Solmaz Filiz Karabağ , Mehmet Cihan Yavuz and Christian Berggren Th e impact of festivals on city promotion : A comparative study of Turkish and Swedish festivals

Tourism literature suggests that cities as corporate brands which can be promoted in the market and communicated to stakeholders. City tourism managers use tourism products such as festivals or other special events to promote their city as a corporate brand. Th is paper examines how festivals, in particular, aff ect the promotion and communication of a city in diff erent market levels. A survey instrument was used to gather data from festival managers in İzmir, Turkey, in April 2009; and Göteborg, Sweden, in April 2009. Th e main fi ndings indicate that managers perceive their festivals as creating community cohesiveness and strong communication among the current residents. However, they view the impact of the festivals on the promotion of the city within its country or in the international tourism market as limited. Th is study ultimately suggests that the festivals of İzmir are less effi cient in promoting the city and that Göteborg festivals work to promote the city in Sweden and in the larger regions of Scandinavia.