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2017 | OriginalPaper | Buchkapitel

Enhancing the Tourism Image of Italian Regions Through Urban Events: The Case of Steve McCurry’s Sensational Umbria Exhibition

verfasst von : Luca Ferrucci, Silvia Sarti, Simone Splendiani, María Cordente Rodríguez

Erschienen in: Tourism in the City

Verlag: Springer International Publishing

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Abstract

The study analyses the case of the Sensational Umbria photography exhibition by Steve McCurry, held in Perugia in 2014. The event proved to be of particular interest, not only for its success in terms of visitors number and impact on the media, but in particular for the innovative use of a photo exhibition for the purpose of promoting tourism in the region. The paper, after a theoretical introduction on the relationship between tourism events and destination image, offers an analysis of the event from different perspectives: economic impact, visitor satisfaction, and effect on the media. The methodology has been twofold, involving both desk analysis and a survey conducted by administering a questionnaire to 455 visitors. The results that emerge illustrate a situation that, while generally positive, leaves margins for improvement, especially in terms of greater involvement by local stakeholders.

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Vorheriges Kapitel Does Recurrence Matter? The Impact of Music Festivals on Local Tourist Competitiveness

Nächstes Kapitel Rediscovering the “Urban” in Two Italian Tourist Coastal Cities

The Sensational Umbria exhibition travelled beyond regional and national borders; it was presented in Marseilles, in Milan during Expo 2015, at the Italian Institute of Foreign Trade in New York, and at the European Parliament in Brussels.

The analysis of the budget is not detailed, but merely indicative, and is intended to illustrate the main costs and revenues involved in the exhibition, in order to outline the magnitude and rate approximate coverage.

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Titel: Enhancing the Tourism Image of Italian Regions Through Urban Events: The Case of Steve McCurry’s Sensational Umbria Exhibition
verfasst von: Luca Ferrucci
Silvia Sarti
Simone Splendiani
María Cordente Rodríguez
Verlag: Springer International Publishing
Buch: Tourism in the City
Print ISBN: 978-3-319-26876-7

Electronic ISBN: 978-3-319-26877-4

Copyright-Jahr: 2017
DOI: https://doi.org/10.1007/978-3-319-26877-4_16

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