Do experiential events create city brand?

López, Natalia Vila; Boluda, Inés Küster; Aguilar, José Trinidad Marín

doi:10.7819/rbgn.v18i60.2536

Cited by 4 publications

(3 citation statements)

References 48 publications

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“…When analyzing the strategies for developing the concept of place branding, we highlight two routes that have been widely studied over the last few years and which are related to each other: experiential marketing and event marketing [115].…”

Section: Experiential Eventsmentioning

confidence: 99%

“…Experiential marketing events can be defined in a number of ways [116]. Experiential marketing is a booming marketing management philosophy [102][103][104][105][106][107][108][109][110][111][112][113][114][115][116][117][118][119], which has managed to become an effective tool for boosting tourism behavior [76,[120][121][122]. It is a marketing strategy that aims to bring to life the promises that the brand makes to consumers through organized experiences before and during the purchase process, and in the subsequent interactions (post-purchase sensations).…”

Section: Experiential Marketingmentioning

confidence: 99%

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Transmission of Place Branding Values through Experiential Events: Wine BC Case Study

2021

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Sustainability is to promote economic growth that generates equitable wealth for all without harming the environment, becoming one of the objectives that serve as a starting point for many place branding strategies. Cultural heritage, environmental sustainability, and the valorization of the territory are nowadays unavoidable elements to sustain brands. This research analyzes the transmission of place branding values through experiential events, as a formula for business improvement according to the principles of sustainable development. The research is focused on the case of wine in British Columbia (Canada). The methodology applied was based on a theoretical framework as a starting point for the study. From there, on the one hand, an analysis of the contents of the events carried out by the winegrowers of British Columbia during the harvest months in 2019 and 2020 has been carried out. On the other hand, interviews were conducted with relevant professionals and academics in the sector in order to determine the extent to which they meet the needs of promotion of the site, taking into account the impact on the sustainability of the territory. The results show the link between the events and the territory brand, which is a means to generate growth through wine tourism promoted by the wineries, thus revaluing the winegrowing landscape and, in general, the traditions of the place, among others. There is also a need to look for strategies that seek collaboration between the public and private sectors to improve the creation of integrated events that transmit the branding values of the place. Events are a tool to generate territory branding and can, if well-conceived, contribute to the sustainable development goals (SDGs). In the case study, the results show that the vast majority of events organized by BC wineries aim to promote place branding within the framework of sustainability. A methodology that could be applicable to other territories and countries.

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Section: Experiential Eventsmentioning

confidence: 99%

Section: Experiential Marketingmentioning

confidence: 99%

Transmission of Place Branding Values through Experiential Events: Wine BC Case Study

2021

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“…Dave and Bart (2013) supply the supplemental fact that long-term positive image of the host city in event attendees' perception will only remain if having a connection between the event and the city aspects. Besides, the city brand attitude of residents can be improved through cultural mega-events experiences (Vila López, Kuster Boluda, & Marín Aguilar 2016).…”

Section: Introductionmentioning

confidence: 99%

Cultural Tourism and City Branding in the Connected Age: The Case of Cities in Vietnam

Truong¹

2020

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Cultural attractions can help cities get away from a seasonal pattern of tourism, focus on higher-income visitors. Hence, cultural tourism has a strong relationship with city branding. Given a city cannot build separate brands for its different stakeholders, city branding aims to tourists who might be investors or residents in the future. However, the understanding of the searching trend of online travelers is still limited. This study investigates tourism searching patterns and keywords volume related to cultural information through search engines and social media. The research sites include different tourism regions of Vietnam, which are Hanoi, Hue, Danang, Hoi An and Ho Chi Minh. Successful examples of creative cities all over the world are reviewed for technological platform-based communication in three different levels: primary, secondary, and tertiary. The findings show the dominance of central Vietnam cities as a tourism cluster. The study suggests implications for Danang city to use new technologies for city brand communication more effectively.

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Determines factors of cultural city brand equity: from the perspective of a city’s integration with residents

Zhao,

Seokhyun

2024

Journal of Asian Architecture and Building Engineering

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Do experiential events create city brand?

Cited by 4 publications

References 48 publications

Transmission of Place Branding Values through Experiential Events: Wine BC Case Study

Transmission of Place Branding Values through Experiential Events: Wine BC Case Study

Cultural Tourism and City Branding in the Connected Age: The Case of Cities in Vietnam

Determines factors of cultural city brand equity: from the perspective of a city’s integration with residents

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