Sport, megaesemények, önkéntesek és az egyedi élmény faktor
Az önkéntesek szerepe az arénaélmény létrehozásában a megasportesemények során
DOI:
https://doi.org/10.14267/VEZTUD.2022.01.02Kulcsszavak:
eseménymarketing, megaesemények, arénaélmény, önkéntesek, implicit asszociációs teszt (IAT), neuromarketingAbsztrakt
A XXI. századra a sport megkerülhetetlenül az élet szerves részévé vált. Olyan kiemelt események iránt, mint az olimpia, világbajnokság vagy Európa-bajnokság egyedi élményvilágán keresztül hatalmas az érdeklődés, és így a nyereség potenciálját is hordozzák. Az egymással is versenyző, állandóan növekvő események lebonyolításában egyre nagyobb szerepük van az eddig kevés figyelmet kapó, ingyenes munkaerőt biztosító lelkes önkénteseknek. Jelen tanulmány célja, hogy explicit és implicit módon megvizsgálja a megaesemények önkénteseinek élmény- és imázsalkotó szerepét, akiknek egyedi feladat- és felelősségköre hozzájárulhat, hogy az egyes turisztikai régiók a jövőben miként lesznek képesek az egyedi élmény ígéretén keresztül versenyelőnyre szert tenni. A szerzők kutatási eredménye azt mutatja, hogy az események frontvonalbeli személyzetével, így az önkénteseivel való interakciók erősen meghatározzák az arénaélményt. Emellett az önkéntesek teljesítménye (megjelenése, lelkesedése, segítőkészsége) elengedhetetlennek bizonyul ahhoz, hogy az események látogatóinak egy egyedi, pozitív élménycsomagot biztosíthassanak a szervezők.
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