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Country : Australia
Assignment Task
 

Case study 1: WAFL
Sport marketing and fan-based research has mainly been focussing on professional elite-level sport (e.g., AFL). However, understanding supporter behaviour and connection is important for all tiers of competition. It is largely because sport clubs can benefit from having a loyal spectator base, as they contribute to achieving organisational goals as well as developing further connection and value for the communities. As such, the positive benefits of community sport clubs are evident, there are numerous challenges encountered. In the Australian sport context, financial and human resource constraints confront many clubs. As recently discussed in the Australian media, while the value of professional/elite sport continues to rise, numerous local and state-league clubs are struggling to survive. In past decades, state league Australian Rules football matches would attract thousands of fans; whereas today stands are mostly empty. This is despite the professional Australian Rules Football League (AFL) being recognised as the most financially viable sport in Australia.
Based on the background, please design a research to help the WAFL clubs in Western Australia to improve match day and ongoing experience, and to increase engagement between attendees and the clubs.

Case study 2: National Multicultural Festival
Festivals and special events (e.g., aboriginal cultural festival, ethnic community festival) are not only emerging as one of the fastest growing types of tourism attractions, but also understood as one of the most common forms of cultural celebrations. They are an important expression of human activity that contributes to our social and cultural life. Similar to Canada and the U.S., Australia is a multicultural country where there are numerous residing ethnic groups and populations and where cultural diversity and social harmony and integration among the different ethnic groups are respected and promoted. For this important reason, state governments and regional and local councils need to realise the market potential of such ethnic cultural and multicultural festivals in their tourism promotion, given the fact that they provide an opportunity for the outside people to experience unique and authentic culture of diverse ethnic groups within a limited time frame.
Based on the background, please design a research to help the local government in Canberra to improve on their promotion of National Multicultural Festival and to make the festival more appealing for a wider audience range.

 

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  • Uploaded By : Brett
  • Posted on : September 06th, 2019

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