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The purpose of this paper is to investigate major event related terrorism and the resulting challenges that event professionals may face when hosting major events in cities as part of a destination marketing strategy.

The research was based in the UK due to the significant rise in terrorist activities that have taken place in its urban cities in recent years. The exploratory nature of this study utilised semi-structured interviews with UK event professionals, enabling a preliminary, in-depth investigation of the challenges that events professionals face as a result of major event related terrorism.

The research findings identify three challenges faced by event professionals when organising major events: knowledge and understanding in relation to major event related terrorism; the impact of major event related terrorism in terms of responsibility and accountability; and managing for major event related terrorism in budgetary terms.

The research is limited to the UK, other destinations will pose their own unique challenges when hosting and managing events. It is suggested that this research be evaluated against similar studies in other destinations. This is a preliminary study and each of the topics identified within the findings warrant further exploration in their own right.

The paper offers an insight into the challenges faced by event professionals in the UK when delivering major events as part of a destination marketing strategy. With the increase in major event related terrorism in cities the findings of this research are of relevance not only to event professionals but anyone with a role in destination and tourism development.

The main purpose of this study is to examine the relationship between ranges of affective components that have an impact on the revisit intention of museum visitors, in the context of a major city event. The study reveals the most significant factors that affect decision-making by applying the findings to a structural equation modelling (SEM) and conditional inference tree (CTree).

The paper utilises face-to-face survey research at the “Long Night of Museums” event in Saint Petersburg, 298 questionnaires were completed on the night of the event. The empirical part of the research is based on the SEM and interpreted by using the CTree. The SEM model measures the direct and indirect influence of the cognitive and affective components; the CTree enables the testing of both component and the joint effect they both produce.

This study shows a strong indirect correlation between the cognitive component of the major city event and the revisit intention of museum visitors. When focussing on affective components, both the SEM and the CTree demonstrated that attractiveness and atmosphere are revealed to be the most impactful elements regarding visitor retention and repeat custom. The research allows for a deeper understanding of visitor behaviours, intentions and their decision-making processes.

The results of the study allow museum managers to understand how to create repeat custom amongst visitors, by appreciating the importance of participation in major city events and the role that attraction and atmosphere play when creating intention for repeat visit. The research has uncovered which dimensions are the most important to visitors, and as a result, these particular dimensions should be thoroughly developed by museums in future in order to attract and repeat visits. This study has demonstrated the practical implications for museums participating in city events. When considering policy makers, this particular research provides an opportunity to develop recommendations for future city events, as well as using the CTree to assess and predict the effectiveness of visitor behaviour.

This is an original study which aims to integrate the impact of the perceived value of the cognitive component and a new range of affective elements regarding museum retention in the context of a major city event. The study includes newly developed dimensions of perceived value, as well as a unique focus on affective dimensions such as – atmosphere and attraction. Another point of originality is provided by using a CTree, which captures an in depth understanding of the intention formation process. This study provides an opportunity to advance our understanding of visitor decision-making processes.

Cities are increasingly using events as an instrument for economic and social change and cultural and urban regeneration. Major events help cities to distinguish themselves, and attracting event-related tourism generates income and jobs and increases atmosphere and “liveliness”. Many cities have therefore positioned themselves as “eventful cities” or “festival cities” by adopting event-led strategies. The paper aims to discuss these issues.

The effects of the 2007 European Capital of Culture (ECoC) in Sibiu, Romania were evaluated through a decade of longitudinal research including surveys and depth interviews with local residents, stakeholders and tourists to monitor the sustainability of event-related regeneration strategies.

The impacts identified include increased cultural activity, tourism growth, image improvements and increased pride among residents. These impacts have been facilitated by a local growth coalition, and the increased linkage of the city to flows of investment, skills and talent through EU membership. The city has taken some important steps to becoming an “eventful city”, in which events are utilised to sustainably increase the quality of life. However, the momentum of eventfulness developed in 2007 has been difficult to maintain, and there are difficulties in separating the effect of event-related activities from wider cultural, social and economic development factors.

