Influences of SNS (Social Network Service) Uses and Musical Consumption on City Branding: A Focus on Broadway, New York and the West End, London

Jongwon Won, Jong Yoon Lee and Jong Woo Jun
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Jongwon Won: Department of Media Communication, Soonchunhyang University, Chungnam 31538, Korea
Jong Yoon Lee: Department of Photography, Visual & Contents, Sangmyung University, Seoul 03016, Korea
Jong Woo Jun: School of Communication, Dankook University, Gyeonggi-do 16890, Korea

Sustainability, 2020, vol. 12, issue 9, 1-10

Abstract: This study explored the role the musical industry plays in creating city brand images. The results showed that younger consumers were found to have more favorable visit intentions in New York and London due to their image as musical cities. Instagram users wanted to visit New York, but Twitter users had negative visit intentions in New York. Sensation-seeking orientation toward musicals influenced visit intention in New York. Broadway familiarity was linked to visit intention. In London, only sensation-seeking orientation influenced visit intention. Uses of SNS did not influence London visit intention and West End familiarity was not related to London visit intention. These results could provide academic and managerial implications for city branding.

Keywords: musicals; city branding; SNSs; orientation; sustainable tourism (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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