Naslov
City branding by the event brand ambassador

Autori
Barišić, Petra ; Prebežac, Darko ; Mikulić, Josip

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
15th APacCHRIE Proceeding book (Asia – Pacific Council on Hotel Restaurant, and Institutional Education) The Future of Hospitality and Tourism: Opportunity and Challenges / Nengah Laba, I., Budi, A. P., Koeswiryono, D. P. - Denpasar : International Bali Institute of Tourism, 2017, 2739-2755

Skup
15th APacCHRIE Conference. The Future of Hospitality and Tourism: Opportunity and Challenges

Mjesto i datum
Nusa Dua, Indonezija, 31.05.2017. - 03.06.2017

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
city branding ; event brand ambassador ; social media ; Vip Snow Queen Trophy ; Zagreb

Sažetak
Purpose - Events have become an important part of city branding. They represent a city brand in a positive light and by doing so help to increase its awareness, media exposure, positioning and sales. In that sense, skiing competition Vip Snow Queen Trophy can be seen as the brand ambassador of its host city Zagreb, the capital of Croatia. Methodology - The research determines the nature and extent of social media exposure generated for Zagreb by hosting the Vip Snow Queen Trophy. The coverage of the event on social media was content analysed for any verbal or written mentions of Zagreb or its associated images like Medvednica or Sljeme. Four different types of social media platforms were content analysed ; Wikipedia, Facebook, Twitter, and YouTube. Findings and implications - The research shows that the Vip Snow Queen Trophy is the important and strong ambassador of Zagreb brand. The competition provides credible and trustworthy promotion and visibility of Zagreb to current and potential visitors who use social media. This confirms the proposition that events could be seen as the brand ambassadors of their host cities. Limitation - The study is limited with the theoretical background on "event brand ambassadors" since this is the first research which proposes this concept. Also, all analysed social media platforms have different structure, norms, and content which hinder their comparison. Originality - This is the first time in the marketing literature that was introduced the concept of "event brand ambassador" which considers event as the brand ambassador of its host city.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA