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Improving residents' quality of life through sustainable experiential mega-events: High- versus low-context cultures

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Improving residents' quality of life through sustainable experiential mega-events: High- versus low-context cultures

dc.contributor.author	Vila-López, Natalia
dc.contributor.author	Kuster-Boluda, Inés
dc.contributor.author	Marín-Aguilar, José Trinidad
dc.date.accessioned	2023-11-27T15:18:59Z
dc.date.available	2023-11-27T15:18:59Z
dc.date.issued	2023
dc.identifier.uri	https://hdl.handle.net/10550/91460
dc.description.abstract	Public managers need to improve city residents' quality of life as a first step to boost its tourism development. Marketing strategies can play a useful role, as the city marketing theory states. The present article aims to compare the efficacy of two marketing strategies embedded in a public mega-event: (a) an experiential strategy, based on emotions encourage during the event and (b) a green strategy, based on green actions linked to this event. Furthermore, following Hall's theory of cultural determination, this article aims to compare these strategies' efficacy in two alternative cultures: a high-context (Mexico) and a low-context culture (Spain). We contacted 202 and 204 residents in Mexico and Spain during the event. In low-context cultures (Spain), an experiential marketing strategy achieves greater results than a green one; conversely, in high-context cultures (Mexico), a green marketing strategy is more effective.
dc.language.iso	eng
dc.relation.ispartof	Journal of Hospitality & Tourism Research, 2023, vol. 46, num. 5, p. 979-1005
dc.source	Vila-Lopez, N., Boluda, I.-K., & Marin-Aguilar, J. T. (2022). Improving Residents’ Quality of Life Through Sustainable Experiential Mega-Events: High- Versus Low-Context Cultures. Journal of Hospitality & Tourism Research, 46(5), 979-1005. https://doi.org/10.1177/1096348020901775
dc.subject	turisme
dc.subject	comerç
dc.subject	experiential marketing
dc.subject	marketing
dc.subject	cross-cultural
dc.subject	sustainability
dc.title	Improving residents' quality of life through sustainable experiential mega-events: High- versus low-context cultures
dc.type	journal article
dc.date.updated	2023-11-27T15:18:59Z
dc.identifier.doi	10.1177/1096348020901775
dc.identifier.idgrec	141345
dc.rights.accessRights	open access