Veliki sportski događaji kao promotivni alat države

undergraduate thesis

• Title (english): Major sporting events as a countrys promotional tool
• Author: Lana Matešić
• Mentor: Ivan Burić (mentor)
• Committee member: Ivan Burić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; Zagreb
• Defense date and country: 2024-08-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Ovaj završni rad obrađuje temu velikih sportskih događaja kao promotivnih alata država. U prvome dijelu rada naglasak je stavljen na definiranje velikih sportskih događaja te povijesni razvoj sportskih događaja i sporta općenito. Rad prati sportske aktivnosti od antičkog doba, preko pojave velikih amfiteatara koji pridonose spektakularnome elementu praćenja sportova, do dolaska velikih sportskih događaja u modernome dobu. Definiraju se tri faze organizacije takvih događaja; pre – event, implement i post – event, koje čine tzv. životni ciklus događaja. Rad je osobito usredotočen i na upotrebe velikih sportskih događaja u promotivne svrhe države domaćina. Kako su brojna lokalna i nacionalna okruženja svjesna pogodnosti koje im pruža organizacija takvih natjecanja i manifestacija, rad prati ekonomske i društvene benefite, ali i izazove i nedostatke koji se očituju u tome procesu. Na samome kraju rada, povezuju se teorijski pregledi s konkretnim primjerima koji naglašavaju važnost i moć velikih sportskih događaja u kontekstu gospodarstva i društveno – kulturnih procesa. Objašnjava se primjer Svjetskog nogometnog prvenstva u Katru te imperativi s kojima se država suočila kao domaćin. Rad, također, daje analizu situacije Pariza pred održavanje Olimpijskih igara te moguće ishode koji slijede tijekom i nakon održavanja događaja.

Abstract (english)

This final thesis addresses the topic of major sporting events as countries' promotional tools. The first part of the paper defines major sporting events and the historical development of sports events and sports in general. It traces sports activities from ancient times, through the emergence of large amphitheaters that contributed to the spectacular element of sports viewing, to the appearance of major sports events in modern times. The paper also examines three phases of organizing such events: pre-event, implement, and post-event, which form the so-called event life cycle. The rest of the paper focuses on the use of major sports events for the promotional purposes of the host country. Many local and national destinations recognize the advantages of hosting such competitions and events, leading the paper to explore the economic and social benefits, as well as the challenges and drawbacks associated with the organizing process. Furthermore, the thesis links theoretical overviews with examples highlighting the importance and power of major sporting events in the context of economic and socio-cultural processes. Finally, the paper analyzes the FIFA World Cup in Qatar, along with the imperatives that the country has faced with as the host. This final thesis also provides an analysis of the situation in Paris right before the Olympic Games and the possible outcomes that could occur during and after the event.

• Keywords: veliki sportski događaji; faze događaja; brendiranje zemlje domaćina; Svjetsko nogometno prvenstvo; Olimpijske igre
• Keywords (english): major sporting events; event phases; branding of the host country; FIFA World Cup; Olympic Games
• Language: croatian
• URN:NBN: urn:nbn:hr:111:676914
• Study programme: Title: Communication Sciences (Double Major); Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) komunikologije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-10-22 11:20:48