Social Media and Strategic Market Communications of Festivals

Szilvia Gyimóthy, Mia Larson

    Publikation: Bidrag til bog/antologi/rapport/konference proceedingKonferenceabstrakt i proceedingForskning

    Resumé

    Since the emerging omnipresence of social media usage in Western societies,
    marketers have been eager to harness the strategic communication potential of
    new media (e.g. blogs, wikis, visual content sharing sites and online
    communities. This is also apparent in event tourism; for instance music festivals
    have proved to be early adopters of Facebook fan sites and Twitter in order to
    distribute information, campaigns and celebrity rumors to their potential visitors
    in an inexpensive way. On the other hand, the strategic use of social media has
    also been hypothesized to be paved with a number of challenges.
    In order to fill a void of empirical studies of managing festival
    communications, this paper explores how social media is used as a tool for
    marketing and service innovation. By conducting focus groups and personal
    interviews with larger music events (Storsjöyran, Way Out West and Roskilde
    festival), we investigate current practices, perceived risks and opportunities for
    revitalizing event communications in general. During the inventory phase of the
    research project, two distinctive fields of knowledge gaps have been identified,
    namely (1) the effect and efficiency measurement methods in a social medial
    mix and (2) dilemmas of crowdsourcing as an institutionalized practice.
    OriginalsprogEngelsk
    TitelProceedings of the 19th Nordic Symposium in Tourism Research
    Antal sider1
    Udgivelses stedIcelandic Tourism Research Centre
    Publikationsdato1 sep. 2010
    Sider65
    ISBN (Trykt)978-9979-834-78-6
    StatusUdgivet - 1 sep. 2010

    Fingerprint

    Communication
    Social media
    Music
    Measurement method
    Rumor
    Empirical study
    Service innovation
    Wikis
    Facebook
    Focus groups
    Twitter
    Blogs
    Knowledge gap
    Efficiency measurement
    Event tourism
    Celebrity
    Marketers
    Perceived risk
    Strategic communication

    Citer dette

    Gyimóthy, S., & Larson, M. (2010). Social Media and Strategic Market Communications of Festivals. I Proceedings of the 19th Nordic Symposium in Tourism Research (s. 65). Icelandic Tourism Research Centre.
    Gyimóthy, Szilvia ; Larson, Mia . / Social Media and Strategic Market Communications of Festivals. Proceedings of the 19th Nordic Symposium in Tourism Research. Icelandic Tourism Research Centre, 2010. s. 65
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    abstract = "Since the emerging omnipresence of social media usage in Western societies, marketers have been eager to harness the strategic communication potential of new media (e.g. blogs, wikis, visual content sharing sites and online communities. This is also apparent in event tourism; for instance music festivals have proved to be early adopters of Facebook fan sites and Twitter in order to distribute information, campaigns and celebrity rumors to their potential visitors in an inexpensive way. On the other hand, the strategic use of social media has also been hypothesized to be paved with a number of challenges. In order to fill a void of empirical studies of managing festival communications, this paper explores how social media is used as a tool for marketing and service innovation. By conducting focus groups and personal interviews with larger music events (Storsj{\"o}yran, Way Out West and Roskilde festival), we investigate current practices, perceived risks and opportunities for revitalizing event communications in general. During the inventory phase of the research project, two distinctive fields of knowledge gaps have been identified, namely (1) the effect and efficiency measurement methods in a social medial mix and (2) dilemmas of crowdsourcing as an institutionalized practice.",
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    Gyimóthy, S & Larson, M 2010, Social Media and Strategic Market Communications of Festivals. i Proceedings of the 19th Nordic Symposium in Tourism Research. Icelandic Tourism Research Centre, s. 65.

    Social Media and Strategic Market Communications of Festivals. / Gyimóthy, Szilvia; Larson, Mia .

    Proceedings of the 19th Nordic Symposium in Tourism Research. Icelandic Tourism Research Centre, 2010. s. 65.

    Publikation: Bidrag til bog/antologi/rapport/konference proceedingKonferenceabstrakt i proceedingForskning

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    AU - Larson, Mia

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    N2 - Since the emerging omnipresence of social media usage in Western societies, marketers have been eager to harness the strategic communication potential of new media (e.g. blogs, wikis, visual content sharing sites and online communities. This is also apparent in event tourism; for instance music festivals have proved to be early adopters of Facebook fan sites and Twitter in order to distribute information, campaigns and celebrity rumors to their potential visitors in an inexpensive way. On the other hand, the strategic use of social media has also been hypothesized to be paved with a number of challenges. In order to fill a void of empirical studies of managing festival communications, this paper explores how social media is used as a tool for marketing and service innovation. By conducting focus groups and personal interviews with larger music events (Storsjöyran, Way Out West and Roskilde festival), we investigate current practices, perceived risks and opportunities for revitalizing event communications in general. During the inventory phase of the research project, two distinctive fields of knowledge gaps have been identified, namely (1) the effect and efficiency measurement methods in a social medial mix and (2) dilemmas of crowdsourcing as an institutionalized practice.

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    Gyimóthy S, Larson M. Social Media and Strategic Market Communications of Festivals. I Proceedings of the 19th Nordic Symposium in Tourism Research. Icelandic Tourism Research Centre. 2010. s. 65