Sport, megaesemények, önkéntesek és az egyedi élmény faktor
Az önkéntesek szerepe az arénaélmény létrehozásában a megasportesemények során
DOI:
https://doi.org/10.14267/VEZTUD.2022.01.02Keywords:
event marketing, mega-events, stadium experience, volunteers, implicit associations test (IAT), neuromarketingAbstract
In the 21st century, sport plays an integral part of our lives. Through the promise of a once-in-a-lifetime experience, megaevents such as the Olympics, World Championships or European Championships are capable of enhancing the appeal, awareness and thus the profitability of a tourism destination. The role of event volunteers has received little attention so far in terms of academic research; however, their enthusiasm and the free workforce they represent have proved to beinvaluable in the ever-growing event industry. The aim of this study is to examine the possible connection between volunteers’ performance and the unique visitor experience using implicit and explicit measures. The authors’ findings suggest that the impressions gained through the interactions with frontline employees like volunteers have a strong impact on the stadium experience. Additionally, the performance of event volunteers (appearance, passion, problem solving) is crucial in ensuring that the event visitors are receiving adequate value propositions.
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