MEDIA MANAGEMENT AT SPORT EVENTS FOR DESTINATION PROMOTION: CASE STUDIES AND CONCEPTS

Authors: DONALD GETZ¹; SHERANNE FAIRLEY²

Source: Event Management, Volume 8, Number 3, 2003 , pp. 127-139(13)

Publisher: Cognizant Communication Corporation

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Abstract:

The imputed links between media coverage of sport events and induced demand for host cities and destinations are discussed. Because it is so difficult to prove a causal link between media coverage and new demand, attention to improving media management of events is warranted. In this research case studies of media management for sport events in Gold Coast, Australia, were employed to assess stakeholder collaboration and media management methods. Practical implications are derived, and concepts are advanced for improved media management. In particular, the need for, and methods of, coordinated co-branding of events and destinations are examined. Research needs and priorities are identified, with specific reference to a hypothetical consumer decision-making model.

Keywords: Sport events; Media management; Destination promotion; Image making; Co-branding; Gold Coast, Australia

Document Type: Research article

Affiliations: 1: *Haskayne School of Business, University of Calgary, Calgary, Alberta, Canada 2: dagGriffith University, Gold Coast, Australia

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