ABSTRACT
Seasonal Christmas markets have been established in European cities since the late Middle
Ages. In the second half of the twentieth century, they became more and more like events
and were popular destinations for excursions (Kammerhofer-Aggermann et al., 2003).
Destination development in relation to Christmas markets is a process of using the
market as a tool to make a place or region an attractive and worthwhile place to visit.
Some Christmas markets, such as the Christmas market in Dortmund, can be regarded
as “hallmark events” (Richie, 1984), i.e. major events that are regularly arranged
(usually annually) at a place and have become so closely linked to the place image and
branding that the place and the event are inseparable in most people’s mind (Andersson
et al., 2009). Thus, hallmark events are not necessarily large events in terms of visitors
and turnover, but strong in association to place identity (Getz, 2005). Successful Christmas
markets, therefore, can be regarded as vital in developing strong destination brands during
the Christmas season, particularly when they are developed into hallmark events.