ABSTRACT

Guided by social network analysis, this paper examines the communication of the Commonwealth Games on Twitter and paints a picture of the roles and relations of the key contributors and formation of networks arising out of this mega event context. The findings provide important implications for event marketing and event-based destination marketing. Event organizations and host cities must understand the co-creative capacity of the key influencers and re-invent their own communication design for engagements with these key influencers at different event stages for co-creation of events to gain economic and noneconomic benefits for both the organization and the destination.

摘要

在社交网络分析的指导下，本文考察了英联邦运动会在Twitter上的交流，并描绘了由大型事件环境引起的关键贡献者的角色和关系以及网络的形成。这些发现为事件营销和基于事件的目的地营销提供了重要的启示。活动组织和主办城市必须了解关键影响者的共同创造能力，并重新发明自己的沟通设计，以便在不同事件阶段与这些关键影响者进行互动，以便共同创造事件，从而为组织和组织带来经济和非经济利益和目的地。