The Marketing Event: The Case of “Gli Archi Village”

Abstract

Purpose-The objective of this scientific research is to investigate into the topic of territorial and tourism marketing events, in consideration of their ability to generate increases in flows of tourism, image improvement, as well as the increase in fame of the destinations. In this specific case, the study, just like the analysis of academic literature on the topic of event marketing, of the "Triple Bottom Line" (TBL) model and of the results that have emerged from the "Gli Archi Village" study case, concentrates on the role played by the events compared with the territorial context in question and the relative impacts of an economic, social and environmental nature. The question of the research is therefore the following: does the case of "Gli Archi Village" confirm the TBL model?