City Image and Cultural Events
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2020-08-28
Language
en
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Abstract
The main purpose behind this MA thesis was to delineate the role and contribution of cultural
events like film festivals in city branding processes and in the formation of city image, taking
as a case study the city of Thessaloniki and the Thessaloniki International Film Festival. During
this study the official tourism website of the city and two media articles about it were analysed
under the scope of multimodal discourse analysis. Interviews were also conducted. One with a
city official regarding city branding strategies and another with a representative from the
Festival regarding how it functions in the city and what it contributes to its image. These
elements were investigated under the scope of city branding and film tourism theories as well
as the overarching theory of storytelling. The main findings confirmed the importance of the
existence of cultural events in the formation of city and destination image and the vital role the
Film Festival in particular holds for Thessaloniki. At the same time, it was revealed that they
do not play such an active role in city branding practices which emphasizes other characteristics
of the city.
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