Mega Events and Their Effect on Mesoeconomics: The Case of Plovdiv as Holding the Title European Capital of Culture 2019

Mega Events and Their Effect on Mesoeconomics: The Case of Plovdiv as Holding the Title European Capital of Culture 2019

Teodora Kiryakova-Dineva (South-West University “Neofit Rilski”, Bulgaria), Vyara Kyurova (South-West University “Neofit Rilski”, Bulgaria) and Yana Chankova (South-West University “Neofit Rilski”, Bulgaria)
DOI: 10.4018/978-1-7998-4933-9.ch011

Abstract

The chapter proposes an analysis that claims the importance of phenomena successfully revealed only in view of mesoeconomics. The authors argue that the economic processes in the field of organizing events should not be conceived merely as resulting from macro- and micro-level relationships but rather as resulting from relationships on mesoeconomic level (where a large number of unresolved and unexplored issues still exist), discussed by the authors in terms of the black box relationships on the mesoeconomic level. The main aim of this study is to investigate a specific mega event so as to trace and analyze the roles of the operators at the three levels of social-economic activity, and finally to identify the specific roles of the operators functioning at the mesoeconomic level. Making up a small part of scientific investigation in interdisciplinary research, the chapter proposes further perspectives for a proper application of mesoeconomics when discussing issues bridging micro-economics and macro-economics.
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Background Of Mesoeconomics

A survey of the academic research literature shows that the term mesoeconomics is used by Karl A. Wittfogel (1962) to describe the regional level of governance. According to Y. K. Ng (1986; 1982) mesoeconomics should be considered as a synthesis of macro- and micro-analysis. Cole (1968, 12ff) has a particular understanding of mesoeconomics. He claims that mesoeconomy is the space between micro and macro economics, manufacturing companies and economic aggregates, such as the industrial sectors, in which the “phenomenon of business system” is formed. At the same time, some authors emphasize that the macrosystem is the aggregate of mesoobjects, and that it reflects changes in the mesostructure, based on the tripartite concept of “micro-meso-macro” (Kruglova, 2017). Moreover, the economic development is formed with the emergence, adaptation, dissemination and institutionalization of mesorules at micro and macro levels (Dopfer, 2004).

Key Terms in this Chapter

Micro-Level Operator: The applied notion here refers to individual business units involved in the mega-event organization. These can also be representatives of households who play a micro role in the mega event. The services of the micro-level operators comprise non-profit activities and are characterized by their uniqueness and importance for the mega-event structure. Such operators can also be individuals, small or medium-sized firms who are associated with a certain activity in the programm of the mega event, etc.

Meso-Level Operator: The applied notion here refers to representatives of state institutions, international organizations, service providers and entrepreneurs, which are mediators between the macro-level and micro-level operators. In order for an organization, enterprise, training institution, company or other body to be classified as operator at the mesoeconomic level, it is not of paramount importance whether it is a profit or a non-profit agent. The most important characteristic feature of a meso-level operator is its key role throughout the whole event, for which reason it cannot be replaced by another similar operator (organization, service provider, public goods provider, public body, non-profit organization, etc.).

Event: We use event with reference to various occasions of public, official, or private character, which may be spontaneous or organized, and which differ in their impact and size.

Macro-Level Operator: The applied notion here refers to representatives of state institutions, international organizations, service providers and entrepreneurs who take part in the mega-event organizing process. As opposed to the term economic agent, through the term macro-level operator we emphasize its nature (intangible goods producers) and function (mega-event managers). This type of operators include state institutions, public bodies, state-public organizations, cultural institutes, national televisions, museums, municipalities, and other public goods providers, playing the role of image makers and know-how providers.

Mega-Event: We use it to refer to well-known and large-scale organized occasions with fixed time, place, and duration. They often emerge in a certain context, according to a planned schedule, or are dedicated to a certain celebration. Mega-events are part of the social and cultural landscape and are developed within the umbrella of social welfare. Among their obligatory requirements can be mentioned: constructed environment, established event’s brand, ancillary management, marketing and logistics, national and international media coverage and high number of event visitors. Long-term effects upon the social and cultural life of the host community, urban development and economic growth are also achieved.

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