The impact of GameOn 2019 on the product and promotion of Kielce
DOI:
https://doi.org/10.18778/2543-9421.06.11Keywords:
GameOn fairs, event, place event marketing in cities, promotion, city brandingAbstract
This article is devoted to the GameOn computer game fair organized in Kielce in 2019. The research issue was to determine the impact of the event on the development of Kielce as a ‘product’ and its promotion. The work is based on the results of a survey conducted with event attendees. An intercept survey based on the availability of respondents was used as the main research method, therefore the results cannot be representative. The idea of ‘place event’ marketing was used as the theoretical foundation for the analysis. The study confirmed that the GameOn 2019 fair was, according to the respondents, an interesting event enriching the Kielce ‘product’ (mainly in tourist terms). The research also demonstrated the positive impact of the fair on the promotion of the city, and consequently on the Kielce ‘brand’. The idea o f ‘place event’ marketing was confirmed through the case study selected for the research.
References
Anholt, S. (2004). Editor’s foreword to the first issue. Place Branding and Public Diplomacy, 1 (1), 4–11. https://doi.org/10.1057/palgrave.pb.5990001 DOI: https://doi.org/10.1057/palgrave.pb.5990001
Anholt, S. (2008). Place branding: Is it marketing or isn’t it? Place Branding and Public Diplomacy, 4 (1), 1–6. https://doi.org/10.1057/palgrave.pb.6000088 DOI: https://doi.org/10.1057/palgrave.pb.6000088
Anholt, S. (2010). Places: Identity, image and reputation. London: Palgrave Macmillan.
Apanowicz, J. (2002). Metodologia ogólna. Gdynia: Wydawnictwo Bernardinum.
Ashworth, G. (2009). The instruments of place branding: How is it done? European Spatial Research and Policy, 16 (1), 9–22. https://doi.org/10.2478/v10105-009-0001-9 DOI: https://doi.org/10.2478/v10105-009-0001-9
Babbie, E. (2004). Badania społeczne w praktyce. Warszawa: Wydawnictwo Naukowe PWN.
Borowczyk, K., Mikoś, J. (2021). Promocja. W: Encyklopedia Zarządzania. Pobrane z: https://mfiles.pl/pl/index.php/Promocja (1.10.2021).
CENTREX Central East European Exhibition Statistics (2019). Pobrane z: https://www.centrexstat.org/index.php/statistics-audit/centrex-statistics (1.10.2021).
Cudny, W. (2016). Festivalisation of urban spaces: Factors, processes and effects. Cham: Springer. https://doi.org/10.1007/978-3-319-31997-1 DOI: https://doi.org/10.1007/978-3-319-31997-1
Cudny, W. (2019). City branding and promotion: The strategic approach. London: Routledge. https://doi.org/10.4324/9781351041942 DOI: https://doi.org/10.4324/9781351041942
Cudny, W. (2020). The concept of place event marketing: Setting the agenda. W: W. Cudny (red.), Urban events, place branding and promotion: Place event marketing (s. 1–24). London: Routledge. DOI: https://doi.org/10.4324/9780429424847-1
Cudny, W. (red.) (2021). Place event marketing in the Asia Pacific region: Branding and promotion in cities. London: Routledge. DOI: https://doi.org/10.4324/9780367823764
Czerwiński, J. (2015). Podstawy turystyki. Warszawa: CeDeWu.
Esu, B.B., Arrey, V.M.-E. (2009). Branding cultural festival as a destination attraction: A case study of Calabar Carnival Festival. International Business Research, 2 (3), 182–192. https://doi.org/10.5539/ibr.v2n3p182 DOI: https://doi.org/10.5539/ibr.v2n3p182
Florek, M. (2014). Kapitał marki miasta zorientowany na konsumenta źródła i pomiar. Poznań: Wydawnictwo Akademii Ekonomicznej w Poznaniu.
Gaming (2021). W: Techopedia. Pobrane z: https://www.techopedia.com/definition/1913/gaming (1.10.2021).
García, B. (2004). Urban regeneration, arts programming and major events: Glasgow 1990, Sydney 2000 and Barcelona 2004. International Journal of Cultural Policy, 10 (1), 103–118. https://doi.org/10.1080/1028663042000212355 DOI: https://doi.org/10.1080/1028663042000212355
Getz, D. (2008). Event tourism: Definition, evolution, and research. Tourism Management, 29 (3), 403–428. https://doi.org/10.1016/j.tourman.2007.07.017 DOI: https://doi.org/10.1016/j.tourman.2007.07.017
Getz, D., Page, S.J. (2016a). Event studies: Theory, research and policy for planned events. London: Routledge.
Getz, D., Page, S.J. (2016b). Progress and prospects for event tourism research. Tourism Management, 52, 593–631. https://doi.org/10.1016/j.tourman.2015.03.007 DOI: https://doi.org/10.1016/j.tourman.2015.03.007
Goldblatt, J. (1990). Special events: The art and science of celebration. New York: Van Nostrand Reinhold.
Gomez-Casero, G., Alba, C.A.J., López-Guzman, T., Gálvez, J.C.P. (2020). Theatre festival as a tourist attraction: A case study of Almagro International Classical Theatre Festival, Spain. International Journal of Culture, Tourism and Hospitality Research, 14 (4), 599–617. https://doi.org/10.1108/IJCTHR-04-2019-0061 DOI: https://doi.org/10.1108/IJCTHR-04-2019-0061
Hoyle, L.H. (2002). Event marketing: How to successfully promote events festivals conventions and expositions. New York: John Wiley & Sons.
Jaworowicz, M., Jaworowicz, P. (2016). Event marketing w zintegrowanej komunikacji marketingowej. Warszawa: Difin.
