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Beijing 2008: Post-event marketing strategy of Beijing as a tourism destination - Essay Example

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Beijing 2008: Post-event marketing strategy of Beijing as a tourism destination

The qualitative research explores secondary resources, the Beijing Municipality and other publications directly related to Beijing, China’s marketing decisions. The research is therefore subjective to interpretation, as it does not seek to explain how much money was (or will be) used, but the manner in which funds, policy, and rational marketing plans are being utilised by Beijing to promote economic wealth. The research approach is descriptive and based on the idea of a rational planning paradigm. It asks what Beijing’s prior planning policies were, how these have changed, and what the future implications are. The research study utilises several schools of thought regarding marketing strategy to form the final conclusion that Beijing’s marketing strategy has responded effectively to several marketing ideals. The results are the assurance of an environmentally conscious marketing plan has strong potential towards a global initiative of Beijing as a ‘new’ city with the foundation of historical regional culture. The final recommendation is for Beijing to establish their post-Olympic vision; maintain consistence in the application of resources; look for innovative ways to exceed the Olympic expectations.
In 2001, after much debate and deliberation, the Beijing bid to host the 2008 Olympics was approved. While this sparked some controversy amongst several nations (United States and Taiwan) and human rights activists, the emergent marketing strategy Beijing utilized to promote its place as a world-leading, global technology, and environmentally sound nation has been nearly unparalleled by any other tourism marketing initiative. The municipal city government has allocated billions of funds, derived from public, corporate and private resources, to develop and implement an international marketing strategy. This strategy includes several dimensions that will likely have a permanent impact on the economic and ...Show more
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The research is based on the promotion of Beijing as a tourism marketing initiative. The objective is a qualitative description of Beijing’s marketing strategies in…
Beijing 2008: Post-event marketing strategy of Beijing as a tourism destination
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