The impact of mega-event on a city's brand image : residents' perception of London and the impact of the 2012 London Olympic Games on their city image
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- Title
- The impact of mega-event on a city's brand image : residents' perception of London and the impact of the 2012 London Olympic Games on their city image
- Creator
- Sara Ait-Ouba
- Date
- 2012
- Abstract
-
The aim of this dissertation is to investigate and examine the impact of mega-events on a
residents' city image. Specifically, it intends to evaluate Londoners' city image and whether the 2012 London Olympic Games have an impact on residents' perception of the city. Cities are increasingly competing with each other using branding techniques to promote themselves and mega-events, such as the Olympics, are one way to do so. However, residents, who play a central role in creating a city brand, are largely left out of the place branding process. The research project was based on a qualitative multi- method approach. Firstly, two official websites were analysed to identify what kind of image of London is being projected and whether the multicultural aspect is being emphasised. Secondly, 50 semi-structured interviews were conducted to determine residents' perception of London and the Olympics' impact on their city image. The findings highlight London's image of being a multicultural and vibrant capital with a plethora of opportunities for both visitors and investors. However, while the city administration capitalises on the Games, residents do not feel part of the process. The main conclusion to be drawn from these findings is that residents need to be integrated in the place branding process. It is thus recommended to involve citizen in creating a shared vision that will translate into a city brand residents can identify themselves with. - Subject
- Arts management
- Branding
- Extent
- v, 103 pages
- Format
- Publisher
- Regent's University London
- degree
- MA Arts in Management (International marketing pathway)
- Language
- English
- Date Issued
- 2012
- Type
- Report
- Rights Holder
- Sara Ait-Ouba and Regent's University London
- Item sets
- Theses or Dissertation