Place Event Marketing in the Asia Pacific Region: Branding and Promotion in Cities

This book explores place event marketing in the Asia Pacific region, examining how events shape a place's identity and promote it. It offers theoretical insights and empirical examples of events across the region, highlighting their importance for socio-economic development.

Format: Paperback / softback
Length: 182 pages
Publication date: 31 May 2023
Publisher: Taylor & Francis Ltd

This captivating book delves into the captivating phenomenon of place event marketing in the Asia Pacific region. It scrutinizes the strategies employed to promote and brand places that utilize events to shape their unique identities. It explores the profound ways in which events are instrumental in creating a distinctive branded image for a place and disseminating valuable information about it. This groundbreaking book provides theoretical insights into the myriad opportunities and complexities associated with place event marketing. Through contributions from esteemed experts in the field, the chapters also draw upon empirical examples to showcase a diverse range of events across the Asia Pacific, including MICE (meetings, incentives, conferences, and exhibitions), sporting events, festivals, and religious and cultural celebrations. The book underscores the vital role of these events in fostering socio-economic development within urban regions.

In today's world, the Asia Pacific stands as one of the fastest-developing regions, accompanied by a significant rise in its economic power. This growth is paralleled by the growing importance of the tourism and event sector, which plays a pivotal role in shaping the region's identity and attracting global attention. The book is a unique and insightful exploration of a remarkable part of the world. It sheds light on the role of events in tourism development and the emergence of the region's soft power through carefully selected examples of cities from different countries. The book concludes with a thoughtful commentary on the future directions for research in this field.

Written in a clear and accessible style, this book appeals to a wide audience, including students, scholars, and practitioners engaged in events studies, urban studies, tourism, place branding and promotion, business and management studies, geography, sociology, and sport and leisure studies. Its comprehensive coverage and insightful analysis make it an invaluable resource for anyone seeking to understand the dynamics of place event marketing in the Asia Pacific region and its broader implications.

Weight: 453g
Dimension: 234 x 156 (mm)
ISBN-13: 9781032061016