. "Možnosti marketingové orientace Prague International Marathon, spol. s r.o." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-1561.
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První kapitoly práce (teoretické) vysvětlují pojmy jako sportovní marketing, event marketing a partnerství ve sportu. Dále analyzují postoj lidí ke sportu a jejich životní styl. Diplomová práce samotná následně hodnotí dosavadní marketingové počínání společnosti Prague International Marathon, spol. s r.o. (PIM) a veškerou marketingovou orientaci zaměřenou na zákazníky ? běžce, diváky a partnery. Poukazuje, jaké nástroje společnost používá směrem k široké veřejnosti na území hlavního města, na celém území České republiky a za hranicemi státu. Dále charakterizuje komunikaci se stávajícími partnery, co jim partnerství s PIM přináší a jaké jsou jeho výhody, popř. úskalí, jaké jsou přednosti, popř. nedostatky v oblasti této komunikace. V neposlední řadě zkoumá kompletní povědomí o sportovních a kulturních akcích společnosti PIM a efektivnost použitých komunikačních nástrojů v porovnání s mediální odezvou na akce organizované PIM. Závěrem jsou uvedena marketingová doporučení diplomantky.
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Skorobogatov, Andrej. "Sporto renginio kaip paslaugos kokybės vertinimas: „Gyvybės ir mirties keliu“ atvejis." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2013~D_20130906_131118-82710.
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Bakalauro baigiamajame darbe nagrinėjama paslaugų kokybė Lietuvos kariuomenės atstovų, dalyvavusių renginyje „Gyvybės ir mirties keliu“, požiūriu. Teorinėje dalyje analizuojami sporto reikšmė, sporto renginio samprata, paslaugos ir paslaugos kokybės samprata. Buvo atlikta kokybės vertinimo modelių lyginamoji analizė ir pasirinktas tinkamiausias modelis šiam tyrimui – SERVQUAL. Remiantis šiuo modeliu parengta anketinė apklausa. Atlikus apklausa buvo surinkti ir išanalizuoti duomenis, bei pateiktos išvados. Raktiniai žodžiai: sporto renginys, paslauga, paslaugos kokybės vertinimas. Tyrimo objektas: sporto renginio paslaugų kokybės vertinimas. Tyrimo problema: koks egzistuoja Lietuvos kariuomenėje sporto renginių kokybės lygis ir kaip patenkinti, geriausiu atveju pranokti, vartotoju lūkesčius? Darbo tikslas: įvertinti sporto renginio „Gyvybės ir mirties keliu“, kaip paslaugos, kokybę. Darbo uždaviniai: 1. Apibrėžti sporto renginio sampratą; 2. Atskleisti paslaugų kokybės sampratą; 3. Išanalizuoti paslaugų kokybės vertinimo modelius bei metodus; 4. Ištirti ir įvertinti sporto renginio „Gyvybės ir mirties keliu“ , kaip paslaugos, kokybę. Tyrimo metodai: • Mokslinės literatūros analizė. • Anketinė apklausa. • Statistinė aprašomoji analizė. Darbe pateiktos 6 formulės, 12 paveikslų, 1 priedas. Darbo apimtis – 40 puslapiai. Panaudoti 39 literatūros šaltiniai.Bachelor's thesis examined the quality of service of the sporting event "The way of life and death" through Lithuanian army representatives’, as a participants’, approach. The theoretical part analyzes the significance of sport, sporting event, the concepts of service and service quality. Comparative analysis of quality assessment models was carried out and the most appropriate model for this study – SERVQUAL – was selected. Based on this model questionnaire was developed. After the survey was conducted, data was collected and analyzed, and conclusions was formulated. Key words: sporting event, service, service quality assessment. The object of the work: sporting event quality assessment. Problem (research) question: what is the level of service quality of sporting events in Lithanian army, and how expectations of consumers can satisfied or even exceded? The porpose of work: to make an assessment of quality of sporting event “The way of life and death” as a service. Tasks of the work: 1. To define the concept of a sports event; 2. To reveal the concept of service quality ; 3. To analyze the service quality assessment models and methods; 4. To research and evaluate the service quality of “The way of life and death” sporting event. Methods of research: • The analysis of literature; • The quiz; • Statitical reviewing analysis. The work includes: 6 formulas, 12 pictures, 1 annex. Total: 40 pages. 39 references used.
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Mira, Ana Margarida Lopes. "A influência do marketing nos eventos de Taekwondo." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19427.
