Marketing the Host City: Analyzing Exposure Generated by a Sport Event. (Research Paper)

摘要: Abstract: Sport events have become an important component of many city marketing plans. Media coverage is believed to increase awareness the host This study reports results a content analysis 2002 NCAA Women 's Final Four telecasts. Event logos provide most exposure for city, with little obtained via images. Icons were found effectively differentiate from competitors. Practical implications and future research extensions are suggested. Keywords: media, marketing, destination branding, Executive Summary increasingly used in cities. Cities justified use sport as their mix on basis power attract event visitors, generate media city. The generated by thought build desirable destination. ability visitation well documented, but there has been work examining impact media. purpose this was determine nature extent television San Antonio hosting Women's basketball tournament. ESPN tournament analyzed any verbal mentions or its associated images, variety duration imagery that appeared broadcast coverage. Ten programs (11 hours 46 minutes coverage) analyzed: (1) Selection Show; (2) Sports Center broadcasts Friday, Saturday, Sunday weekend; (3) pre-game show each semi-final games championship game; (4) both games; and, (5) national game. Over 12 coverage, "San Antonio" mentioned 49 times "the Alamodome" 42 times. Further, "Alamo", "River Walk", "Texas" combined total six Two main categories images telecasts -- logo. Visual 209 seconds, dominant being cityscape, River Walk, Alamodome, Alamo. logo 13 distinct contexts 1,716 seconds. context center court Overall, findings question value tool place marketing. However, three key practical potential implementation even t-based strategies: minimal telecasts; relative actual images; need cities themselves It recommended prominently integrate effort should be made link those televised shots imagery, perhaps including athletes personalities city's locations cultural settings. video broadcasters showcases distinctive (i.e. iconographic) create associations within clips which expand range recognizable icons. Logos kept simple maintain clarity camera angles. relationships announcers through hospitality program, written materials easy-to-use facts stories about sport, venue. Suggestions effectiveness cities' leveraging included. Marketing Host City: Analyzing Exposure Generated By Introduction significant product market (Bramwell Rawding, 1994; van den Berg, Braun Otgaar, 2000). …