The research indicates that the Sibiu ECoC in 2007 and the programme of cultural development leading up to it had substantial impacts on the city both in the short and longer term. The ECoC certainly met most of its short-term aims, as there was a significant economic boost from tourism and an improvement in the external image of the city.

This paper aims to explore the effectiveness of a key branding campaign, based on a case study of Liverpool as the 2008 European Capital of Culture. Branding is a popular practice adopted by many cities in the context of intensified tourism competition.

This study looks at quantitative data collected from an on-street face-to-face survey in 2008. In total, 611 questionnaires were distributed to and collected from local residents, visitors from the immediate hinterland, domestic tourists and overseas visitors.

The analysis is done, first by investigating respondents’ impression on the Liverpool 08 brand and the branding campaign, and then by exploring the effects of the campaign. The positioning of Liverpool compared with other similar cities is addressed in the end.

Event marketers need to be aware that visitor perceptions of the event’s branding are unlikely to be homogeneous. This could have significant implications on the design of brand and branding campaign and, then, affect whether the city could be effectively marketed.

Hallmark sporting events often are commercially driven entertainment entities which represent an economically important part of the overall sport industry. Because of the high popularity of international sporting contests, hallmark sporting events attract significant commercial, media and consumer attention. Cities around the world are beginning to understand the potential of using these events to draw attention to the host city, which is why the market for hallmark sporting events is becoming increasingly competitive. In order to award the hosting of the event to the most suitable organizer, event owners often require potential hosts to bid. The most important elements in this process have been largely based on logical assumptions rather than empirical data. This study focused on the bid process in order to ascertain the important elements essential in achieving a successful bid. Using an international sample of 135 event owners and organizers, principal components analysis delivered eight factors that were deemed critical in the process of bidding for hallmark sporting events. The findings are discussed in relation to previous research along with their managerial implications.

The purpose of this paper is to investigate the extent that marketers are using place-based images to promote their brands within the host city of the Olympic Games. It is thought that non-sponsors may use place imagery as an alternate way to affiliate with the event or sponsors may use place to enrich their sponsorship activity.

The study uses an observation-based approach to collect a sample of place-based promotional activity that is accessible to pedestrians during the 2012 Olympic Games.

Results reveal that official sponsors and non-official sponsors are both using place-based imagery in their promotions within the host city of the Olympic Games. However, non-sponsors use place images more frequently than sponsors of the event. Place images were invoked by promoters using country flags most frequently followed by icons and explicit mention of place. The leading dimensions of place images employed by marketers include country character, the built environment and people competence. Place-based promotional activity was frequently observed in shopping areas, transportation, sports venues and in free media.

Results provide justification for future research in the area. Specifically, the need for empirical work based on surveys of consumers and interviews with practitioners are noted.

In an era of highly protected event marketing rights, the existence of promotions based on place images can be a useful application for official sponsors to leverage their investments and protect their exclusivity. Similarly, results are beneficial to non-official sponsors who may seek to market in the vicinity of these events without infringing on the rights of official sponsors.

While previous research on place, mega-events, the Olympic Games and sponsors has found the images of the three to be related, it is not known to what extent sponsors and non-sponsors utilize place images in their promotional activities throughout the Olympic host city.

This study aims to advance both theory and praxis for event portfolio management in cities and destinations. An experiment has been conducted with professional event practitioners in a city to determine their opinions and strategies for balancing value and risk within their event portfolio. The first objective is to rank 14 of the city's recurring events in terms of both value and risk. Second, the events are plotted in a two-dimensional chart of value versus risk with the objective to differentiate between the 14 events. The third objective is to describe the event characteristics that event professionals associate with value and risk.

Results derive from an experiment involving the forced Q-sort procedure and professional event managers from a city renowned as an “event capital”. Empirical evidence is analysed by the constant comparative method of how events are being evaluated by ten professionals working for a DMO.

