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Advisor(s)
Abstract(s)
In a time of fierce competition between regions, an image serve as a basis to develop a strong
sense of community, which fosters trust and cooperation that can be mobilized for regional
growth. A positive image and reputation could be used in the promotional activities of the region
benefiting all the stakeholders as a whole. Mega cultural events are frequently used to attract
tourists and investments to a region, but also to enhance the city’s image.
This study adopts a marketing/communication perspective of city’s image, and intends to explain
how the image of the city is perceived by their residents. Specifically, we intend to compare the
perceptions of residents that effectively participated in the Guimarães European Capital of
Culture (ECOC) 2012 (engaged residents), and the residents that only assisted to the event
(attendees). Several significant findings are reported and their implications for event managers
and public policy administrators presented, along with the limitations of the study.
Description
Keywords
City’s image Portugal Engaged and attendee residents Guimarães ECOC 2012 Event-induced tourism
Citation
Santos, José de Freitas. The Role Of Cultural Mega Events In The Enhancement Of City’s Image Attributes: Differences Between Engaged And Attendee Participants, The Clute Institute International Business & Education Conferences, 1, 444_1-444_12, 2014.