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Mestrado em MarketingEste estudo tem como principal objetivo perceber como aumentar a notoriedade do Taekwondo através dos seus eventos desenvolvendo, para tal, um planeamento de marketing. Revendo a literatura de marketing desportivo e de eventos, tal como alguma da literatura de planeamento de marketing, optou-se por realizar um método misto, na recolha de dados com recurso a quatro entrevistas e inquéritos online por questionário a 217 respostas válidas de respondentes com ligação a artes marciais, incidindo no marketing mix dos eventos de Taekwondo. Após recolha e análise dos dados, com uma dimensão de amostra que garanta a validade do estudo, espera-se que fatores como a comunicação do evento, as condições para os atletas e espectadores, e a introdução da aculturação em relação à origem do Taekwondo, potencializem os seus eventos e respetiva modalidade. Através destas descobertas, o projeto tem o intuito de contribuir ao nível teórico para o enriquecimento da informação existente sobre o tema, visto que existe pouca pesquisa de marketing aplicada diretamente aos eventos de Taekwondo, e ao nível prático, pretende-se proporcionar contributos diretos para a melhoria da performance obtida em futuros eventos desportivos desta modalidade, com um planeamento estruturado e objetivo, com um maior foco no espectador através da realização de espetáculos, demonstrações e apostando num maior investimento ao nível da comunicação.
The main purpose of this study is to understand how to increase the Taekwondo's notoriety through it´s events, by developing marketing planning. Through the review of some of the sports marketing, event marketing and strategic marketing plan literature, a mixed-method research approach was pursued, selecting a data collection using four interviews and online surveys through questionnaires with 217 valid responses from respondents connected to martial arts, focusing on Taekwondo events' marketing mix. After data collection and analysis, with a sample size that ensures the validity of the study, it is expected that phenomena such as the communication of the event; the conditions for athletes and spectators; and the introduction of the acculturation of the origin of Taekwondo, will enhance their events and the modality. Through these findings, this project aims to contribute at the theoretical level to the enrichment of Taekwondo events' knowledge, and at the practical level, it is intended to provide direct contributions to Taekwondo, improving the future sporting events' performance, with a structured and objective planning, focusing on the spectator through the performance of shows, demonstrations and more investment in communication.
info:eu-repo/semantics/publishedVersion
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Urbaitytė, Melita. "Komercinių sporto renginių pasiūla ir paklausa Kauno mieste universitetų studentų požiūriu." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2013~D_20130906_105951-68224.
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Darbo pavadinimas - „Komercinių sporto renginių pasiūla ir paklausa Kauno mieste universitetų studentų požiūriu“.
Darbo objektas – komercinių sporto renginių pasiūla ir paklausa Kaune.
Darbo tikslas – nustatyti komercinių sporto renginių pasiūlą ir paklausą Kaune universitetų studentų požiūriu.
Darbo uždaviniai:
1. Apibrėši komercinių sporto renginių terminą, bruožus bei tipus;
2. Išanalizuoti esamą komercinių sporto renginių pasiūlą Kaune;
3. Išanalizuoti komercinių sporto renginių pasiūlos įvairumą Kaune;
4. Nustatyti kaip studentai vertina egzistuojančią komercinių sporto renginių pasiūlą, nustatyti studentų poreikį šiems renginiams.
Darbo metodas – teisės aktų, mokslinių straipsnių, kitų pirminės ir antrinės informacijos šaltinių analizė, anketinė apklausa. Anketos sudarymas ir jos pateikimas tiriamiesiems internetu.
Darbą sudaro dvi dalys – teorinė ir praktinė. Remiantis užsienio autorių nuomone bei teorijomis, atskleidžiama komercinių sporto renginių samprata, jų tipai bei klasifikacija. Remiantis antriniais šaltiniais: interneto duomenimis, renginių kalendoriais, atliktais statistikos tyrimais, pristatoma komercinių sporto renginių pasiūla Kaune.
Praktinėje dalyje atliekamas tyrimas apie komercinių sporto renginių paklausą ir pasiūlą Kauno universitetų studentų požiūriu. Originali apklausos anketa pateikiama prieduose (1 priedas). Tyrimas atliktas siekiant išsiaiškinti kaip Kauno miesto studentai vertina komercinių sporto renginių pasiūlą, bei atskleisti... [toliau žr. visą tekstą]The name of Bachelor thesis is “Commercial sports events supply and demand in the city of Kaunas from university students’ point of view”. The aim of this study is to analyze the supply and demand in commercial sport events in Kaunas. Study Object – commercial sport events demand and supply in Kaunas. Study Aim – determine what is the demand and supply of commercial sport events in Kaunas according to university students. Study's tasks: 1. Establish commercial sport events terminology, types and classification; 2. Determine commercial sports events supply in Kaunas; 3. Determine commercial sports events supply diversity in Kaunas; 4. Examine the demand for commercial sport events from university students’ point of view. Study method – legislation, research articles, and other primary and secondary sources of information analysis, a questionnaire survey. Questionnaire’s formation. Survey’s implementation. Bachelor thesis is completed by two parts – theory and practice. Following various foreign authors’ theories and studies, in this work commercial sport events definition, its types and classification is provided. Also was given the present commercial events supply in Kaunas. In work’s practice part there is a survey taken about students’ point of view about commercial sport events supply and demand in Kaunas. Original survey questionnaire is given in appendix. Conclusions are drawn in to investigate primary and secondary sources of information existing commercial sporting... [to full text]
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Peoples, Patty Sue. "Bike racing sponsorships as a means to meet a corporation's marketing and promotional objectives." CSUSB ScholarWorks, 1995. https://scholarworks.lib.csusb.edu/etd-project/1087.
