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

Abstract

In a destination management approach, territorial marketing policies to make a territory attractive are increasingly establishing on the supply of cultural events. These cultural initiatives are able to strengthen the local identity and to enhance the distinctive resources, both tangible and intangible, of an area. This article analyzes the event Ravello Festival as a tool of territorial marketing to increase the competitiveness of the Amalfi Coast and Ravello, becoming a distinctive symbol of the territory. The article first focuses on Ravello Festival, examining its history, management, and supply system. Ravello as tourist destination product in which Ravello Festival and the local resources are considered the fundamental elements is subsequently examined. Finally, the article considers the Ravello Festival's strengths, highlighting their coherence with the development strategy of Ravello. In conclusion, the strategic role of Ravello Festival is emphasized, as a quality event able to promote Ravello as City of Music in the world.