ABSTRACT
Advent in Zagreb, Croatia is the city’s most important event. Zagreb city officials and Tourist Board organise the event, and focus on ensuring quality/availability of information concerning the event is widespread. Given much work on events concerns image and place marketing, it is important to also consider resident well-being and event impact on locals. To do this, empirical research survey involving residents was conducted using a 5-point Likert Scale. The study suggests Advent in Zagreb does not affect residents’ quality of life, but respondents do feel the event offering being positive, with the correlation between study variables and perceived quality of life is positive, but moderate. It was speculated that the diverse and easily accessible offering, inclusive of cultural events, has a favourable effect on residents quality of life. Alternatively, most residents do feel increased prices are not relative to product quality and the residents’ purchasing power. Interestingly, the respondents feel that Advent in Zagreb has a more favourable effect on the quality of life of others than on their personal quality of life. The reason for such a result could relate to differences in perceiving the subjective and objective elements of residents’ quality of life.