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Silva, Alfredo José Henriques Carvalho da. "Efeitos da identificação com a equipa no patrocínio ao futebol : análise das respostas dos espectadores." Doctoral thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10589.
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Doutoramento em GestãoO patrocínio é considerado uma técnica de comunicação empresarial que visa, entre outros fins, influenciar os consumidores a respeito da empresa patrocinadora e dos seus produtos. Tradicionalmente, o nível de identificação dos espectadores de desporto tem sido utilizado como um dos determinantes das respostas ao patrocínio, no entanto a avaliação dos efeitos dos motivos atribuídos em relação ao envolvimento do patrocinador e a lealdade comportamental do adepto relativamente aos assuntos da equipa desportiva não têm sido integrados nos modelos teóricos. O objetivo deste estudo é determinar os efeitos que a identificação dos adeptos com equipa desportiva e os motivos atribuídos para o envolvimento das empresas no patrocínio exercem sobre a atitude relativamente à empresa patrocinadora e sobre a intenção de compra dos produtos da empresa. Pretende-se também determinar os efeitos que a congruência percebida entre o patrocinador e a equipa desportiva, por um lado, e a lealdade comportamental dos adeptos relativamente à equipa desportiva, por outro, exercem sobre as respostas ao patrocínio. Foram inquiridos 2647 adeptos de duas equipas de futebol profissional da primeira Liga de Portugal. Para avaliar o modelo e estimar os coeficientes, foi utilizada a Análise de Equações Estruturais. Os resultados mostraram que a identificação dos adeptos com a equipa desportiva exerceu influenciou positiva e significativamente os motivos altruístas atribuídos para o envolvimento das empresas patrocinadoras; atuou sobre a congruência percebida, a qual teve efeitos positivos significativos sobre a elaboração de uma atitude favorável dos adeptos relativamente à empresa patrocinadora que, por sua vez, influenciou a intenção de compra. A lealdade comportamental dos adeptos contribuiu para a intenção de compra dos produtos da empresa patrocinadora. A análise multigrupos demonstrou a invariância do modelo estrutural, pelo que o contributo original deste trabalho é que, num ambiente comercializado como é o patrocínio ao futebol, os adeptos mais identificados com a equipa desportiva atribuíram motivos altruístas para o envolvimento das empresas no patrocínio. As implicações para gestão dos profissionais sugerem uma criteriosa seleção dos patrocínios e a incorporação de objetivos sociais no programa de patrocínio.
Sponsorship is considered a business communication technique that aims, among other things, influence consumers about the sponsoring company and its products. Traditionally, the level of spectator sport identification has been used as one of the determinants of responses to sponsorship, however the assessment of the effects of the motives attributted for the sponsor’s involvement of the and the behavioral loyalty of the fan relative to the sports team not have been integrated into theoretical models.The purpose of this study is to determine the effects of fans identification sports teams and the attributed motives by the fans for the sponsor’s involvement in the sponsorhip on the attitude toward a company and purchase intent the company's products, while outcomes sponsorship. The intention was also to determine the effects of perceived fit between the sponsor and the sports team and the fans behavioral loyalty on responses sponsorship. Questionnaires were collected from 2647 fans of two football professional sports teams of the first football league in Portugal. Structural equation modeling was employed in order to test the model fit and estimate the model coefficients. The results showed that the identification with the sports team had significant positive effects on altruistic motives attributed by fans for the involvement of the sponsoring companies, he served on the perceived fit, which had significant positive effects on the development of a favorable attitude toward a company, in which turn had influence on purchase intent. The fans behavioral loyalty toward sports team has contributed to the purchase intent of the sponsor company products. Multi-group analysis demonstrated the invariance of the structural model, therefore the original contribution of this work is that, in a commercialized environment as in the football’s sponsorship, highly identified fans with the sports team have attributed altruistic motives for company involvement in sponsorship. These results suggest managerial implications, such as the need to a careful improve selection of sponsorship and the incorporation of social objectives in the sponsorship program.
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Karlsson, Anna. "Att skapa ett framgångsrikt idrottsevenemang : En kvalitativ studie om hur svenska idrottsevenemang skapar samt bibehåller en framgångsrik marknadsposition." Thesis, Umeå universitet, Pedagogiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-67562.
