事件行销对苏格兰社会的影响
The Influence of Event
Marketing on Scottish Society
为了促进旅游业的发展,苏格兰政府和组织已经举办了一系列著名的事件,这些事件带来的影响在苏格兰社会,是否达到预期的目的,需要进行深入的探讨和研究,以方便日后的苏格兰事件营销管理的改进。本文首先介绍了事件营销对社会影响的理论。然后以爱丁堡国际节庆为研究对象,探讨其对苏格兰社会的影响。最后,对未来苏格兰赛事营销管理的改进提出了一些建议。
1.0 Introduction 简介
In order to promote the development of tourism, the Scottish government and organizations have organized a series of well-known events, what influences these events brought to the Scottish society, whether they have achieved their intended purposes, which needs to carry out in-depth discussion and research in order to facilitate the improvement of the future Scottish event marketing management. This
essay first introduced the theory relating to the impact of event marketing on society. Then it took the Edinburgh International Festival as the research object to discuss its influence on Scottish society. Finally, it put forward some suggestions on the improvement of Scottish event marketing management in the future.
2.0 Literature Review 文献综述
Numerous studies have explored the impact of event marketing on a local society from different perspectives.
Wu, Li and Lin (2016) were from the economic point of view to analyze that the success of large events can bring huge tourism revenue to a local government, while also driving the revenue of event-related industry, such as: accommodation, catering, entertainment and so on. Clark, Kearns and Cleland (2016) further discussed that the economic income that event marketing brought about not only benefits the local, but also brings tourists and tourism revenue to the tourist attractions around the city. Brunet conducted a comprehensive analysis on the economic impact of the Barcelona Olympic Games from 1986 to 2004. Brunet (1995) believed that the Barcelona Olympic Games is a benchmark for the success of the Olympic Games, the huge revenue brought by the Olympic Games to the city made an indelible contribution to Barcelona's urban revitalization and enhancing the attractiveness of the city. Absalyamov (2015) thought that mega-events bring about economic benefits, at the same time, they also lead to social and economic polarization, causing a lack of 'the place spirit'. Vulnerable groups are more likely to be victims rather than beneficiaries in large events, leading to increased poverty and deepening social stratification. In addition, scholars such as Maiello and Pasquinelli (2015) argued that urban event marketing leads to a lack of public participation, a reduction in social budgets, compression of public interest, public goals and even public space.
Werner, Dickson and Hyde (2016) pointed out from a social point of view that, the emergence of large events can enhance local residents’ community identity. Caiazza and Audretsch (2015) found that sporting events can increase local residents’ interest in sports activities. Arnegger and Herz (2016) argued that big events can reinforce regional traditions and values, and enhance local pride and community spirit. Deng, Poon and Chan (2016) mentioned that increased participation in sports provides a sense of recreation to bring a sense of self-fulfillment and a sense of accomplishment, while promoting social interaction and cohesion.
Wu, Li and Lin (2016) pointed out from the point of view of urban construction that in order to support large events, a government generally needs to increase a large scale of investmen
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