This work is focused on the analysis of Olympic events on a place marketing perspective, analyzing the role of marketing applied onto geographical area to generate network interaction and territory development. Over time, the literature has addressed the theme of place marketing in various ways Kotler, Haider & Rein 1993; Van den Berg, Bromezza & Van der Meer, 1994; Texier & Valle 1992). During the course of deepening theoretical study, place marketing has been increasingly associated with an interpretation characterized by a relational perspective of the network. This paper also assume this perspective, seeking to analyze the territorial and creative dynamics in a marketing framework. Specifically in regards to place marketing, it is possible to observe how the latter has evident reticular characteristics. That is, relationships between and among nodes, resources, and activities may be identified in the territory. Valdani and Ancarani (2000) have emphasized that the territory cannot be understood as an entity in and of itself, but instead must be interpreted as a reticular space consisting of nodes, and local and extra-local links. In this view, place marketing may allow the creation, maintenance, and reinforcement of advantageous exchange relationships between local stakeholders and the relevant external actors (publics), with the ultimate goal of increasing the value and attractiveness of the territory. The network perspective at the territorial level is also evident in the position taken by Caroli (1999), who mainly considers the perspective of Local Government Authorities (LGA) and/or the agency for territorial development; he points out how place marketing must aim towards the creation and consolidation of a system of relationships between the subject that has the task of managing the supply and the potential buyers (of the territory’s supply), represented by the investors and the current or potential users. Therefore, it follows that the objectives of place marketing ought to be defined on the basis of a network perspective that takes into consideration all of the actors that animate it, and not just a single node. Place marketing provides useful contributions to the development of the “netlife” of territorial network and to the emergence of highly creative reticulate contexts. According to Caroli (2007), this occurs on three levels in particular: the integration, fertilization, and connection levels. The first level is realized through the development of a systemic vision of the various elements of the network in territories; place marketing becomes a coordinating and integrating force for the networks various elements. The second implies place marketing’s ability to offer operational tools and methods aimed at promoting integration. Finally, the connection dimension is linked with the efforts of the marketing to avoid the tendency of actors in close physical proximity to refer to each other, which could restrict the field for its initiatives, imposing a local vision of the network which is not open to out of area actors. Based on this theoretical perspective and through a secondary data research this work examines the impact of the 2006 Winter Olympic Games onto Turin territory. A mega-event is conceived as a great chance to enhance the territory economic growth as it produces valuable marketing output before and during the event but also both tangible and intangible legacies that remain after the event ends (i.e. better infrastructures, facilities for hospitality and accommodation, better training for people in the tourism business, and improvement in international visibility, local and national economic growth). These legacies can represent a platform for future economic development if local policies adopt a place marketing perspective demonstrating the ability to re-territorialise a mega-event’s temporary transforming effects into long-lasting ones (Dansero & Puttilli 2010) and finally capable to attract new investments flows. Furthermore this work specifically considers the place marketing network features related to the 2006 Winter Olympic Games.

Place Marketing and Olympic Events: The case of Torino 2006 winter Olympic Games / G.Aiello; R.Donvito. - STAMPA. - (2011), pp. 78-79. (Intervento presentato al convegno 2011 Korean Scholars of Marketing Science Fall International Conference tenutosi a Seoul - Corea del Sud nel Novembre 2011).

Place Marketing and Olympic Events: The case of Torino 2006 winter Olympic Games

AIELLO, GAETANO;DONVITO, RAFFAELE
2011

Abstract

This work is focused on the analysis of Olympic events on a place marketing perspective, analyzing the role of marketing applied onto geographical area to generate network interaction and territory development. Over time, the literature has addressed the theme of place marketing in various ways Kotler, Haider & Rein 1993; Van den Berg, Bromezza & Van der Meer, 1994; Texier & Valle 1992). During the course of deepening theoretical study, place marketing has been increasingly associated with an interpretation characterized by a relational perspective of the network. This paper also assume this perspective, seeking to analyze the territorial and creative dynamics in a marketing framework. Specifically in regards to place marketing, it is possible to observe how the latter has evident reticular characteristics. That is, relationships between and among nodes, resources, and activities may be identified in the territory. Valdani and Ancarani (2000) have emphasized that the territory cannot be understood as an entity in and of itself, but instead must be interpreted as a reticular space consisting of nodes, and local and extra-local links. In this view, place marketing may allow the creation, maintenance, and reinforcement of advantageous exchange relationships between local stakeholders and the relevant external actors (publics), with the ultimate goal of increasing the value and attractiveness of the territory. The network perspective at the territorial level is also evident in the position taken by Caroli (1999), who mainly considers the perspective of Local Government Authorities (LGA) and/or the agency for territorial development; he points out how place marketing must aim towards the creation and consolidation of a system of relationships between the subject that has the task of managing the supply and the potential buyers (of the territory’s supply), represented by the investors and the current or potential users. Therefore, it follows that the objectives of place marketing ought to be defined on the basis of a network perspective that takes into consideration all of the actors that animate it, and not just a single node. Place marketing provides useful contributions to the development of the “netlife” of territorial network and to the emergence of highly creative reticulate contexts. According to Caroli (2007), this occurs on three levels in particular: the integration, fertilization, and connection levels. The first level is realized through the development of a systemic vision of the various elements of the network in territories; place marketing becomes a coordinating and integrating force for the networks various elements. The second implies place marketing’s ability to offer operational tools and methods aimed at promoting integration. Finally, the connection dimension is linked with the efforts of the marketing to avoid the tendency of actors in close physical proximity to refer to each other, which could restrict the field for its initiatives, imposing a local vision of the network which is not open to out of area actors. Based on this theoretical perspective and through a secondary data research this work examines the impact of the 2006 Winter Olympic Games onto Turin territory. A mega-event is conceived as a great chance to enhance the territory economic growth as it produces valuable marketing output before and during the event but also both tangible and intangible legacies that remain after the event ends (i.e. better infrastructures, facilities for hospitality and accommodation, better training for people in the tourism business, and improvement in international visibility, local and national economic growth). These legacies can represent a platform for future economic development if local policies adopt a place marketing perspective demonstrating the ability to re-territorialise a mega-event’s temporary transforming effects into long-lasting ones (Dansero & Puttilli 2010) and finally capable to attract new investments flows. Furthermore this work specifically considers the place marketing network features related to the 2006 Winter Olympic Games.
2011
2011 Korean Scholars of Marketing Science Fall International Conference
2011 Korean Scholars of Marketing Science Fall International Conference
Seoul - Corea del Sud
G.Aiello; R.Donvito
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Utilizza questo identificatore per citare o creare un link a questa risorsa: https://hdl.handle.net/2158/644533
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