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What is it that makes some events so successful, while others do not achieve the same results? According to most researchers and writers there are several factors that must be achieved in order for events to distinguish themselves from the crowd and be successful, but what are those factors then? The study was aimed to investigating the factors that create a successful sporting event. One person from each of the six largest children's and youth football tournaments, participated in this qualitative interview study. The results showed that factors such as; possessing a good knowledge of the organization, its external market environment and its stakeholders, proved significant. Similarly, to use the correct custom marketing methods, maintain and attract new stakeholders, and to have nice and caring work staff, were factors contributing to the success of wealth.
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Almeida, Erick Bastos de. "O consumo público de eventos esportivos: um olhar para além dos estádios de futebol." reponame:Repositório Institucional do FGV, 2014. http://hdl.handle.net/10438/11470.
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The present study investigated the public consumption of live sporting events inside and outside the scope of stadiums. The main goal of the study was to determine if the fan (supporter), perceives a relation of substitution or complementarity between the favorable attitudes towards attendance at the stadium or at other public places to watch football games. Additionally, the study aimed to investigate the influence of the identification of a sports fan (supporter) with his team in the attitude and public consumption of the spectacle of soccer in the stadium or in other public places, as well as if demographic characteristics (gender and age group) exert some kind of moderating effect on the relationships studied. To address these issues we sought reference in SIT - Social Identity Theory and SCT - Self-Categorization Theory. A survey was conducted, targeting supporters of the four main soccer teams from Rio de Janeiro, through assisted structured interviews. The sample was intentional and of convenience and data collection totaled 507 valid questionnaires. Data analysis was performed in two stages. The first contemplating an exploratory factor analysis, which aimed at the preliminary observation of the quality of the scales. The second stage included a confirmatory factor analysis in order to purify the scales. Convergent, discriminant and nomological reliability and validity of the constructs were evaluated. To test the substantive hypotheses of the study the structural equation modeling technique and multigroup analysis were used. The analysis results allowed empirical support of three out of the five substantial hypotheses. The results suggest that (a) The identification of the fan with the team exerts a positive influence on the attitude towards watching games at the stadium; (b) The favorable attitude of fans towards the stadium exerts a positive influence on the attendance at the stadium; and (c) The favorable attitude of fans towards public places exerts a positive influence on attendance at public places. However, we could not fully support the hypothesis that (d) identification of the fan with the team influences the attitude towards public places; and (e) The attitude of fans towards the stadium influences the attitude towards public places. The moderating effects of gender and age group were also not supported.
O presente estudo investigou o consumo público de eventos esportivos ao vivo dentro e fora do âmbito dos estádios. O objetivo principal do estudo foi determinar se o fã (torcedor), percebe uma relação de substituição ou de complementaridade entre as atitudes favoráveis ao comparecimento ao estádio ou a outros locais públicos para assistir a jogos de futebol. Adicionalmente, o estudo objetivou a investigação da influência da identificação do fã do esporte (torcedor) com seu time na atitude e consumo público do espetáculo do futebol no estádio ou em outros locais públicos; bem como se as características demográficas (gênero e faixa etária) exercem algum tipo de efeito moderador sobre as relações estudadas. Para abordar estes temas buscou-se referência na SIT – Social Identity Theory e na SCT – Self- Categorization Theory. Foi realizado um levantamento (survey), envolvendo torcedores dos 4 times cariocas de maior torcida, mediante entrevistas estruturadas assistidas. A amostra foi intencional e de conveniência e a coleta de dados totalizou 507 questionários válidos. A análise dos dados foi realizada em duas etapas. A primeira contemplando uma análise fatorial exploratória, que objetivou a observação preliminar da qualidade das escalas. A segunda etapa contemplou uma análise fatorial confirmatória com o objetivo de purificar as escalas. Foram avaliadas a confiabilidade e a validade convergente, discriminante e nomológica dos construtos. Para testar as hipóteses substantivas do estudo utilizou-se a técnica de modelagem de equações estruturais e a análise de multigrupos. Os resultados da análise permitiram suportar empiricamente três das cinco hipóteses substantivas. Os resultados sugerem que (a) A identificação do fã com o time exerce influência positiva sobre a atitude em relação a assistir a jogos no estádio; (b) A atitude favorável do torcedor em relação ao estádio exerce influência positiva sobre o comparecimento ao estádio; e (c) A atitude favorável do torcedor em relação a locais públicos exerce influência positiva sobre o comparecimento a locais públicos. Todavia, não foi possível suportar integralmente as hipóteses de que (d) A identificação do fã com o time exerce influência sobre a atitude em relação a locais públicos; e (e) A atitude do torcedor em relação ao estádio exerce influência sobre a atitude em relação a locais públicos. Também não foram suportados os efeitos de moderação do gênero e faixa etária.
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Moyo, Louis Grandgrind. "Brand image legacy of the 2010 FIFA World Cupтм : a long-term assessment." Thesis, Cape Peninsula University of Technology, 2018. http://hdl.handle.net/20.500.11838/2717.
