Identidad territorial y promoción turística: la organización de eventos como estrategia de creación, consolidación y difusión de la imagen de marca del territorio

Abstract

The organisation of an event results "paradigmatic" in the process of constructing territorial images, which are experienced in situ. The creation and consolidation of territorial images –tourist or not– by means of the events organisation puts forward a curious option to the traditional tourist promotion understood in the own strategy of the event itself.

In this sense there is no doubt that the event, on its own, represents an important strategy for territorial promotion, but that is not all. It can also become a catalyst of images and imaginaries capable of establishing a brand name of a city.

This article will show the possibilities that the events organisation allow in reference to the positioning of the identity and promotion of a territory.