Osadcheva Yulia (2020) Sustainable tourism marketing within Sziget music festival: prospects and challenges. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.
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Absztrakt (kivonat)
The study investigates the concept of sustainable marketing (SM) within such mass events as music festivals. Previous research of this topic does not offer an appropriate definition of the concept, blending it with sustainability, green and ecological approaches. The author aimed to eliminate this lacuna, offering his own definition of SM. Moreover, research and industry initiatives mainly focus on environmental measures, ignoring economic and social dimensions of sustainability. Additionally, even this “green” focus if very often no more than just a greenwash tool for marketers. Acknowledging the importance of holistic approach to sustainability marketing, research intends to examine relationships between promoted attitudes and real actions related to the festival characteristics. The practical core of the research is the most popular Hungarian music festival Sziget, participants, festivalgoers and organizers of which became an important resource of the research. General method chosen for the research is mixed, including both quantitative questionnaire & content analysis, and qualitative semi-structured interviews, ensuring more completed understanding of data. The relation found between theoretical understanding of festival SM and practical implementation of its’ postulates is average, as there are some important communicational discrepancies. It can be summarized that despite undeniable fact of Sziget sustainability annual improvement, current socio-cultural conditions require more. The needs of festivals’ stakeholders and customers are changing, they expect transparent responsive communication, and are very sensitive to greenwashing and ignorance. The greatest challenges for music festival organisers are to focus on long-term consumers values, and make sure these values became sine qua non for all the stakeholders. Consequently, the study shows that marketing of Sziget has all the chances to be improved and become more sustainable.
Intézmény
Budapesti Gazdasági Egyetem
Kar
Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar
Tanszék
Turizmus Tanszék
Tudományterület/tudományág
NEM RÉSZLETEZETT
Szak
| Mű típusa: | diplomadolgozat (NEM RÉSZLETEZETT) |
|---|---|
| Kulcsszavak: | communication policy, festival marketing, sustainability dimensions, sustainable marketing, sziget festival |
| SWORD Depositor: | Archive User |
| Felhasználói azonosító szám (ID): | Brakszatoriszné Jankó Tímea |
| Rekord készítés dátuma: | 2020. Szep. 02. 12:47 |
| Utolsó módosítás: | 2020. Szep. 22. 12:17 |
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