Do experiential events create city brand?

Natalia Vila López, Inés Kuster Boluda, J.Trinidad Marín Aguilar

Abstract


Purpose This article analyzes to what extent mega-events are capable of developing powerful city brands that are internationally recognized – a topic that has been little studied to date.

Design/methodology/approach – We used the quantitative method. We carried out 398 surveys with citizens living in Aguascalientes (Mexico), during the mega-event known as the Feria Nacional de San Marcos.

Findings – The results allow us to verify that (i) with regard to background: residents’ attitudes towards a city brand improve following experiences in mega-events in that city (H1) and (ii) with regard to effects: improving city brand attitudes increases residents’ quality of life (H2).

Originality/value – To date, there is no literature investigating how experiences in cultural mega-events improve attitudes towards city brands and, consequently, improve quality of life. To fill this gap, this article investigates the great advantages which mega-events can bring to a city

 


Keywords


Mega-events; city brands; quality of life; residents.



DOI: https://doi.org/10.7819/rbgn.v18i60.2536

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