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Wedding marketing as ethnically specific event marketing

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

  • 2025
  • Buch
Verfasst von
Ergün Kalayci
Verlag
Springer Fachmedien Wiesbaden
Enthalten in
Springer Professional "Wirtschaft+Technik"
Springer Professional "Wirtschaft"
insite
SUCHEN

Über dieses Buch

Ergün Kalayci öffnet in diesem Buch ein Fenster in die Hochzeitsvermarktung türkischer Veranstaltungshallen in Deutschland. Er bewegt sich durch die komplexen Gewässer des Dienstleistungs-, Ethnik- und Eventmarketings, um eine Marketingstrategie zu skizzieren, die auf die Steigerung der Kundenzufriedenheit und der wirtschaftlichen Rentabilität abzielt. Mithilfe eines sorgfältig konzipierten Mischmethodenansatzes untersucht der Autor die verschiedenen Marktsegmente für türkische Veranstaltungshallen und kategorisiert die Kundenpräferenzen in klare Segmente. Diese Erkenntnisse dienen als Schlüssel zum Verständnis der Beziehungen zwischen Kundenanforderungen, Eventdesign und Kundenzufriedenheit und bieten konkrete Ansatzpunkte, um das Event-Erlebnis zu verbessern. Die Analyse betont die Bedeutung der Diversifizierung von Unternehmenskonzepten, insbesondere im Kontext der COVID-19-Krise. Sie bietet nicht nur innovative Einblicke in die Bereiche ethnisches Marketing und Hochzeitsmarketing, sondern liefert auch praktische Anleitungen zur Verbesserung der Marketingstrategien türkischer Veranstaltungshäuser in Deutschland und stellt damit eine wertvolle Ressource für die akademische Forschung sowie die praktische Umsetzung im Bereich des Veranstaltungssaalmanagements dar.
Mit KI übersetzt

Inhaltsverzeichnis

Frontmatter

Introduction Part

Frontmatter
Chapter 1. Initial Situation
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.
Ergün Kalayci
Chapter 2. Problem Statement
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.
Ergün Kalayci
Chapter 3. Interest in Knowledge and Relevance of the Work
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.
Ergün Kalayci
Chapter 4. Objective of the Dissertation
Abstract
The main and sub-objectives of the work are systematized below. In this context, theoretical, empirical, and design-oriented objectives are distinguished.
Ergün Kalayci
Chapter 5. Structure of the Dissertation
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.
Ergün Kalayci

Theoretical Part

Frontmatter
Chapter 6. State of Research
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.
Ergün Kalayci
Chapter 7. Theoretical Explanations
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.
Ergün Kalayci
Chapter 8. Conclusion of Theoretical Part
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.
Ergün Kalayci

Empirical Part

Frontmatter
Chapter 9. Research Design
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.
Ergün Kalayci
Chapter 10. Results
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.
Ergün Kalayci
Chapter 11. Discussion, Interpretation and Conclusion
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.
Ergün Kalayci

Design Part

Frontmatter
Chapter 12. Recommendations/Solutions for Research
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.
Ergün Kalayci
Chapter 13. Recommendations/Solutions for Practice
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.
Ergün Kalayci
Chapter 14. Summary and Conclusion
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.
Ergün Kalayci

Conclusion

Frontmatter
Chapter 15. Summary and Conclusion
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.
Ergün Kalayci
Chapter 16. Results and Findings
Abstract
For management purposes, the essential results and findings of the work can be summarized again in a few bullet points.
Ergün Kalayci
Chapter 17. Outlook
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.
Ergün Kalayci
Backmatter
Titel
Wedding marketing as ethnically specific event marketing
Verfasst von
Ergün Kalayci
Copyright-Jahr
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

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