Strategic place marketing and place branding: 15 years of mega-events in Lisbon

Metaxas, Theodore and Bati, Aristea and Filippopoulos, Dimitris and Drakos, Kostas and Tzellou, Vagia (2011): Strategic place marketing and place branding: 15 years of mega-events in Lisbon.

Abstract

Urban tourism is a relatively recent phenomenon but is now being embraced by most European cities, which are using substantial funds to compete for visitors, thus generating new infrastructures for this process. Cities so as to differentiate themselves from their competitors, attempt to manage their image by strategic place marketing approach. This paper explores the implications and significance of being a host city of mega events. The purpose is to identify the perception of Lisbon’s identity and the formation of its image as a competitive tourism destination.

• Item Type: MPRA Paper
• Language: English
• Keywords: place marketing, place branding, Lisbon, mega-events, Expo 98, Euro 2004
• Subjects: O - Economic Development, Innovation, Technological Change, and Growth > O1 - Economic Development > O18 - Urban, Rural, Regional, and Transportation Analysis ; Housing ; Infrastructure; O - Economic Development, Innovation, Technological Change, and Growth > O2 - Development Planning and Policy > O20 - General; O - Economic Development, Innovation, Technological Change, and Growth > O2 - Development Planning and Policy > O21 - Planning Models ; Planning Policy

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