...Effects of Mega Events on Host Country’s Image: Image of China after the 2008 Beijing Olympic Games Abstract Mega events have intrigued the academia because of the huge impact they have on the host countries. Not only do mega events catalyse urban regeneration, they also have the ability to command international media’s attention. Furthermore, nations have been known to use mega events such as the Olympic Games, FIFA World Cup, and World Fair to rebuild image and draw in tourists to serve the economic development of the region. While the Olympics are one of the most studied mega events, most of them emphasise on the Western perspective probably because only three out of twenty-six Summer Games have been held in Asia. The most recent one is the 2008 Beijing Olympics, which is the focus of this research. In particular, this study aims to explore China’s image change after the event and the influencing factors that contribute to the change. One’s perception and image change are emotional and subjective; therefore, this research can gain a better insight through qualitative approach. Twenty participants from sixteen countries were recruited and interviewed for 20-30 minutes regarding the Beijing Olympics and related news around that time. The findings showed that China achieved moderate success in rebuilding its image in the economic and technological aspects. Many interviewees were impressed by its organising ability and modernisation. However, China failed to change...
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...Assignment On: Creating Brand image of Bangladesh Course Name: Marketing Management Course Code: MKT-5134 Submitted to: Mr. Ishtiaque Arif Assistant Professor, School of Business Studies Southeast University Submitted By: Name | ID | Md. Zobair Hossain | 2013210005066 | Md. Nazrul Islam | 2013210005067 | Md. Nooruddin | 2013210005086 | Rubel Hossain | 2014010005075 | Al Jabir | 2013210005064 | Date of Submission: May 2, 2014 Acknowledgment At first we desire to express our deepest sense of gratitude of almighty Allah. With profound regard we gratefully acknowledge our respected course teacher Mr. Ishtiaque Arif to give us such an essential task to do an informative report. In this report we mainly focused about how we can create a brand image of Bangladesh through developing our tourism sector. Table of Contents Chapter | Topics of Discussion | Page | 1 | * Introduction * Tourism in Bangladesh | | 2 | Major Tourism attraction of Bangladesh * Cox’s Bazar * Kuakata * Shundarban * St. Martins Island * Maheskhali * Bandarban * Paharpur * Mohastanghar | | 3 | Marketing Tourism Sector of Bangladesh * Setting Vision, Mission and Values * Tourism Destination Management * Tourism Marketing | | 4 | Tourism Marketing Promotion * Branding in Tourism * Use websites as a marketing tool * Using social Media for social marketing * Sustainable tourism marketing * International Marketing | | ...
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...October 5 to October 14 were orchestrated in typical Indian style. Until the eleventh hour, nothing was ready. There were fears that the event would have to be called off. Charges of corruption were rampant. (After suspending probes during the period of the Games, several investigative agencies have been unleashed again.) The facilities were reported to be way below acceptable standards. The Scottish delegation found dogs in their beds in the Games Village; the South Africans found a snake. But, in the end, it was a superb show. "Commonwealth Games 2010 finish with India triumphant," said the London Guardian. Prior to the games, former Union sports minister Mani Shankar This is a single/personal use copy of India Knowledge@Wharton. For multiple copies, custom reprints, Aiyar had been particularly trenchant in his criticism. "By having e-prints, posters or plaques, please contact PARS International: reprints@parsintl.com P. (212) 221-9595 x407. an 11-day jamboree in New Delhi, the idea that you can become a sporting nation is nonsense," he told newsmagazine Tehelka some time ago. (Aiyar was forced out of his ministerial post because of his opposition to the Games.) "Even if a percentage of the money spent on the CWG had been pumped into real sport, we would have been producing champions." Today, Aiyar is unrepentant. "The CWG has denigrated India's image," he told The Times of India. "Rs. 70,000 crore to get us a bad name." A Waste of Money? According to Aiyar, the CWG exercise cost...
