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Eskilsson

Lena Eskilsson

Prorektor

Eskilsson

Coming out in Copenhagen. Homo Sports Events in City Marketing

Författare

  • Karin Book
  • Lena Eskilsson

Summary, in English

The intense competition between places means that new and more differentiated marketing strategies are becoming increasingly important in order to attract visitors and other target groups. In order to be seen, gain positive media attention and put the place on the map many cities try to develop marketing concepts based on experiences, among other things. One such strategy used by many places is to focus on sports, including big events and arenas as well as different kinds of sports activities. Another present-day strategy is to highlight and commercialize 'the different', for instance homosexuals. An interesting phenomenon in this context is the merging of sports and homosexuals and the use of this as an economic development strategy. In this essay we analyse the homo sports event World Outgames as an outcome in the intersection between city marketing, the commercialization of sports and the commercialization of homo culture.

Avdelning/ar

  • Institutionen för service management och tjänstevetenskap

Publiceringsår

2010

Språk

Engelska

Sidor

314-328

Publikation/Tidskrift/Serie

Sport in Society

Volym

13

Issue

2

Dokumenttyp

Artikel i tidskrift

Förlag

Routledge

Ämne

  • Social Sciences Interdisciplinary

Nyckelord

  • Sports Events
  • City Marketing
  • Copenhagen
  • World Outgames
  • Commercialisation

Status

Published

ISBN/ISSN/Övrigt

  • ISSN: 1743-0437