Economic impact and image effects are characteristics of high-value events as is an opportunity to create relations with event owners for future collaboration. Local community involvement is important for all events. The issue of portfolio fit was a common argument for weak-value events.

Results are based on the opinions of ten DMO employees in one large city. Conclusions help build event portfolio theory.

The results and methods are useful for event strategists and evaluators. In particular, the management of event portfolios and policies covering events in cities and destinations can benefit from the documented method for explicitly balancing risks with perceived value.

A portfolio perspective is also suggested as an approach to analyse the total tourist attractions portfolio of a destination.

Opinions regarding public value and risk by civil servants who work with events have not been studied before. The constant comparative method produces results that can be applied to policies governing events. In terms of theory development, concepts from financial portfolio management, product portfolio management and risk management are used to develop event portfolio design and management, and insights are gained on trade-offs in the process. The plot of the events in a two-dimensional chart of value versus risk clearly differentiated the 14 events and is an original contribution.

The purpose of this study is to investigate the influence of three sources of social representation (i.e. direct experience of an event, the media and social interaction) on tourists’ formation of event image; to examine the effect of event image, satisfaction and city image on tourists’ revisit intentions to the host city; and to explore the mediating role of city image.

This study used the 28th Qingdao International Beer Festival (QIBF) as the case for verifying the relationships in the proposed model. The survey was conducted in Qingdao and 366 valid observations were collected. Structural equation modeling was used to validate the research model.

Event image is found to be significantly and positively influenced by direct experience of an event and social interaction. City image and satisfaction are important predictors of revisit intention. The meaning of event image is transferred to city image. City image plays a pivotal role in mediating the effect of event image and satisfaction on revisit intention to the host city.

This study surveyed Chinese tourists attending QIBF in Qingdao and consequently the outcomes may lack generalizability. This research did not survey foreign tourists. Thus, the differences of attitudes and behaviors between Chinese and foreign tourists are not compared.

The outcomes provide insights into how a city manager can organize an event to enhance tourists’ intentions to revisit the city.

This study represents one of the few studies that use both social representation theory and the theory of brand image transfer in examining the influence of external social contexts on tourists’ formation of event image and investigates how the unique meaning of event activities is transferred to city image. In addition, the mediating role of city image is fully explored in this research.

本研究的目的包括（1）探究社会表征的三个来源（事件的直接体验, 媒体影响, 社会互动）对游客事件形象评价的影响；（2）验证事件形象、满意度、城市形象对游客重访举办地意愿的影响；（3）检验城市形象的中介作用。

本研究以第28届青岛国际啤酒节为案例研究对象, 来验证模型中的变量关系。调研在青岛进行, 共收集有效问卷366份。通过结构方程模型来验证研究假设。

事件形象评价受到直接体验和社会互动的显著积极影响。城市形象和满意度是游客重访意愿重要的影响因素, 事件形象的内涵转移到城市形象。城市形象在事件形象和满意度对重访意愿的影响作用中起到重要的中介作用。

本研究对参加青岛国际啤酒节的中国游客进行调研, 结果可能缺少普适性。本研究没有调研外国游客, 缺少中外游客的态度和行为差异的对比。

研究结论对于城市管理者如何更好的组织事件活动以提升游客重访城市的意愿提供了新的思路。

本研究将社会表征理论和品牌形象理论应用到事件营销当中, 解释了游客事件形象评价的形成过程中外部社会情境的影响, 以及事件活动的独特内涵向城市形象转移的过程。同时, 本研究验证了城市形象在事件形象和满意度对重访意愿的影响作用中的中介作用。

事件形象, 城市形象, 满意度, 重访意愿, 社会表征理论

研究论文

(1) explorar el impacto de tres fuentes de representación social (experiencia directa de eventos, influencia de los medios, interacción social) en la evaluación de la imagen del evento de los turistas; (2) Verificar el impacto de la imagen del evento, la satisfacción y la imagen de la ciudad en la voluntad de los turistas para volver a visitar el lugar; (3) verificar el papel mediador de la imagen de la ciudad.

