Publication: La estructura relacional de las organizaciones colaboradoras con los festivales de música en España
Authors
Prat Forga, José María
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Publisher
Escuela Universitaria de Turismo. Universidad de Murcia
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DOI
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info:eu-repo/semantics/contributionToPeriodical
Description
Abstract
El conocimiento de los actores involucrados en el desarrollo
de un determinado evento cultural es básico para las estrategias y
las acciones necesarias para adaptar los productos y servicios al
contexto actual, teniendo en cuenta que las organizaciones los
desarrollan y consolidan en función de unos objetivos de marketing.
Por ello, en este artículo se analizan las relaciones sociales
establecidas entre los promotores, patrocinadores, colaboradores,
medios de comunicación e instituciones públicas que se encuentran
cooperando en los seis principales festivales de música celebrados
en España en 2012, según su número de asistentes, aplicando una
metodología y unas técnicas de investigación basadas en el análisis
estructural de las relaciones y de su contenido.
La conclusión es que cada uno de estos tipos de actores tiene
un objetivo y una estrategia distintos, aunque las pautas de
actuación relacional son similares dentro de cada grupo, aunque sus
objetivos sean diferentes.
ABSTRACT:The knowledge of the actors involved in the development of a cultural event is basic for the strategies and the necessary actions to adapt the products and services to the current context, bearing in mind that the organizations develop and consolidate depending on a few aims of marketing. For it, in this work paper there are analyzed the social relations established between the promoters, sponsors, collaborators, mass media and public institutions who are cooperating in the six principal festivals of music celebrated in Spain in 2012, according to his number of assistants, applying a methodology and a few technologies of investigation based on the structural analysis of the relations and of his content. The conclusion is that each of these types of actors has a different aim and strategies. Nevertheless, the relational guidelines of action are similar inside every group, though his aims are different.
ABSTRACT:The knowledge of the actors involved in the development of a cultural event is basic for the strategies and the necessary actions to adapt the products and services to the current context, bearing in mind that the organizations develop and consolidate depending on a few aims of marketing. For it, in this work paper there are analyzed the social relations established between the promoters, sponsors, collaborators, mass media and public institutions who are cooperating in the six principal festivals of music celebrated in Spain in 2012, according to his number of assistants, applying a methodology and a few technologies of investigation based on the structural analysis of the relations and of his content. The conclusion is that each of these types of actors has a different aim and strategies. Nevertheless, the relational guidelines of action are similar inside every group, though his aims are different.
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