Kaczmarek, J., Stasiak, A., Włodarczyk, B. (2010). Produkt turystyczny. Pomysł – organizacja – zarządzanie. Warszawa: Polskie Wydawnictwo Ekonomiczne.
Kaplanidou, K. (2009). Relationships among behavioral intentions, cognitive event and destination images among different geographic regions of Olympic Games spectators. Journal of Sport & Tourism, 14 (4), 249–272. https://doi.org/10.1080/14775080903453815 DOI: https://doi.org/10.1080/14775080903453815
Kavaratzs, M., Ashworth, G. (2008). Place marketing: How did we get here and how are we going? Journal of Place Management and Development, 1 (2), 150–165. https://doi.org/10.1108/17538330810889989 DOI: https://doi.org/10.1108/17538330810889989
Kim, S.-K., Park, J.-A., Kim, W. (2016). The mediating effect of destination image on the relationship between spectator satisfaction and behavioral intentions at an international sporting event. Asia Pacific Journal of Tourism Research, 21 (3), 273–292. https://doi.org/10.1080/10941665.2015.1048262 DOI: https://doi.org/10.1080/10941665.2015.1048262
Kotler, P.T., Armstrong, G. (2010). Principles of marketing. Upper Saddle River: Pearson.
Kurek, W. (red.) (2012). Turystyka. Warszawa: Wydawnictwo Naukowe PWN.
Łobocki, M. (2003). Metody i techniki badań pedagogicznych. Warszawa: Oficyna Wydawnicza Impuls.
Mika, M. (2012). Formy turystyki biznesowej. W: W. Kurek (red.), Turystyka (s. 300–312). Warszawa: Wydawnictwo Naukowe PWN.
Mokras-Grabowska, J. (2016). Turystyka sportowa – dyskusja terminologiczna. Turyzm/Tourism, 26 (1), 13–19. https://doi.org/10.18778/0867-5856.26.1.02 DOI: https://doi.org/10.18778/0867-5856.26.1.02
Pawlicz, A. (2011). Turystyka międzynarodowa. W: A. Panasiuk (red.), Ekonomika turystyki i rekreacji (s. 344–370). Warszawa: Wydawnictwo Naukowe PWN.
Pilch, T., Bauman, T. (1995). Zasady badań pedagogicznych. Warszawa: Wydawnictwo Żak.
Prayag, G., Savalli, M. (2020). Residents’ perceptions of event impacts and support for the 2012 Formula One Grand Prix in Monaco. W: D. Gursoy, R. Nunkoo, M. Yolal (red.), Festival and event tourism impacts (s. 139–153). London: Routledge. DOI: https://doi.org/10.4324/9780429274398-12
Quinn, B. (2006). Problematising ’festival tourism’: Arts festivals and sustainable development in Ireland. Journal of Sustainable Tourism, 14 (3), 288–306. https://doi.org/10.1080/09669580608669060 DOI: https://doi.org/10.1080/09669580608669060
Ratkowska, P. (2010). O festiwalu w kontekście turystyki kulturowej, czyli turystyka eventową raz jeszcze. Turystyka Kulturowa, 6, 26–46.
Ritchie, J.R.B. (1984). Assessing the impact of hallmark events: Conceptual and research issues. Journal of Travel Research, 23 (1), 2–11. https://doi.org/10.1177%2F004728758402300101 DOI: https://doi.org/10.1177/004728758402300101
von Rohrscheidt, M.A. (2008). Turystyka kulturowa. Fenomen, potencjał, perspektywy. Gniezno: GWSHM Milenium.
Saulski, A. (2013). Gaming – niepoważnie poważny interes. W: W Gospodarce. Pobrane z: https://wgospodarce.pl/opinie/2797-gaming-niepowaznie-powazny-interes (4.10.2021).
Sport elektroniczny (2021). W: Wikipedia. Pobrane z: https://pl.wikipedia.org/wiki/Sport_elektroniczny (1.10.2021).
Stasiak, A. (2013). Produkt turystyczny w gospodarce doświadczeń. Turyzm/Tourism, 23 (1), 29–38. DOI: https://doi.org/10.2478/tour-2013-0003
Strategia rozwoju miasta Kielce na lata 2007–2020. Aktualizacja (2015). Pobrane z: http://www.um.kielce.pl/gfx/kielce2/userfiles/files/pliki/strategia-rozwoju-miasta-kielce-aktualizacja-15092016.pdf (1.10.2021).
Swarbrooke, J., Horner, S. (2001). Business travel and tourism. Oxford: Butterworth-Heinemann. DOI: https://doi.org/10.1016/B978-0-7506-4392-4.50012-4
Szromnik, A. (2012). Marketing terytorialny, miasto: Miasto i region na rynku. Warszawa: Oficyna Wolters Kluwer Polska.
Tara-Lunga, M.-O. (2012). Major special events: An interpretative literature review. Management & Marketing, 7 (4), 759–776.
Targi Kielce (2021). Pobrane z: https://www.targikielce.pl/o-firmie (1.10.2021).
Urząd Statystyczny w Kielcach (2020). Statystyczne Vademecum Samorządowca 2020. Miasto Kielce. Pobrane z: https://kielce.stat.gov.pl/vademecum/vademecum_swietokrzyskie/portrety_miast/miasto_kielce.pdf (1.10.2021)
Xiao, J., Jin, L. (2020). The role of an urban festival: Case study of the Pingyao International Film Festival. W: X. Gu, M.K. Lim, J. O’Connor (red.), Re-imagining creative cities in twenty-first century Asia (s. 161–174). Cham: Palgrave Macmillan. DOI: https://doi.org/10.1007/978-3-030-46291-8_11
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
How to Cite
