Eventmarketing - Konzeption, Umsetzung und Kontrolle eines touristischen Marketingevents am Beispiel des Saarschleifen-Bike-Marathons der Gemeinde Met
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Diplomarbeit aus dem Jahr 2006 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Fachhochschule Trier - Hochschule für Wirtschaft, Technik und Gestaltung, Sprache: Deutsch, Abstract: Die vorliegende Arbeit befasst sich mit dem kommunikationspolitischen Instrument Eventmarketing. Auf der Basis der theoretischen Grundlagen wird das touristische Marketingevent "Saarschleifen-Bike-Marathon" im Auftrag der Gemeinde Mettlach konzipiert, umgesetzt und kontrolliert. Im Rahmen der Konzeption und Umsetzung des "Saarschleifen-Bike-Marathons" werden die wichtigsten Aufgabenbereiche des Eventmarketings dargestellt. Die Eventkontrolle erhebt allgemeine Daten zum Event und untersucht die angesprochene Zielgruppe, den touristischen Erfolg und die Qualität des Events. Darüber hinaus werden die Zukunftsanforderungen der Teilnehmer an Veranstaltung und Veranstalter erhoben. Mit der Erstauflage am 22. Mai 2005 wurden die angestrebten Ziele der Gemeinde Mettlach eindeutig erreicht. Mit 450 Teilnehmern, zahlreichen Mitgereisten und vielen Zuschauern konnte ein breites Publikum direkt angesprochen werden. Der sehr hohe Anteil ausländischer Teilnehmer (12%) und das au ergewöhnlich gro e Einzugsgebiet mit einem Radius von über 600 Kilometer sprechen eindeutig für den touristischen Erfolg des Events. Die Veranstaltung wurde insgesamt von allen Teilnehmern als qualitativ hochwertig eingeschätzt. Die Landschaft der Gemeinde Mettlach wurde von den Mountainbikern besonders gut bewertet. Der "Saarschleifen-Bike-Marathon" verdeutlicht den Stellenwert des Eventmarketings als Instrument der Kommunikationspolitik. Die aktive Teilnahme und die damit verbundene positive emotionale Ansprache im Rahmen einer solchen Veranstaltung schaffen eine nachhaltige Werbewirksamkeit.
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