The contribution of hosting sport events in building city brand: Case study of the Mediterranean Games in Oran- 2022
Keywords:
City brand, sport event, tourism, experience, branding, visitorsAbstract
This study aimed to examine the relationship between hosting sporting events and the city's brand by examining the contribution of the Mediterranean Games Oran 2022 to building the brand of the city of Oran. A descriptive method was used to survey a sample of 300 people who were present in the city during the games, using an electronic questionnaire analyzed by the SPSS program. The sporting events variable was measured through the visitor's experience, and the city brand variable was measured through six dimensions. The results showed that hosting the Mediterranean Games 2022 had a clear contribution to building the brand of the city of Oran. These findings have implications for event organizers, city planners, and tourism agencies in strategically planning and promoting their events to enhance the city's brand, with significant economic and social implications. This study is relevant to researchers, policymakers, and practitioners interested in event management, tourism, city branding, and destination marketing.
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Copyright (c) 2025 Tahri Abdennour, Kaoudoune Hanane, Benali Amina
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