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Stand und Perspektiven der Eventforschung aus Sicht des Marketing

  • Chapter
Events und Sport

Part of the book series: Markenkommunikation und Beziehungsmarketing ((MBM))

Zusammenfassung

Veranstaltungen, die ihren Besuchern etwas Außergewöhnliches bieten, sind kein neues Phänomen moderner westlicher Gesellschaften. Vielmehr inszenierten auch die Menschen vergangener Epochen Feste und Feiern, die im Sinne einer „organisierten Einzigartigkeit“ (Gebhardt 2000, S. 18) der Erreichung unterschiedlicher politischer, religiöser, sozialer oder wirtschaftlicher Ziele dienten (z. B. Gladiatorenkämpfe im römischen Reich, Massenspektakel im Nationalsozialismus oder Sozialismus, Karneval) (vgl. Gebhardt 2000).

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Notes

  1. 1.

    Ausgehend von diesem Begriffsverständnis werden die Begriffe „Event“ und „Veranstaltung“ im Weiteren synonym verwendet.

  2. 2.

    Ambushing beschreibt das planmäßige Bestreben eines Unternehmens, welches nicht Veranstaltungssponsor ist, durch eventbezogene Kommunikationsmaßnahmen die Aufmerksamkeit der Konsumenten auf sich zu lenken, um somit von der Kommunikationsleistung der Veranstaltung (z. B. Veranstaltungsimage) zu profitieren (vgl. Sachse 2010, S. 39).

  3. 3.

    z. B. indem sie die globale Zufriedenheit mit der Veranstaltung beeinflussen (vgl. Lee et al. 2008; Caro/Garcia 2007)

  4. 4.

    vgl. auch die Ausführungen von Drengner in diesem Sammelband zur den Risiken der Nutzung von Sporterlebniswelten als Kommunikationsplattform

  5. 5.

    Der Begriff Nachhaltigkeit wurde in erster Linie durch den 1987 veröffentlichten Brundlandt- Report geprägt, in dem nachhaltige Entwicklung definiert wird als „Entwicklung, die die Bedürfnisse der Gegenwart befriedigt, ohne zu riskieren, dass künftige Generationen ihre eigenen Bedürfnisse nicht befriedigen können“ (vgl. Hauff 1987, S. 46). Ursprünglich konzentrierte sich das Konzept auf den Umweltschutz (vgl. Elkington 1998), bevor eine Erweiterung auf das sog. DreiSäulen-Modell der Nachhaltigkeit erfolgte, bei dem ökonomische, soziale und ökologische Effekte sozialen und wirtschaftlichen Handelns gleichermaßen Berücksichtigung finden (vgl. Musgrave/Raj 2009, S. 2f.; Crane/Matten 2004).

  6. 6.

    Webseiten der o. g. Beispiele in der Reihenfolge ihres Erscheinens im Text: www.bmu.de/themen/wirtschaft-produkte-ressourcen/produkte-und-umwelt/umweltfreundliche-beschaffung/leitfaden-fuer-die-nachhaltige-organisation-von-veranstaltungen/, www.greenmeetings-und-events.de,www.greenmusicinitiative.de, soundsfornature.eu, www.juliesbicycle.com/

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  1. Jan Drengner
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  2. Julia Köhler
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    Cornelia Zanger

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Drengner, J., Köhler, J. (2013). Stand und Perspektiven der Eventforschung aus Sicht des Marketing. In: Zanger, C. (eds) Events und Sport. Markenkommunikation und Beziehungsmarketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-03681-2_5

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