文章基本信息

标题：Sustainable Cultural Events Based on Marketing Segmentation: The Case of Faro Capital of Culture
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作者：Patricia Oom do Valle ; Júlio Mendes
期刊名称：PASOS. Revista de Turismo y Patrimonio Cultural
印刷版ISSN：1695-7121
出版年度：2010
卷号：8
期号：3
页码：91-104
语种：English
出版社：Universidad de La Laguna
摘要：The city of Faro was designated by the Portuguese government as the 2005 National Capital of Culture. The Faro 2005 National Capital of Culture took place between May and December in several cities of the Algarve region, with most events occurring in Faro. The programme consisted of 185 different performances represented through music, cinema, theatre, ballet and plastic arts. The paper analyses segments of the population that participated in the Faro 2005 event and discusses the relation between the event's success and the degree of satisfaction of the participants. The contribution of the paper lies in pointing to the importance of an adequate marketing approach of large-scale events, such as cultural events, in order to achieve greater audience appeal/impact, in order to ensure sustainability.
其他摘要：The city of Faro was designated by the Portuguese government as the 2005 National Capital of Culture. The Faro 2005 National Capital of Culture took place between May and December in several cities of the Algarve region, with most events occurring in Faro. The programme consisted of 185 different performances represented through music, cinema, theatre, ballet and plastic arts. The paper analyses segments of the population that participated in the Faro 2005 event and discusses the relation between the event's success and the degree of satisfaction of the participants. The contribution of the paper lies in pointing to the importance of an adequate marketing approach of large-scale events, such as cultural events, in order to achieve greater audience appeal/impact, in order to ensure sustainability.
关键词：Cultural events; promotion; management; segmentation; cluster analysis.
其他关键词：Cultural events; promotion; management; segmentation; cluster analysis.