China and Beijing 2008 and 2022 Olympic Games: the strategic role of marketing and the use of social media

DSpace/Manakin Repository

Show simple item record

dc.contributor.advisor Rossi, Daniela it_IT Busato, Valentina <1998> it_IT 2023-02-17 it_IT 2023-05-23T12:56:58Z 2023-03-10 it_IT
dc.description.abstract In China, sporting activity is considered very important for the entire school career of each student, and in recent years, both Olympic success and participation have received equal attention. In the past decades, the country has tried to concentrate all its resources on sports education, to train athletes who can compete for their nation in the most significant international competitions, and the impressive economic growth that the country has experienced coincided with this period. The Olympics are therefore a crucial component for a nation's development, not just from a sporting perspective but also from a social, economic, and environmental one. The purpose of this thesis is to analyze the two different Olympic editions that the city of Beijing hosted in 2008 and 2022, respectively, as well as to examine how the importance of marketing and the role of digitalization used for the promotion of the Games have changed and developed over the years. Keeping up with technology is essential in a world that is constantly evolving. Marketing and digitalization have turned out to be two fundamental and very powerful tools that have allowed the Beijing Olympic Games to have a diffusion like never before. The objective of this thesis is to examine how China prepared itself to host an event of this caliber, and to understand how much this sporting event had a key role in the development and economic progress of the country, as well as to examine how technological advancement and social media have transformed how an Olympics can be experienced. Social media and marketing initiatives turned out to be what allowed the country to face a challenging task such as organizing an international sporting event, especially in 2022 with the presence of the Covid-19 pandemic which made everything more complicated and required enormous adaptation efforts. it_IT
dc.language.iso en it_IT
dc.publisher Università Ca' Foscari Venezia it_IT
dc.rights © Valentina Busato, 2023 it_IT
dc.title China and Beijing 2008 and 2022 Olympic Games: the strategic role of marketing and the use of social media it_IT
dc.title.alternative China and Beijing 2008 and 2022 Olympic Games: the strategic role of marketing and the use of social media it_IT
dc.type Master's Degree Thesis it_IT Language and management to china it_IT Laurea magistrale it_IT Dipartimento di Studi sull'Asia e sull'Africa Mediterranea it_IT
dc.description.academicyear 2021/2022 - appello sessione straordinaria it_IT
dc.rights.accessrights closedAccess it_IT
dc.thesis.matricno 869094 it_IT
dc.description.note it_IT it_IT it_IT
dc.subject.language CINESE it_IT 10000-01-01
dc.provenance.upload Valentina Busato (, 2023-02-17 it_IT
dc.provenance.plagiarycheck None it_IT

Files in this item

This item appears in the following Collection(s)

Show simple item record