التفاصيل البيبلوغرافية
| العنوان: |
Place branding strategies through Winter Olympic games. |
| المؤلفون: |
Richelieu, André1 (AUTHOR) arichelieu@yahoo.com, Lin, Yen-Chun2 (AUTHOR), Leng, Ho Keat3 (AUTHOR), Phua, Yi Xian Philip4 (AUTHOR) |
| المصدر: |
Managing Sport & Leisure. Oct2024, p1-18. 18p. |
| مصطلحات موضوعية: |
*PLACE marketing, *INDUSTRIAL clusters, OLYMPIC Winter Games, PUBLIC diplomacy, SPORTS events, OLYMPIC host city selection |
| مستخلص: |
PurposeMethodsFindingsPractical implicationsResearch contributionOriginality/ValueThe purpose of this research is to examine how place branding strategies, undertaken by countries which belong to distinctive clusters, can manifest differently via the Winter Olympic Games.In this paper, the experiences of Winter Olympics hosted by three countries (Russia, South Korea, China), are examined using Richelieu et al.’s framework, alongside clusters introduced in 2022. The study adopts a content analysis.The framework is validated: the perceived importance of soft power and a country’s resources, differences in the measures and strategies used by the host countries, are confirmed.Countries that set higher importance on sport diplomacy (Russia and China: “diplomacy branding”) are more assertive. In contrast, South Korea takes a more balanced approach, as it considers its action across a wider spectrum of areas (“balanced structure”).The framework can explain the differences in the experiences of host countries, by also referring to the public choice theory. This paper illustrates how place branding strategies through sporting events, such as Winter Olympics, can differ between countries depending on the perceived role of public diplomacy, sport diplomacy, soft power and the economic resources invested.The article widens avenues for future research on major sporting events, through different clusters, by borrowing a holistic approach. [ABSTRACT FROM AUTHOR] |
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| قاعدة البيانات: |
Business Source Index |