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.
Highlights
Countries, cities and communities are competing with each other in global environments
This study focuses on both experiential familiarity and informational familiarity and explores the roles of familiarity on visit intentions in New York and London
The results of the analysis showed that Broadway familiarity influenced visit intention in New York
Summary
Cities and communities are competing with each other in global environments. They develop marketing strategies and aim to attract residents, tourists, international students and even immigrants [1]. Cities can be one of the basic units for place branding because nobody can visit a country without visiting a specific city or local places. Some cities are famous domestically or internationally In this case, a certain city has its own unique identity. Identity is a critical element to be a recognizable city among other competing cities. This problem is why cities need to strategically brand their images to draw the attention of tourists or residents. Paid communication has limitations for city branding because cities have more complex and diverse identities and propositions [2]
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