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Arenaführung als inszenierte Veranstaltung. Konzeptentwicklung und Preisgestaltung aus ökonomischer Sicht am Beispiel der WIRSOL Rhein-Neckar-Arena

Arenaführung als inszenierte Veranstaltung. Konzeptentwicklung und Preisgestaltung aus ökonomischer Sicht am Beispiel der WIRSOL Rhein-Neckar-Arena

          
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About the Book

Projektarbeit aus dem Jahr 2017 im Fachbereich Sport - Sportökonomie, Sportmanagement, Note: 1,3, Internationale Berufsakademie der F+U Unternehmensgruppe Heidelberg, Sprache: Deutsch, Abstract: Die Entwicklung des Fußballs zu einer Populärkultur führt auch abseits des Spielgeschehens zu großem Interesse. Clubs werden zu Marken, Spieler zu Markenbotschaftern und Stadien bzw. Arenen dienen als Bühne der Markenpräsentation. Eine an Spieltagen durchschnittliche Stadionauslastung von über 90 Prozent zeigt, dass Stadien der Fußball-Bundesligisten Zuschauermagnete sind. Bundesligaclubs haben das Potential ihrer Stadien als eigenständiges Marketinginstrument erkannt und entwickeln deshalb auch rund um die Spieltage Konzepte, die neue Zuschauer anziehen und bestehende Fans enger an den jeweiligen Club binden sollen. Stadionführungen bieten in diesem Zusammenhang Zuschauern die Möglichkeit, einen Blick hinter die Kulissen der Inszenierung von Heimspielen zu werfen und einen authentischen Eindruck von der Realität des Fußballs der Bundesliga zu gewinnen. Für den Besucher kann eine Stadionführung ein Erlebnis und für Clubs ein lukratives Zusatzgeschäft sein, welche eine kontinuierliche Erhöhung der Besucherfrequenz auch außerhalb von Spieltagen mit sich bringen kann und zudem maßgeblich dazu beitragen kann, die Spielstätte zu einem Anziehungspunkt an 365 Tagen im Jahr zu entwickeln. Als fester und eigenständiger Bestandteil des Portfolios eines Stadions bieten Führungen die wahrscheinlich einfachste Möglichkeit der additiven Nutzung und tragen nachhaltig zum qualitativen Ziel der Steigerung von Fanbindung bei. Ziel der vorliegenden Arbeit ist es, einen groben Überblick über die Thematik des Eventmanagements zu geben, um im Anschluss und darauf aufbauend eine Stadionführung in der WIRSOL Rhein-Neckar-Arena zu konzipieren, die den Kriterien eines Events entspricht und in ihrer Umsetzung realisierbar ist.


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Product Details
  • ISBN-13: 9783668616806
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 44
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3668616809
  • Publisher Date: 14 Feb 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 68 gr

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Arenaführung als inszenierte Veranstaltung. Konzeptentwicklung und Preisgestaltung aus ökonomischer Sicht am Beispiel der WIRSOL Rhein-Neckar-Arena
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Arenaführung als inszenierte Veranstaltung. Konzeptentwicklung und Preisgestaltung aus ökonomischer Sicht am Beispiel der WIRSOL Rhein-Neckar-Arena
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