A Importância dos Eventos Culturais numa Estratégia de Marketing Territorial: O Caso do "Mosteiro de Emoções"

Abstract

This article analyzes the importance of cultural events in a territorial marketing strategy, presenting the case of Mosteiro das Emoções (Monastery of Emotions) in Cabeceiras de Basto municipality. Emphasizing the existence of resources, attractions, and distinctive assets in the territory, it discusses the ability to identify significant unique elements that enhance initiatives relevant to the affirmation of a destination. The marketing strategy, supported by the marketing-mix, boosts the relevance of cultural events, recognizing their contribution to the territorial brand. The Mosteiro das Emoções, described in this context, is positioned as a strategic and integrating event, constituting an outstanding happening, capable of generating community involvement and attracting visitors, as well as increasing direct or indirect economic benefits and the the acquisition of the territory’s greater visibility and notoriety.