Strategic place marketing and place branding: 15 years of mega-events in Lisbon

Theodore Metaxas, Aristea Bati, Dimitris Filippopoulos, Kostas Drakos and Vagia Tzellou

MPRA Paper from University Library of Munich, Germany

Abstract: Urban tourism is a relatively recent phenomenon but is now being embraced by most European cities, which are using substantial funds to compete for visitors, thus generating new infrastructures for this process. Cities so as to differentiate themselves from their competitors, attempt to manage their image by strategic place marketing approach. This paper explores the implications and significance of being a host city of mega events. The purpose is to identify the perception of Lisbon’s identity and the formation of its image as a competitive tourism destination.

Keywords: place marketing; place branding; Lisbon; mega-events; Expo 98; Euro 2004 (search for similar items in EconPapers)
JEL-codes: O18 O20 O21 (search for similar items in EconPapers)
Date: 2011, Revised 2011
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