The extent to which events are sustainable is an issue of considerable importance (Andersson, and Getz, 2008). While it may be that many do not adopt a marketing orientation (Mayfield & Crompton, 1995; Lade & Jackson, 2004; Mehmetoglu & Ellingsen, 2005) due to their more socialistic not-for profit nature there are still other factors that need to be addressed as sustainability will often depend upon the political and tangible support of key stakeholders (Andersson, and Getz, 2008). Using stakeholder theory and commitment-trust theory as applied to the events marketplace and taking a case study approach, this paper critically evaluates a major international motor sports event and the factors leading up to its demise along with its social, organisational, and political ramifications.
|Keywords:||Event Marketing, Stakeholder Theory, Commitment-trust Theory|
Senior Lecturer, Griffith University, Australia
Professor of Marketing, School of Business, Bond University, Gold Coast, Queensland, Australia
Professor of Marketing, Bond University, Queensland, Australia