The Analysis of the Impact of "Concert Craze" on Urban Development from the Perspective of Event Marketing

Abstract

With the lifting of epidemic prevention policies in 2022, cultural and recreational activities have recovered. The large-scale concerts are held one after another. In daily life, there is a phenomenon showing that a certain city receives widespread attention on social media because a concert, or the arrival of a singer in a certain city triggers star-chasing among local fans. The economic value of these singers is so high that they can attract a large number of consumers in a short period. So, as a concert venue, promoting local culture and tourist attractions during the concert can not only revitalize the local tourism economy but also increase the popularity of the city itself. How to properly and successfully utilize these hot events. How should the local government and media publicize correctly? In this context, event marketing is an effective concert marketing solution. Event marketing is based on highly popular events and takes advantage of the high efficiency of news to achieve the purpose of viral marketing.