Sustainable Cultural Events Based on Marketing Segmentation: The Case of Faro Capital of Culture

Patricia Oom do Valle; Júlio Mendes; Manuela Guerreiroi

doi:10.25145/j.pasos.2010.08.037

Autores

Patricia Oom do Valle
Júlio Mendes
Manuela Guerreiroi

DOI:

https://doi.org/10.25145/j.pasos.2010.08.037

Palavras-chave:

Eventos culturais, Promoção, Gestão, Segmentação, Análise cluster

Resumo

A cidade de Faro foi designada pelo Governo português como a Capital Nacional da Cultura de 2005. A Capital Nacional da Cultura de Faro 2005 teve lugar entre Maio e Dezembro em várias cidades da região do Algarve, com a maior parte dos eventos a ocorrer em Faro. O programa consistiu em 185 diferentes performances representadas através de música, cinema, teatro, ballet e artes plásticas. O artigo analisa os segmentos da população que participou no evento Faro 2005 e discute a relação entre o sucesso do evento e o grau de satisfação dos participantes. A contribuição do artigo consiste em salientar a importância de uma abordagem de marketing adequada de eventos de grande escala, como eventos culturais, a fim de obter um maior apelo/impacto do público, a fim de garantir a sustentabilidade.

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Biografia do Autor

Patricia Oom do Valle

Assistant Professor at the Faculty of Economics, University of Algarve, Portugal.

Júlio Mendes

Assistant Professor at the Faculty of Economics, University of Algarve, Portugal.

Manuela Guerreiroi

Assistant Professor at the Faculty of Economics, University of Algarve, Portugal

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