La imagen Top of Mind de un destino turístico durante un Mega-evento. El caso de Viana do Castelo y el Festival Vodafone Paredes de Coura

• Cardoso, Lucília ^[1]
  1. [1] CITUR-Centre for Tourism Research, Development and Innovation, Leiria- Portugal
• Localización: International Journal of Professional Business Review: Int. J. Prof.Bus. Rev., ISSN 2525-3654, ISSN-e 2525-3654, Vol. 5, Nº. 2 (July-December), 2020, págs. 256-271
• Idioma: español
• DOI: 10.26668/businessreview/2020.v5i1.162
• Enlaces
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• Resumen

  • El presente artículo tiene como objetivo principal evaluar la imagen top of mind del destino (ciudad) Viana do Castelo durante el Festival Vodafone Paredes de Coura, así como la imagen del propio festival. A través de un cuestionario (n=395) de preguntas abiertas a los festivaleros se recogen las palabras evocadas sobre 11 criterios y se perfila la percepción de la imagen del destino por parte de este colectivo. Las respuestas de la evocación espontánea de los recuerdos adquiridos reflejan que el Festival Vodafone Paredes de Coura es el festival top of mind del país, seguido del festital NOS Alive y el Festival Super Bock Super Rock, caracterizándolo con atributos como “música”, “naturaleza” y “río”.

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