Cultural Event as a Territorial Marketing Tool: The Case of the Ravello Festival on the Italian Amalfi Coast

The Ravello Festival serves as a powerful territorial marketing tool, significantly enhancing the competitiveness and global recognition of the Amalfi Coast. This study demonstrates that cultural events can strengthen local identity while promoting both tangible and intangible resources of a region. By analyzing the festival's history, management, and supply system, researchers highlight its strategic role in positioning Ravello as a 'City of Music.' The findings underscore the coherence between the festival's strengths and Ravello's development strategy, emphasizing its ability to attract international attention and boost tourism.

Simeon, M. I., & Buonincontri, P. (2011). Cultural Event as a Territorial Marketing Tool: The Case of the Ravello Festival on the Italian Amalfi Coast. Journal of Hospitality Marketing & Management, 20(3-4), 385–406. https://doi.org/10.1080/19368623.2011.562425