Business development in events

Wrathall, Jeffrey; Steriopoulos, Effie

doi:10.23912/9781911635871-4929

Cited by 1 publication

(3 citation statements)

References 8 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The Melbourne Cup Tour is seen to unite communities, promote social inclusion and, in some cases, raise much needed charitable dollars for worthy cause. It has allowed communities to hear the Cup stories and learn about this cultural icon (Wrathall and Steriopoulos, 2022). Hosting the Melbourne Cup Tour involves destinations collaborating with local stakeholders and collaborators such as the media, aged-care homes, schools and hospitals to work on a bid and pitch to be able and host a visit of the trophy (worth $275,000 and 18-carat gold) in their local communities.…”

Section: Melbourne Cup In Contextmentioning

confidence: 99%

“…Continuing to undertake community initiatives and involving other stakeholders (teachers, students) can shape a positive experience. Educating patrons and the public can be achieved by managing effective communication and information campaigns (Wrathall and Steriopoulos, 2022). Therefore, educational training, community initiatives are key elements in the proposed TSR framework.…”

Section: Melbourne Cup In Contextmentioning

confidence: 99%

“…The iconism lies in its cultural and traditional elements that feature an engaging event that “stops the nation” (Russell, 2021; Cusack and Digance, 2009). The iconic event is part of the strategic destination plans to boost regional visitation via special events such as the Melbourne Cup Tour; the trophy cup travels to and gets exhibited in remote communities in Australia, bringing the quinessentially Australian sporting culture around the country, and the cup visits are supported by fairs, talks and other community events (Wrathall and Steriopoulos, 2022). Initiatives such as the Melbourne Cup Tour contribute to the profile of Melbourne as a city brand (Westerbeek and Linley, 2012).…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Transformative service research approaches for visitor experiences in major sporting events

Steriopoulos

Ooi

2023

IJEFM

View full text Add to dashboard Cite

PurposeThis research conceptualises the hallmark event, Melbourne Cup in Australia, as a major sporting brand experience. While numerous studies have explored consumer engagement and experiences in major sporting events, few research studies highlight the negative issues, such as alcoholism, gambling and violence, that may affect consumer engagement and experience. This article addresses the challenges and opportunities of providing immersive and transformative experiences through transformative service research (TSR) approaches when such negative issues are swirling around.Design/methodology/approachThe paper is conceptual. It uses the example of Melbourne Cup to illuminate aspects of the conceptual framework.FindingsThe article unpacks a myriad of positive and negative immersive brand experiences and contributes a conceptual framework to understand the sporting brand experience phenomenon and shows how authentically responsible marketing approaches can improve the sport spectator experience.Research limitations/implicationsInsights from the extended TSR framework presents implications for various organisations that are involved with strategic destination marketing approaches. It guides key stakeholders to engage in dialogue and collaborate in order to improve the attendee transformative experience. Inviting collaborators will facilitate the exchange of ideas that will improve event organisation. Consistent approaches among hospitality service providers would improve alcohol service and create a safe environment for attendees. The TSR framework guides players of the experience to engage in meaningful dialogue with a common goal to improve consumer wellbeing. Education and training therefore are key elements in the consumer sporting brand experience.Practical implicationsThe adapted TSR framework offers insights to destination marketers such as sporting agencies, tour operators and sporting organisations/clubs. Marketers may promote bigger sporting events and organise tours via travel agencies and ignore key elements that may influence attendee decision. Destination marketing organisations (DMOs) can use the framework to promote effective planning and the key initiatives that the iconic event is involved with. The framework can be used as a guide to manage similar international events. Events of major or mega size and international reputation need specific frameworks that address crowd behaviours of similar sizes.Originality/valueAn extended transformative service approach is being conceptualised for major sporting brand experiences. Practical implications are also highlighted for DMOs when raising the profile of city brands.

show abstract

Section: Melbourne Cup In Contextmentioning

confidence: 99%

Section: Melbourne Cup In Contextmentioning

confidence: 99%