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

Lidija Bagarić – University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 46, 51410 Opatija, Croatia

Iva Krečak – Former student at the University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 46, 51410 Opatija, Croatia 

Daniel Dragičević – University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 46, 51410 Opatija, Croatia

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.

8th International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2024 – Selected Papers, Hybrid (Zayed University, Dubai, UAE), October 24, 2024

ITEMA Selected Papers published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

ITEMA conference partners: Faculty of Economics and Business, University of Maribor, Slovenia; Faculty of Organization and Informatics, University of Zagreb, Varaždin; Faculty of Geography, University of Belgrade, Serbia; Institute of Marketing, Poznan University of Economics and Business, Poland; Faculty of Agriculture, Banat’s University of Agricultural Sciences and Veterinary Medicine ”King Michael I of Romania”, Romania

ITEMA Conference 2024 Selected Papers: ISBN 978-86-80194-90-5, ISSN 2683-5991, DOI: https://doi.org/10.31410/ITEMA.S.P.2024

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