Abstract
Mega events are changing host destinations in various aspects since they became a strong business-oriented eco-system that creates a strong legacy impact on the host destination. The paper provides an extensive literature review of the legacy concept in the meetings and events industry, research if after organizing a mega event there is always a legacy that remains for the hosting destination, and research in what directions legacy should be managed. Unfortunately, due to an inconsistent approach to measuring and reporting, it is not possible to compare the success of previous EXPOs. That is the reason why host destination should develop their own approach based on the entire urban development strategy and destination management development strategy, where EXPO is only one important milestone to reach. Special focus has been given to the EXPO financial cost-benefit impacts analysis for the period 2010-2021. Based on the extensive literature review, in the process of understanding and implementing the EXPO legacy framework, there are three major legacy areas identified: destination marketing and branding, urban development and urbanization process, and monitoring and measuring economic impact. Available funds for destination marketing should be joined from the public and private sectors in order to reach a long-lasting and sustainable brand and image of a destination. A customized economic impact model needs to be based on the macro-economic data that has been monitored for at least 10 years, on the local, regional and national levels, while the destination should have a clear urban development strategy, in which EXPO is an important milestone to reach.
Published Version
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