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Towards an understanding the visibility of festival and destination image …
Towards an understanding the visibility of festival and destination image
City image
event image
Direct experience of a n event
media
Social interaction
Satisfaction with the event
revistit intention
Elements of the impression of a destination
The natural resources
the human tourism resources
(including folklore tourism resources)
perceptual and aesthetic characteristics of tourism formed by the combination of the two.
Specious of event and festival tourism
(Tommy D. Andersson & Donald Getz, 2009）
type
Culture festivals
Folk culture festivals
sports event
The impact of destination development on tourism infrastructure, tourism image, and economic development of host cities through brand image building and sports event tourism.
(Young-Hoon Kim, 2018)
scales
international events
World cup
Olympic Games
domestic events
Beppu onsen festival
Event marketing and tourism research
Social representation theory (SRT)
An understanding of the formation of individual perceptions toward tourism activities and is useful for understanding the tourist’s attitude toward tourism. (Monterubio and Andriotis, 2014)
Brand Image Transfer (BIT) theory
How meanings move from celebrity endorser to product and from product to the consumer.
(Aaker and Keller, 1990)
Brand extensions
Brand extensions extend the current brand image to new or modified products in new categories.
co-branding
Known as 'brand alliances', refers to the use of two or more brands for the same product or service.
Impact
Positive impact
Economic benefits
Create jobs
Attract tourists to visit the host city( Matherly et al. , 2018; Parents et al. , 2017; Chen et al. 2018)
Social benefits
Build social networks and social capital in the community.
(Jiang et al. , 2018; Dwyer, 2020)
Provide visitors with up-to-date cultural, social, and historical information.
Cultural exchange of people from all over the world and contributes to the development of cities and brand cities.
(Çelik Serkan & Çeti̇nkaya Mehmet,2013）
Negative impact
The celebrations themselves can be undermined by excessive commercialization, i.e., tourism can undermine cultural authenticity. (Getz, 1991)