Art-event image in city brand equity: mediating role of city brand attachment

• Published in: International journal of tourism cities Vol. 6; no. 3; pp. 491 - 509
• Main Authors: Jawahar, Deepa, Vinney Zephaniah Vincent, Anju Varghese Philip
• Format: Journal Article
• Language: English
• Published: Bingley Emerald Group Publishing Limited 13.09.2020
• Subjects: Art exhibits; Brand equity; Cities; Cultural tourism; Culture; Festivals; International relations; Marketing; Modern art; Reputations; Soccer; Tourism; India
• ISSN: 2056-5607; 2056-5615
• DOI: 10.1108/IJTC-08-2019-0147

Purpose>All touristic cities have their unique attributes to showcase and differentiate themselves from others. This distinctive attribute is the unique selling product or tourism product of a particular city. It could be an art form, culture, regional climate, food and festival. Literature indicates that the identity of the entire city would be affected by such tourism products. The purpose of this study is to analyse the influence of the ‘image’ of an Art-event to city branding. The study also examines the mediating role of ‘city attachment’ in the relationship between event image and city brand equity.Design/methodology/approach>In all, 432 samples have been collected from visitors to one of the biggest contemporary art events in India – the “Kochi-Muziris Biennale – 2018,” conducted in the city of Cochin, situated in Kerala, the southernmost state of India.Findings>Results show that the direct relationship between event image and city brand equity is stronger than the hypothesised path through the mediating role of city attachment.Research limitations/implications>This study provides a better understanding of the event image and its importance in creating the host city’s brand equity. It contributes to both the practitioners and tourism researchers.Originality/value>This study looks at the event image through functional and affective aspects and its influence on city attachment and city brand equity.