Kommunikationsorientierte Stadtentwicklung im Rahmen des City-Marketing durch Stadtfeste
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Kommunikationsorientierte Stadtentwicklung im Rahmen des City-Marketing durch Stadtfeste

Kommunikationsorientierte Stadtentwicklung im Rahmen des City-Marketing durch Stadtfeste


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About the Book

Inhaltsangabe: Einleitung: Im verschärften kommunalen Wettbewerb etablieren sich mehr und mehr neuartige Kooperationsstrategien. Als solche erfreut sich City-Marketing insbesondere bei Akteuren der Stadtpolitik sowie bei Multiplikatoren aus dem Einzelhandelsbereich steigender Beliebtheit. Die vorliegende Arbeit untersucht explizit den Einfluß von Veranstaltungsprojekten auf den Verlauf des City-Marketing-Prozesses. Dabei werden vor allem die durch Projektkonzeption, -organisation und -realisierung berührten Kommunikationswege und Kooperationen zwischen den am Projekt beteiligten Akteuren betrachtet sowie vier Leitfragen eingehend beantwortet: Inwieweit leistet ein im Rahmen des City-Marketing konzipiertes, organisiertes und realisiertes Stadtfest-Projekt einen Beitrag zur kommunikationsorientierten Stadtentwicklung? Inwieweit sind lokale Akteure in Konzeption, Organisation und Realisierung der Projekte einzubinden? Welche akteursbezogenen Erwartungshaltungen verknüpfen sich mit der Beteiligung an einem Veranstaltungsprojekt? Wie gestaltet sich die Akzeptanz der Projektmaßnahme hinsichtlich Erfüllung der Erwartungshaltungen sowie zur Erreichung der vom Veranstalter formulierten konzeptionellen Ziele? Eine die Arbeit einleitende theoretische Betrachtung der forschungsrelevanten Themenbereiche stellt die Funktionen des Stadtentwicklungsinstrumentes City-Marketing heraus, wobei Chancen und Risiken fundiert diskutiert werden. Anhand eines Fallbeispiels (Bundesstadt Bonn) werden bisherige wie aktuelle Stadt- bzw. City-Marketing-Aktivitäten auf ihre Wirksamkeit geprüft. Darin eingebunden stellt die Betrachtung des Projektbeispiels (ein von 300.00 Personen besuchtes Innenstadtfest) den empirischen Bezugspunkt her. Darüber hinaus werden externe wie interne Funktionen von Veranstaltungsprojekten und Auswirkungen einer Kooperation mit professionellen Veranstaltungsagenturen auf den City-Marketing-Prozeß analysiert. Im Rahmen eines Vergleiches zwischen verschiedenen Org


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Product Details
  • ISBN-13: 9783838625188
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 195 gr
  • ISBN-10: 3838625188
  • Publisher Date: 19 Jul 2000
  • Height: 210 mm
  • No of Pages: 104
  • Series Title: German
  • Sub Title: Das Beispiel erstes großes BonnFest vom 3. und 4. Oktober 1998
  • Width: 148 mm


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