SZEGED VÁROS IMÁZSÁNAK ÉLMÉNYMARKETING ALAPÚ VIZSGÁLATA
DEVELOPMENT OF THE CITY IMAGE OF SZEGED FROM EXPERIENTIAL MARKETING PERSPECTIVE

Summary/Abstract: Today's consumers now - in addition to functionality- expect an experience from their consumption, which is reflected in their expectations of cities, as well as in the image both from locals and tourists’ views. I placed the experiential examination of the image of the city of Szeged at the center of the research, in order to shed light on which tools of experience marketing can be used in the development of the image of the settlement. In my study, I presented the interoperability between city marketing and experience marketing, and then, moving to Szeged, I described the exploration of its values through the Anholt City Brand Index. To be effective, qualitative and quantitative methods were combined. Thus, the online questionnaire was preceded by four professional interviews, which was conducted with the people who has effect on the city's communication - Mr. Deputy Mayor, Tourism Referent, Entrepreneur of Event Organisation, PR Expert. Based on my research, in addition to the built heritage, the experiences that can be perceived in a given city also play a key role in shaping its image. The outcome of the latter is influenced by various city events, the atmosphere of the locals, and the presence of photo and selfie points. In the positive image of Szeged, its popular events have less space. Therefore, communicating them and the unique mood of Szeged is an opportunity to enhance the image.

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