Marketing survey as an event production tool: a mapping of the international concert market in Belo Horizonte.
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Marketing & Tourism Review |
Texto Completo: | https://revistas.face.ufmg.br/index.php/mtr/article/view/5034 |
Resumo: | The international concert market has shown great growth in Brazil, and Belo Horizonte has begun to be part of the route of these events, which has been realized in other cities outside the Rio-São Paulo axis. In this context, the present work aims to study and understand the market of international concerts in Belo Horizonte, aiming to contribute to the development and strengthening of this market niche in the city and to assist in the planning and production processes of the concerts. The methodological instrument adopted was marketing survey, which included in-depth interviews with producers of international concerts in the city and quantitative survey applied to the public. Based on the results obtained, it was possible to infer that, at present, the international concert market in Belo Horizonte presents little growth margin, due to factors that involve the government, the lack of sponsorships and a series of conditioners that interferes in the audience’s presence at the concerts. However, the establishment of strategies to form a public, partnerships between producers and public authorities, and investment and innovation in communication and marketing actions better targeted to the audience could be the first steps to change the current reality. Finally, the importance of the market survey as a valuable tool for event planning is highlighted, since it enables to learn about the habits, preferences and purchasing power of the public, which can help in the event production process and in the growth and development of the local market. |
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Marketing survey as an event production tool: a mapping of the international concert market in Belo Horizonte.Pesquisa de mercado como ferramenta para a produção de eventos: um mapeamento do mercado de shows internacionais em Belo Horizonte.Pesquisa de mercadoComportamento do consumidorMarketingProdução de eventosShows internacionaisMarketing surveyConsumer behaviorMarketingEvents productionInternational concertsThe international concert market has shown great growth in Brazil, and Belo Horizonte has begun to be part of the route of these events, which has been realized in other cities outside the Rio-São Paulo axis. In this context, the present work aims to study and understand the market of international concerts in Belo Horizonte, aiming to contribute to the development and strengthening of this market niche in the city and to assist in the planning and production processes of the concerts. The methodological instrument adopted was marketing survey, which included in-depth interviews with producers of international concerts in the city and quantitative survey applied to the public. Based on the results obtained, it was possible to infer that, at present, the international concert market in Belo Horizonte presents little growth margin, due to factors that involve the government, the lack of sponsorships and a series of conditioners that interferes in the audience’s presence at the concerts. However, the establishment of strategies to form a public, partnerships between producers and public authorities, and investment and innovation in communication and marketing actions better targeted to the audience could be the first steps to change the current reality. Finally, the importance of the market survey as a valuable tool for event planning is highlighted, since it enables to learn about the habits, preferences and purchasing power of the public, which can help in the event production process and in the growth and development of the local market.O mercado de shows internacionais tem apresentado grande crescimento no Brasil, e Belo Horizonte começou a figurar na rota destes eventos, que tem sido realizados em outras cidades fora do eixo Rio-São Paulo. Neste contexto, o presente trabalho tem como objetivo estudar e compreender o mercado de shows internacionais em Belo Horizonte, visando a contribuir para o desenvolvimento e fortalecimento desse nicho mercadológico na cidade e auxiliar nos processos de planejamento e produção dos shows. O instrumento metodológico adotado foi a pesquisa de mercado, que incluiu entrevistas em profundidade com produtores de shows internacionais da cidade e pesquisa quantitativa aplicada ao público. A partir dos resultados alcançados, foi possível inferir que, atualmente, o mercado de shows internacionais em Belo Horizonte apresenta pouca margem de crescimento, devido a fatores que envolvem o poder público, a escassez de patrocínios e a interferência de uma série de condicionantes à presença do público nos shows. Entretanto, a realização de ações de formação de público, parcerias entre produtoras e poder público e investimento e inovação em ações de comunicação e marketing melhor direcionadas ao público-alvo poderiam ser os primeiros passos para mudar a atual realidade. Por último, destaca-se a importância do instrumento pesquisa de mercado como ferramenta valiosa para o planejamento de eventos, já que esta possibilita o conhecimento dos hábitos, preferências e poder de compra do público, o que pode auxiliar na realização das atividades de produção e no crescimento e desenvolvimento do mercado local.Federal University of Minas Gerais2019-09-06info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistas.face.ufmg.br/index.php/mtr/article/view/503410.29149/mtr.v4i1.5034Marketing & Tourism Review; v. 4 n. 1 (2019): V. 4, Número 1Marketing & Tourism Review; Vol. 4 No. 1 (2019): V. 4, Número 12525-81762525-817610.29149/mtr.v4i1reponame:Marketing & Tourism Reviewinstname:Universidade Federal de Minas Gerais (UFMG)instacron:UFMGporhttps://revistas.face.ufmg.br/index.php/mtr/article/view/5034/2923Copyright (c) 2019 Marcela Cristina Ferreirainfo:eu-repo/semantics/openAccessFerreira, Marcela CristinaMartins, Izabella2020-05-28T16:06:13Zoai:ojs.pkp.sfu.ca:article/5034Revistahttps://revistas.face.ufmg.br/index.php/mtrPUBhttps://revistas.face.ufmg.br/index.php/mtr/oaimkt.tourism.review@gmail.com||mg.ufmg@gmail.com2525-81762525-8176opendoar:2020-05-28T16:06:13Marketing & Tourism Review - Universidade Federal de Minas Gerais (UFMG)false |
