Η προστιθέμενη αξία ενός mega cultural event σε έναν ώριμο τουριστικό προορισμό
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Keywords
Πολιτισμικές εκδηλώσεις ; Προστιθέμενη αξία ; Τουριστικοί προορισμοί ; Event tourism ; Mega events ; Event marketing ; Destination branding ; Oktoberfest ; Destination marketing organizationsAbstract
With the help of literature review, the concepts and definitions of event tourism are being studied, as well as their types and various classifications and their effects, with an emphasis on mega events. Furthermore, special attention is being paid to the studies of the Los Angeles and London phenomena. Subsequently, with literary references, the concepts of event marketing, marketing research and strategy & design of the 10ps of marketing that lead to the success of the event, are being listed. More specifically, the importance of the cultural events, the concept of destination branding and the importance of destination marketing organizations / DMOs are being examined, while the current event trends on a worldwide scale are being underlined. Later on, reference is made to the Munich Oktoberfest event and we examine in detail the event tourism research, for better understanding of the significance of this event for the city of Munich. Finally, the research part of this thesis is presented through statistical analysis and conclusions based on an alleged mega cultural event in Athens. It becomes obvious that the events are used in the efforts that cities make in order to attract tourists, in the promotion of the destination, the exchange of experience and culture that today is one of the largest tourism trends, the economic and social development of cities, and in the improvement of the image of the destination through the upgrading of infrastructure and general appearance of the city, whether it is a mature destination or an attempt to promote a new destination.
Postgraduate Studies Programme
MBA Tourism Management - Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων - Μάνατζμεντ ΤουρισμούDepartment
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης ΕπιχειρήσεωνNumber of pages
176Language
GreekCollections
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Attribution-NonCommercial-NoDerivatives 4.0 Διεθνές
Attribution-NonCommercial-NoDerivatives 4.0 Διεθνές