engleski

Event as the Brand Ambassador of its Host City: Analyzing the Social Media Exposure of Split Generated by Ultra Europe Music Festival

Events have become an important part of tourist destination branding. They attract domestic and international visitors, and generate media exposure for the city. In that sense, music festivals can be seen as the brand ambassadors of their host cities which represent novelty in the implementation of this concept. Brand ambassadors are usually persons, but for the purpose of this research, one of the biggest electronic, dance, and house music festivals in the world, the Ultra Europe is considered to be the brand ambassador of the city of Split, its host city. The research determines the nature and extent of social media exposure generated for Split by hosting the Ultra Europe music festival. The coverage of the festival on social media was content analyzed for any verbal and written mentions of Split and its associated images. Four different types of social media platforms were examined ; Wikipedia, Facebook, Twitter and, YouTube. The research shows that the Ultra Europe is very important ambassador of Split branding, and that Split and its associated images has been mentioned and displayed more than 800 times. Due to the festival, Split gained huge media exposure and increase number of tourist arrivals.

brand ambassador ; event ; social media ; Split ; Ultra Europe

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