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

  1. Lucília Cardoso 1
  2. Noelia Araújo Vila 1
  3. Ângela de Almeida 2
  4. José Antonio Fraiz Brea 1
  1. 1 Universidade de Vigo
    info

    Universidade de Vigo

    Vigo, España

    ROR https://ror.org/05rdf8595

  2. 2 ESACT-IP Bragança
Journal:
Investigaciones Turísticas

ISSN: 2174-5609

Year of publication: 2019

Issue: 17

Pages: 149-167

Type: Article

DOI: 10.14198/INTURI2019.17.07 DIALNET GOOGLE SCHOLAR lock_openRUA editor

More publications in: Investigaciones Turísticas

Sustainable development goals

Abstract

Tourism and events are not a recent phenomenon. What is new and important is the influence that events have on a destination’s image. Events stimulate the development of destinations, they are image-building instruments of a territory, they increase the visibility of destinations and they complement tourism promotion. In the portfolio of events as tourist products, we can highlight music festivals, including the Vodafone Festival of Paredes de Coura (with more than 100,000 attendees), which takes place in the town of Paredes de Coura in the tourist destination of Porto-North (Portugal). The main objective of this article is to determine whether the image of the festival positively affects the image of the tourist destination. For this purpose, questionnaire has been randomly administered among 395 individuals attending the festival, in which a total of 24 items of the festival and destination image are evaluated. The profile of the festival is also analyzed.

€ View funding

Funding information

Tras analizar el caso del Festival Vodafone Paredes de Coura se obtiene el perfil de asis-tente a este tipo de eventos 縁送崁ḁ瘁ᨁ紀 la música alternativa la protagonista 缃堀 Así 唀 se establece un perfil de individuo joven 唀 hombre o mujer y estudiante 堀 Se caracteriza por asistir acompañado y como dato relevante motivado por el festival 堀 Se demuestra así que el propio festival es el elemento atrayente de este tipo de turista 堀 También se destaca entre los resultados obtenidos que la estancia más habitual son 爃 días 縃唃㤃缃唀 mientras que en el festival la mayoría sólo permanece  縃㤃缃堀 Este dato es muy positivo para el destino 唀 ya que 唀 aunque la mayoría de los asistentes acude a Viana do Castelo motivados por el festival 唀 prolongan su estancia hasta  días más 堀 En este caso la evaluación de la imagen cognitiva es tanto positiva para el festival como para el destino 唀 pero las valoraciones son más altas para el propio destino 堀 El festival presenta algunos aspectos mejorables 唀 como la limpieza o el acceso a los palcos 堀 Aun así 唀 se demuestra que la imagen positiva del evento influye favorablemente en la imagen del destino 唀 motivando al asistente a conocer también el destino una vez que asiste al festival ?

