HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

Etude de l'influence du Village de noël sur l'image de la Ville de Liège

Huin, Mélanie ULiège
Promotor(s) : Cadiat, Anne-Christine ULiège
Date of defense : 20-Jan-2020/24-Jan-2020 • Permalink :
Title : Etude de l'influence du Village de noël sur l'image de la Ville de Liège
Author : Huin, Mélanie ULiège
Date of defense  : 20-Jan-2020/24-Jan-2020
Advisor(s) : Cadiat, Anne-Christine ULiège
Committee's member(s) : Delcourt, Cécile ULiège
Jamart, Guillaume 
Language : French
Number of pages : 159
Keywords : [en] city branding, brand image, place branding, cultural events, Christmas Village, Liège
Discipline(s) : Business & economic sciences > Marketing
Target public : Professionals of domain
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en international strategic marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] For more than twenty years now, cities have been developing and aiming to attract new residents, tourists but also investors. Competition between cities exists, and many are therefore trying to stand out from the rest by using various tools. Among these ones, we find city branding, a marketing tool allowing the promotion of cities.
Over the past thirty years, events have also multiplied and have found their importance in everyday life.
The goal of this thesis is to identify if conducting events, and particularly a cultural event, here a Christmas Village, can have an impact on a perceived destination brand image.
First, in order to answer to this question, a theorical analysis is conducted to define the main theoretical aspects. Then, questionnaires for visitors are created and distributed. Questionnaires are also made for the exhibitors of the Christmas Village, and in-depth interviews are conducted.
The results show that many aspects have to be taken into account when city branders and marketers want to improve a city image.
In response to the initial question, we can say that events have an influence on cities’ perceived image.



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  • Huin, Mélanie ULiège Université de Liège > Master sc. gest., à fin.


Committee's member(s)

  • Delcourt, Cécile ULiège Université de Liège - ULiège > HEC Liège : UER > UER Management : Marketing
    ORBi View his publications on ORBi
  • Jamart, Guillaume
  • Total number of views 32
  • Total number of downloads 3

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