The effects of festivals and special events on city image design

Abstract

City marketing provides a good vehicle to strengthen a city in competition. On the analysis of the important roles of events and city image in the context of city marketing, this paper suggests that holding festivals or special events is an effective approach to enhance city marketing. The positive impacts of festivals and special events, such as the identification of city image, the promotion of the transmission of city image, and the reversal of the negative image of the city, are discussed. The negative impacts of festivals and special events are also talked about. The unique image of the city could be identified by the City Mind Identity, the City Visual Identity and the City Behavior Identity concerned with festivals and special events.