The Role of Sports Events in Shaping City Image and Branding: A Case Study of Chiang Mai, Past and Present
DOI:
https://doi.org/10.70730/tureview.v29i1.241528Keywords:
City Image, City Branding, Sport Events, Chiang Mai, Soft PowerAbstract
Sports events are increasingly used to shape city branding and image, yet their role in secondary cities—especially in Southeast Asia—remains underexplored. This qualitative study employs a self-narrative inquiry approach to examine how sports events have contributed to the branding of Chiang Mai, Thailand, between 2015 and 2025. Eleven key informants were purposively selected from stakeholder groups including event organizers, business owners, sports officials, and government representatives. By analyzing narratives, the research uncovers strategies that have positioned Chiang Mai as an active, culturally rich, and globally connected city. Key factors include integrating local heritage, utilizing natural landscapes, and encouraging community engagement. The findings highlight the importance of cross-sector collaboration, grassroots participation, and authentic storytelling. Sports events have not only enhanced civic pride but also increased international visibility. The study provides transferable lessons for similar urban contexts,
emphasizing the use of culturally embedded sports events as tools for soft power and sustainable city branding.
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