Purpose

Web Summit is an annual technological event which takes place annually in November and has great worldwide impact. The event fits into the MICE (meetings, incentives, conventions and exhibitions) typology and has mega-event proportions, not only due to the number of participants but also in relation to its media coverage. The aim of this study is to analyse the participation of Web Summit participants in leisure activities outside the event, namely regarding entertainment and culture and heritage. It was also intended to know their perception of the city's brand image, according to the participants' age and the number of days they stay in the city.

Design/methodology/approach

This investigation is anchored in a quantitative methodology. Data were collected during the four days of the event from a convenience sample of 410 participants. For this purpose, a 15-item questionnaire was used, specifically designed to meet the study's objectives, assessing three dimensions: entertainment, culture and heritage and brand image.

Findings

Entertainment and culture and heritage positively influence tourists' perception of brand image. It was also possible to ascertain that the age of the tourists and their interest in culture and heritage are correlated. Finally, it was found that tourists' perception of entertainment varies depending on the number of days they stay in Lisbon.

Research limitations/implications

The main limitation of the study is related to the fact that a convenience sample was used in a single destination, which does not allow generalization to other contexts. Therefore, it would be interesting to apply the study in other geographical and cultural contexts, particularly in Rio de Janeiro, where the event will also take place next year (2023).This research contributes to extending the reflection on the role that events play in the brand image of a tourist destination. This study also highlights the importance of understanding consumer behaviour in MICE typology events.

Practical implications

The MICE sector plays an important role in the tourism industry as it constitutes a driving force of the global economy. Thus, it is considered that this research draws attention to the importance of the regions invested in this sector (e.g. expansion of facilities, ease of access to the site). Thus, in practical terms, the findings allow the authorities and the different stakeholders to better understand the impact of the event on the city's image and, at the same time, adapt the services according to the attendees' preferences.

Social implications

Considering the results, the study may have an impact on the organization of tours and events related to local culture and heritage, particularly in old quarters, where there is a greater lack of resources and the standard of living of the inhabitants is more precarious.

Originality/value

This research contributes to extending the reflection on the role that mega-events play in the brand image of a tourist destination. This study also highlights the importance of understanding the behaviour of consumers of different ages in events of the MICE typology, in leisure activities outside the event.

中文翻译：

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网络峰会参与者年龄和停留时间对休闲活动偏好和城市形象的影响

目的

Web Summit是一年一度的技术盛会，每年11月举行，在全球范围内产生巨大影响。该活动符合 MICE（会议、奖励旅游、大会和展览）类型，并且具有大型活动比例，这不仅因为参与者的数量，而且还因为其媒体报道。本研究的目的是分析网络峰会参与者对活动之外的休闲活动的参与情况，即娱乐、文化和遗产。它还旨在根据参与者的年龄和在城市停留的天数了解他们对城市品牌形象的看法。

设计/方法论/途径

这项调查以定量方法为基础。数据是在四天的活动期间从 410 名参与者的方便样本中收集的。为此，我们使用了一份包含 15 项的调查问卷，专门为满足研究目标而设计，评估三个维度：娱乐、文化和遗产以及品牌形象。

发现

娱乐、文化和遗产积极影响游客对品牌形象的认知。还可以确定游客的年龄与他们对文化和遗产的兴趣之间存在相关性。最后发现，游客对娱乐的看法根据他们在里斯本停留的天数而变化。

研究局限性/影响

该研究的主要局限性与在单一目的地使用便利样本这一事实有关，这不允许推广到其他环境。因此，将这项研究应用于其他地理和文化背景将会很有趣，特别是在里约热内卢，该活动也将于明年（2023 年）举行。这项研究有助于扩展对活动在旅游目的地的品牌形象。这项研究还强调了了解 MICE 类型活动中消费者行为的重要性。

实际影响

会展业在旅游业中发挥着重要作用，是全球经济的驱动力。因此，我们认为这项研究引起了人们对投资该领域的地区重要性的关注（例如设施的扩建、进入该地点的便利性）。因此，实际上，调查结果使当局和不同利益相关者能够更好地了解活动对城市形象的影响，同时根据参与者的喜好调整服务。

社会影响

考虑到结果，该研究可能会对与当地文化和遗产相关的旅游和活动的组织产生影响，特别是在资源匮乏且居民生活水平更加不稳定的老城区。

原创性/价值

这项研究有助于扩展对大型活动在旅游目的地品牌形象中所扮演的角色的思考。这项研究还强调了了解不同年龄的消费者在 MICE 类型的活动以及活动之外的休闲活动中的行为的重要性。