Territorial marketing and great events marketing is generally considered by academics and professionals as a discipline with dynamic and not fully distinct fields. This study aims to develop research in these fields, examining the impacts... more
Territorial marketing and great events marketing is generally considered by academics and professionals as a discipline with dynamic and not fully distinct fields. This study aims to develop research in these fields, examining the impacts of territorial marketing on a tourism destination during a great event. Data collected from tourists in Cortina d'Ampezzo (Italy) demonstrates that this destination became famous following territorial marketing used for the Olympic Games in 1956 and its attractiveness is still alive, so much so that it has been chosen once again to host the 2026 Winter Olympic Games. This study underlines how territorial marketing has created a tourism destination that can attract tourists regardless of the great event.
El funcionamiento de la publicidad inmobiliaria se supone más complejo que la construcción de un slogan para una bebida, porque mientras ésta juega con las expectativas de un aquí y ahora, la publicidad inmobiliaria lo hace con la... more
El funcionamiento de la publicidad inmobiliaria se supone más complejo que la construcción de un slogan para una bebida, porque mientras ésta juega con las expectativas de un aquí y ahora, la publicidad inmobiliaria lo hace con la construcción de un mañana. Pero un mañana a largo plazo- que incluso puede constituirse en una promesa de vida-
