An investigation into the branding of regional event management
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Regional event management branding is evidently in an emergent phase. Increasingly academics and tourism bodies are focusing on branding in association with places, communities and more recently regions. A new phenomenon o f associating events with locations is being considered to achieve branding of regions and attracting tourism. This is evident in regions such as Australia and New Zealand. The purpose o f the research is to identify key determinants of regional event branding, consequently developing a model of regional event branding. A triangulation approach is used incorporating qualitative, quantitative and action research. The methodology includes an exploratory phase that incorporates: questionnaires, a focus group, and in-depth interviews. More specifically practitioner based research is employed, where the researcher undertakes organisation o f Sligo’s inaugural comedy festival. Practical experience in the field o f event management branding is attained. The results clearly display a number of propositions into regional event management branding. Core constitutes in branding an event are identified in conjunction with a framework o f best practice to guide both professional and non-professional personnel intending on hosting an event. Event management branding is evidently an important area o f interest in a pre emergent growth phase. Other areas are highlighted whereby further investigations into these areas will strengthen the concept and reality of Regional event management branding.
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