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Thesis (MTech (Tourism and Hospitality Management))--Cape Peninsula University of Technology, 2018.Sport mega-events are a powerful tool for branding nations. There has been a significant shift in countries that bid for and win the rights to host sport mega-events. Historically, Western countries used to be leaders in winning rights to host such events; however a new emerging trend has seen developing countries winning the rights ahead of developed ones, for example, South Africa, Brazil and Russia winning the rights to host the FIFA World CupTM. South Africa faced a serious branding challenge leading up to the 2010 FIFA World CupTM. Therefore, one of the primary objectives of hosting this tournament was to change international tourists’ perceptions of South Africa. There has been limited research on the brand legacies of the 2010 FIFA World CupTM, hence this research examined the brand image legacies of the tournament in the long run. It is believed that the football fans who attended the 2016 UEFA European Championship either visited South Africa during the 2010 FIFA World CupTM or watched the tournament on television (TV) at home, therefore they have certain perceptions of South Africa as a sport tourism destination. A quantitative methodology was employed to survey football tourists at fan parks and stadium precincts in five metropolitan cities in France during the 2016 UEFA European Championship, using a spatially based systematic sampling technique. In total 391 football tourist questionnaires were completed. The key findings reveal that prior to the 2010 FIFA World CupTM, football tourists’ perceptions of South Africa as a sport tourism destination were generally positive; however they indicated that they were very concerned about safety and security, as well as segregation issues, prior to the tournament. It can be argued that the tournament had a significant impact on reinforcing the positive perceptions of the destination as well as reducing the negative perceptions of the destination. The findings reveal statistically significant differences in most aspects between tourists’ perceptions prior to, and six years after, the 2010 FIFA World CupTM. Tourists’ perceptions on most aspects changed positively six years after the event, including those that were major concerns prior to the tournament. The findings also show that there has been very little repeat visitation to South Africa since South Africa hosted the 2010 FIFA Word CupTM. However, an overwhelming majority of respondents indicated that they were willing to travel to South Africa should it host another sport mega-event in the near future. The key findings of this study have a wider applicability to sport mega-events legacy research and body of knowledge. These key findings can assist destination marketers in managing the destination image and foster a greater understanding of brand image legacies of past mega-events in order to inform the bidding and hosting of future sport mega-events.
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Steinebach, Mario, Christine Häckel-Riffler, Antje Brabandt, Janine Mahler, Michael Chlebusch, Thomas Doriath, Nicole Leithold, Jana Klein, and Sara Rodefeld. "TU-Spektrum 3/2006, Magazin der Technischen Universität Chemnitz." Universitätsbibliothek Chemnitz, 2006. http://nbn-resolving.de/urn:nbn:de:swb:ch1-200602090.
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Marx, Andrew Morne. "Increasing soft power - a case study of South Africa's bid to host the FIFA 2010 World Cup." Thesis, Stellenbosch : University of Stellenbosch, 2004. http://hdl.handle.net/10019.1/16386.
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Thesis (MA)--University of Stellenbosch, 2004.ENGLISH ABSTRACT: This study attempts to determine if South Africa was actively attempting to boost its soft power or symbolic power during the country’s bid to host the Fifa 2010 World Cup. Preceding works dealing with mega-events identified a number of potential benefits to the hosting nation. Some of these benefits include opportunities for development (sport and socio-economic), nation building, urban regeneration, and marketing. Previous works have focused a great deal on economic and nation building aspects of mega-events. The marketing possibility for a host to develop as a tourist destination has also enjoyed some focus. There also exists a large amount of literature dealing with power – its nature, resources and types. There is for instance structural and relational power while, in the traditional sense, wealth and military might may be seen as power resources. However, the importance and maintenance of soft power – or symbolic or co-optive power, as defined in this study – has been greatly overshadowed by the traditional ideas of power and as a result, neglected by International Relations scholars. This study links the marketing potential of mega-events with the deployment of soft power. The case study specifically deals with South Africa’s World Cup bid as a marketing forum for enhancing the country’s soft power. For such an analysis it is necessary to investigate South Africa’s diplomatic status, global position, relationship with the North and South, and power resources. The importance of soft power being essential to South Africa’s specific situation, global position and future, is also investigated. Using the bid for the 2010 World Cup, this study concludes that South Africa was indeed projecting specifically chosen images of the country with the intention of enhancing the country’s soft power. It is furthermore argued that these images are both a reflection and in support of South Africa’s foreign policy and emerging middle power position.
