Brand Image and Business Events in Hamburg. A Critical Evaluation

Seminar paper from the year 2020 in the subject Tourism - Miscellaneous, University of West Scotland, language: English, abstract: The purpose of this report is to show the economic importance and recent development of the business events sector in the Free and Hanseatic city of Hamburg. The metropolis is the second largest city of Germany with a multicultural population, economic growth and huge impact on the whole country. Its exceptional flair is closely linked to the historic Hanseatic League and the city´s autonomous status to this day. The port city offers business visitors a wide range of venues, culture and leisure opportunities and will therefore be subject of this report. First, the report provides a general overview of the business events sector. Thereafter, the city is critically analysed and evaluated regarding its popularity as a business tourism destination by means of the brand image attributes introduced by Hankinson (2005). Furthermore, it provides a prospect of how the emerging trend “sustainable tourism” is affecting the business events sector and its impact on Hamburg resulting in management implications for professionals in the industry.