La organización de eventos como estrategia identitaria y evocadora de imagen turística.: Estudio de caso: Girona, Temps de Flors

Abstract

For the last 53 years the city of Girona organizes a massive event based on the floral art which, in its last occasions, has mobilized more than half million of visitors, many of them from all parts of Europe. Besides the flowers, the photography exhibitions or the audio-visual montages which, during the second week of May, fill the streets of the ancient part of the city, the fact is that Girona Temps de Flors represents an important communicative strategy for the territory promotion. In effect, the event, by itself, develops varied functions in the emotional area of the lived space, but there’s more. It can also become a catalyst of images, the creator of images capable of establishing a brand name of a city. The present article will show the possibilities that flow from the organisation of an event relative to the posi- tioning of the identity and promotion of a territory.