Events as a Differentiation Strategy for Tourist Destinations: The Case of<i>Allgarve</i>

Miranda, Inês; Gustavo, Nuno; Castela, Eugénia

doi:10.1108/s1871-317320150000010011

Cited by 1 publication

(1 citation statement)

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“…Tussyadiah and events of all kinds to achieve certain objectives: to attract tourists (especially during low season), spread a positive image of the destination, to amuse specific areas or attractions, and to diversify the cultural offer. Presenting a rich portfolio of events and its product mix is one of the mechanisms that certainly reinforces destination branding (Jago et al, 2003;Miranda, Gustavo, & Castela, 2015). Considering the impact of organized events for the destination brand, it is important to involve the events and event organizers in the destination branding process from the start.…”

Section: Roles Of Events In Destination Brandingmentioning

confidence: 99%

Involving Events as Cocreators of Destination Brand: The Case of South Savo Region

Mikkonen¹,

Lahovuo²

2020

Event Management

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Prior studies have recognized the importance of events in destination branding, but the focus has been on the roles of mega-events or sport events, while smaller cultural and freetime events have received far less attention. The stakeholder involvement in destination branding has also been attracting interest lately by many researchers, but there is lack of knowledge on how to utilize events in the branding processes. This study aims to fill the research gap through a case study in the South Savo region, eastern Finland. The purpose of this study is to examine the roles events have in destination branding, and how events are involved in cocreating the destination brand. The empirical data were collected through 13 semistructured interviews of event organizers and local tourism developers. The study identified four different roles and several involvement methods. The findings revealed the importance and potential of organized events in the branding, but it also revealed that they are not yet effectively utilized at the destination. However, there is a consensus about the importance of stakeholder involvement and a common will towards involving events in the branding process. The findings of this study can be utilized by tourism developers and stakeholders to improve destination branding processes.

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Section: Roles Of Events In Destination Brandingmentioning

confidence: 99%