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... | |Tourism Marketing | |11/2/2012 | | | Executive Summary This report examines the marketing strategy of the tourism destination of Singapore. The group has set its sight on the segment of Seoul Young Adults, South Korea who are interested in Food and Culture. Through a thorough research on the marketing mix elements, it was found that although Singapore is a slightly more expansive destination as compared to its neighbouring competitors, it has much to offer. Being a developed country, Singapore has more packages on its attractions. Furthermore, collaborations with travel services companies help to increase these packages. Further research reveals that as a destination brand, Singapore constantly seeks to improve its offerings and reach to a wider market through technology like its YourSingapore website. Through this website, Singapore differentiates itself by promoting and highlighting its features. Additionally, with a good brand personality, the destination would be able to earn good brand equity with continuous visitation....
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...ADVERTISEMENTS When you go for shopping in a supermarket and you come across many brands of various products. When you see a brand, it immediately reminds you of the celebrity who has endorsed or promoted the brand. For instance, Lux may remind you of Shahrukh Khan, Ashwariya Rai or even Katrina Kaif. The image of the celebrity in the ad leaves a lasting impression on your mind which motivates you to buy the product. Endorsements, by famous celebrities, whose personality matches that of the product help to create certain impressions of that brand on consumers. For eg. Bipasha Basu has an image of fitness freak and hence endorses Sugar Free Natura. Endorsements play an important role in making the advertisement successful. Endorsements of celebrity with great persona attracts customer to buy that product. India is a nation where people easily believe what their favorite celebrities say. And when it comes to celebrities like Amitabh Bachchan and Rajnikant, who people idolize and have a great respect for, any endorsement by them will highly influence consumers and their buying behavior. Even Sachin Tendulkar and Shahrukh Khan have a great fan following. Sachin being a famous sports personality do attract kids and youngsters who are sports enthusiast. Hence being a sports celebrity, an energy drink, Boost is endorsed by Sachin Tendulkar and even another famous cricketer Kapil Dev. Similarly Pepsi and Lays have gain popularity with advertisements showing so many celebrities both from Bollywood...
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...ARTICLE IN PRESS Tourism Management 29 (2008) 403–428 www.elsevier.com/locate/tourman Progress in Tourism Management Event tourism: Definition, evolution, and research Donald Getzà Haskayne School of Business, University of Calgary, 2500 University Ave. N.W., Calgary, Alberta, Canada T2N 1N4 Received 24 April 2007; accepted 31 July 2007 Abstract This article reviews ‘event tourism’ as both professional practice and a field of academic study. The origins and evolution of research on event tourism are pinpointed through both chronological and thematic literature reviews. A conceptual model of the core phenomenon and key themes in event tourism studies is provided as a framework for spurring theoretical advancement, identifying research gaps, and assisting professional practice. Conclusions are in two parts: a discussion of implications for the practice of event management and tourism, and implications are drawn for advancing theory in event tourism. r 2007 Elsevier Ltd. All rights reserved. Keywords: Event tourism; Definitions; Theory; Research 1. Introduction Events are an important motivator of tourism, and figure prominently in the development and marketing plans of most destinations. The roles and impacts of planned events within tourism have been well documented, and are of increasing importance for destination competitiveness. Yet it was only a few decades ago that ‘event tourism’ became established in both the tourism industry and in the research community,...
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...Stoughton, Massachusetts, was a leading worldwide designer, marketer, and distributor of sports, fitness, and lifestyle products, principally footwear and apparel. The company offers its products to a range of customers from professional athletes to recreational runners and kids on the playground. It serves customers through its retail stores and other sports retailers in the United States and internationally. Overall problem Reebok International Ltd. is preparing to launch its first global advertising campaign for "Planet Reebok" in three European countries--France, Germany, and the United Kingdom. Planet Reebok was recently launched in the United States during the 1993 Superbowl. The company conducted market research on the Planet Reebok concept in the three countries. The key objective of this Planet Reebok umbrella campaign is to reposition Reebok’s different images in the different countries to one unified global identity as well as to create a common brand image across all product categories. The research shows that it’s not that successful to let the European customers to understand the Planet Reebok’s message, although successful in the US. The umbrella campaign bears some potential risk to confuse loyal customers and draw them away to competition with clear positioning. Industry and market In 1992, Reebok held a 20% unit share and a 24% dollar share of the U.S. branded athletic sports shoe market. Its primary competitor, Nike, held a 20% unit share and a 28% dollar...
