Loading...
5 results
Search Results
Now showing 1 - 5 of 5
- The role of events and music festivals in urban tourism: case studyPublication . Liberato, Dália; Costa, Elga; Liberato, Pedro; Ribeiro, JoaquimThe city of Oporto assumes a decisive role in the North region of Portugal, as a tourism destination. In addition to the recognized material and intangible heritage, the city has been developing strategies to create partnerships with regional and national stakeholders in order to program events of different typologies, throughout the year, with benefits for the city and the region. The music festivals are one of the activities programmed with the greatest expression in the city, nowadays. The present research, integrated in a broader project, aims to highlight the importance of the programming of events. In view of this purpose, this article will discuss the need to adapt music festivals to the target audience, in order to adjust the offer with positive results at the level of behavioural attitudes of tourists, regarding the intention to repeat and recommend the event (and destination).
- Sustainability practices in events’ organization in Lisbon. Empirical study of the Rock in Rio Music FestivalPublication . Liberato, Dália; Costa, Elga; Moreira, Cláudia; Liberato, Pedro; Ribeiro, JoaquimIn recent years, the number of music festivals held throughout the world has increased significantly. These festivals are diverse and feature a variety of musical genres, and some aim to celebrate local culture and traditions. Therefore, several reasons drive a visitor to participate in the event, and the impacts that such a large event produces on the destination where it takes place are unquestionable. This research aims to study music events, in particular the Rock in Rio festival, and to understand the motivations that lead visitors to participate in this event, as well as the impacts at the destination where it is held. From this perspective, the main objective of this study is to identify main sustainable practices in the Rock in Rio event and their impact on the destination. A qualitative methodology was used engaging members of the Turismo de Portugal (national DMO), VisitLisboa (regional DMO), and hotel units in the city of Lisbon. Considering that social sustainability is a topic still underdeveloped in scientific studies, particularly when related to music events, this study will bring new contributions. The main results suggest that the Rock in Rio event impacts Lisbon, positively and negatively, as a destination, with the most evident positive impacts related to the city destination’s promotion, supply development, and the image and reputation creation. Even though the sustainability approach is already in everyday life, sustainable practices are not as evident in events as in destinations, particularly in the hotel sector. However, they are already defined as a valued element for choosing destinations and events.
- WRC Vodafone Rally de Portugal fostering tourism developmentPublication . Liberato, Dália; Costa, Elga; Ferraz, André; Liberato, Pedro; Ribeiro, JoaquimEvents influence the destinations that host them. It was therefore considered interesting to analyze the influence of the Portuguese Rally sports’ event at Porto. This research aims at evaluating the role of the Rally of Portugal in Porto as a tourism destination. It aims to identify the stakeholders’ opinion regarding the impact of the Rally of Portugal on tourism demand in the city of Porto, to evaluate the impact of the Rally of Portugal in Porto as a destination, to identify the conditioning components of the realization of the Rally of Portugal, and to perceive strategies to be applied in future editions, in less secure contexts. A qualitative methodology was used for data collection, through the convenience sampling method, according to the availability of the participants. Individual semi-structured online interviews using the Zoom platform were applied to event organizers, a former pilot, and a pilot of the event. It was verified that the Porto Street Stage, stage of the Rally of Portugal that takes place in the city of Porto, presents many positive impacts for the destination, which in the perspective of the organization include the international projection of the city of Porto (through the presence of the specialized international press), with passage of the circuit by the main urban tourism resources, increase of income, complementary social programs to the event, and pride of the resident community, regarding the reception of the event. From this perspective, the fact that the event was not held in 2020 due to the SARS-CoV-2 virus was significantly reflected in the absence of revenue at the destination, with a negative impact in organizational terms, given the advanced state of this process when the event was canceled, in particular the stages of route definition, budgeting, and communication/dissemination, with the involvement of specialized teams.
- Hospitality marketing strategies in urban eventsPublication . Liberato, Dália; Costa, Elga; Barradas, Isabel; Liberato, Pedro; Ribeiro, JoaquimThe global expansion of tourism has provided several benefits for local economies, since it is not only responsible for creating jobs in several areas but also plays a crucial role in the development of new infrastructures, which is reflected in an increase in the value and relevance of regions, namely by specializing in organizing events and creating attractions aimed at satisfying tourists’ needs and extending their stay. It is therefore important to understand what influence events can have on hospitality marketing. This research will focus on the cities of Lisbon and Oporto, due to the greater concentration of events there, in order to understand the influence of events on hotel marketing in the cities of Lisbon and Oporto, identifying strategies in terms of marketing, to capture and respond to the needs of participants in events; analyzing the existence of differences in the marketing strategies adopted by hotel units in the cities of Lisbon and Oporto, and ascertaining the relationship between hotel units and event organizers in event tourism. Finally, it will emphasize the adaptation of the hotel industry and the events industry to the ongoing challenges of COVID-19. The results gathered show that business events and sporting events are the most relevant for the hotel industry in these cities. In addition, in terms of strategies adopted in the case of events in the city, hoteliers attach great importance to price strategy, digital marketing strategy, and targeting segmentation to specific audiences. The relationship between hotel units and event organizers is highly valued, although it is still at an early stage, emphasizing the importance of safety communication actions.
- Events’ tourism and hospitality marketingPublication . Liberato, Dália; Costa, Elga; Barradas, Isabel; Liberato, Pedro; Ribeiro, JoaquimEvent tourism has seen significant growth in recent decades, playing a key role in the development of tourism destinations. In fact, several studies have focused on understanding this phenomenon, studying the relationship between the different types of events and their influence on the destinations that host them. However, few publications analyze the relationship between events that take place in cities and the hotel industry. The existing articles that establish this relationship are limited to pricing, so it is pertinent to analyze this relationship in a more comprehensive way, namely the strategies adopted by hotels when events take place in cities. This study aims to understand the influence of events held in the cities of Lisbon and Porto on the hotel industry, specifically from the perspective of hotel marketing. To this end, a qualitative, exploratory, descriptive, and cross-sectional research methodology was adopted, carried out through semi-structured interviews with seven representatives of hotel units and four representatives of entities linked to the organization of events in the aforementioned cities. The general aim of the research is to understand how events influence hotel marketing in the cities of Lisbon and Porto. The results show that business events and sporting events are the most important for the hotel industry in these cities. About the strategies adopted when events take place in the city, hoteliers attach great importance to the price strategy and have increasingly adopted a digital marketing strategy, which facilitates segmentation and reaching specific audiences. It was also found that the relationship between hotel units and event organizers, despite being at an early stage, is highly valued and that given the current scenario, derived from COVID-19, the industry's recovery actions should focus on actions to transmit security to the customer.