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Grow tennis in China: How to popularize professional tennis tournaments in China through customer engagement
Linnaeus University, School of Business and Economics, Department of Marketing. (E5)
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

As a highly commercialized sport, tennis is growing rapidly in the Chinese market. With robust economic growth and various supports from the government, China is becoming more and more valuable in the eyes of professional tennis tournament organizers. Nevertheless, those tournaments do not receive the same amount of popularity as they do in other countries like US and Japan. The purpose of this paper is finding effective ways to improve the popularity of professional tennis tournaments in China from the aspect of customer engagement. Comments from people who are closely involved in the events will be the most relevant empirical material for this study, because they are the group engaged in, or most likely to be engaged in the event. The comments collected will be coded and compared with theories in the field of customer engagement. A conceptual model and practical suggestions will be provided as the result of study.

Place, publisher, year, edition, pages
2018. , p. 29
Keywords [en]
customer engagement, education, participation, satisfaction, conceptual model, qualitative content analysis
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-76970OAI: oai:DiVA.org:lnu-76970DiVA, id: diva2:1234038
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2018-07-23 Created: 2018-07-21 Last updated: 2018-07-23Bibliographically approved

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fulltext(1466 kB)10 downloads
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File name FULLTEXT01.pdfFile size 1466 kBChecksum SHA-512
1871dcd3bc0f8358e0e9cbf3e38db4fa77a6994624609ce142a4d8059f21d9cb9d1af1421a91b9ed555ba4aa6f5a00b7a079d4219f753e8e3656740b36641187
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf