La comunicación en los eventos ecuestres: análisis de la publicidad previa, la retransmisión y su cobertura posterior

Júlia Alabart-Algueró; Óscar Gutiérrez-Aragón; Joan Cuenca-Fontbona; Joan-Francesc Fondevila-Gascón

doi:10.7764/cdi.60.84280

Authors

Júlia Alabart-Algueró Universidad de Girona https://orcid.org/0000-0001-8694-3306
Óscar Gutiérrez-Aragón Escuela Universitaria Mediterrani (Universidad de Girona) https://orcid.org/0000-0002-4417-6310
Joan Cuenca-Fontbona Blanquerna (Universidad Ramon Llull) http://orcid.org/0000-0001-5807-9442
Joan-Francesc Fondevila-Gascón Blanquerna (Universidad Ramon Llull) https://orcid.org/0000-0002-6587-939X

DOI:

https://doi.org/10.7764/cdi.60.84280

Keywords:

Media, advertising, events, sport, horse riding, equestrian sector

Abstract

Communication strategies and techniques in the sports field have great potential to promote events and expand their reach, thereby contributing to increase the popularity of each sport. In the specific case of equestrian sport in Spain, although it is a minority sport, events are held on a very frequent basis. The main objective of this study is to analyze the perception of the sector's stakeholders regarding communication strategies before and after equestrian events. In order to achieve the aim outlined above, a methodology combination of quantitative analysis (based on survey data) and qualitative analysis (based on the results of semi-structured interviews and a focus group with different professional members of the stakeholders) has been used. The results reveal that although younger people and those who participate professionally tend to be more satisfied with pre-event publicity and post-event coverage of equestrian events, overall satisfaction is low. It is concluded that there is a need for the equestrian sector to implement improvements that increase the efficiency of its communication campaigns.

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Author Biographies

Júlia Alabart-Algueró, Universidad de Girona

Júlia Alabart-Algueró, lecturer at the Department of Business at the Escuela Universitaria Mediterrani (Universidad de Girona). Pre-doctoral researcher at the Department of Communication and International Relations in Blanquerna (Universidad Ramon Llull). Double master's degree in Communication Management and New Technologies from ESIC Business & Marketing School and Universidad Rey Juan Carlos. Degree in Marketing from the Universidad de Girona (extraordinary honors and number one in the national ranking). Her research areas are communication, social media, marketing, and the equestrian sector.

Óscar Gutiérrez-Aragón, Escuela Universitaria Mediterrani (Universidad de Girona)

Óscar Gutiérrez-Aragón, director of the Business Department and coordinator of the Marketing program at the Escuela Universitaria Mediterrani de Barcelona (Universidad de Girona). Ph.D. in Business Administration from the Universidad de León. Lecturer in the Business Department of the Universidad de Barcelona. Economic analyst and lead researcher of the Spanish Veterinary Business Confederation (CEVE). His publications include course manuals and various research articles on business organization, communication, marketing, environmental economics, gender perspective, tourism, the veterinary sector, and the automotive sector.

Joan Cuenca-Fontbona, Blanquerna (Universidad Ramon Llull)

Joan Cuenca-Fontbona, Ph.D. in Communication and Humanities and Research Professor at the Blanquerna Faculty of Communication and International Relations of the Universidad Ramon Llull in Barcelona. He teaches Theory, Techniques and Strategy in Public Relations, Corporate Communication, Introduction to Advertising, Public Relations and Marketing, among others. Director of the master's degree in Strategy and Management of Public Relations and Communication, and member of the Research Group on Strategy and Creativity in Advertising and Public Relations.

Joan-Francesc Fondevila-Gascón, Blanquerna (Universidad Ramon Llull)

Joan-Francesc Fondevila-Gascón, Ph.D. in Journalism and Communication Sciences, university professor, lecturer and researcher at Blanquerna-Universidad Ramon Llull, EUM-Universidad de Girona, EAE Business School, Euncet- Universidad Politécnica de Cataluña, Universidad Pompeu Fabra, and other universities. Director of the Centre for Cable Studies (CECABLE). President of the Catalan Society of Communication - Institute of Catalan Studies. PI of the Innovative Monetization Systems in Journalism and Digital Marketing Research Group and the Journalism and Digital Marketing and Broadband Research Group.

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