Tourism strategic policy development across the brand event in Elche (2000-2010)

Abstract

Special events become in the municipal context real subproducts which are used to reinfor- ce the original value of each territorial entity when it comes to generate or strengthen tourism strategic politics. It is quite common that those events project their visual identity through shocking brands; as a consequence, the creation, management and development of the brand event becomes a key factor in the product spread of the tourist subproduct. As an intangible asset which has a strategic character, it does not only serve to reinforce the attribute values of the city brand but also involves a quite relevant variable in processes oriented to crystallize the reputation of territories. The present article shows the management of those assets in the municipality of Elche, over the past decade, from different key identifying elements in their strategy of tourism repositioning.