Full Description
Urban Events, Place Branding and Promotion explores the phenomenon of place event marketing, examining the ways in which events are used to brand and disseminate information about a place. It provides a novel contribution to the literature, capturing the growing interest in place promotion, and offers in-depth insights on the role of events.
With a focus on urban locations, this book defines the scope and concept of place event marketing. It demonstrates that different kinds of events, for leisure and business, can be used to successfully develop, promote and brand different types of places. Individual chapters written by a variety of leading academics explore how various public and non-governmental institutions that deal with promotion and marketing communications of places can implement event marketing activities and how such institutions organize, co-organize and sponsor different events. The effects of event marketing activities on urban place promotion and branding are thoroughly explored through a variety of international empirical case studies.
This will be of great interest to upper-level students and researchers in events marketing and management, tourism and the broader field of urban geography. The concluding chapter also proposes future research directions.
Contents
1 The concept of place event marketing: setting the agenda 2 Cultural promotion of place as 'northern' space: the case of the Umeå2014 - European Capital of Culture event 3 Branding authenticity: perceptions of La Patum de Berga, a complex place marketing event in Catalonia, Spain 4 Participatory cultural events and place attachment: a new path towards place branding? 5 The impact of outdoor cultural festivals on the city image: Lublin case study 6 Place branding through culture and arts events: cases from Eastern Canada 7 Resisting Rio de Janeiro's event-led place promotion: from insurgent rebranding to festive counter-spectacle 8 Geographies and branding impacts of non-metropolitan music festivals in the Western Cape province of South Africa 9 Enhancing Macao's tourist destination brand image through cultural festivals 10 Brand Hong Kong: art hub for China's Belt and Road Initiative 11 Conclusions
