Territorial Marketing Applied to Cultural Tourism: Assessment of Cultural Event Impacts

Abstract

Abstract. This paper examines the impact of cultural events such as festivals on tourism development in host territories. Event Marketing and Regional Studies are widely considered disciplines with still uncertain and not fully defined contours. In order to highlight the extent and the relevance of developing researches into these fields, it is proposed here a study able to demonstrate the operational validity of marketing in favour territorial development. Cultural events are able to strengthen the local identity and to enhance the vocational resources, both tangible and intangible, of an area. This paper analyses the event DEAfest as a tool of territorial marketing to increase the competitiveness of the Reggio Calabria's peripheries, becoming a distinctive symbol of the territory. The research work addresses the issues of territorial promotion and analysis of touristic attitude of destinations providing an innovative application of the input-output methodology, used in the economic impact analysis. The results of our study showed that the holistic strategic planning model views the destination planning process as encompassing a number of independent yet interrelated components, as well as a set of methodologies that start from regional approach, engrafting methods of economic evaluation and cultural studies.

24th International Colloquium on Regional Sciences

“…Při soutěži o konkrétní cílové skupiny se musí teritorium nejdřív zaměřit na vymezení své konkurenční výhody a definici své atraktivity, a následně posoudit svoji konkurenční sílu na trhu . Mezi obecně definované faktory pro stabilně atraktivní lokalitu patří vysoká životní úroveň obyvatelstva, politická stabilita, poptávka po lokálních produktech, dlouhodobá vize, investice do lokálních institucí a organizací a samozřejmě podpora ze strany veřejné správy (Valdani, Ancarani, 2001;Ventura, 2014;Cleave et al, 2016).…”

Global Challenges of Digital Transformation of Markets Volume II

“…is not clear to public decision-makers (Sucháček & Petr, 2011), overlapping with specific definitions and concepts of territorial marketing in its various souls and applications such as cultural tourism (Ventura, 2014) or with variations on the theme of territorial marketing and the identification of the territorial offer (Alaoui & Abba, 2019), and the process of attracting investments in its phases is neither organic nor coordinated in its processes. Studies on FDI may have a focus on localization processes and on the dualism between territories and functions of interest of multinational companies that intend to localize (Kogut, Foreign direct investment as a sequential process, 1983) as well as studying the behavior of multinational companies as key elements of globalization (Rugman & Verbeke, 2004) and as global structures formed by local souls that network (Kogut & Kulatilaka, Operating flexibility, global manufacturing, and the option value of a multinational network, 1994) and they are centers of excellence whose success is influenced by the territorial context (Frost, Birkinshaw, & Prescott, 2002).…”