Study on the coordination between Cognitive image of the City and an Event ----a case study of Shenzhen Hi-Tech Fair

Abstract

Events are regarded as an effective means to improve city’s image and develop its tourism. However, Could an event effectively publicize its city as people expect. In order to answer this question, the authors choose Shenzhen city and China Hi-Tech Fair as the objects to discuss how cognitive image of an event influences the cognitive image of the host city and its impact on participants’ behavioral intentions. The results reveal the cognitive image of an event is composed of two dimensions named feature elements and service elements. Participants’ cognitive event image will have significant influence on their cognitive city image, while feature elements of cognitive event image will affect event participants’ intentions to return to the host destination, and to recommend it. The results are expected to be used by destination managers to improve the image of events through a better selective communication of the positive aspects of the event to particular target groups so as to promote the image of a given tourist destination.

Keywords: event, city, cognitive image, behavioral intention