Sport/cultural events : public and private perceptions of the hybrid event

Kellett, Pamm and Hede, Anne-Marie 2008, Sport/cultural events : public and private perceptions of the hybrid event, in SMA 2008 : Bridging the gap : bringing the world down under : Proceedings of the 2008 6th annual conference for the Sport Marketing Association, SMA, [Gold Coast, Queensland].

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Title Sport/cultural events : public and private perceptions of the hybrid event
Author(s) Kellett, Pamm
Hede, Anne-Marie
Conference name Sport Marketing Association (6th : 2008 : Gold Coast, Queensland)
Conference location Gold Coast, Queensland
Conference dates 16 - 19 July 2008
Title of proceedings SMA 2008 : Bridging the gap : bringing the world down under : Proceedings of the 2008 6th annual conference for the Sport Marketing Association
Editor(s) [Unknown]
Publication date 2008
Conference series Sport Marketing Association
Publisher SMA
Place of publication [Gold Coast, Queensland]
Summary This paper explores the public and private perceptions of events that amalgamate two different themes into one unified event. In this paper, we refer to this as a hybrid event. The paper is set within the context of Melbourne, Australia, where two hybrid events (specifically a sport/culture event) were delivered in 2006 and 2007. Media reports about the 2007 event were analyzed to capture the public perception of the sport/cultural event, and focus group data, collected from attendees of the events, were analyzed to explore the private perceptions of the hybrid event. The results indicate that there are a range of views about the sport/cultural event, which are not always consistent. The findings of this study indicate that the hybrid event has the capacity to wade through a cluttered marketplace, but that it does require strong branding to position itself in the marketplace for competitive advantage.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2008, SMA
Persistent URL http://hdl.handle.net/10536/DRO/DU:30018310

Document type: Conference Paper
Collection: School of Management and Marketing
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