Skip to main content

Advanced Search

Projected result for your current search: 0

Search Operators:

You can use operators in your search query to narrow down your results even more. Click on the search operator to see an explanation of how it works.
Finds documents with exactly this word group, in exactly this word order and spelling (e.g. "employer branding").
Finds documents with both search terms (e.g. sales AND bonus).
Finds documents with one or the other search term (e.g. porsche OR volkswagen).
Finds documents with all search terms. Blank space is understood as AND (e.g. man robot production).
Finds documents with no appearance of the word behind NOT (e.g. ford NOT "harrison ford").
Finds documents where the search term is mentioned at least "n" times."n" may be any number (e.g. COUNT(gear)>8).
Finds documents with both search terms in any word order, permitting "n" words as a maximum distance between them. Best choose between 15 and 30 (e.g. NEAR(recruit, professionals, 20)).
Finds documents with the search term in word versions or composites. The asterisk * marks whether you wish them BEFORE, BEHIND, or BEFORE and BEHIND the search term (e.g. lightweight*, *lightweight, *lightweight*).
Finds documents with the search term in different spellings. "?" allows only one character (e.g. organi?ation).
Special characters are understood as AND (e.g. Miller Bros. & Sons).

Semantic Search

powered by (Link opens in a new window)
loading …
Log in
Top

Wedding marketing as ethnically specific event marketing

An empirical study in the context of large Turkish event halls in Germany

  • 2025
  • Book
Author
Ergün Kalayci
Publisher
Springer Fachmedien Wiesbaden
Part of
Springer Professional "Business + Economics & Engineering + Technology"
Springer Professional "Business + Economics"
insite
SEARCH

About this book

Ergün Kalayci opens a window into wedding marketing in Turkish event halls in Germany in this book. He navigates the complex waters of service, ethnic, and event marketing to outline a marketing strategy aimed at increasing customer satisfaction and economic profitability. Through a carefully designed mixed-methods approach, the author examines the different market segments for Turkish event halls and categorizes customer preferences into clear segments. These insights serve as a key to understanding the relationships between customer demands, event design, and customer satisfaction, offering concrete starting points to improve the event experience. The analysis emphasizes the importance of diversifying business concepts, especially in the context of the COVID-19 crisis. It not only provides innovative insights into the fields of ethnic marketing and wedding marketing but also delivers practical guidance for improving marketing strategies for Turkish event halls in Germany, thereby representing a valuable resource for academic research as well as practical implementation in the area of event hall management

Table of Contents

  1. Frontmatter

  2. Introduction Part

    1. Frontmatter

    2. Chapter 1. Initial Situation

      Ergün Kalayci
      Abstract
      Since the 1960s, an increasing number of people of Turkish origin have relocated their lives to Germany. In 2017, around 2,774,000 people with Turkish migration backgrounds lived in Germany, of which 47.8% had their own migration experiences and 52.2% belonged to subsequent generations. They form the largest group of people with migration backgrounds at 16.7%, and with a share of about 3.5% of the total population, they are considered a significant part of German society.

    3. Chapter 2. Problem Statement

      Ergün Kalayci
      Abstract
      Initially, the scientific discourse raises the question of how ethnic groups will continue to evolve in terms of their distinctive traditions, in this case, wedding celebrations. Comprehensive studies on the marketing of wedding celebrations are scarcely available. An empirical toolkit to investigate the marketing strategies for the specific ethnic groups has not yet been developed in a systematic diction.

    4. Chapter 3. Interest in Knowledge and Relevance of the Work

      Ergün Kalayci
      Abstract
      According to the title of the work, two central academic subject areas can be identified to which the study can be assigned: Ethno-marketing, event marketing, and Turkish event halls.

    5. Chapter 4. Objective of the Dissertation

      Ergün Kalayci
      Abstract
      The main and sub-objectives of the work are systematized below. In this context, theoretical, empirical, and design-oriented objectives are distinguished.

    6. Chapter 5. Structure of the Dissertation

      Ergün Kalayci
      Abstract
      Part II of the paper develops the theoretical foundations and discusses available theoretical and empirical literature. Specifically, Sect. 6.1 addresses the cultural and social situation of people with Turkish roots in Germany and wedding customs in this diaspora community. Section 6.2 classifies the study in the context of marketing.

