دانلود رایگان مقاله لاتین رسانه منفی رویداد ورزشی از سایت الزویر
عنوان فارسی مقاله:
بازیابی تصویر از پوشش رسانه های منفی یک رویداد ورزشی: مقصد، محل برگزاری، و ملاحظات رویداد
عنوان انگلیسی مقاله:
Image recovery from negative media coverage of a sport event: Destination, venue, and event considerations
سال انتشار : 2015
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بخشی از مقاله انگلیسی:
1. Events in destination branding
Destinations often bid for and host large international events with the intention to help shape the image and profile of the city (Xing & Chalip, 2006). Destination image is, ‘‘the sum of beliefs, ideas, and impressions that a person has of a destination’’ (Crompton, 1979, p. 18). How visitors perceive the destination contributes to the location’s ability to attract tourists and maintain competitiveness. Hosting large international sport events such as the Commonwealth Games provides increased media exposure and attention to the host city and country (Green, 2002). Destinations often utilize events in their destination marketing efforts to increase both direct, which includes visitor expenditure during the actual event, and indirect tourism that focuses on the effects the media coverage of the event has on brand awareness and recognition of the destination as an attractive location to tourists (Chalip, Green, & Hill, 2003; Getz & Fairley, 2004). Likewise, the event also seeks to create a strong brand image. Keller (1993) defined brand image as consumer-held perceptions as determined by brand associations. These associations are linked in memory and create meaning of the brand for the consumer (Keller, 1993). Events provide these linkages between the brand image of the host community and the events it hosts (Chalip, 2004). Due to these linkages, potentially reciprocal effects and transfer of image of event to destination and destination to event through strategic marketing initiatives could possibly be expected (Brown, Chalip, Jago, & Mules, 2004). Xing and Chalip (2006) suggested that events seem to have a bigger impact on the destination’s image than vice versa, with size and status of the event as key determinants of sport event image (Gwinner, 1997). Thus, it is useful for students to consider the role of events in destination branding. The instructor can include an activity that requires students to consider the role of events in destination branding and the destination in event branding. Tybout and Sterntal (2005) described brand positioning as, ‘‘the specific, intended meaning for a brand in consumers’ minds’’ (p. 11). Competitive positioning requires that marketers identify an appropriate frame of reference so consumers know what to expect of the brand while also establishing associated points of parity and difference (Keller, Sternthal, & Tybout, 2002). Understanding how the brand meets consumers’ goals is key and can be explored by asking: (1) who should be targeted? (2) what goals does the brand allow the target to achieve?, and (3) why would the brand be chosen over others (Tybout & Sterntal, 2005). Once determined, students can develop a positioning statement to ensure a clear vision of the brand. Lastly, it may be useful to have students identify frames of reference by discussing what expectations they perceive visitors to the Gold Coast will experience based on how GCT has positioned itself. Likewise, the same can be accomplished with the Commonwealth Games. Following this activity, students can consider the relationship between the 2018 Commonwealth Games and Gold Coast brand through the following exercises: 1. Describe the current brand positioning for Gold Coast Tourism. 2. Describe the brand positioning for the 2018 Commonwealth Games. 3. Discuss the ways in which these two brands support (or do not support) one another to attract tourists to the Gold Coast. 4. List each element of the desired/sought after brand image of the 2018 Commonwealth Games held on the Gold Coast, Queensland, Australia.
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کلمات کلیدی:
The Role of Media in Sport - Street Directory www.streetdirectory.com › Editorials › Health & Food › Recreation Programs New technologies are used everywhere in coverage of sports: tennis ... our need to witness the actual thing by serving as a mediator between the sporting event, ... [PDF]Sport and the Media www.caledonianblogs.net/scmi/files/2011/01/Stead-chapter.pdf by D STEAD - Cited by 42 - Related articles sport event but it is still not immune from media preferences. .... to Sky buying up, and attempting to monopolise, the media coverage of top sporting events. Broadcasting of sports events - Wikipedia https://en.wikipedia.org/wiki/Broadcasting_of_sports_events The broadcasting of sports events is the live coverage of sports as a television program, on radio, and other broadcasting media. It usually involves one or more ... BBC - GCSE Bitesize: Sport and the media www.bbc.co.uk › Home › Physical Education › Factors affecting participation AQA Media coverage of sport is widespread. ... TV coverage takes many forms: ... Sports personalities lose privacy; Events can be sensationalised to promote the ... Searches related to media coverage of a sport event impact of media on sports mass media influence on sports media and sports relationship negative effects of social media in sports advantages of media in sport how does social media affect sports how does the media influence sports mass media and sports
