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

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.


Palabras clave

imagen de destino; evento; festival de música; imagen cognitiva

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





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