Why Did the Number of Participants in the Tour de Okinawa Increase?: Management of a Marketing Strategy and Resource Dependence from the Supply-Side
-
- NAKAMURA Hidemasa
- Graduate School of Commerce and Management, Hitotsubashi University
-
- OKAMOTO Junya
- Graduate School of Commerce and Management, Hitotsubashi University
-
- ETO Mitsumasa
- Faculty of General Policy, Shobi University
-
- KANEKO Fumihiro
- Graduate School of Social Sciences, Hitotsubashi University
Bibliographic Information
- Other Title
-
- なぜ「ツール・ド・おきなわ」の参加者は増加したのか : マーケティング戦略にみる供給サイドの資源依存関係マネジメント
- ナゼ ツール ド オキナワ ノ サンカシャ ワ ゾウカシタノカ マーケティング センリャク ニ ミル キョウキュウ サイド ノ シゲン イソン カンケイ マネジメント
Search this article
Abstract
The purpose of this paper is to explain why the number of participants in the Tour de Okinawa has been increasing during the past twenty years, focusing on the supply-side. Previous research has mainly analyzed participants’ incentives and judgments about the event product’ s overall excellence from the demand-side perspective, which does not clearly explain the marketing effectiveness of the Tour de Okinawa. Because the Tour de Okinawa organizer was not a profit organization, its marketing activities confronted resource constraints that indicated we should consider the effects of the situation. Therefore, we focused upon the marketing activities and methods to overcome the resource constraints. The result shows that the organizer incorporated their organization as a nonprofit corporation, which stabilized their finances so that marketing mixes were improved. The improvement of the marketing mix was also aided by accumulated marketing know-how about the event, which occurred after hiring experts because of the financial stability. These activities by the organizer explain the reason why the number of participants in the event has been increasing.
Journal
-
- Journal of Japan Society of Sports Industry
-
Journal of Japan Society of Sports Industry 20 (2), 173-189, 2010
Japan Society of Sports Industry
- Tweet
Details 詳細情報について
-
- CRID
- 1390001205317904896
-
- NII Article ID
- 130000921036
-
- NII Book ID
- AA11424434
-
- ISSN
- 18842534
- 13430688
-
- NDL BIB ID
- 10871252
-
- Text Lang
- en
-
- Data Source
-
- JaLC
- NDL
- Crossref
- CiNii Articles
-
- Abstract License Flag
- Disallowed