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Publication
O impacto dos eventos na sustentabilidade de uma regiĆ£o
| Name: | Description: | Size: | Format: | |
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| 2.5 MB | Adobe PDF |
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Abstract(s)
Este estudo tem como objetivo compreender em que medida eventos eficazes contribuem para a imagem da cidade que os recebe, promovendo o amor Ć marca-cidade e ainda influenciar positivamente a felicidade dos habitantes e nĆ£o habitantes.
Foram pesquisados autores que apresentem variƔveis que contribuam para a eficƔcia de eventos, bem como modelos de Brand Love e Happy Cities.
Procedeu-se a um estudo de caso, na cidade de Cascais, utilizando dois eventos, o āEstoril Openā e as āFestas do Mar ā Cascaisā. Os inquĆ©ritos, construĆdos com base nas variĆ”veis e modelos identificados, foram aplicados em duas amostras distintas, sendo uma composta pelos habitantes de Cascais e outra pelos nĆ£o habitantes.
AtravĆ©s da realizaĆ§Ć£o de uma anĆ”lise fatorial, foram identificados dois fatores que contribuem para a eficĆ”cia de eventos, sendo estes āCidades e Infraestruturasā e āEnvolvimento (engagement) dos munĆcipesā. Efetuou se em paralelo uma anĆ”lise de correlaƧƵes de Pearson, para correlacionar os trĆŖs constructos em estudo, EficĆ”cia de eventos, Brand Love e Happy Cities.
Conclui-se com esta investigaĆ§Ć£o que eventos eficazes contribuem para a imagem da cidade anfitriĆ£, promovendo o amor Ć marca-cidade e influenciando positivamente a felicidade dos habitantes e nĆ£o habitantes.
This study aims to understand to what extent effective events contribute to the image of the city that receives them, promoting the love of the city-brand and positively influence the happiness of the inhabitants and non-inhabitants. It was conducted a search for authors that present variables that contribute to event efficacy, as well as Brand Love and Happy Cities models. A case study was lead in the city of Cascais, using two events, "Estoril Open" and "Festas do Mar - Cascais". The surveys, based on the variables and models previously identified, were applied in two distinct samples, one composed by the inhabitants of Cascais and the other by non-inhabitants. Through a factorial analysis, two factors have been identified that contribute to the effectiveness of events, being these "Cities and Infrastructures" and "Involvement of the citizens". Pearson's correlations analysis was performed in parallel in order to correlate the three constructs under study, Event Effectiveness, Brand Love and Happy Cities. It is concluded that effective events contribute to the image of the host city, promoting the love of the city-brand and positively influencing the happiness of the inhabitants and not inhabitants.
This study aims to understand to what extent effective events contribute to the image of the city that receives them, promoting the love of the city-brand and positively influence the happiness of the inhabitants and non-inhabitants. It was conducted a search for authors that present variables that contribute to event efficacy, as well as Brand Love and Happy Cities models. A case study was lead in the city of Cascais, using two events, "Estoril Open" and "Festas do Mar - Cascais". The surveys, based on the variables and models previously identified, were applied in two distinct samples, one composed by the inhabitants of Cascais and the other by non-inhabitants. Through a factorial analysis, two factors have been identified that contribute to the effectiveness of events, being these "Cities and Infrastructures" and "Involvement of the citizens". Pearson's correlations analysis was performed in parallel in order to correlate the three constructs under study, Event Effectiveness, Brand Love and Happy Cities. It is concluded that effective events contribute to the image of the host city, promoting the love of the city-brand and positively influencing the happiness of the inhabitants and not inhabitants.
Description
Keywords
Marketing EficƔcia de eventos Brand Love Happy cities Estoril Open Festas do mar