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Sport/cultural events : public and private perceptions of the hybrid event
conference contribution
posted on 2008-01-01, 00:00 authored by P Kellett, Anne-Marie HedeThis paper explores the public and private perceptions of events that amalgamate two different themes into one unified event. In this paper, we refer to this as a hybrid event. The paper is set within the context of Melbourne, Australia, where two hybrid events (specifically a sport/culture event) were delivered in 2006 and 2007. Media reports about the 2007 event were analyzed to capture the public perception of the sport/cultural event, and focus group data, collected from attendees of the events, were analyzed to explore the private perceptions of the hybrid event. The results indicate that there are a range of views about the sport/cultural event, which are not always consistent. The findings of this study indicate that the hybrid event has the capacity to wade through a cluttered marketplace, but that it does require strong branding to position itself in the marketplace for competitive advantage.
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Event
Sport Marketing Association (6th : 2008 : Gold Coast, Queensland)Publisher
SMALocation
Gold Coast, QueenslandPlace of publication
[Gold Coast, Queensland]Start date
2008-07-16End date
2008-07-19Language
engPublication classification
E1 Full written paper - refereedCopyright notice
2008, SMATitle of proceedings
SMA 2008 : Bridging the gap : bringing the world down under : Proceedings of the 2008 6th annual conference for the Sport Marketing AssociationUsage metrics
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