Marketing destinations through events

Research on satisfaction and loyalty in festivals 1

Authored by: María-Pilar Llopis-Amorós , Irene Gil-Saura , María-Eugenia Ruiz-Molina , Martina G. Gallarza

The Routledge Handbook of Destination Marketing

Print publication date:  April  2018
Online publication date:  April  2018

Print ISBN: 9781138118836
eBook ISBN: 9781315101163
Adobe ISBN:

10.4324/9781315101163-13

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Abstract

Events have been appointed as an integral, significant part of developing destination tourism and its marketing strategies. The present book chapter discusses the role of festivals for destination marketing, by reviewing the nature and type of events (objects) and their different stakeholders (subjects). Moreover, it highlights both positive and negative effects of events, with a special focus on explaining how festivals may involve behavioral outcomes of tourists as attendees of event host destinations in terms of satisfaction and behavioral intentions of tourists towards the festival and thus towards the destination.

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