The influence of Web Summit attendees' age and length of stay on leisure activity preferences and city image

PurposeWeb Summit is an annual technological event which takes place annually in November and has great worldwide impact. The event fits into the MICE (meetings, incentives, conventions and exhibitions) typology and has mega-event proportions, not only due to the number of participants but also in relation to its media coverage. The aim of this study is to analyse the participation of Web Summit participants in leisure activities outside the event, namely regarding entertainment and culture and heritage. It was also intended to know their perception of the city's brand image, according to the participants' age and the number of days they stay in the city.Design/methodology/approachThis investigation is anchored in a quantitative methodology. Data were collected during the four days of the event from a convenience sample of 410 participants. For this purpose, a 15-item questionnaire was used, specifically designed to meet the study's objectives, assessing three dimensions: entertainment, culture and heritage and brand image.FindingsEntertainment and culture and heritage positively influence tourists' perception of brand image. It was also possible to ascertain that the age of the tourists and their interest in culture and heritage are correlated. Finally, it was found that tourists' perception of entertainment varies depending on the number of days they stay in Lisbon.Research limitations/implicationsThe main limitation of the study is related to the fact that a convenience sample was used in a single destination, which does not allow generalization to other contexts. Therefore, it would be interesting to apply the study in other geographical and cultural contexts, particularly in Rio de Janeiro, where the event will also take place next year (2023).This research contributes to extending the reflection on the role that events play in the brand image of a tourist destination. This study also highlights the importance of understanding consumer behaviour in MICE typology events.Practical implicationsThe MICE sector plays an important role in the tourism industry as it constitutes a driving force of the global economy. Thus, it is considered that this research draws attention to the importance of the regions invested in this sector (e.g. expansion of facilities, ease of access to the site). Thus, in practical terms, the findings allow the authorities and the different stakeholders to better understand the impact of the event on the city's image and, at the same time, adapt the services according to the attendees' preferences.Social implicationsConsidering the results, the study may have an impact on the organization of tours and events related to local culture and heritage, particularly in old quarters, where there is a greater lack of resources and the standard of living of the inhabitants is more precarious.Originality/valueThis research contributes to extending the reflection on the role that mega-events play in the brand image of a tourist destination. This study also highlights the importance of understanding the behaviour of consumers of different ages in events of the MICE typology, in leisure activities outside the event.