Image transfer through events - conceptualizing the affective fit
Type
conference paper
Date Issued
2005-05-25
Author(s)
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.
Language
English
Keywords
image transfer
brand transfer
destination image
Event
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
European Marketing Academy
Publisher place
Stockholm
Event Title
34th European Marketing Academy (EMAC) Annual Conference
Event Location
Milan, Italy
Event Date
24.-27.05.2005
Subject(s)
Eprints ID
21854