Izvorni znanstveni članak
The impact of festivals on city promotion: A comparative study of Turkish and Swedish festivals
Solmaz Filiz Karabağ
; Södertörns University, Sweden
Mehmet Cihan Yavuz
; Çukurova University, Turkey
Christian Berggren
; Linköping University, Sweden
Sažetak
Tourism literature suggests that cities as corporate brands which can be promoted in the market and communicated to stakeholders. City tourism managers use tourism products such as festivals or other special events to promote their city as a corporate brand. This paper examines how festivals, in particular, affect the promotion and communication of a city in different market levels. A survey instrument was used to gather data from festival managers in İzmir, Turkey, in April 2009; and Göteborg, Sweden, in April 2009. The main findings
indicate that managers perceive their festivals as creating community cohesiveness and strong communication among the current residents. However, they view the impact of the festivals on the promotion of the city within its country or in the international tourism market as limited. This study ultimately suggests that the festivals of İzmir are less efficient in promoting the city and that Göteborg festivals work to promote the city in Sweden and in the larger regions of Scandinavia.
Ključne riječi
city promotion; city communication; festival management; İzmir; Göteborg
Hrčak ID:
75720
URI
Datum izdavanja:
23.12.2011.
Posjeta: 3.816 *