Do events contribute to the brand of Novi Sad? A millennials` perspective

Authors

  • Đurđica Jojić Novaković PhD student, University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Serbia
  • Marija Mandarić University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Serbia

DOI:

https://doi.org/10.5937/menhottur1901047J

Keywords:

Novi Sad, millennials, festivals, branding, destination

Abstract

In the era of the global economy and more expressed need for obtaining a competitive advantage, strong brands and the branding process itself gain importance, which is why brand management principles are being applied even to geographical areas and destinations. Events and festivals represent an important element of brand destination, i.e. of cities worldwide, whereas in strategic documents related to the tourism both of the Republic of Serbia and of the city of Novi Sad, they are recognised as priority tourist products. The topic of this research is the analysis of importance of festivals for the "city of festivals" i.e. Novi Sad, but from the point of view of population that had little attention of researchers – millennials. Millennials, i.e. those born in the 1990's, are the largest generation humankind ever had and their attitudes are dominating on the market. The research conducted in May 2018 on a sample of 102 students in Novi Sad has shown absolute domination of Exit festival in all aspects, but also some other interesting characteristics of Novi Sad brand.

References

Anastassova, L., & Luizov, A. (2016). Marketing urban destinations through festivals. Revista de turism - studii si cercetari in turism, 21, 43-49

Arnegger, J., & Herz, M. (2016). Economic and destination image impacts of mega-events in emerging tourist destinations. Journal of Destination Marketing & Management, 5(2), 76-85. https://doi.org/10.1016/j.jdmm.2015.11.007

Ashworth, G., & Kavaratzis, M. (2009). Beyond the logo: Brand management for cities. Journal of Brand Management, 16, 520-531. https://doi.org/10.1057/palgrave.bm.2550133

European Commission. (2014). European Capitals of Culture 2020 to 2033 - A guide for cities preparing to bid. Brusselles: European Commission.

European Commission. (2018). European Capitals of Culture. Retrieved June 8, 2018 from: https://ec.europa.eu/programmes/creative-europe/actions/capitals-culture_en

Folorunso Adeyinka-Ojo, S., & Khoo-Lattimore, C. (2013). Slow food events as a high yield strategy for rural tourism destinations. Worldwide Hospitality and Tourism Themes, 5(4), 353-364. https://doi.org/10.1108/WHATT-03-2013-0012

Fromm, J. (2011). Do you have a millenial marketing strategy? Franchising World, 43(9), 56-57

Getz, D. (2016, August 9). The Sustainability Of Eventful Cities. Retrieved June 9, 2018 from: https://donaldgetzprofessor.wordpress.com/2016/08/09/new-download-the-sustainability-of-eventful-cities/

Grad Novi Sad. (2018). Program razvoja turizma grada Novog Sada za period 2018-2022. godine [Programme of tourism development of the city of Novi Sad for the period 2018-2022]. Novi Sad: Grad Novi Sad.

Hankinson, G. (2009). Managing destination brands: establishing a theoretical foundation. Journal of Marketing Management, 25(1-2), 97-115. https://doi.org/10.1362/026725709X410052

Henderson, S. (2011). The development of competitive advantage through sustainable event management. Worldwide Hospitality and Tourism Themes, 3(3), 245-257. https://doi.org/10.1108/17554211111142202

Kavaratzis, M. (2004). From city marketing to city branding: Towards a theoretical framework for developing city brands. Place Branding, 1(1), 58-73. https://doi.org/10.1057/palgrave.pb.5990005

Kotler, P., & Gertner, D. (2002). Country as a brand, product, and beyond: A place marketing and brand management perspective. Brand Management, 9(4-5), 249-261. https://doi.org/10.1057/palgrave.bm.2540076

Lee, I., & Arcodia, C. (2011). The role of regional food festivals for destination branding. International Journal of Tourism Research, 13(4), 355-367. https://doi.org/10.1002/jtr.852

Mandari?, M. (2016). Strategijski brend menadžment [Strategic brand management]. Vrnja?ka banja: Fakultet za hotelijerstvo i turizam u Vrnja?koj Banji.

