The music festival as a tourist attraction
DOI:
https://doi.org/10.62161/sauc.v11.5803Keywords:
Music festival, Cities, Tourism, Branding, Visual identityAbstract
The present study sets out to explore the potential of musical culture as a promotional strategy to enhance the tourist appeal of cities, specifically through the medium of music festivals. To this end, a market study is conducted with a view to proposing a distinctive festival whose visual and verbal identity is in accordance with cultural market trends. Finally, a questionnaire is administered to the target audience in order to assess the effectiveness of the festival as a tourist attraction. The positive results obtained thus far serve to further advance knowledge about the relationship between musical cultural events and tourist attraction, thereby providing a valuable foundation for future research and tourism promotion strategies. This work contributes to the understanding of the intersection between music, marketing and urban tourism.
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