AFRIKAANSE OPSOMMING: Hierdie studie poog om vas te stel of Suid Afrika doelgerig probeer het om die land se sagte mag te versterk tydens die Fifa 2010 Wêreldbekerbod. Vorige studies oor grootskaalse gebeurtenisse meen dat dit sekere potensieële voordele inhou vir die gasheer. Dit sluit in geleenthede vir ontwikkeling (sport en sosio-ekonomies), nasiebou, en stedelike herlewing en bemarking. Vorige werke het ook meerendeels gefokus op die ekonomiese en nasie-bou aspekte van grootskaalse gebeurtenisse. Die bemarkingsvoordele wat dit inhou vir die gasheer se toerismebedryf is ook gereeld vehandel. Daar bestaan ook vele geskrewe werke oor mag. Verskillende bronne van mag is ondermeer ‘n gewilde onderwerp. Daar is byvoorbeeld strukturele mag en verhoudings mag. Tradisioneel word militêre en ekonomiese vermoëns gesien as bronne van mag. Die belangrikheid van sagte mag of simboliese mag, soos dit in hierdie studie gedefinieër word, is egter tot ‘n groot mate oorskadu deur traditionele idees van mag. Daardeur het Internasionale Betrekkinge akademici dit ook tot ‘n mate afgeskeep. Hierdie studie illustreer die bemarkingspotentiaal wat grootskaalse gebeurtenisse inhou vir sagte mag. Die gevallestudie handel spesifiek oor Suid Afrika se 2010 bod as ‘n potentieële bemarkingsforum vir die bevordering van die land se sagte mag. Die analise het vereis dat Suid Afrika se diplomatieke status, globale posisie, verhouding met die Noorde en Suide, en bronne van mag behandel word. Die belangrikheid van sagte mag vir Suid Afrika se toekoms word ook aangespreek. Die gevolgtrekking is dat Suid Afrika wel gepoog het om sekere gekose beelde na die buiteland te projekteer. Die spesifieke doel met die beelde was om die land se sagte mag uit te brei. ‘n Verdere bevinding is dat die beelde gelyktydig Suid Afrika se buitelandse beleid en ontluikende middel magsposisie gereflekteer het.
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Weszka, Pawel. "Leverage of a sport mega-event branding : a case study of the 2010 FIFA World Cup." Thesis, 2014. http://hdl.handle.net/10210/8779.
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D.Comm. (Sport Management)The primary objective of the study was to establish what brand leverage strategies could be implemented in sport mega-event branding based on the case study of the 2010 FIFA World Cup South Africa. The secondary objectives focused on discovering the dimensions of sport mega-event branding, investigating the areas of sport mega-event impacts and leverage, identifying sport mega-event brand leverage activation tools and understanding the role of mega-event brand leverage activation tools in the context of their potential influence on the development of small and medium enterprises in the host country. Deriving from the research questions and objectives, a theoretical framework of sport mega-event brand leverage was created. It provided a blueprint for seven hypotheses, formulated in this study. A quantitative descriptive design was employed by the researcher. A self-administered web based questionnaire was uploaded at the Statkon website at the University of Johannesburg. The researcher utilised a purposive judgement sampling technique which targeted small and medium enterprises (SMEs) from the Gauteng and Western Cape provinces in South Africa. The companies were registered on four major online databases in South Africa – The Box, BizConnect, BizNetwork and online Yellow Pages. The main study was preceded by a two-phase pilot where five individuals representing conveniently chosen SMEs located in the city of Johannesburg filled out a hard copy of the questionnaire in each phase. Once the researcher refined the questions following the second pilot, the main research took place. The total of 8 902 emails, containing the website link, were sent out with 239 returned questionnaires accepted as valid to be included in the statistical analysis (2,95% response rate). The questionnaire was available online for five months between July and November 2011. The researcher made use of factor analysis and the Structural Equation Modelling (SEM) in the process of data analysis. The exploratory factor analysis enabled a reduction in the total number of latent variables (factors). It was followed by the confirmatory factor analysis, which also computed the goodness-of-fit indices allowing for establishing how well the model explained the data. Once the number of factors were reduced, the EQuationS (EQS) software was used to investigate mutual relationships between different variables and testing the hypotheses. The summary statistics, such as mean, median and standard deviation also helped in the interpretation of the findings. The main finding of the research was that the destination brand (South Africa) was a significant predictor of co-branding and an integral element of the sport mega-event branding (2010 FIFA World Cup South Africa). Co-branding was identified as the main brand leverage strategy – although there were various ancillary events supporting the World Cup. Ultimately the leverage opportunities lay in South Africa co-building the strong 2010 FIFA World Cup brand. In that, South Africa was one of the two dimensions of the mega-event branding which involved event and destination brands. The impact of social and political areas was identified as the most relevant to consider when staging a sport mega-event. In consequence they should be considered by destination brand managers and sport mega-event governing bodies when planning for leverage. Further analysis revealed that national identity and international prestige were found to have been considered as the most valuable areas of mega-event brand leverage in 2010. Close associations between national identity and prestige suggested that achieving one would have an influence on the other. Respondents thought that the aspects related to national identity should be included in marketing communications associated with the mega-event, such as advertising, public relations, sponsorship and licensing. Meanwhile, strengthening of a country’s international prestige should be anticipated when establishing the public relations strategy. In addition, sponsorship and relationship marketing were viewed as potentially having a significant influence on the development of local SMEs while licensing was seen as a solution with the power to boost SMEs growth in the short-term. This suggested that sponsors and other stakeholders should be involved in planning for positive event outcomes from a point of view of a local SME. This research had four main limitations which could not make the findings relevant to the broader population. Those limitations were: the low response rate, specific characteristics of hosting nation South Africa, as well as the fact that the World Cup is the most popular sporting event in the world. In addition, the sample population was limited to South African SMEs located in the Gauteng and Western Cape provinces which had an email and were registered on the four chosen online databases. That decision was driven by the fact that these two provinces are the two major business hubs in the country and were also involved the most in hosting of the World Cup matches in 2010. SMEs’ online presence enabled the researcher to conducts the study in an efficient and cost-effective way. More research is required in the future which would test the framework in different settings, with a different sample and also within an alternative time focus, mainly pre-and post-event.