Funders

Bibliographic References

  • Agapito, D., Valle, P. O., y Mendes, J. D. (2013). The Cognitive-Affective-Conative Model of Destination Image: A Confirmatory Analysis. Journal of Travel & Tourism Marketing, 30 (5), 471-481. http://dx.doi.org/10.1080/10548408.2013.803393
  • Añaña, E. D., Anjos F., y Pereira, M. D. (2016). Imagem de Destinos Turísticos: avaliação à luz da teoria da experiência na economia baseada em serviços. Revista Brasileira de Pesquisa em Turismo, 10 (2), 309-329. http://dx.doi.org/10.7784/rbtur.v10i2.1093
  • Araújo Vila, N., y Domínguez Vila, T. (2012). Los festivales de cine como elemento potenciador de destinos turísticos. El caso de San Sebastián”. Revista de Comunicación Vivat Academina, 121, 31-49.
  • APORFEST (Associação Portuguesa Festivais de Música) (2017). 249 festivais de música em Portugal no ano de 2016. Online in http://www.aporfest.pt/single-post/2016/09/22/243-festivais-de-m%C3%BAsica-em-Portugal-no-ano-de-2016-estudo-Aporfest
  • Baloglu, S., y McCleary, K. W. (1999). A Model of Destination Image Formation. Annals of Tourism Research, 26 (4), 868-897 https://doi.org/10.1016/S0160-7383(99)00030-4
  • Beerli, A., y Martín, J. D. (2004). Tourists' characteristics and the perceived image of tourist destinations: a quantitative analysis-a case study of Lanzarote, Spain. Tourism Management, 25, 623-636 http://doi.org/10.1016/j.tourman.2003.06.004
  • Brea, J. F., y Cardoso, L. (2011). Tourism Destination Image: reflexão sobre as principais investigações internacionais. Cultur: Revista de Cultura e Turismo, 5(2), 4-18.
  • Buglear, J. (2012). Quantitative Methods for Business and Management. Harlow: Pearson.
  • Cardoso, L., y Brea, J. F. (2012). Medição da Tourism Destination Image: implicações para os markters do destino turístico. XVII Congresso AECIT (Associação Espanhola de Especialistas Científicos em Turismo), 1-16.
  • Chierichetti, L. (2012). La promoción del turismo musical: Los festivales de música en Facebook. Pasos, Revista de Turismo y Patrimonio Cultural, 10 (4), 49-58.
  • Custódio, M. J. F., y Gouveia, P. M. (2007). Evaluation of the cognitive image of a country/destination by the media during the coverage of mega‐events: the case of UEFA EURO 2004TM in Portugal. International Journal of Tourism Research, 9(4), 285-296.
  • Echtner, C. M., y Ritchie, J. R. (2003). The Meaning and Measurement of Destination Image. Journal of Tourism Studies, 14(1), 37-48 https://doi.org/0.1177/004728759303100402
  • Estrada, M., Sotos, J., y Monteferrer, D. (2015). Los festivals musicales como experiencia turística: una aproximación teórica. International Journal of Marketing, Communication and New Media, 3(4), 43-53
  • Gallarza, M. G., Saura, I. G., y García, H. C. (2002). Destination Image Towards a Conceptual Framework. Annals of Tourism Research, 29(1), 56-78 https://doi.org/https://doi.org/10.1016/S0160-7383(01)00031-7
  • Gartner, W. C. (1993). Image Formation Process. Journal of Travel & Tourism Marketing, 2(2-3), 191-215 https://doi.org/10.1300/J073v02n02
  • Getz, D. (2008). Event tourism: definition, evolution, and research. Tourism Management, 29, 403-428. 10.1016/j.tourman.2007.07.017
  • Getz, D., y Page, S. J. (2016). Progress and prospects for event tourism research. Tourism Management, 52, 593-631.
  • Grappi, S., y Montanari, F. (2011). The role of social identification and hedonism in affecting tourist re-patronizing behaviours: the case of an Italian festival. Tourism Management, 32, 1128-1140. 0.1016/j.tourman.2010.10.001
  • Hallmann, K., Zehrer, A., y Müller, S. (2015). Perceived Destination Image: An Image Model for a Winter Sports Destination and Its Effect on Intention to Revisit. Journal of Travel Research, 54(1), 94-106 https://doi.org/10.1177/0047287513513161
  • Hosany, S., Ekinci, Y., y Uysal, M. (2007). Destination Image and Destionation Personality. International Journal of Culture, Tourism and Hospitality Research, 1(1), 62-81 https://doi.org/10.1108/17506180710729619
  • Hosany, S., y Witman, M. (2010). Dimensions of cruisers' experiences, satisfaction, and intention to recommend. Journal of Travel Research, 49, 351-364. https://doi.org/10.1177/0047287509346859
  • Hunter, W. C. (2016). The social construction of tourism online destination image: A comparative semiotic analysis of the visual representation of Seoul. Tourism Management, 54, 221-229 https://doi.org/10.1016/j.tourman.2015.11.012
  • Josiassen, A., Assaf, A. G., Woo, L., y Kock, F. (2016). The Imagery–Image Duality Model: An Integrative Review and Advocating for Improved Delimitation of Concepts. Journal of Travel Research, 55(6), 789-803.
  • Lee, J. S., Lee, C. K., y Choi, Y. (2011) Examining the role of emotional and functional values in festival evaluation. Journal of Travel Research, 50(6), 685-696. https://doi.org/10.1177/0047287510385465
