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Citizen involvement, place branding and mega events: insights from Expo host cities

Author

Listed:
  • Marta Hereźniak

    (University of Lodz)

  • Magdalena Florek

    (Poznan University of Business and Economics)

Abstract

The goal of this paper is to explore the importance and the nature of citizen involvement for the branding of places in relation to Expo events. In particular, the authors analyse the various ways in which residents can be included at specific stages of organizing an Expo—from application through realization of the exhibition to post activities. The theoretical background for the discussion on citizen involvement in place branding is rooted in public management and corporate branding. Consequently, in the empirical part, the authors adopt an institutional perspective on local stakeholders’ involvement. The research method employed in the study was a semi-structured interview. These interviews were conducted with institutional representatives of five European Expo host cities, in order to identify how public institutions responsible for the organization of an Expo (1) perceive the role of citizens in this mega event; (2) employ strategies for citizen involvement in Expo exhibitions; and (3) evaluate barriers, problems and controversies related to the process of involvement. Respondents clearly stated that a sense of community, internal pride and aspirations or a unique collective experience were important reasons to host an Expo in their cities. Based on the survey results, there seemed to have been general agreement on the importance of citizen involvement during the event; however, the respondents’ views differed on the matter of involvement before the event (during the application process). It can also be observed that citizen engagement in the case of Expos is more intense before/during than after the event. Cities who have already hosted an Expo highlighted the beneficial effect that the event had on the community, and stressed the heightened post-Expo satisfaction of citizens, compared with their pre-expo attitudes and expectations.

Suggested Citation

  • Marta Hereźniak & Magdalena Florek, 2018. "Citizen involvement, place branding and mega events: insights from Expo host cities," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(2), pages 89-100, May.
    • Handle: RePEc:pal:pbapdi:v:14:y:2018:i:2:d:10.1057_s41254-017-0082-6
    DOI: 10.1057/s41254-017-0082-6
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    References listed on IDEAS

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    Cited by:

    1. Alberte Tøttenborg & Can-Seng Ooi & Anne Hardy, 2023. "Place branding through public management lenses: supplementing the participatory agenda," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(1), pages 114-127, March.
    2. Chung-Shing Chan, 2023. "From the perspective of local brand equity, how do citizens perceive green, creative and smart brand potential of future Hong Kong?," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(4), pages 500-513, December.
    3. Zenzile Mbinza, 2024. "Exploring place branding in the Global South: the case of Johannesburg, South Africa," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 20(2), pages 232-243, June.
    4. Beatriz Casais & Patrícia Monteiro, 2019. "Residents’ involvement in city brand co-creation and their perceptions of city brand identity: a case study in Porto," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(4), pages 229-237, December.
    5. Michał Marcin Kobierecki, 2023. "Sport at the World Expo. Analysis of sports diplomacy at the non-sporting event," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(4), pages 413-425, December.
    6. Ulla Hakala & Arja Lemmetyinen & Lenita Nieminen, 2020. "Rebranding a “rather strange, definitely unique” city via co-creation with its residents," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 16(4), pages 316-325, December.
    7. Maia Maziashvili & Izabela Kowalik, 2022. "City citizenship behavior and participation in promotion," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 18(2), pages 113-127, June.
    8. Kelly Vibber & Alessandro Lovari, 2022. "The overlooked public: examining citizens’ perceptions of and perceived role in hosting mega-events," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 18(2), pages 156-168, June.
    9. Marta Hereźniak & Justyna Anders-Morawska, 2021. "Public value-driven place branding. The way forward?," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(1), pages 65-77, March.
    10. Yuzong Zhao & Xiaotian Cui & Yongrui Guo, 2022. "Residents’ Engagement Behavior in Destination Branding," Sustainability, MDPI, vol. 14(10), pages 1-15, May.

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