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Kuo, Hui-Wen, and 郭惠雯. "The Effect Match-up between Endorser''s Physical Attractiveness/Types and Sports Event - Application to marketing of sport." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/32698140339289044707.
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碩士雲林科技大學
企業管理系碩士班
98
There are some previous research about endorser’s physical attractiveness, and found that highly attractiveness models usually cause better advertising effectiveness than normally ones. In addition, some literature reviews discuss the impact of match-up hypothesis on advertising effectiveness, and found that match endorser with products would have positive impact on advertising effectiveness. Study1 focus on match endorser''s physical attractiveness with sport type attractiveness of sport marketing on advertising effectiveness. And take celebrity credibility as dependent variable. The result found that physical attractiveness has significant impact on the attractiveness. And sport type attractiveness has significant impact on the expert. Furthermore, the interaction effect between trust and expert both have significant impact. Besides, highly attractive athlete has better advertising effectiveness and purchase intention than normally ones. Highly attractive athlete with sport type attractiveness has better advertising effectiveness than with no sport type attractiveness ones. Normally attractive athlete with no sport type attractiveness has better advertising attitude than attractiveness ones. Therefore study1 demonstrates that match endorser''s physical attractiveness with sport type attractiveness in sport area. The result confirmed the match-up hypothesis. In addition, there are some approach about match-up hypothesis in sport marketing. Thus, study2 discuss the impact of matching athlete type with sport type on advertising effectiveness, and take celebrity credibility as dependent variable.The result found that athlete type has significant impact on attract and trust. However, sport type has no impact on celebrity credibility. And the interaction between athlete type and sport type both has significant on trust and expert. When athlete type have highly match with sport type, the advertising effectiveness is better than normally match ones. Therefore, the study confirms the match up hypothesis. This study also suggest that when select the athlete endorser, it should consider about athlete endorser fit the sport type to gain the greatest advertising benefit from athlete endorser, when select the athlete endorser
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Wu, Shang-ping, and 吳商平. "A Study of the Effectiveness of Brand Awareness, Types of Sponsorship, and Sponsor-Event Fit on Sport Marketing." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/23269208466912393889.
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碩士東吳大學
企業管理學系
98
Sport business vividly grows recently which makes domestic enterprises conscious about the importance of sport marketing. Its goal undoubtedly is to transform consumers’ passion to the sponsor and hopefully it would promote sponsor’s image, reinforce consumers’ intention of purchase and most importantly, gain benefit. This article will start from the consumer’s viewpoint and discuss how brand awareness, sponsor- event fit and types of sponsorship have effects on the consumers’ preference about sport marketing. Through a choice-based conjoint analysis, the results show that there are significant influences in consumers’ preference by all three factors mentioned above. Consumers prefer high fitness, sport game, and events sponsored by high awareness enterprise. With regard to gender, male reveals higher preference toward sport game sponsorship than female. Regarding of the involvement level of sport, high sport involvement consumers show more preferences toward sport game sponsorship than the low sport involvement consumers.
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Wei-Li, Hung, and 洪瑋澧. "Relationship of Marketing and Public Relations and Sport Event Satisfaction: A Case Study of Summer Deaflympics Taipei 2009." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/20222134043576099576.
