Purpose
With fierce competition in capturing tourists, it is crucial that destinations be prepared to adapt and to refresh their event portfolio. The purpose of this paper is to look into the decision-making process that led to the development of a new festival in a middle-sized city, Tomar, in Portugal.
Design/methodology/approach
This study analyses the creation process of the Knights Templar Festival, in Tomar, a new event focusing on the Templar history of the city. A retrospective outlook on the evolution of the event is given. Primary data were collected via quantitative survey analysis and semi-structured interviews. The theoretical scope is events and placemaking.
Findings
The strengths and weaknesses of the region influenced the conception and setting up of this particular event. This awareness is important for cities in meeting the challenges and opportunities that event portfolio diversification calls for.
Research limitations/implications
This paper helps us to understand the motives and challenges in establishing a new event in the city, through the analysis of a single case study of a European middle-sized city. Simultaneously, it is a longitudinal in-depth case of the first editions of a new historically focused event.
Practical implications
Several practical implications can be derived to the case of Tomar. Overall, it is key that cities align the focus of new events with the city’s identity (as Tomar did).
Originality/value
This paper presents an in-depth and longitudinal case study, from the moment of the creation of a new event to its fourth edition, mapping the decision-making process, highlighting the learning curve of the decision makers.
The key goal of this conceptual paper is the creation of a sustainable management model of the Festa dos Tabuleiros (FT) event that provides a quality experience to the visitors without threatening the social, cultural and environmental integrity of the territory. Action research methodology has been used to improve the way the Tomar municipality organises and promotes the FT. In order to establish this model, it is necessary to determine the agents and relationships that underlie the production system of this event, aiming to improve the quality of its offer and the experience it provides to visitors as well as the sustainability of its production and consumption processes. In this sense, the development of the model will be based on four tasks: (1) stock-taking, interpreting and exhibiting cultural resources; (2) identifying, involving, analysing and educating stakeholders; (3) benchmarking of good practices in event sustainability; and (4) managing and monitoring the model. Hence, this paper aims to contribute to the safeguarding of the FT and to the sustainable development of the municipality and the region. This intent is achieved through the creation of a sustainable tourist-cultural management model that promotes the study, protection, enhancement, and dissemination of this event, as well as the creation of efficient and innovative solutions in an integrated way.
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