Este estudio toma el 28° Festival Internacional de Cerveza de Qingdao como un objeto de estudio de caso para verificar la relación de las variables en el modelo. La encuesta se realizó en Qingdao y se recolectó un total de 366 cuestionarios válidos. El modelo de ecuación estructural se utiliza para verificar la hipótesis de investigación.

El estudio muestra que la experiencia directa de los eventos y la interacción social tienen un impacto positivo y significativo en la evaluación de la imagen del evento. La imagen de la ciudad y la satisfacción son factores importantes que influyen en la voluntad de los turistas a volver a visitar. Los resultados de la investigación muestran que la imagen de la ciudad desempeña un importante papel de mediación en el efecto de la imagen del evento y la satisfacción en la voluntad de volver a visitar.

este estudio encuestó a los turistas que participaron en el Festival Internacional de Cerveza de Qingdao, y los resultados pueden carecer de generalidad. Este estudio no investigó a los turistas extranjeros, solo a los turistas chinos, por eso careció de una comparación de las diferencias en actitudes y comportamientos entre los turistas chinos y extranjeros.

las conclusiones de la investigación proporcionan nuevas ideas sobre cómo los administradores de la ciudad pueden organizar mejor las actividades del evento para aumentar la voluntad de los turistas a visitar la ciudad nuevamente.

este estudio aplica la teoría de la representación social y la teoría de la imagen de marca al marketing de eventos, explicando el impacto de los contextos sociales externos en la formación de la evaluación de imágenes de eventos turísticos y el proceso de transferir la connotación única de las actividades de eventos a la imagen urbana. Al mismo tiempo, este estudio demuestra que el papel mediador de la imagen de la ciudad tiene un impacto de la imagen del evento y la satisfacción en la voluntad de volver a visitar.

The primary purpose of this paper is to investigate the effects on support for the European Capital of Culture (ECoC) project development of residents’ perception of the project’s sustainability, emotional solidarity toward tourists, community attachment and brand trust.

Survey research was conducted among 303 residents of Novi Sad, which has been selected to be the ECoC for the year 2022.

The findings confirmed the positive roles of three aspects of the event’s sustainability and three facets of emotional solidarity in shaping local people’s support for the ECoC event development. Besides, findings show the positive effect of residents’ community attachment and ECoC brand trust in predicting their supportive attitudes for the event development. Finally, results highlight which areas of the event’s sustainability are still unsatisfactory from the residents’ perspective, making it easier for event practitioners to optimally focus their attention and resources on enhancing problematic areas of the event’s sustainability.

The present study contributes to existing tourism literature as it is the first to explore the role local people’s perception of event sustainability, emotional solidarity toward tourists, community attachment and brand trust plays in their support for the ECoC event development. In addition, a unique contribution lies in the confirmation of brand trust as a significant antecedent of residents’ support, as this relationship remained an unexplored area in tourism literature. Practical implications, specifically derived for ECoC event practitioners, which should also find their place in securing residents’ support toward the development of any cultural event that attracts visitors, are discussed in the paper.

In this paper, the authors explore how Edinburgh's key Festivals have adapted to the COVID-19 pandemic. Their response presents the emergence of more innovative festival delivery models and a different imagining of the festival space.

The authors use a qualitative mixed methods research design involving 13 in-depth semi-structured interviews with Edinburgh's Festival Directors and other cultural and policy stakeholders as part of a University-funded stand-alone research project. The interviews were supplemented with participant observation at festivals virtually and in-person to experience new and emerging formats of festival content delivery, adherence to Scottish Government guidelines on COVID-19 safety, and to experience attending festivals during a pandemic.

The authors present findings on how Edinburgh's Festivals have responded to Covid-19 and how they have adapted – and in some cases reimagined – their business models to survive.

The authors propose a new theoretical framework that establishes a model for how festivals can approach risk management within their business model, focused on the ‘3R's’ – respond, resilience and reimagine –with communication and support being central to this framework.