Mega event and destination brand: 2010 Shanghai Expo

Abstract

PurposeThe purpose of this study is to analyze Chinese tourists' perceptions toward the 2010 World Expo and the impact of a mega event on the host city and visitor satisfaction.Design/methodology/approachGuided by the conceptualization of hosting special events for destination branding, this study examines empirically tourists' perceptions and experiences of the 2010 Shanghai World Expo and the host city. Ten hypotheses were tested using SEM to identify and analyze the factors and relationships that influence mega events and host cities.FindingsData collected from 600 tourists who visited the 2010 Shanghai World Expo provide support for the proposed model. The empirical test provides support for eight of the ten hypotheses and it reveals that the hosting of the World Expo had significant positive impact on Shanghai but not vice versa, and the Chinese tourists exhibited loyalty to the host city.Research limitations/implicationsUsing a moving event such as Expo, the Shanghai brand is simplified. The sample includes only domestic tourists and future research should include an international sample for comparison.Practical implicationsThe results help in identifying and managing the factors that contribute positively to the host destination brand when hosting mega events.Originality/valueThis study is the first attempt to empirically test the conceptual framework of leveraging a mega event for enhancing the host destination brand by using the 2010 Shanghai Expo as a case study. It validates that the strategic fit between the event and host city, community support and event quality are essential in enhancing host destination brand and tourist loyalty.

Research on Foreign Tourists’ Satisfaction with the 2010 Shanghai World Expo: Based on the Blogs at a Travel Website

“…A similar study on this topic has been conducted on Chinese tourists to the Shanghai World Expo, but no such study was performed to examine foreign tourists' motivation factors for visiting the host city during a major event (Yu, Wang, & Seo, 2012). Is this factor the major event itself or the host city?…”

Image interplay between events and destinations

“…However, visitors of a destination who are primarily attending for an event are more positive of the destination than non-primary visitors (Knott et al, 2013). Research has, however, amply annotated the importance and necessity of having a strategic and cultural fit when pairing an event with a destination (Harris, 2008;Jago et al, 2003;Nobili, 2005;Xing & Chalip, 2006;Yu et al, 2012), in order to avoid negative, or no associations being conveyed. More specifically, by means of image transfer, destinations can improve their image with events (Deng & Li, 2013).…”

“…Jago et al suggest that the longevity/tradition of an event is important in order to "reinforce the branding effect by adding saliency and profile" (2003, p. 9), which seems very much in line with Westerbeek and Linley's (2012) train of thought of having an event portfolio with reoccurring events to increase awareness and brand strength. Several studies suggested that the venues or infrastructures used by events had a significant and positive impact on being associated with a host destination (Bodet & Lacassagne, 2012;Deng & Li, 2013;Yu et al, 2012). Several studies suggested that the venues or infrastructures used by events had a significant and positive impact on being associated with a host destination (Bodet & Lacassagne, 2012;Deng & Li, 2013;Yu et al, 2012).…”

Green Event Management and Initiatives for Sustainable Business Growt

“…The challenge with energy management is that the amount of energy being consumed is usually not instantly apparent. Unlike waste, which provides a visual cue of its impact on the environment, energy is much harder to quantify and is often taken for granted and treated as an unavoidable cost [16].…”