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City Marketing And Tourist Events: An Exploratory Study Of Residents Regarding The Carnival Of Ovar
[Full Text]
AUTHOR(S)
Isabel Ribeiro, Bruno Sousa
KEYWORDS
Carnival, city marketing, events, Ovar, perceptions
ABSTRACT
In a world that undeniably competes for investment, visitors and residents, the adoption of approaches derived from the marketing has become a reality in the search for sustainability. It is a fact that a city marketing policy is able to promote and transform an image, boost economic activity and enhance all aspects of the city that present competitive advantage over other territories, so this is why associate marketing with cities makes sense. This study aims a better understanding of the city marketing problem and their relationship with the events, especially through the perceptions that residents have toward the events themselves, and how this may influence their attitudes. Although the cultural approach of the city has been evolving in order to be an effective vehicle for the development of cities, this often represents failure, due to lack of strategic policies. Being the Carnival of Ovar the largest event and the one that brings more benefits to the city, the primary purpose of this research was to analyze the influence of the residents’ perceptions in their attitudes, in particular the support for this event.
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