Influences of SNS (Social Network Service) Uses and Musical Consumption on City Branding: A Focus on Broadway, New York and the West End, London

초록

This study explored the role the musical industry plays in creating city brand images. The results showed that younger consumers were found to have more favorable visit intentions in New York and London due to their image as musical cities. Instagram users wanted to visit New York, but Twitter users had negative visit intentions in New York. Sensation-seeking orientation toward musicals influenced visit intention in New York. Broadway familiarity was linked to visit intention. In London, only sensation-seeking orientation influenced visit intention. Uses of SNS did not influence London visit intention and West End familiarity was not related to London visit intention. These results could provide academic and managerial implications for city branding.

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