Wieviel Event braucht ein Event - Schauplatz Hospitality
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Inhaltsangabe: Einleitung: Die Wirtschaft hat die vielfältigsten Möglichkeiten von Events, der erlebnisorientierten und direkten Marketingkommunikation, für sich erkannt. Viele kleine und gro e Unternehmen setzen dieses Instrument mit zunehmendem Erfolg strategisch und taktisch in der Kommunikationspolitik ein. Die Vorteile liegen auf der Hand: Flexibilität, fehlende Streuverluste, Effizienz und die direkte Ergebniskontrolle. Eventmanagement in Verbindung mit dem Eventmarketing sind junge Kommunikationsinstrumente, die in den letzten Jahren einen wahren Boom in der Wirtschaft und in der Gastronomie erlebt haben. Dieser Trend konnte sowohl in konjunkturstarken als auch in konjunkturschwachen Zeiten festgestellt werden. In der Praxis stellt sich somit berechtigterweise die Frage, worin dieser Erfolg begründet ist. Was kennzeichnet ein Event und welche Bedeutung wird ihm beigemessen? Welche Arten von Events gibt es, und was kann mit den jeweiligen Events erreicht werden? In welchem Rahmen und in welchem Ausma soll ein Event stattfinden? Vor diesem Hintergrund stellt sich die Frage: Wie viel Event braucht ein Event?" In der vorliegenden Diplomarbeit will der Autor der Fragestellung nachgehen, worin das Besondere an einem Event liegt, wie die Vorbereitungen eines Events auszusehen haben, was die Gäste erwarten und wie sich die Ansprüche der Gäste ändern bzw. geändert haben. Gleichzeitig sollen Modelle der Kommunikationspolitik, die Problematik der Erfolgskontrolle und die verschiedenen Möglichkeiten der Eventdurchführung erläutert werden. In der Literatur sind einige Autoren zu finden, die sich bereits intensiv mit dem Eventmarketing und dem Eventmanagement auseinandergesetzt haben. Anhand der verschiedensten Ansätze, die es gibt, kann festgestellt werden, dass bis heute immer noch keine einheitlichen Standards für das Eventmanagement existieren. Dies liegt sicherlich in erster Linie daran, dass jeder Gast andere Vorstellungen bzw. Erwartungen mit einem Event verbinde
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