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Book part
Publication date: 9 July 2013

Pamm Kellett and Anne-Marie Hede

This chapter explores how the adoption of Web 2.0 social media platforms as information communications technology (ICT) innovations is impacting organizational design…

Abstract

This chapter explores how the adoption of Web 2.0 social media platforms as information communications technology (ICT) innovations is impacting organizational design, culture, and human resource management (HRM) in events. Individuals responsible for the development and implementation of social media in 12 event organizations were interviewed regarding its adoption and how it impacts work in their organizations. Three types of innovation adopters were identified: spontaneous activists, spontaneous reactors, and organized initiators. The findings demonstrate that the use of social media in event organizations is impacting event workers by creating role overload and ambiguity. This chapter discusses implications for event organizations and their employees in terms of HRM policy, performance management, workforce skill development, recruitment, and retention.

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Tourism Social Media: Transformations in Identity, Community and Culture
Type: Book
ISBN: 978-1-78190-213-4

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Article
Publication date: 31 May 2011

Anne‐Marie Hede and Pamm Kellett

Relatively little is known about marketing communications within the context of special events. The aim of this paper is to begin to address this gap in knowledge by…

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Abstract

Purpose

Relatively little is known about marketing communications within the context of special events. The aim of this paper is to begin to address this gap in knowledge by analysing managerial practice, consumer perceptions and preferences in relation to marketing communications for this market offering.

Design/methodology/approach

A case study analysis of Festival Melbourne 2006 was undertaken using marketing communications collateral, ethnographic (participant observations) and interview (in‐depth and focus group) data.

Findings

A centralised approach to marketing communications was adopted for this event, but was difficult to implement. In addition, it was found that the marketing communications in situ did not assist attendees to make the most of their event experiences. It was also found that research participants prefer to receive information about special events passively.

Practical implications

With the increasing levels of globalisation and standardisation in the event sector there is a need to attain a balance between centralisation and adaptation in relation to marketing communications strategies and their implementation. Furthermore, it is imperative that marketing communications are integrated across all stages of consumption.

Originality/value

This study adds to the body of knowledge about marketing communications, and more generally within events. It also adds to the debate surrounding the integration of marketing communications.

Details

European Journal of Marketing, vol. 45 no. 6
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 20 September 2011

This paper aims to consider the factors contributing to the successful marketing of one‐off special events.

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4298

Abstract

Purpose

This paper aims to consider the factors contributing to the successful marketing of one‐off special events.

Design/methodology/approach

Uses a case study of Festival Melbourne 2006, a multi‐site, multi‐activity sporting and cultural event, to investigate ways of increasing participation through effective marketing communications.

Findings

Have you ever been invited to something only to discover that it has already happened? That you have missed your chance to take part in something special? That is the marketing challenge facing the organizers and promoters of special events – large‐scale, never‐to‐be‐repeated happenings taking place in several venues: how do you attract prospective participants and get the right sort of information to them at the right time?

Practical implications

Offers guidance on what does and does not work in the marketing of special events and the level of information needed to deliver a memorable experience.

Social implications

Highlights the importance of tailoring marketing materials for local events to the socioeconomic and demographic characteristics of the community audience.

Originality/value

Draws attention to the distinctive challenges of marketing special events.

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Book part
Publication date: 9 July 2013

Abstract

Details

Tourism Social Media: Transformations in Identity, Community and Culture
Type: Book
ISBN: 978-1-78190-213-4

Abstract

Details

Tourism Social Media: Transformations in Identity, Community and Culture
Type: Book
ISBN: 978-1-78190-213-4

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