...Festivals and events are seen as a tool for raising awareness and as a catalyst in promoting a favourable destination image to potential tourists (Lertputtarak, 2012). The image of a destination can be enhanced by the success of an event (Baloglu & McCleary, 1999). In the words of “Lawson & Baud Bovy (1977), the concept of destination image is defined as the expression of all objective knowledge, prejudices, imagination and emotional thoughts of an individual or group about a particular location” (Dominique & Lopes, 2011, p. 307). Additionally, “other authors define the image as the sum of all beliefs, ideas and impressions that people associate with a destination (Crompton, 1979; Kotler, Haider & Rein, 1993)” (Dominique & Lopes, 2011, p. 307). This paper discusses the impact of events on destination image enhancement. Destination image is formed from several sources of information. Event information sources are the forces which influence the forming of perceptions and evaluations of a region’s characteristics. It will be argued, using the specific example of the ‘Exit’ event staged in 2000, that public exposure through extensive media coverage and word of mouth communications are the main elements that contribute to a positive destination image. Furthermore, it will be demonstrated how hosting events present an opportunity for marketers, as part of their strategy, to help position their destination and enhance their global image. As illustrated by the ‘Mardi Gras’ event staged...
Words: 1015 - Pages: 5
...Sssssssssssssssssssssssssssssdada Ad Ad A Da A Ds Da D Ada Da Sda Sda Sda Sda Sd Asd Asd Asd Asd Asd Asd Sad Asd Asd Asd Ad Asd As Dasd As Das Da Da Sda Sd Asd Sad Sad Asdasdsada Ad Asd Ad Adasd Asd Asd Asd Asd Asd Dasdasdasd Asasdasdasd Asdd A Adsa Sd Asdadasdas Asasdasd Asasd Asdasdasdasas Dsadad adasdas asd asd asdasd a adasdsadas ass a sad asdsa d as dsa d asd asd ad e r f dsfd dfdfasde sd sdsadf dgfsdfdf sdf df asdfdfd df df dsf dsf sad add sad asd asdd sad asa dsas dasd assd asad ads asad sad asad sad sad asd sd ad asd asd asd asda ad asd ad asd asdsdasd ad adadasd ads adasdaasd asd asdsad sad sad sad sad sd asd sad sad sad asd asd Sssssssssssssssssssssssssssssdada Ad Ad A Da A Ds Da D Ada Da Sda Sda Sda Sda Sd Asd Asd Asd Asd Asd Asd Sad Asd Asd Asd Ad Asd As Dasd As Das Da Da Sda Sd Asd Sad Sad Asdasdsada Ad Asd Ad Adasd Asd Asd Asd Asd Asd Dasdasdasd Asasdasdasd Asdd A Adsa Sd Asdadasdas Asasdasd Asasd Asdasdasdasas Dsadad adasdas asd asd asdasd a adasdsadas ass a sad asdsa d as dsa d asd asd ad e r f dsfd dfdfasde sd sdsadf dgfsdfdf sdf df asdfdfd df df dsf dsf sad add sad asd asdd sad asa dsas dasd assd asad ads asad sad asad sad sad asd sd ad asd asd asd asda ad asd ad asd asdsdasd ad adadasd ads adasdaasd asd asdsad sad sad sad sad sd asd sad sad sad asd...
Words: 275 - Pages: 2
...Asd As dasd a Sda sdsa Da sd As as d As asdas Dasdas Dasdas Dasdas Dasdas Dasdasd Asdasdasd as das d asd as dsa d sad as d asd as d asd as d sad s ad qw e asd zx ca sd qw e asd zxc as d qw d c xzc as d qwe asd xz c as d As d As Das D Sad Asd As d S D as D As d Asd Asd Asdsa das d asd as das d sad asd sa d wq sad z xc fdg qwer qew qw e asd z xc asd qw e asd as sa d as dqw e a sd zx c asd qw e as d w q asd as d asd a sd as das d as das d asd as das d as das d as das d asd as d asd as d asd sa d asd as asdas dasd asd as das d asd asdas das dsa dasdasda sd asd asd as das dasd asdasd asdasdasdas das d asd asd as das das dasd asdas d asd asd asd asd as das dasdas das dasd as das das dasd asdas asd asd asd Asd Asd As D Sad As Das das d as das d asd as d asd as d qw e sad as d as d asd as d asd as d as as das d as d a a a a a a a a a a a a a...
Words: 253 - Pages: 2