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英格蘭coursework范文:The Influence of Event Marketing on Scottish

時間:2019-03-27 14:10來源:未知 作者:anne 點擊:
導讀:本文是一篇英格蘭市場學coursework,從經濟、社會、文化、環境等方面評價了愛丁堡國際藝術節對蘇格蘭社會的影響。從經濟角度看,節日帶來了巨大的經濟效益,但也導致了對旅游業的
導讀:本文是一篇英格蘭市場學coursework,從經濟、社會、文化、環境等方面評價了愛丁堡國際藝術節對蘇格蘭社會的影響。從經濟角度看,節日帶來了巨大的經濟效益,但也導致了對旅游業的過度依賴、城市商品價格的大幅波動等問題。從社會的角度來看,這個節日增添了當地居民的驕傲,向全世界展示了蘇格蘭的傳統文化和形象。
1.0 Introduction引言
為了促進旅游業的發展,蘇格蘭政府和組織舉辦了一系列著名的活動,這些活動給蘇格蘭社會帶來了什么影響,是否達到了預期的目的,需要進行深入的討論和研究,以促進蘇格蘭旅游業的發展。未來蘇格蘭活動營銷管理。本文首先介紹了事件營銷對社會影響的相關理論。以愛丁堡國際藝術節為研究對象,探討其對蘇格蘭社會的影響。最后,對今后蘇格蘭賽事營銷管理的改進提出了一些建議。
In order to promote the development of tourism, the Scottish government and organizations have organized a series of well-known events, what influences these events brought to the Scottish society, whether they have achieved their intended purposes, which needs to carry out in-depth discussion and research in order to facilitate the improvement of the future Scottish event marketing management. This essay first introduced the theory relating to the impact of event marketing on society. Then it took the Edinburgh International Festival as the research object to discuss its influence on Scottish society. Finally, it put forward some suggestions on the improvement of Scottish event marketing management in the future.
2.0 Literature Review文獻綜述
許多研究從不同的角度探討了事件營銷對當地社會的影響。
Numerous studies have explored the impact of event marketing on a local society from different perspectives. 
吳、李、林(2016)從經濟角度分析大型活動的成功可以為地方政府帶來巨大的旅游收入,同時也帶動了與活動相關的行業收入,如住宿、餐飲、娛樂等。Clark、Kearns和Cleland(2016)進一步討論了活動營銷帶來的經濟收入不僅有利于當地,而且還為城市周圍的旅游景點帶來了旅游者和旅游收入。布魯內對1986年至2004年巴塞羅那奧運會的經濟影響進行了全面分析。Brunet(1995)認為,巴塞羅那奧運會是奧運會成功的標桿,奧運會給城市帶來的巨大收入為巴塞羅那城市的振興和城市吸引力的增強做出了不可磨滅的貢獻。Absalyamov(2015)認為,大型活動帶來經濟效益,同時也導致社會經濟兩極分化,導致缺乏“地方精神”。在大型活動中,弱勢群體更可能成為受害者,而不是受益者,從而導致貧困增加和社會分層加深。此外,Maiello和Pasquinelli(2015)等學者認為,城市事件營銷導致公眾參與不足、社會預算減少、公共利益壓縮、公共目標甚至公共空間減少。Wu, Li and Lin (2016) were from the economic point of view to analyze that the success of large events can bring huge tourism revenue to a local government, while also driving the revenue of event-related industry, such as: accommodation, catering, entertainment and so on. Clark, Kearns and Cleland (2016) further discussed that the economic income that event marketing brought about not only benefits the local, but also brings tourists and tourism revenue to the tourist attractions around the city. Brunet conducted a comprehensive analysis on the economic impact of the Barcelona Olympic Games from 1986 to 2004. Brunet (1995) believed that the Barcelona Olympic Games is a benchmark for the success of the Olympic Games, the huge revenue brought by the Olympic Games to the city made an indelible contribution to Barcelona's urban revitalization and enhancing the attractiveness of the city. Absalyamov (2015) thought that mega-events bring about economic benefits, at the same time, they also lead to social and economic polarization, causing a lack of "the place spirit". Vulnerable groups are more likely to be victims rather than beneficiaries in large events, leading to increased poverty and deepening social stratification. In addition, scholars such as Maiello and Pasquinelli (2015) argued that urban event marketing leads to a lack of public participation, a reduction in social budgets, compression of public interest, public goals and even public space.
Werner, Dickson and Hyde (2016) pointed out from a social point of view that, the emergence of large events can enhance local residents’ community identity. Caiazza and Audretsch (2015) found that sporting events can increase local residents’ interest in sports activities. Arnegger and Herz (2016) argued that big events can reinforce regional traditions and values, and enhance local pride and community spirit. Deng, Poon and Chan (2016) mentioned that increased participation in sports provides a sense of recreation to bring a sense of self-fulfillment and a sense of accomplishment, while promoting social interaction and cohesion.
