How can mega events and ecological orientation improve city brand attitudes?

Abstract

Purpose

The purpose of this study is to examine to what extent emotional experiences lived in mega-events and ecological orientation of citizens could act as direct antecedents of city brand attitude improvements. In addition, it addresses the effect in terms of a perceived quality of life that a city brand consolidation would be able to bring the citizens of a particular place. Cities must manage and administer their geographical territories as if they were brands, seeking to increase the benefits to society.

Design/methodology/approach

An empirical study was performed by collecting information from 398 residents of Aguascalientes (Mexico) during the National Fair of San Marcos in 2011.

Findings

Results show how in order to increase city brand attitudes, both the focus on mega-events and the ecological orientation are two successful ways. Moreover, improvements in city brand attitudes can bring significant benefits on the positive perception of quality of life among citizens.

Originality/value

This investigation has made progress in implementing the experiential marketing channeled through emotional experiences in mega-events and, particularly, in environmentally oriented mega-events, which is able to improve ecological orientation of citizens. To date, no evidence of empirical research referenced in mega-events of the features of the National Fair of San Marcos, Mexico, exists.

Citation

T. Marin-Aguilar, J. and Vila-López, N. (2014), "How can mega events and ecological orientation improve city brand attitudes?", International Journal of Contemporary Hospitality Management, Vol. 26 No. 4, pp. 629-652. https://doi.org/10.1108/IJCHM-03-2013-0117