Sport/cultural events : public and private perceptions of the hybrid event
Contribuinte(s) |
[Unknown] |
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Data(s) |
01/01/2008
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Resumo |
This 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.<br /> |
Identificador | |
Idioma(s) |
eng |
Publicador |
SMA |
Relação |
http://dro.deakin.edu.au/eserv/DU:30018310/kellett-sportcultural-2008.pdf http://www.usq.edu.au/sma08/ |
Direitos |
2008, SMA |
Tipo |
Conference Paper |