Cities are keen to organize mega-events in their states for city branding

Cities are keen to organize mega-events in their states for city branding

Cities are keen to organize mega-events in their states for city branding. Mega-events are preferred as they invite both foreign and domestic tourists into the city. Mega-events are organized to attract funds for different city drives, promote job creation, and increase city incomes from the tourists who travel to the host city. Therefore, Mega-events are organized with the intent to bring both social and economic benefits to the cities with proper investments (Short, Breitbach, Buckman, & Essex, 2000). A study done by Jafari (1988) indicates that Mega-events can bring changes in the urban landscape and urban functions that are intended to bring positive city branding. Some of the notable changes as a result of the organization of a mega-event include repainting of new landmarks, upgrade of the urban space, and different architectural sites that are hosting the events. Additionally, there is the introduction of new markets and marketing events of different products to be sold during the event, ensure the city is upgraded with the improvement of international relations to attract foreign investors into the city. Plus, it enhances the city’s current economic and social capabilities with the proper advertisement of city coverage and public participation (Essex & Chalkley, 1998; Whitson & Macintosh, 1996).

City branding is associated with current city heritage and cultures. A study conducted by Anholt (2007) identifies six potential aspects that the city can review to ensure its branding is evaluated.

1. Place- entails the physical attributes, appearance, and aspects of the city.
2. People- include friendliness of the people, cultural alignment, and cultural diversity of the people.
3. Presence- entails stats of the place, familiarity, and global connection to the respective city.
4. Pulse explains the vibrancy and different exciting activities of both domestic and international tourists to the city.
5. Potential entails the cities capability regarding both social and economic opportunities presented in the city.
6. Prerequisite constitutes of the people currently living standards, public amenities available, and necessary infrastructure.