Branding the City Through Events: The Influence of Cultural Events on Reputation from the Residents’ Perspective
Branding the City Through Events: The Influence of Cultural Events on Reputation from the Residents’ Perspective

Author(s): Lidija Bagarić, Iva Krečak, Daniel Dragičević
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: City branding; Cultural events; Tourism marketing; Brand dimensions
Summary/Abstract: This study examines the contribution of cultural events to the development of a city’s brand identity. The case study focuses on Šibenik in Croatia. A survey was conducted to ascertain the perceptions of local residents regarding the impact of these events on the city’s brand, across four dimensions: functional, social, mental and spiritual. The results of the statistical analyses, which included correlation and regression analyses, indicated that there is a statistically significant relationship between the cultural events and all four dimensions of the city’s brand. The findings emphasise the strategic value of events for the development of city branding and provide practical guidance for those responsible for formulating policy and planning, as well as those involved in the promotion of tourism. By aligning the management of events with the objectives of branding, cities can foster a stronger identity, improve their competitiveness and create long-lasting value for communities and tourism. This research provides a practical framework for integrating events into cities’ branding strategies.

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