Los festivales de música como inductores de imagen de destino turístico. El caso del Festival Vodafone Paredes de Coura

Lucília Cardoso; Noelia Araújo Vila; Ângela de Almeida; Jose Antonio Fraiz Brea

doi:10.14198/INTURI2019.17.07

Autores/as

Lucília Cardoso Universidad de Vigo, España https://orcid.org/0000-0002-9536-5701
Noelia Araújo Vila Universidad de Vigo, España https://orcid.org/0000-0002-3395-8536
Ângela de Almeida ESACT-IP Bragança, Portugal
Jose Antonio Fraiz Brea Universidad de Vigo, España https://orcid.org/0000-0002-3190-6492

DOI:

https://doi.org/10.14198/INTURI2019.17.07

Palabras clave:

imagen de destino, evento, festival de música, imagen cognitiva

Resumen

Turismo y eventos no son un fenómeno reciente, lo que es novedoso es la importancia y la influencia de los eventos en la imagen del destino. Los eventos estimulan el desarrollo de los destinos, son instrumentos de construcción de imagen de un territorio, aumentan la visibilidad turística y complementan la promoción turística. En la oferta de eventos de tipo turístico, destacan los festivales de música y entre ellos el Festival Vodafone de Paredes de Coura (con más de 100.000 asistentes), que se celebra en la villa de Paredes de Coura en el destino turístico Porto y Norte (Portugal). La presente comunicación tiene como objetivo principal verificar si la imagen del festival afecta positivamente a la imagen del destino turístico. Para ello, se ha diseñado una encuesta y se ha recogido de modo aleatorio a 395 asistentes al festival, en la que se valoran un total de 24 ítems sobre la imagen del festival y del destino y se analiza el perfil del festivalero.

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