dc.title.none.fl_str_mv |
Marketing survey as an event production tool: a mapping of the international concert market in Belo Horizonte. Pesquisa de mercado como ferramenta para a produção de eventos: um mapeamento do mercado de shows internacionais em Belo Horizonte. |
title |
Marketing survey as an event production tool: a mapping of the international concert market in Belo Horizonte. |
spellingShingle |
Marketing survey as an event production tool: a mapping of the international concert market in Belo Horizonte. Ferreira, Marcela Cristina Pesquisa de mercado Comportamento do consumidor Marketing Produção de eventos Shows internacionais Marketing survey Consumer behavior Marketing Events production International concerts |
title_short |
Marketing survey as an event production tool: a mapping of the international concert market in Belo Horizonte. |
title_full |
Marketing survey as an event production tool: a mapping of the international concert market in Belo Horizonte. |
title_fullStr |
Marketing survey as an event production tool: a mapping of the international concert market in Belo Horizonte. |
title_full_unstemmed |
Marketing survey as an event production tool: a mapping of the international concert market in Belo Horizonte. |
title_sort |
Marketing survey as an event production tool: a mapping of the international concert market in Belo Horizonte. |
author |
Ferreira, Marcela Cristina |
author_facet |
Ferreira, Marcela Cristina Martins, Izabella |
author_role |
author |
author2 |
Martins, Izabella |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Ferreira, Marcela Cristina Martins, Izabella |
dc.subject.por.fl_str_mv |
Pesquisa de mercado Comportamento do consumidor Marketing Produção de eventos Shows internacionais Marketing survey Consumer behavior Marketing Events production International concerts |
topic |
Pesquisa de mercado Comportamento do consumidor Marketing Produção de eventos Shows internacionais Marketing survey Consumer behavior Marketing Events production International concerts |
description |
The international concert market has shown great growth in Brazil, and Belo Horizonte has begun to be part of the route of these events, which has been realized in other cities outside the Rio-São Paulo axis. In this context, the present work aims to study and understand the market of international concerts in Belo Horizonte, aiming to contribute to the development and strengthening of this market niche in the city and to assist in the planning and production processes of the concerts. The methodological instrument adopted was marketing survey, which included in-depth interviews with producers of international concerts in the city and quantitative survey applied to the public. Based on the results obtained, it was possible to infer that, at present, the international concert market in Belo Horizonte presents little growth margin, due to factors that involve the government, the lack of sponsorships and a series of conditioners that interferes in the audience’s presence at the concerts. However, the establishment of strategies to form a public, partnerships between producers and public authorities, and investment and innovation in communication and marketing actions better targeted to the audience could be the first steps to change the current reality. Finally, the importance of the market survey as a valuable tool for event planning is highlighted, since it enables to learn about the habits, preferences and purchasing power of the public, which can help in the event production process and in the growth and development of the local market. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-09-06 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://revistas.face.ufmg.br/index.php/mtr/article/view/5034 10.29149/mtr.v4i1.5034 |
url |
https://revistas.face.ufmg.br/index.php/mtr/article/view/5034 |
identifier_str_mv |
10.29149/mtr.v4i1.5034 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://revistas.face.ufmg.br/index.php/mtr/article/view/5034/2923 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2019 Marcela Cristina Ferreira info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2019 Marcela Cristina Ferreira |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Federal University of Minas Gerais |
publisher.none.fl_str_mv |
Federal University of Minas Gerais |
dc.source.none.fl_str_mv |
Marketing & Tourism Review; v. 4 n. 1 (2019): V. 4, Número 1 Marketing & Tourism Review; Vol. 4 No. 1 (2019): V. 4, Número 1 2525-8176 2525-8176 10.29149/mtr.v4i1 reponame:Marketing & Tourism Review instname:Universidade Federal de Minas Gerais (UFMG) instacron:UFMG |
instname_str |
Universidade Federal de Minas Gerais (UFMG) |
instacron_str |
UFMG |
institution |
UFMG |
reponame_str |
Marketing & Tourism Review |
collection |
Marketing & Tourism Review |
repository.name.fl_str_mv |
Marketing & Tourism Review - Universidade Federal de Minas Gerais (UFMG) |
repository.mail.fl_str_mv |
mkt.tourism.review@gmail.com||mg.ufmg@gmail.com |
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1798321033543942144 |