ABSTRACT2017 Research Leap/Inovatus Services Ltd. All rights reserved. 10.18775/jibrm.184910.18775/jibrm. -8558.201510.18775/jibrm. .24.3004 URL: http://dx.doi.org/10.18775/jibrm.184910.18775/jibrm. -8558.2015 The research aims at studying the interactions between the concepts of attractiveness, place marketing and events through the prism of image and identity in a medium-long term vision. In a holistic approach, we will study the transversality of the impacts such as social, economic, touristic, effects and the interactions between the image and identity of places. DOI:The understanding of what goes beyond short-term economic impact could contribute to foster a long-term attractiveness and an endogenous development.