Abstract
Territorial marketing is a fundamental tool for destination management and strategic planning in order to promote and highlight a territory, place, or city. In order to understand and comprehend the importance of territorial marketing in promoting this event, an analysis of the results obtained through a qualitative approach is made. Three semi-structured interviews were conducted in a focus group of nine participants. The recent pandemic of the new coronavirus has significantly changed the lifestyle of the population, with a strong impact on the tourism, events, and sports sector. Consequently, the Braga Romana (Portugal) tourist, cultural, and sporting event was canceled in the year 2020 due to COVID-19. This chapter is intended to present a retrospective of this event and the growing importance of the safety and hygiene seal as a response (and anticipation) to the 2021 edition.
Top2. Events In Tourism And Marketing Management
Tourism is one of the most relevant mechanisms and has the most significant impact on the development and growth of many economies worldwide (Sousa et al., 2017). Is a concept in constant evolution and, as such, within the restricted scope and adapted to the theme of this study, we consider the most appropriate definition of “tourism” the one established by the World Tourism Organization, which considers that tourism “comprises the activities developed by people when traveling and staying in places outside their usual framework, for a consecutive time (not exceeding one year) for leisure, business, and other purposes” (Recommendations on Tourism Statistics, 1994, p. 5). This definition characterizes tourism, in a general way, and serves as the basic concept of the term tourism. However, there are various types of tourism, namely business, leisure, health, sports, events, the latter being the concept that will be approached (Lubowiecki-Vikuk, Đerčan, & de Sousa, 2021). Event tourism is defined as a set of activities performed by people, whose purpose is to participate in an event, which can be professional, sporting, religious-related, among others. We can say that an event is a special happening, planned and organized for a certain target audience, with a defined goal, at a particular time and location (Zitta, 2011).
Key Terms in this Chapter
Consumer Behaviour: The study of individuals, groups, or organizations and all the activities associated with the purchase, use, and disposal of goods and services, including the consumer’s emotional, mental, and behavioral responses that precede or follow these activities.
Social media: Social media are interactive computer-mediated technologies that facilitate the creation and sharing of information, ideas, career interests, and other forms of expression via virtual communities and networks.
E-Satisfaction: The contentment of a consumer concerning his or her prior purchasing experiences with a given retail-oriented website.
Social Networks: Is a social structure composed of persons or organizations, connected by one or several types of relationships, which share common values and goals.