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碩士國立彰化師範大學
應用運動科學研究所
98
The purpose of this study was to determine the spectators’ marketing and public relations and sport event satisfaction with their participation in 2009 Summer Deaflympics in Taipei. Subjects for this study consisted of 1046 spectators. The instrument of this study was by using “Questionnaire of Marketing and Public Relations and Sport Event Satisfaction for Summer Deaflympics Taipei 2009” (return rate 83.68%). Data analysis was conducted by descriptive statistic, t-test, one-way analysis of variance and pearson’s product-moment correlation. The results of this study indicated that: (1) There are significant differences of spectators’ satisfaction among spectators with different personal attributes for sub-scales “planning of event”, “service of event” and “marketing and public relations”. (2) Spectators have the highest attractive with “television” in sub-scale “marketing and public relations recognition”, which is followed by the factor of “internet”. (3) Spectators have the positive attitude in 2009 Summer Deaflympics in Taipei. (4) Spectators have the highest satisfaction with “event promotion” in sub-scale “planning of event”, which is followed by the factor of “presentation on ceremony”. (5) Spectators have the highest satisfaction with “rest area” in sub-scale “service of event”, which is followed by the factor of “service of officers”. (6) Marketing and public relations of sport event satisfaction was “a high degree correlation”.
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Sun, Hong. "Destination and Event Marketing: a Case Study in the 2007 C&D Xiamen International Marathon, Xiamen, China." Thesis, 2007. http://hdl.handle.net/10012/3288.
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Events have been recognized as one of three contributors to destinations. Event tourism has become a new tourism alternative in recent years. This research examines the relationships between the marketing and organizing of a recurring hallmark sport event and the marketing of a tourism destination hosting the event in terms of how their marketing strategies can be coordinated for multiple benefits. The specific purposes of this paper are: (1) to look at the destination marketing and the event marketing strategies during and after a recurring hallmark sport event by the destination marketers and the event organizing committee, (2) to examine the stakeholders relationships in destination marketing and sport event marketing for multiple benefits, and (3) to develop an incorporated destination marketing model in sport events that is relevant to China.
The results of the research reveal both applicability and incongruence between the two contexts in terms of the organization structure, stakeholders and their relationships, and strategic integrated planning procedures. In addition, the finding of this research supports the view that coordination of event marketing and destination marketing could generate more benefits for both event and destination organizations. However, there currently is no significant integration, especially in the planning procedures in the case of Xiamen. The researcher - by referring to the literature and the situations in Xiamen - thus proposes three strategies for considerations in future integration, and formulates a tentative integrated planning model in the context of China.
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Kopecká, Klára. "Prezentace partnerů na akci Fotbalová škola Petra Čecha 2010." Master's thesis, 2011. http://www.nusl.cz/ntk/nusl-312995.
Full textAbstract:
Title: Presentation of partners on Petr Čech's football school 2010 Objectives: The objective of this dissertation is to evaluate the partners' presentation at Petr Čech's football school 2010. The is work trying to come up with the recommendations for organizing company SPORT INVEST Group, how it is possible to strengthen the partners' presentation and how to get a tool to maintain old partners and acquire new partners. Methods: The main method is interrogation by questionnaire. Work uses also observation and interview. Data obtained from these methods result in the SWOT analysis. Results: The dissertation shows that the most important thing for the connection to really work is to activate the sponsorship. The approach to the partners' presentation must be innovative. The name of Petr Čech included in the project is very attractive for both partners and participants. Keywords: marketing, sport marketing, sport event organization, Petr Čech's football school
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Kafka, Dominik. "Management závěrečného turnaje McDonalds cup 2015." Master's thesis, 2016. http://www.nusl.cz/ntk/nusl-342015.
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Title: Management of the McDonald's Cup 2015 final tournament Objectives: The main objective of this thesis is to provide a detailed analysis of the management of the McDonald's Cup 2015 final tournament known as the Festival of Football, to present its strengths, weaknesses, potential opportunities and threats and then, based on previous analyses, to create a list of suggestions and recommendations leading to the elimination of the weaknesses and threats and thus to development, increase of the popularity and to improvement of the hosting the McDonald's Cup in the next years. Methods: In order to achieve the objectives of this thesis, within the case study methods of participating observation, informal in-depth interview, document analysis and SWOT analysis were used. Results: The thesis describes in detail the whole process of organizing the mentioned youth sports event from the preparatory phase through the planning phase and implementation to completion and evaluation. The case study revealed deficiencies of the event especially in the area of financial security, promotion and in the event program. On this basis, a series of suggestions and recommendations leading to the elimination of these deficiencies and to further development of the project in the next years. These results are partially...
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KOCANDOVÁ, Pavlína. "Marketingová komunikace v rámci sportu." Master's thesis, 2012. http://www.nusl.cz/ntk/nusl-126519.
Full textAbstract:
Thesis on the topic "Marketing Communications in sport" has the aim to design a communication campaign for selected sports club. Specifically, he was chosen sports club HANDBALL Trebon Ltd. In the second part analyzes the present status of the use of marketing communication tools club. Based on the results from the analysis was planned and economically evaluated event, which was supposed to inform the public about the activities of the club and gain new recruits. Event was designed so that it is feasible and beneficial for sports club HANDBALL Trebon Ltd.