Enhancing Brand Image through Events and Cultural Festivals: the Perspective of the Stresa Festival’s Visitors

Cultural events have become a significant component within the strategies of destination branding of a place. Territories are increasingly using events and cultural festivals to enhance their image and boost tourism development. Many destinations worldwide have built events portfolios as a strategic...

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Autores: Piva, Elisa, Cerutti, Stefania, Prats Planagumà, Lluís, Raj, Razaq
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2017
País:España
Institución:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
Repositorio:Recercat. Dipósit de la Recerca de Catalunya
OAI Identifier:oai:recercat.cat:10256/16608
Acceso en línea:http://hdl.handle.net/10256/16608
Access Level:acceso abierto
Palabra clave:Construcció de marca (Màrqueting)
Branding (Marketing)
Màrqueting
Marketing
Festivals d'arts de l'espectacle
Performing arts festivals
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spelling Enhancing Brand Image through Events and Cultural Festivals: the Perspective of the Stresa Festival’s VisitorsPiva, ElisaCerutti, StefaniaPrats Planagumà, LluísRaj, RazaqConstrucció de marca (Màrqueting)Branding (Marketing)MàrquetingMarketingFestivals d'arts de l'espectaclePerforming arts festivalsCultural events have become a significant component within the strategies of destination branding of a place. Territories are increasingly using events and cultural festivals to enhance their image and boost tourism development. Many destinations worldwide have built events portfolios as a strategic initiative to attract visitors and to develop their own brand. A destination brand represents a dynamic interaction between the destination’s core assets and the way in which potential visitors perceive them. Thus, the visitor perspective is considered as fundamental in triggering processes of destination branding. This paper investigates how the visitors assess the impact of cultural events and festivals in enhancing the image of a tourist destination. The Stresa Festival (Stresa, Lake Maggiore, Italy) has been selected as a case study. Stresa Festival is undoubtedly one of the best-known European classical music festivals that every year offers performances by internationally famous artists to its audiences. Structured questionnaires have been used as the methodology to carry out the research. Online questionnaires have been handed out to residents and non-resident visitors to the Stresa Festival to extract the opinions and experience from the public on the image effects of this festival. Findings reveal that there is a positive relationship between this cultural event and the enhancement of the city image and its territoryUniversità di Bologna. Alma Mater Studiorum2017info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionpeer-reviewedapplication/pdfhttp://hdl.handle.net/10256/16608http://hdl.handle.net/10256/16608Almatourism, 2017, vol. 8, núm. 15, p. 99-116Articles publicats (D-OGEDP)reponame:Recercat. Dipósit de la Recerca de Catalunyainstname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)Inglésinfo:eu-repo/semantics/altIdentifier/doi/10.6092/issn.2036-5195/6888info:eu-repo/semantics/altIdentifier/eissn/2036-5195Attribution 4.0 Internationalhttp://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:recercat.cat:10256/166082026-05-29T05:05:01Z
dc.title.none.fl_str_mv Enhancing Brand Image through Events and Cultural Festivals: the Perspective of the Stresa Festival’s Visitors
title Enhancing Brand Image through Events and Cultural Festivals: the Perspective of the Stresa Festival’s Visitors
spellingShingle Enhancing Brand Image through Events and Cultural Festivals: the Perspective of the Stresa Festival’s Visitors
Piva, Elisa
Construcció de marca (Màrqueting)
Branding (Marketing)
Màrqueting
Marketing
Festivals d'arts de l'espectacle
Performing arts festivals
title_short Enhancing Brand Image through Events and Cultural Festivals: the Perspective of the Stresa Festival’s Visitors
title_full Enhancing Brand Image through Events and Cultural Festivals: the Perspective of the Stresa Festival’s Visitors
title_fullStr Enhancing Brand Image through Events and Cultural Festivals: the Perspective of the Stresa Festival’s Visitors
title_full_unstemmed Enhancing Brand Image through Events and Cultural Festivals: the Perspective of the Stresa Festival’s Visitors
title_sort Enhancing Brand Image through Events and Cultural Festivals: the Perspective of the Stresa Festival’s Visitors
dc.creator.none.fl_str_mv Piva, Elisa
Cerutti, Stefania
Prats Planagumà, Lluís
Raj, Razaq
author Piva, Elisa
author_facet Piva, Elisa
Cerutti, Stefania
Prats Planagumà, Lluís
Raj, Razaq
author_role author
author2 Cerutti, Stefania
Prats Planagumà, Lluís
Raj, Razaq
author2_role author
author
author
dc.subject.none.fl_str_mv Construcció de marca (Màrqueting)
Branding (Marketing)
Màrqueting
Marketing
Festivals d'arts de l'espectacle
Performing arts festivals
topic Construcció de marca (Màrqueting)
Branding (Marketing)
Màrqueting
Marketing
Festivals d'arts de l'espectacle
Performing arts festivals
description Cultural events have become a significant component within the strategies of destination branding of a place. Territories are increasingly using events and cultural festivals to enhance their image and boost tourism development. Many destinations worldwide have built events portfolios as a strategic initiative to attract visitors and to develop their own brand. A destination brand represents a dynamic interaction between the destination’s core assets and the way in which potential visitors perceive them. Thus, the visitor perspective is considered as fundamental in triggering processes of destination branding. This paper investigates how the visitors assess the impact of cultural events and festivals in enhancing the image of a tourist destination. The Stresa Festival (Stresa, Lake Maggiore, Italy) has been selected as a case study. Stresa Festival is undoubtedly one of the best-known European classical music festivals that every year offers performances by internationally famous artists to its audiences. Structured questionnaires have been used as the methodology to carry out the research. Online questionnaires have been handed out to residents and non-resident visitors to the Stresa Festival to extract the opinions and experience from the public on the image effects of this festival. Findings reveal that there is a positive relationship between this cultural event and the enhancement of the city image and its territory
publishDate 2017
dc.date.none.fl_str_mv 2017
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
peer-reviewed
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/10256/16608
http://hdl.handle.net/10256/16608
url http://hdl.handle.net/10256/16608
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv info:eu-repo/semantics/altIdentifier/doi/10.6092/issn.2036-5195/6888
info:eu-repo/semantics/altIdentifier/eissn/2036-5195
dc.rights.none.fl_str_mv Attribution 4.0 International
http://creativecommons.org/licenses/by/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Attribution 4.0 International
http://creativecommons.org/licenses/by/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Università di Bologna. Alma Mater Studiorum
publisher.none.fl_str_mv Università di Bologna. Alma Mater Studiorum
dc.source.none.fl_str_mv Almatourism, 2017, vol. 8, núm. 15, p. 99-116
Articles publicats (D-OGEDP)
reponame:Recercat. Dipósit de la Recerca de Catalunya
instname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
instname_str Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
reponame_str Recercat. Dipósit de la Recerca de Catalunya
collection Recercat. Dipósit de la Recerca de Catalunya
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,198674

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