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interacțiunilor lor (Vlasic și Kesic, 2007). Ca atare, interesul a fost îndreptat către înțelegerea
modului în care Web 1.0 este utilizat ca instrument de comunicare de marketing de către
organizațiile speciale de evenimente. Filo and Funk (2005) și Filo și colab. (2009) s-au concentrat
pe acest domeniu de marketing special pentru evenimente și au constatat că organizațiile speciale
de evenimente își adaptează comunicările de marketing bazate pe web ca răspuns la ceea ce știu
despre motivațiile consumatorilor în ceea ce privește participarea la evenimente speciale (Filo și
Funk, 2005). În plus, Filo și colab. (2009) a concluzionat că consumatorii au fost mai mulțumiți de
site-ul web al unui eveniment special atunci când au participat la preluarea de informații
direcționate, decât atunci când recuperarea informațiilor lor a avut un caracter mai explorator.
Aceste constatări oferă informații pentru organizațiile de evenimente speciale pe măsură ce își
planifică strategiile de comunicare de marketing bazate pe web.
1. https://ideas.repec.org/a/ase/journl/v11y2017i1p46-58.html
2. Buhalis, D. and Law, R. (2008), “Progress in information technology and tourism management: 20 years on
and 10 years after the internet – the state of eTourism research”, Tourism Management, Vol. 29 No. 4, pp.
609-623
3. Business Dictionary (2015), Event Marketing Definition, 10 May, available at: www.
businessdictionary.com/definition/event-marketing.html
4. Cong, C.M. (2013),“Social media gathering eBook”, available at: www.congregation.ie
5. Hoyle, L. (2002), Event Marketing: How to Successfully Promote Events, Festivals, Conventions,
and Expositions, Wiley, New York, NY
6. Ajzen, I. and Fishbein, M. (1980), Understanding Attitudes and Predicting Social Change, Pearson
Prentice Hall, Upper Saddle River, NJ
7. Gretzel, U. and Yoo, K.H. (2008), “Use and impact of online travel reviews”, Information and
Communication Technologies in Tourism, pp. 35-46.
8. Lee, W., Xiong, L. and Hu, C. (2012), “The effect of Facebook users’ arousal and valence on
intention to go to the festival: applying an extension of the technology acceptance model”,
International Journal of Hospitality Management, Vol. 31 No. 3, pp. 819-827.
9. Kirtis, A.K. and Karahan, F. (2011), “To be or not to be in social media arena as the most cost-
efficient marketing strategy after the global recession”, Procedia – Social and Behavioral Sciences,
Vol. 24, pp. 260-268.
10. Kotler, P., Bowen, J. and Maken, J. (2006), Marketing for Hospitality and Tourism, 4th ed., Prentice
Hall, Englewood Cliffs, NJ
11. Kirtiș, A.K. and Karahan, F. (2011), “To be or not to be in social media arena as the most cost-
efficient marketing strategy after the global recession”, Procedia – Social and Behavioral Sciences,
Vol. 24, pp. 260-268
12. Prakash, K.V. and Sharma, R. (2010), “Megamarketing an event using integrated marketing
communications: the success story of TMH”, Business Strategy Series, Vol. 11 No. 6, pp. 371-382.
13. Fehrnstrom, M. and Rich, D. (2009), “Using events to drive an integrated marketing model”,
Journal of Integrated Marketing Communications, pp. 31-7 (2009 edition).
Gheorghe Radu-Gabriel
Grupa 1744, seria B, Anul III
14. Duncan, T. and Moriarty, S. (1997), Driving Brand Value, McGraw-Hill, New York, NY
15. Liu, C. and Arnett, K.P. (2000), “Exploring the factors associated with Web site success in the
context of electronic commerce”, Information & Management, Vol. 38 No. 1, pp. 23-33
16. Vlasic, G. and Kesic, T. (2007), “Analysis of consumers’ attitudes toward interactivity and
relationship personalization as contemporary developments in interactive marketing
communication”, Journal of Marketing Communications, Vol. 3 No. 2, pp. 109-29
17. Filo, K. and Funk, D. (2005), “Congruence between attractive product features and virtual content
delivery for internet marketing communications”, Sport Marketing Quarterly, Vol. 14, pp. 112-22.
18. Filo, K., Funk, D. and Hornby, G. (2009), “The role of web site content on motive and attitude
change for sports events”, The Journal of Sport Management, Vol. 23, pp. 21-40.
19. Jackson, N., (2013). Promoting and marketing events: Theory and practice, Editura Routledge, New York,
USA
20. http://www.edumark.ase.ro/RePEc/rmko/112/4.pdf