Place event marketing in the Asia Pacific Region : branding and promotion in cities
著者
書誌事項
Place event marketing in the Asia Pacific Region : branding and promotion in cities
(Routledge contemporary perspectives on urban growth, innovation and change / series edited by Sharmistha Bagchi-Sen and Waldemar Cudny)
Routledge, 2021
- : hbk
大学図書館所蔵 全6件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references and index
内容説明・目次
内容説明
This book explores the fascinating phenomenon of place event marketing in the Asia Pacific region. It examines procedures in the promotion and branding of places that use events to shape their identities.
It considers how events are used in forming a branded image of a place and disseminate information about it. This innovative book offers theoretical insights of the opportunities and challenges related to place event marketing. With contributions from leading thinkers in the field, chapters also draw on empirical examples to showcase a variety of events across the Asia Pacific, such as MICE, sporting events, festivals, and religious and cultural celebrations. The book explores the importance of such events for the socio-economic development of urban regions. Today, the Asia Pacific is one of the world's fastest developing regions and its rising economic power is accompanied by the growing importance of the tourism and event sector. The book is a unique study relating to a very exceptional region of the world. The role of events in tourism development and the rise of the region's soft power is presented through carefully selected examples of cities from different countries. The book concludes with commentary on the future directions for research in this area.
Written in an accessible style, this book will be of great interest to students, scholars, and practitioners working in events studies, urban studies, tourism, place branding and promotion, business and management studies, geography, sociology, and sport and leisure studies.
目次
1. Introduction 2. When Ordinary Life Becomes Extraordinary: The Branding of Hangzhou, China during the 2016 G20 Summit 3. Branding Shanghai as a Global City Through China Shanghai International Arts Festival 4. Events Across ASEAN: Product-Oriented Regeneration and Value-Added Image Promotion 5. Brand Association With a Participant Sporting Event: The Case of the Okinawa Marathon in Japan 6. The Socio-Economic and Branding Impacts of an International Sporting Event in Japan: Le Tour de France Saitama Criterium 7. From Religious Festival to Cultural Carnival: Durga Puja and the City Branding of Kolkata, India 8. Film, Fashion, Events and City Branding of Mumbai, India 9. "It's Coming Home!": Leveraging Legacies in the City of Sails 10. Conclusions
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