Signature Events: The Role of Representative Major Events for the Branding of Catholic Pilgrimage Sites (Germany)
A new trend in destination marketing has been emerging for several years. Instead of many small events, locations rely on one brand-strengthening Signature Event that draws attention to the destination through its uniqueness. Because pilgrimage is arguably the oldest form of mass tourism, places of...
| Main Author: | |
|---|---|
| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Dublin Institute of Technology
2022
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| In: |
The international journal of religious tourism and pilgrimage
Year: 2022, Volume: 10, Issue: 1, Pages: 152-160 |
| Standardized Subjects / Keyword chains: | B
Germany
/ Catholic church
/ Religious festival
/ Event marketing
|
| RelBib Classification: | CD Christianity and Culture CH Christianity and Society KBB German language area KDB Roman Catholic Church |
| Further subjects: | B
place branding
B Pilgrimage B destination marketing B Religious Tourism B signature events |
| Online Access: |
Volltext (lizenzpflichtig) |
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| 520 | |a A new trend in destination marketing has been emerging for several years. Instead of many small events, locations rely on one brand-strengthening Signature Event that draws attention to the destination through its uniqueness. Because pilgrimage is arguably the oldest form of mass tourism, places of pilgrimage may have invented such Signature Events to attract devout travellers. If so, signature events at pilgrimage sites are valuable research objects for investigating their success factors. Not only are they the prototypes in which the DNA of Signature Events can be studied, but in many cases, they also had centuries to optimise their experience. Using the example of the most visited Catholic pilgrimage sites in Germany, this research examines whether there are signature events, what common structures they have, and what can be derived from these findings for destination marketing. | ||
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