Run for the City: Healthy City Image Communication through Event Marketing of a Shopping Mall in Khon Kaen Province

Abstract

This research aimed to explore healthy city image communication through event marketing, using a running event organized by a shopping mall in Khon Kaen Province as a case study. A qualitative research methodology was adopted, incorporating participant observation, secondary data analysis from social media, and in-depth interviews with 17 key informants. The participants were selected using purposive sampling for event organizers and snowball sampling for local running community members, and online health influencers. Data were analyzed using thematic analysis combined with descriptive interpretation. The findings indicated that the city image is constructed through three communication levels: (1) Primary Communication, through experience design and running routes connected to medical districts and local symbols; (2) Secondary Communication, employing commercial de-escalation strategies to build brand authenticity via horizontal interactions; and (3) Tertiary Communication, which facilitated participant co-creation and digital word-of-mouth. This study contributes to the body of knowledge on Place Branding through Event Marketing within the similar context of cities in Thailand. By proposing a framework of Brand-Local Integration and Commercial De-escalation, the research demonstrates how private sector actors can transcend traditional retailing roles to become active Place Makers, seamlessly aligning corporate marketing goals with public wellness policies for sustainable urban development.