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Image transfer through events - conceptualizing the affective fit

Julia Johnsen & Thomas Bieger

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abstract The ever-increasing competitive nature of the tourism industry requires tourist destination
managers to develop effective marketing strategies. Destinations mainly compete based on
perceived images relative to competitors in the marketplace. Destination images are influenced
by several information sources, some of them not under direct control of the marketing
manager. Nevertheless, strategic image management is possible and is seen as one starting
point in the marketing communication mix, as destinations seek new ways to rise awareness,
reach new audiences and enhance their image.
Research in this field has shown that an image transfer might not only succeed from a brand
to a product but also from an event to a tourism destination. Destination brand managers
considering to host an event should not only consider exposure issues but should also take
into account the congruence between an event's image and the image/positioning goals for
their destination brand. Under certain circumstances, hosting an event can also damage, rather
than enhance, the image of a destination.
   
type conference paper (English)
   
keywords image transfer, brand transfer, destination image, Event
   
name of conference EMAC Conference - Poster Presentation (Mailand)
date of conference 25-5-2005
publisher European Marketing Academy (Stockholm)
review double-blind review
   
citation Johnsen, J., & Bieger, T. (2005). Image transfer through events - conceptualizing the affective fit. In . Stockholm: European Marketing Academy.