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Cities for sale: How cities can attract tourists by creating events

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City mayors and decision-makers have, for decades, been working to meet the strategic challenge of branding cities in order to attract tourists. Despite the vast amount of research invested in this area, in practice the method for branding cities to gain more tourist volume still seems to be an enigmatic process. Many researchers have focused on large-scale festivals - mainly sporting events - as ways to draw tourists and have ignored small-scale events for small cities. The purpose of this paper is twofold. First, it presents a new framework that enables city planners and decision-makers to identify the correct positioning for their cities (large, medium and small) based on events and festivals in order to attract tourists. Second, the paper offers especially relevant strategies for implementing the branding process based on events and festivals and becoming a tourist mecca. These strategies are events/festivals based on sports, famous people/characters, films and culture.
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Keywords: CITY BRANDING; EVENTS; FESTIVALS; POSITIONING STRATEGIES; TOURISM

Document Type: Research Article

Publication date: June 1, 2014

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