Branding Through Knowledge: Exploring Place Branding and Legacy of International Academic Conferences in Gothenburg

Abstract

With increasing globalization and travel opportunities, alongside a growing focus on sustainability and social impacts, events such as international conferences are increasingly encouraged to reconsider their social, environmental and economic contributions, impacts and outcomes, tying into the concept of legacy. In the context of place branding, events are often proposed as a strategic tool in embracing the visibility and competitiveness of places and destinations. The aim of this study is to explore whether and how international academic conferences contribute to legacy and to conceptualise it in relation to place branding. The empirical focus is on international academic conferences arranged in Gothenburg, Sweden. The study uses a qualitative method and fifteen semi-structured interviews with people that have hosted conferences in Gothenburg. Findings show that conferences facilitate knowledge exchange and that cutting-edge topics discussed in conferences can contribute to legacy. Additionally, conferences may enhance place branding organically through the adaptation of conference themes to the local expertise. While actors in Gothenburg actively work with legacy, a lack of understanding of the concept exists among conference hosts, with a need for clear responsibilities, evaluations and strategies for successful implementation of both legacy and place branding to reinforce its commitment to sustainability.