Scopus veri tabanı üzerinden etkinlik pazarlaması alanına ilişkin panoramik bir bakış
Yükleniyor...
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Melih Topaloğlu
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu çalışmanın amacı, Scopus veri tabanı üzerinden etkinlik pazarlaması alanının bilimsel gelişimini panoramik açıdan incelemektir. Yöntem – Araştırmanın amacı doğrultusunda, Scopus veri tabanında 1990-2020 yılları arasında etkinlik pazarlaması ile ilgili yayınlanan 140 makale, araştırma örneklemi olarak seçilmiştir. Elde edilen veriler, R-Studio bibliyometrik analiz programı (faktör, iş birliği, birlikte oluşum ağları ve betimsel veri analizleri) ile çözümlenmiştir. Bulgular – Araştırma sonucuna göre konuyla ilgili en fazla makalenin yayınlandığı yıl 2016'dır. Event Management dergisi, bu alanda en çok makale yayınlayan dergi olurken, Tourism Management en fazla atıf yapılan dergi olmuştur. Yayın sayısı açısından Angeline G. Close’nin ve Russell Lacey’in bu alana önemli katkı sağlayan yazarlar olduğu; makalelerdeki kelimelerin farklı boyutlarda birlikte kullanıldığı (başlıklarda 3, özetlerde 3 ve anahtar kelimelerinde 7), konuyla ilgili Amerika Birleşik Devletleri’nin, Çin’in ve Avustralya’nın çok sayıda yayın çıkaran ülkeler olduğu ve makalelerde ağırlıklı olarak marka, davranışsal niyetler, sosyal medya, iletişim ve sponsorluk konularının ele alındığı saptanmıştır. Tartışma – Scopus veri tabanında etkinlik pazarlaması ile ilgili makaleler incelendiğinde, özellikle belirli konular (marka vb.) ve etkilikler (spor ve festival) üzerinde durulduğu görülmektedir. Dolayısıyla diğer konuların oldukça kısıtlı olduğu ortaya çıkmaktadır (seyahat, konaklama, eğlence, eğitim, bilimsel, gastronomi, kültürel miras ve inanç vb.). Bu bağlamda araştırma sonuçları dikkate alınarak bazı çıkarımlara ve geleceğe yönelik önerilere yer verilmiştir.
This study aims to investigate the scientific growth of the event marketing field from a panoramic view through the Scopus database. Design/methodology/approach – For the research’s purpose, 140 articles on event marketing published between 1990 and 2020 in the Scopus database were chosen as a research sample. The data was analyzed using the R-Studio bibliometric analysis program (factor, collaboration, co-occurrence networks, and descriptive data analysis). Findings – Results showed that the year in which the most articles were published was 2016. While Event Management was the journal in which the most articles were published in this field, Tourism Management was the most cited journal. In terms of the number of publications, Angeline G. Close and Russell Lacey have made significant contributions to this field. It was revealed that the words in the articles were used together in different dimensions (3 in the titles, 3 in the abstracts and 7 in the keywords). Results also indicated that the United States of America, China, and Australia were the countries that published a large number of articles on the field, and the articles mainly focus on brand, behavioral intentions, social media, communication and sponsorship. Discussion – Examining the event marketing-related papers in the Scopus database reveals that specific subjects (brands, etc.) and events (sports and festivals) are highlighted. Consequently, it turns out that other topics are relatively limited (travel, accommodation, entertainment, education, scientific, gastronomy, cultural heritage and religious, etc.). In this context, based on the research findings, several implications and recommendations for the future are provided.
This study aims to investigate the scientific growth of the event marketing field from a panoramic view through the Scopus database. Design/methodology/approach – For the research’s purpose, 140 articles on event marketing published between 1990 and 2020 in the Scopus database were chosen as a research sample. The data was analyzed using the R-Studio bibliometric analysis program (factor, collaboration, co-occurrence networks, and descriptive data analysis). Findings – Results showed that the year in which the most articles were published was 2016. While Event Management was the journal in which the most articles were published in this field, Tourism Management was the most cited journal. In terms of the number of publications, Angeline G. Close and Russell Lacey have made significant contributions to this field. It was revealed that the words in the articles were used together in different dimensions (3 in the titles, 3 in the abstracts and 7 in the keywords). Results also indicated that the United States of America, China, and Australia were the countries that published a large number of articles on the field, and the articles mainly focus on brand, behavioral intentions, social media, communication and sponsorship. Discussion – Examining the event marketing-related papers in the Scopus database reveals that specific subjects (brands, etc.) and events (sports and festivals) are highlighted. Consequently, it turns out that other topics are relatively limited (travel, accommodation, entertainment, education, scientific, gastronomy, cultural heritage and religious, etc.). In this context, based on the research findings, several implications and recommendations for the future are provided.
Açıklama
Anahtar Kelimeler
Etkinlik Pazarlaması, Bibliyometrik Analiz, Scopus Rekreasyon, Event Marketing, Bibliometric Analysis, Scopus Recreation
Kaynak
İşletme Araştırmaları Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
14
Sayı
3