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...Impacts 08 Team Dr Beatriz García, Director Tamsin Cox, Interim Programme Manager Sonia McEwan, Programme Assistant Document Reference: Impacts 08 – Langen & Garcia (May 2009) Measuring Impacts of Cultural Events Measuring the Impacts of Large Scale Cultural Events: A Literature Review May 2009 Report by Floris Langen (University of Glasgow) and Beatriz Garcia (Impacts 08) Impacts 08 is a joint programme of the University of Liverpool and Liverpool John Moores University Commissioned by Liverpool City Council Impacts 08 – Langen & Garcia | Measuring Impacts of Cultural Events | May 2009 Table of Contents 1. Summary ........................................................................................................................................................ 3 2. Introduction: measuring the impacts of large scale cultural events ................................................................ 3 3. Major cultural festivals and events ................................................................................................................. 3 4. Cultural mega events ..................................................................................................................................... 5 5. European Capitals of Culture ......................................................................................................................... 7 6. Discussion .....................................................................................
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...categories of marketing communications, such as Advertising, Personal selling, Public Relations, Sales promotion, Direct marketing, Internet/Interactive, Post-Modern. In a group, these are known as the “Communication Wheel” Increasing focus on communications Traditionally, marketing communications were based on the premise that sale of a product must be immediate or direct for advertising to be considered effective. For example, a good advertisement should: • Attract attention (awareness) • Stimulate interest • Create a desire • Bring about action (AIDA model) However those beliefs have now changed, sales no longer have to be immediate or direct, rather marketing communications should; • ð Prompts trial • ð Causes the brand to be added to the consumer repertoire • ð Works through peoples attitudes with a view to changing their behaviour • ð Establishing a relationship with the consumer e.g through a social media strategy (a good...
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...the appropriate balance of emphasis to revenue or attendance. Previous host countries have had varying levels of success with their strategy and due to the unique context of the London 2012 games past approaches do not provide a definitive solution. This report utilises (model) to assess the strengths and weaknesses of the two propositions, evaluate the options for each and provide a recommended sales and marketing approach. Ultimately, the analysis identifies an attendance focused strategy will more likely achieve the vision and have longer term social benefits and revenue potential. 2 Introduction This report focuses on the responsibility of the Head of Ticketing, London Organizing Committee of the Olympic Games (LOCOG), to establish a sales and marketing strategy for the 7.9 million tickets available at the London 2012 Olympics. With the support of 70% of people in the UK, London’s Olympic bid was founded on three key aspects; firstly, the opportunity to socially and economically revitalise the disadvantaged area of East London; secondly, creating the first 100% public transport facilitated games, and ultimately, recognition of the London 2012 games as inclusive, fair and equitable - Everybody’s Games. Historically, delivering a marketing strategy that achieves on revenue, sales, attendance and public perception is complex. The previous two games, Beijing and Athens, have faced public criticism regarding empty stadiums and poor atmosphere despite employing...
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...ATTRIBUTES ON STUDY ABROAD PROGRAM AND TOURISM DESTINATION PURCHASING DECISIONS ABSTRACT Place branding has become a very competitive arena. Despite the interest of researchers and practitioners, the segment of study abroad programs has received limited attention in the literature review. According to the 2008 Global Directions in Language Travel report, in 2008, in the language studies abroad travel market, more than 1.3 million students studied languages abroad. This limited attention is surprising, given that more and more students are studying abroad. Thus, the objective of this study is to investigate which country attributes are considered relevant when students choose a place for study. In addition, the study investigates whether these attributes are similar to or different from those contemplated when a country is considered as a tourist destination. The results of this study will provide educators and university administrators with some direction for developing more attractive study abroad program offers. In addition, place marketers and governments can benefit from these results with their efforts to attract more visitors to their countries since the market segment of youth pursuing an education aboard has seen steady growth in recent years. KEYWORDS: Image, Destination, Country, Attributes, Study Abroad 1. INTRODUCTION The tourism industry has experienced robust growth over the last decades. As a result, competition in the global tourism market is greater than ever before...
