Nasze serwisy używają informacji zapisanych w plikach cookies. Korzystając z serwisu wyrażasz zgodę na używanie plików cookies zgodnie z aktualnymi ustawieniami przeglądarki, które możesz zmienić w dowolnej chwili. Więcej informacji odnośnie plików cookies.

Obowiązek informacyjny wynikający z Ustawy z dnia 16 listopada 2012 r. o zmianie ustawy – Prawo telekomunikacyjne oraz niektórych innych ustaw.

Wyłącz komunikat

 
 

Logowanie

Logowanie za pomocą Centralnej Usługi Uwierzytelniania PRz. Po zakończeniu pracy nie zapomnij zamknąć przeglądarki.

Modern Management Review (dawna nazwa: Zarządzanie i Marketing)

Modern Management Review
(dawna nazwa: Zarządzanie i Marketing)
22 (4/2015), DOI: 10.7862/rz.2015.mmr.54

REFLECTION OF PROMOTIONAL STRATEGY IN THE DIVERSITY OF NATIONAL PAVILIONS DURING EXPO 2015

Marcin GĘBAROWSKI
Submitted by: Paweł Perz

DOI: 10.7862/rz.2015.mmr.54

Abstract

This paper aims to classify pavilions prepared for universal expositions. For the purpose
of the classification, cohesion between displays and assumptions of national branding, as
well as the central idea of Expo was taken into consideration. The first part of the article
presents the key areas and determinants of managing a performance project during a world
exposition. The second part of the publication contains an assessment and classification of
national pavilions, which were based on the observation conducted by the author during Expo
2015. In the context of nation branding indicated: pavilions which fit squarely into a current
promotional strategy; pavilions which are not connected with a current concept of promotion,
however, which consider existing social, economic or political factors; pavilions
which are not in line with a long-term concept of country promotion and do not take into account
present social, economic or political factors. Moreover, taking into consideration the
level of adjustment of particular countries’ performances to a theme of Expo, pavilions were
be categorised as: pavilions which correspond closely with the exhibition theme; pavilions
which correspond loosely with the exhibition theme; pavilions which do not correspond at
all with the exhibition theme. The exposures of Ethiopia, France, Germany, Slovakia, Slovenia
and Turkmenistan are given as examples. Special attention was given to the Polish pavilion.
Finally, the author focused on whether participation in world exhibitions in the 21st
century is legitimate – taking into account the context of costs related to the preparation of
pavilions and universal access to the Internet.

Full text (pdf)

References

[1] Björner E., Berg P.O., Strategic creation of experiences at Shanghai World Expo: a practice of
communification, “International Journal of Event and Festival Management”, 2012/3(1).
[2] Chen N., Branding national images: The 2008 Beijing Summer Olympics, 2010 Shanghai
World Expo, and 2010 Guangzhou Asian Games, “Public Relations Review”, 2012/38(5).
[3] De Carlo M., Canali S., Pritchard A., Morgan N., Moving Milan towards Expo 2015: designing
culture into a city brand, “Journal of Place Management and Development”, 2009/2(1).
[4] Deng C.Q., Li M., A model of event-destination image transfer, “Journal of Travel Research”,
2014/53(1).
[5] Deng C.Q., Li M., Shen H., Developing a measurement scale for event image, “Journal of
Hospitality & Tourism Research”, 2015/39(2).
[6] Expo Milano 2015. Short guide, Mondadori Electa, 24 Ore Cultura, Milan 2015.
[7] Feeding the Planet, Energy for Life. Expo Milano 2015. Official Catalogue, Mondadori Electa,
24 Ore Cultura, Milan 2015.
[8] Kysiak M., Architektura pawilonów wystawowych, Oficyna Wydawnicza Politechniki Warszawskiej,
Warszawa 1998.
[9] Lee Ch.-K., Kang S.K., Lee Y.-K., Segmentation of Mega Event Motivation: The Case of Expo
2010 Shanghai China, “Asia Pacific Journal of Tourism Research”, 2013/18(6).
[10] Świątek W., Trzy polskie pawilony na wystawy światowe Expo, „Czasopismo Techniczne.
Mechanika” 2012/26.
[11] Unmissable: Pavilion attractions, http://www.expo2015.org/en/unmissable--pavilionattractions
(access on: 21.09.2015).
[12] Xue K., Chen X., Yu M., Can the World Expo change a city’s image through foreign media
reports?, “Public Relations Review”, 2012/38(5).
[13] Yu L., Wang Ch., Seo J., Mega event and destination brand: 2010 Shanghai Expo, “International
Journal of Event and Festival Management”, 2012/3(1).

About this Article

TITLE:
REFLECTION OF PROMOTIONAL STRATEGY IN THE DIVERSITY OF NATIONAL PAVILIONS DURING EXPO 2015

AUTHORS:
Marcin GĘBAROWSKI

AUTHORS AFFILIATIONS:
Department of Marketing, Faculty of Management, Rzeszów University of Technology

SUBMITTED BY:
Paweł Perz

JOURNAL:
Modern Management Review
22 (4/2015)

KEY WORDS AND PHRASES:
Expo exhibitions, trade fair performance management, exhibition architecture,
country image.

FULL TEXT:
http://doi.prz.edu.pl/pl/pdf/zim/206

DOI:
10.7862/rz.2015.mmr.54

URL:
http://dx.doi.org/10.7862/rz.2015.mmr.54

COPYRIGHT:
Publishing House of Rzeszow University of Technology Powstańców Warszawy 12, 35-959 Rzeszow

POLITECHNIKA RZESZOWSKA im. Ignacego Łukasiewicza; al. Powstańców Warszawy 12, 35-959 Rzeszów
tel.: +48 17 865 11 00, fax.: +48 17 854 12 60
Administrator serwisu: