Stora sportevenemang i mindre städer : En kvantitativ studie om platsmarknadsföring och kunskap-attityd hos invånare vid större sportevenemang

• Main Authors: Eklöf, Rebeca, Jansson, Elin
• Format: Others
• Language: Swedish
• Published: Högskolan i Halmstad, Akademin för lärande, humaniora och samhälle 2018
• Subjects: sport events; mega events; place branding; image identity reputation; knowledge attitude; platsmarknadsföring; kunskap; attityd; sportevent; marknadsföring av event; Social Sciences; Samhällsvetenskap; Media and Communications; Medie- och kommunikationsvetenskap
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-37361

Cities hosting huge sporting events is a growing industry and is a way to market the city towards the rest of the world. The goal is for businesses to make profit, attract tourist and be seen on the global market. However, as its marketed towards external audiences, the locals and how they are affected are usually forgotten in the process. The purpose of this paper was to study the knowledge and what attitudes individuals living in Halmstad, Sweden, possess regarding the World Table Tennis Championship 2018, as well as how they received information regarding the event. To find the answers to our questions we handed out surveys in central Halmstad during the period the event took place. We compared our results with how they're tied to theories regarding place branding, image-identity-reputation and the knowledge-attitude-behavior model. The main findings of our analysis were that our respondents of Halmstad county was well- informed about the event and did not feel like they needed more information. The majority viewed the event in a positive light, and overall people found the event to be important for Halmstad as a city and destination.