Mandari?, M., & Mili?evi?, S. (2016). Role And Significance Of Tourism Destinations Branding. 3rd International Conference: "Higher education in function of development of tourism in Serbia and Western Balkans", Visoka škola strukovnih studija, Užice, 37-46.

Mandari?, M., Mili?evi?, S., & Sekuli?, D. (2017). Traditional values in the function of promotion of Šumadija and Pomoravlje as rural tourism destinations. Economics of Agriculture, 64(2), 787-803. https://doi.org/10.5937/ekopolj1702787m

Mason, M., & Paggiaro, A. (2012). Investigating the role of festivalscape in culinary tourism: The case of food and wine events. Tourism Management, 33(6), 1329-1336. https://doi.org/10.1016/j.tourman.2011.12.016

Morgan, N., Pritchard, A., & Pride, R. (2015). Destination brands – Managing place reputaion. Beograd: Clio

Novi Sad 2021. (2018). What is European Capital of Culture? Retrieved June 8, 2018 from: http://novisad2021.rs/en/what-is-european-capital-of-culture/?jez=lat

Nunkoo, R., & Gursoy, D. (2012). Residents' support for tourism. Annals of Tourism Research, 39(1), 243-268. https://doi.org/10.1016/j.annals.2011.05.006

Ooi, C.-S., & Strandgaard Pedersen, J. (2010). City branding and film festivals: Re-evaluating stakeholder’s relations. Place Branding and Public Diplomacy, 6(4), 316-332. https://doi.org/10.1057/pb.2010.30

Paddison, B., & Biggins, R. (2017). Advocating community integrated destination marketing planning in heritage destinations: the case of York. Journal of Marketing Management, 33(9-10), 835-857. https://doi.org/10.1080/0267257X.2017.1329226

Richards, G., & Wilson, J. (2004). The impact of cultural events on city image: Rotterdam, Cultural capital of Europe 2001. Urban Studies, 41(10), 1931-1951. https://doi.org/10.1080/0042098042000256323

Riza, M. (2015). Culture and city branding: Mega-events and iconic buildings as fragile means to brand the city. Open Journal of Social Sciences, 3(7), 269-274. https://doi.org/10.4236/jss.2015.37039

Ryan, C., & Montgomery, D. (1994). The attitudes of bakewell residents to tourism and issues in community responsive tourism. Tourism Management, 15(5), 358-369. https://doi.org/10.1016/0261-5177(94)90090-6

Star?evi?, S., & Konjikuši?, S. (2018). Why millennials as digital travelers transformed marketing strategy in tourism industry. Conferene Proceedings - 3rd Tourism International Scientific Conference Vrnja?ka banja. Vrnja?ka banja: Fakultet za hotelijerstvo i turizam u Vrnja?koj banji

TO Novog Sada. (2018, May 15). Doga?aji [Events]. Retreived May 15, 2018 from: http://novisad.travel/dogadjaji/

Veljkovi?, S. (2010). Brend menadžment u savremenim tržišnim uslovima [Brand management in contemporary market conditions]. Beograd: Centar za izdava?ku delatnost Ekonomskog fakulteta u Beogradu

Vlada Republike Srbije. (2016). Strategija razvoja turizma Republike Srbije 2016-2025 [Strategy of tourism development of the Republic of Serbia 2016-2025]. Beograd: Vlada Republike Srbije

Yuan, J., & Jang, S. (2008). The effects of quality and satisfaction on awareness and behavioral intentions: Exploring the role of a wine festival. Journal of Travel Research, 46(3), 279-288. https://doi.org/10.1177/0047287507308322

Yuan, L., & Chong, C. (2006). The effects of festivals and special events on city image design. Architecture Journal, 1(2), 255-259.https://doi.org/10.1007/s11709-007-0032-0

Downloads

Published

2019-06-25

How to Cite

Jojić Novaković, Đurđica ., & Mandarić, M. . (2019). Do events contribute to the brand of Novi Sad? A millennials` perspective . Hotel and Tourism Management, 7(1), 47–59. https://doi.org/10.5937/menhottur1901047J

Issue

Section

Original Scientific Papers