Internationalization of an event : the Weekend Festival
Sergeeva, Elina; Piepponen, Saara (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052817070
https://urn.fi/URN:NBN:fi:amk-2024052817070
Tiivistelmä
In today’s interconnected world, events like the Weekend Festival are eager to welcome attendees from all around the world. This thesis explores strategies to further internationalize the Weekend Festival and enhance its appeal to a global audience. Motivated by our shared passion for travel and international events and drawing from our personal experiences at the Weekend Festival, we seek to provide actionable insights based on our marketing and tourism expertise.
Utilizing Keller's five-stage purchase decision process, with an emphasis on the evaluation of alternatives, we analyse survey data highlighting the primary concerns of festival attendees: costs and event programming. Our findings indicate that providing excellent necessities and superior audiovisual experiences is critical to improving overall satisfaction.
Moreover, with the power of social media in today's marketing landscape, we suggest using platforms like Instagram and TikTok strategically, along with creative marketing strategies, to strengthen our efforts and make the festival more appealing worldwide.
By combining real-world data with academic theories and making the most of digital platforms, this thesis aims to guide the Weekend Festival towards becoming more international and achieving long-term success on the global festival scene.
Utilizing Keller's five-stage purchase decision process, with an emphasis on the evaluation of alternatives, we analyse survey data highlighting the primary concerns of festival attendees: costs and event programming. Our findings indicate that providing excellent necessities and superior audiovisual experiences is critical to improving overall satisfaction.
Moreover, with the power of social media in today's marketing landscape, we suggest using platforms like Instagram and TikTok strategically, along with creative marketing strategies, to strengthen our efforts and make the festival more appealing worldwide.
By combining real-world data with academic theories and making the most of digital platforms, this thesis aims to guide the Weekend Festival towards becoming more international and achieving long-term success on the global festival scene.