Wu, Li and Lin (2016) pointed out from the point of view of urban construction that in order to support large events, a government generally needs to increase a large scale of investment on  public expenditure in building public facilities and infrastructure in the city. Absalyamov (2015) further proposed that large events could accelerate development of urban roads and infrastructure construction, making a city have an access to advanced development, so as to promote the overall competitiveness of the city. Maiello and Pasquinelli (2015) figured that the events will bring about the improvement of urban facilities and the development of public transport, urban tourist reception facilities will be strengthened accordingly, it will also have a broad and far-reaching impact on urban housing, urban renewal, urban image enhancement and other aspects.
Matheson, Rimmer and Tinsley (2014) were from a social and cultural point of view to comment that events can have a positive impact on the image of a host city, residents' awareness, local culture and so on. He believed that global events provide a kind of opportunities to publicize and show their culture to get the identification from the outside world, which helps to improve a host city's image. Roche1 (1994) found that Sheffield was through successfully hosting the 1991 World University Games to change its city image of a traditional manufacturing city into a world-renowned sports city. Caiazza and Audretsch (2015) mentioned that hosting large events can promote the cultural exchanges between different countries around the world, which plays a catalytic role for the development of local multiculturalism.
However, some scholars found from the environmental point of view that large event marketing also have widespread negative effects on a city's physical environment, such as the destruction of traditional urban landscape, urban duplication of similar projects, regional development imbalance and environmental costs of large-scale construction (Maiello and Pasquinelli, 2015; Clark, Kearns and Cleland, 2016).
3.0 Impact of the Edinburgh International Festival on Scottish society
3.1 Economic impact
Wu, Li and Lin (2016) found that the festivals held have a positive effect on the promotion of local economic development and employment, the Edinburgh International Festival has also played a role in this regard. The Edinburgh International Festival (Hereinafter referred to as the festival) founded in 1947 has become the most influential festival in the world. It includes the International Arts Festival, the Fringe Festival, the Military Band, the Jazz Festival, the International Film Festival and the Book Fair, which constitute the world's artistic carnival. The Edinburgh International Festival has thus become a symbol of and logo of the city of Edinburgh. The International Arts Festival is one of the most celebrated arts festivals in the world, attracting musicians and millions of world tourists from all over the world every year (Sorgenfrei, 2006).  
The annual Edinburgh International Festival stimulates the tourism industry, it is now inextricably linked to the city of Edinburgh. According to the report published by the Edinburgh Municipal Government, the annual Edinburgh International Festival has a huge boost influence on the city of Edinburgh and the Scottish economy, it was estimated that the investment of per £ 1 would bring the net income of £ 17. The annual festival has brought the economic benefits of £ 170 million and £ 184 million respectively for Edinburgh and Scotland; to remove the costs, the festival has brought the city and regional net income of £ 40 million and £ 51 million for the city of Edinburgh and Scotland. The festival also promotes the development of tourism-related industries and creates lots of career opportunities, in Edinburgh and Scotland, the total number of full-time jobs brought by the festival are about 3,200 and 3900, respectively (SQW Limited, 2005).
The huge economic income brought by the festival comes from the following four parts. First, the festival brought a large number of consumers to Edinburgh, the number of domestic and foreign visitors are more than double of the number of Edinburgh's urban population. More than a million visitors to the city of Edinburgh have brought economic benefits of £ 146 million and net income of £ 35 million, as well as 2,800 full-time jobs; for the whole Scotland, its economic benefits have reached £ 156 million, the net income is 43 million pounds, creating 3300 full-time jobs (SQW Limited, 2005; Sorgenfrei, 2006). Second, the annual festival has attracted 2,819 journalists from all over the world, 17% of them came from overseas, generating economic benefits of around £ 532,000 and net urban income of about £ 126,000; it brought the entire Scottish economy benefit of about 698,000 pounds, the net income was about 19.4 million pounds (SQW Limited, 2005; Sorgenfrei, 2006). Third, about 300,000 performers each year brought about £ 17.4 million of economic benefits and £ 4 million of net income to Edinburgh, creating 352 full-time jobs. It brought about £ 23 million of economic benefits and net regional income of approximately £ 6.65 million and full-time employment of about 500 jobs to the whole Scottish region (SQW Limited, 2005; Sorgenfrei, 2006). Finally, the economic benefits arising from the consumption spending effect of the whole festive organization during the festival were about 306 million pounds (SQW Limited, 2005; Sorgenfrei, 2006).


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