Place Event Marketing in the Asia Pacific Region : Branding and Promotion in Cities.

ISBN:

9781000430479

Title:

Author:

Cudny, Waldemar.

Personal Author:

Cudny, Waldemar.

Physical Description:

1 online resource (195 pages)

Series:

Routledge Contemporary Perspectives on Urban Growth, Innovation and Change Ser.

Contents:

Cover -- Title page -- Copyright -- Contents -- Figures -- Tables -- Contributors -- 1 Introduction -- 2 When ordinary life becomes extraordinary -- 3 Branding Shanghai as a global city through China Shanghai International Arts Festival -- 4 Events across ASEAN -- 5 Brand association with a participant sporting event -- 6 The socio-economic and branding impacts of an international sporting event in Japan -- 7 From religious festival to cultural carnival -- 8 Film, fashion, events, and city branding of Mumbai, India -- 9 "It's coming home!" -- 10 Conclusions -- Index.

Local Note:

Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2022. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.

Subject Term:

Special events-Marketing.

Format:

Electronic Resources

Electronic Access:

Click here to view book

Publication Date:

2021

Publication Information:

Milton :

Taylor & Francis Group,

2021.

Available:*

Shelf Number	Material Type	Copy	Shelf Location	Status
659	1:E-BOOK	1	1:ON-DEMAND	Searching... Unknown

Bound With These Titles

On Order

Summary

This book explores the fascinating phenomenon of place event marketing in the Asia Pacific region. It examines procedures in the promotion and branding of places that use events to shape their identities.

It considers how events are used in forming a branded image of a place and disseminate information about it. This innovative book offers theoretical insights of the opportunities and challenges related to place event marketing. With contributions from leading thinkers in the field, chapters also draw on empirical examples to showcase a variety of events across the Asia Pacific, such as MICE, sporting events, festivals, and religious and cultural celebrations. The book explores the importance of such events for the socio-economic development of urban regions. Today, the Asia Pacific is one of the world's fastest developing regions and its rising economic power is accompanied by the growing importance of the tourism and event sector. The book is a unique study relating to a very exceptional region of the world. The role of events in tourism development and the rise of the region's soft power is presented through carefully selected examples of cities from different countries. The book concludes with commentary on the future directions for research in this area.

Written in an accessible style, this book will be of great interest to students, scholars, and practitioners working in events studies, urban studies, tourism, place branding and promotion, business and management studies, geography, sociology, and sport and leisure studies.

Author Notes

Waldemar Cudny is an Associate Professor in Faculty of Geographical Sciences at The University of Lodz, Poland. He specialises in urban, tourism geography, and event studies. His publications include such books as City Branding and Promotion: The Strategic Approach and Urban Events, Place Branding and Promotion: Place Event Marketing .