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...Secondary research was primarily used to develop the case. Findings – There is a strong fit with the model suggesting that destinations can use this as a basis for continuity in strategy even as governments change. Based on the analysis and review; a checklist for destination branding strategy was recommended. Research limitations/implications – Since, this study depends on secondary research there is some limitations as data in this region is not easily available. ` Originality/value – Destination branding differs in challenges vis-a-vis product and service branding. This paper depicts steps essential for creating a successful branding strategy which can be applied in a real world context to maximize returns for the destination. Keywords Brand management,...
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...ONE: INTRODUCTION Hosting World Cup is an opportunity that no country contemplates of when thinking of global narratives. This event has traditionally been considered a privilege of developed countries, but this has changed in the recent past as evident by the fact that developing countries have been given the right host this international competition. For instance, South Africa hosted the 2010 World Cup and Brazil the 2014 World Cup. Notably, there has been intense competition between nations to host World Cup. Many countries have vowed to invest billions of dollars in order to increase their chances of being elected to host such mega event. Why should countries compete to host this event? There could be numerous reasons why a number of countries are keen on hosting World Cup, but the most compelling is the promise of an economic and social windfall. Soccer is one of the sports which people tend to identify themselves with. It has gained popularity owing to its impacts on the players, followers, states and other stakeholders. Currently, the game is estimated to have the highest number of followers than any other sport. Due to its vast effects, Soccer World Cups have gained popularity in the past two decades. For the previously held World Cups, great focus has been on social and economic effects. There numerous articles that have been written about the positive and negative effects of World Cups especially to the host countries. Before the 2010 World Cup in South...
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...VIETNAM TOURISM MARKETING STRATEGY TO 2020 & ACTION PLAN: 2013-2015 (PROPOSED) Executive Summary Developed by: European Union funded Environmentally & Socially Responsible Tourism (ESRT) Capacity Development Programme Vietnam Tourism Marketing Strategy To 2020 & Action Plan: 2013-2015 (Proposed) Executive Summary Page 1 © 2013 Environmentally and Socially Responsible Tourism Capacity Development Programme This publication has been produced with the assistance of the European Union funded Environmentally and Socially Responsible Tourism Capacity Development Programme (ESRT). The content of this publication is the sole responsibility of the ESRT programme and can in no way be taken to reflect the views of the European Union. The European Union and ESRT do not guarantee the accuracy of the data included in this publication and accept no responsibility for any consequence of their use. By making any designation of our reference to a particular territory or geographic area, or by using the term “country” in this document, ESRT and the EU do not intend to make any judgements as to the legal or other status of any territory or area. ESRT and the EU encourage printing or copying exclusively for personal and non-commercial use with proper acknowledgement of ESRT and the EU. Users are restricted from reselling, redistributing, or creating derivative works for commercial purposes without the express, written consent of ESRT and the EU. Environmentally...
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...Stepping Out of the Climate: Climacon A Comm 223 Project Group Members: Vincent Bernard 6084400 Marcelle Saulnier 6642322 Erica Jackman 6572820 Kamilia Bouraoui 6460305 Aida Hassar 6376479 Tung Nguyen 9218416 Professor Elana Cooperberg Comm 223/ Section Q Due Date: April 16, 2013 TABLE OF CONTENTS Identification of a New Product 3 Identification of Two Sources of Inspiration. 3 Description of the Product. 4 Explanation of the Product’s Success. 4 Macro-environmental Impact 5 Demographic Environment. 5 Economic Environment. 6 Natural Environment. 6 Technological Environment. 7 Political Environment. 7 Cultural Environment. 8 Segmenting, Targeting and Positioning 9 Identification of Two Potential Markets for the product. 9 Selection of the Target Market. 9 Value proposition. 10 Differentiation. 11 Unique selling proposition. 11 Explanation of our logo… 11 Secondary Data & Sales Potential 13 Secondary Data… 13 Sales Potential… 14 Marketing Mix 15 Appendix 20 References 27 IDENTIFICATION OF THE NEW PRODUCT Identified below are two sources that were used in classifying our product: 1. www.thefancy.com This website...
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