  • Leenders, M. A. (2010). The relative importance of the brand of music festivals: a customer equity perspective. Journal of Strategic Marketing, 18(4), 291-301
  • Liu, Y. (2014). Cultural events and cultural tourism development: lessons from the European Capitals of Culture. European Planning Studies, 22 (3), 498-514. http://dx.doi.org/10.1080/09654313.2012.752442
  • Llodrá-Riera, I., Martinez-Ruiz, M. P., Jiménez-Zarco, A. I., y Izquierdo-Yusta, A. (2015). A multidimensional analysis of the information sources construct and its relevance for destination image formation. Tourism Management, 48, 319-328 https://doi.org/10.1016/j.tourman.2014.11.012
  • Llopis Amorós, M. P., Gil Saura, I., y Ruiz Molina, M. E. (2017). Comunicaciones de marketing y valor de marca de un festival musical.
  • Loureiro, S. C., y Araujo, A. B. (2015). Negative Film Plot and Tourists´ Image and Intentions: The Case of City of God. Journal of Travel & Tourism Marketing, 32(4), 352-365 https://doi.org/10.1080/10548408.2014.896769
  • Mak, A. H. (2017). Online destination image: Comparing national tourism organisation's and tourists' perspectives. Tourism Management, 60, 280-297 https://doi.org/10.1016/j.tourman.2016.12.012 0261-5177
  • Martín-Santana, J. D., Beerli-Palacio, A., y Nazzareno, P. A. (2017). Antecedents and consequences of destination image gap. Annals of Tourism Research, 62, 13-25 https://doi.org/10.1016/j.annals.2016.11.001
  • Morales, M. J., y Vela, J. D. (2009). Identidad territorial y promoción turística : la organización de eventos como estrategia de creación , consolidación y difusión de la imagen de marca del territorio. Zer - Revista de Estudios de Comunicación, 14(26), 277-297.
  • Önder, I., y Marchiori, E. (2017). A comparison of pre-visit beliefs and projected visual images of destinations. Tourism Management Perspectives, 21, 42-53.
  • Paiva, R. (2015). Eventos e megaeventos: ócio e negócio no turismo. Revista Brasileira de Pesquisa em Turismo, 9(3), 479-499.
  • Pan, B., y Li, X. (2011). The long tail of destination image and online marketing. Annals of Tourism Research, 38(1), 132-152 https://doi.org/10.1016/j.annals.2010.06.004
  • Pavluković, V., Armenski, T., y Alcántara-Pilar, J. (2017). Social impacts of music festivals: Does culture impact locals' attitude toward events in Serbia and Hungary? Tourism Management, 63, 42-53.
  • Pike, S. (2016). Destination image: Identifying baseline perceptions of Brazil, Argentina and Chile in the nascent Australian long haul travel market. Journal of Destination Marketing & Management, 5, 164-170 https://doi.org/10.1016/j.jdmm.2015.12.006
  • Prat, J. M. (2014). Las relaciones sociales y las motivaciones para asistir al festival de música de peralada. Boletín de la Asociación de Geógrafos Españoles, 66, 207-221.
  • Santos, J. D., Vareiro, L., Remoaldo, P., y Ribeiro, J. C. (2017). Cultural mega-events and the enhancement of a city's image : differences between engaged participants and attendees. Journal of Policy Research in Tourism, Leisure & Events, 9(2), 129–151 http://doi.org/10.1080/19407963.2016.1157598
  • Seonjeong, A. M. Liang, L. R., y Chiang, T. L. (2014). The experience economy approach to festival marketing: Vivid memory and attendee loyalty. Journal of Services Marketing, 28 (1), 22-35. https://doi.org/10.1108/JSM-06-2012-0105
  • Stepchenkova, S., y Li, X. (2014). Destination image: Do top-of-mind associations say it all? Annals of Tourism Research, 45, 46-62 https://doi.org/10.1016/j.annals.2013.12.004
  • Stepchenkova, S., y Morrison, A. M. (2008). Russia's destination image among American pleasure travelers: Revisiting Echtner and Ritchie. Tourism Management, 29(3), 548-560 https://doi.org/10.1016/j.tourman.2007.06.003
  • Stylos, N., Bellou, V., Andronikidis, A., y Vassiliadis, C. A. (2017). Linking the dots among destination images, place attachment, and revisit intentions: A study among British and Russian tourists. Tourism Management, 60, 15-29 https://doi.org/10.1016/j.tourman.2016.11.006
  • Tanford, S., y Jung, S. (2017). Festival attributes and perceptions: A meta-analysis of relationships with satisfaction and loyalty. Tourism Management, 61, 209-220.
  • Weaver, D. B., y Lawton, L. J. (2013). Resident perceptions of a contentious tourism event. Tourism Management, 37, 165-175.
  • Yan, G., Kloeppel, M., y Li, X. (2017). Producing Extreme Metal festivals: An analysis from Lacan's gaze. Tourism Management, 59, 579-589 https://doi.org/10.1016/j.tourman.2016.09.014
  • Zucco, F. D., de Quadros, C. M., Schmitt, J., y Fiuza, T. F. (2017). Imagem e identidade turísticas relacionadas às práticas e bens culturais percebidas pelos residentes: perspectivas a partir da cidade de Blumenau, Santa Catarina, Brasil. Revista Brasileira de Pesquisa em Turismo, 11(2), 320-346.
Data source: Dialnet