  3. Theoretical Part

    1. Frontmatter

    2. Chapter 6. State of Research

      Ergün Kalayci
      Abstract
      The examination of German Turks as a target group, in order to identify determinants regarding their ethnic values and consumption behavior, can be traced back to the 1980s. However, corresponding studies have only increased significantly after 2000. The growing economic and social significance of German Turks can be considered the reason for this development.

    3. Chapter 7. Theoretical Explanations

      Ergün Kalayci
      Abstract
      A systematic review is to be conducted to provide an overview of the current state of empirical research on wedding marketing and to develop categories for a proprietary empirical study in the segment of Turkish event halls with a focus on weddings.

    4. Chapter 8. Conclusion of Theoretical Part

      Ergün Kalayci
      Abstract
      Chapter 8 of this section summarizes the results of the theoretical part of the work by answering the theory-guided questions formulated in Sect. 6.4 in a comprehensive manner, and based on this, new empirically guided questions for the empirical Part III of the dissertation are formulated and working hypotheses are derived.

  4. Empirical Part

    1. Frontmatter

    2. Chapter 9. Research Design

      Ergün Kalayci
      Abstract
      This study aims to answer these research questions by conducting a supply and demand market analysis regarding banquet halls and the design of weddings for customers with Turkish roots in Germany. The central market forces and business areas are discussed in a systematic manner.

    3. Chapter 10. Results

      Ergün Kalayci
      Abstract
      Chapter 10 of the empirical section presents the results of the empirical investigations—i.e., the market analysis of the event halls and the survey of customers of the event halls.

    4. Chapter 11. Discussion, Interpretation and Conclusion

      Ergün Kalayci
      Abstract
      Chapter 11 draws conclusions from the empirical results that concern the overall problem of the work. The quality and method of the study are critically questioned, and the results of the hypothesis tests are summarized to gain further design-oriented objectives.

  5. Design Part

    1. Frontmatter

    2. Chapter 12. Recommendations/Solutions for Research

      Ergün Kalayci
      Abstract
      Based on the theoretical results of the study, it becomes clear that both the research work on ethnomarketing targeting German citizens of Turkish origin and the research work on event marketing for wedding events, especially with an intercultural context, have so far been rudimentary.

    3. Chapter 13. Recommendations/Solutions for Practice

      Ergün Kalayci
      Abstract
      The results of this study also provide valuable insights for the working practices of event hall operators. These are suitable, among other things, to increase customer satisfaction of guests and especially wedding guests in Turkish event halls. Furthermore, event hall operators benefit economically from a targeted adjustment of their event marketing and the focus on high-revenue target groups.

    4. Chapter 14. Summary and Conclusion

      Ergün Kalayci
      Abstract
      The study makes a novel contribution to ethnomarketing for diaspora communities by examining the preferences and consumption needs of consumers of Turkish origin in Germany with regard to wedding events in a differentiated manner. It becomes clear that while there is a high diversity of preferences, these preferences can be classified factor-analytically and assigned to consumption patterns. The systematics obtained can substantiate empirical research on target groups of Turkish origin in Germany.

  6. Conclusion

    1. Frontmatter

    2. Chapter 15. Summary and Conclusion

      Ergün Kalayci
      Abstract
      The work deals with marketing for event halls for wedding events of Turkish-origin target groups in the German diaspora. A mixed-method approach is used to academically explore this topic area, which has so far been unoccupied in the literature. The academic objective of the work is to uncover and explore the preferences and wedding habits of the target group, and to determine to what extent these are related to the customer and organizer objectives of conducting weddings.

    3. Chapter 16. Results and Findings

      Ergün Kalayci
      Abstract
      For management purposes, the essential results and findings of the work can be summarized again in a few bullet points.

    4. Chapter 17. Outlook

      Ergün Kalayci
      Abstract
      The final section of the dissertation provides an outlook on future practical design options for wedding events in Turkish event halls in Germany and further necessary research work.

  7. Backmatter

Title
Wedding marketing as ethnically specific event marketing
Author
Ergün Kalayci
Copyright Year
2025
Electronic ISBN
978-3-658-48989-2
Print ISBN
978-3-658-48988-5
DOI
https://doi.org/10.1007/978-3-658-48989-2

PDF files of this book have been created in accordance with the PDF/UA-1 standard to enhance accessibility, including screen reader support, described non-text content (images, graphs), bookmarks for easy navigation, keyboard-friendly links and forms and searchable, selectable text. We recognize the importance of accessibility, and we welcome queries about accessibility for any of our products. If you have a question or an access need, please get in touch with us at accessibilitysupport@springernature.com.