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Desde su aparición en el año 1982, el evento mototurístico “Pingüinos” se ha convertido en una de las concentraciones moteras más importantes del mundo. Declarado Fiesta de Interés Turística Regional en el año 2011, este encuentro viene demostrando su capacidad para atraer a Valladolid a miles de visitantes e involucrarles en distintos tipos de turismo. Sin duda, un alto poder de convocatoria que pone de manifiesto la necesidad de estudiar el papel desempeñado por las acciones de comunicación del principal agente inductivo del evento: el Club Turismoto. Se parte de las hipótesis de que la cartelería ha funcionado como catalizadora de la <>, que más allá de su valor informativo inicial, ha devenido en una <> creadora de lazos afectivos y reivindicadora de una identidad vinculada a un territorio. Tras la recogida de los formatos impresos, la muestra queda constituida por aquellos soportes publicitarios convencionales más representativos. Y así, a partir de un primer análisis estructural, se procede al análisis de contenido de los mensajes a través del programa LIWC y de la creación de un diccionario específico. Los principales resultados apuntan a que estas acciones de promoción han servido para poner en valor el destino turístico Valladolid y para respaldar como con el tiempo los mensajes de carácter divulgativo dan paso a la construcción de un mensaje más persuasivo, sustentado en valores simbólicos e identitarios, que trabaja cada vez más los atributos subjetivos inherentes al propio evento (marca-emocional).&nbsp, Since its appearance in 1982, “Pingüinos” motorcycle tourist event has become one of the most important biker concentrations in the world. Declared of Regional Tourist Interest in 2011, this meeting has demonstrated its ability to attract thousands of visitors to Valladolid and involve them in various types of tourism. Undoubtedly, the ability to convene highlights the need to study the role of the main event inductive agent’s communicative actions: the “Club Turismoto”. It is thus part of the hypothesis that the signage has worked as a catalyst for << Penguins image brand >>, that beyond its initial informative value, has become an <> bonding and vindicating of an identity linked to a territory. After collecting printed formats, the data is made up of the most representative conventional advertising media. And so, from a first structural analysis, proceed to the analysis of message content through the LIWC program and the creation of a specific dictionary. The main results suggest that these actions have served to promote Valladolid as a tourist destination. As time pass by, the messages with an informative nature give way to the construction of a more persuasive message, based on symbolic and identity values which increase the inherent subjective attributes at the same event (emotional brand).

Events create different types of impact on the local economy and host communities. They can trigger a variety of short- or long-term, positive or negative impacts. Literature distinguishes the term ‘impact' from ‘legacy.' While impacts affect the economy of the host place in the short-term, legacy remains longer than the event itself. Thus, if residents perceive benefits from the event, they will be supportive of hosting in the future. This chapter focuses on events as entrepreneurial opportunities of tourism and hospitality for a hosting place. It is based on the perceptions expressed by the different categories of local stakeholders involved in an international literary festival hosted in Italy. The study shows that evaluating and understanding the legacy effects for a place hosting an event, as perceived by the different local stakeholders involved, can provide managerial insights for planning over time events in the same place.

Events are a privileged way of creating experiences. Experiential marketing brings the brand to life, establishing a more complete, interactive and compelling perception, and is an essential source of competitive advantage for event organizers in the tourism context.

Baština predstavlja važan element identiteta svake zajednice, a njeno očuvanje predstavlja jamstvo za opstojnost naroda u suvremenom globaliziranom svijetu. Očuvanje baštine predstavlja nužan element za jačanje samosvijesti pojedinca i stvaranja osjećaja pripadnosti određenom narodu i kulturi s ciljem jačanja osobnoga identiteta. Zbog svoje važnosti baština predstavlja važan element doktorske disertacije te je u cilju njenoga očuvanja i unapređenja postojala potreba istražiti modele uključivanja baštine u turistički proizvod na način da se elementi baštine sačuvaju od zaborava (nematerijalna baština) ili od propadanja (materijalna baština) uz primjenu principa održivoga razvoja. Uspješna sinergija turizma i baštine moguća je putem osmišljavanja modela turističkoga događaja temeljenoga na baštini koji će svojim osobitostima pridonijeti stvaranju veće konkurentske snage destinacije u kojoj se nalazi baština, što izravno pridonosi jačanju ekonomskih performansi, jačanju identiteta i samosvijesti lokalne zajednice. U svrhu prikupljanja primarnih podataka te testiranja hipoteza, provedeno je empirijsko istraživanje na modelu četiri turistička događaja u različitim turističkim destinacijama Republike Hrvatske, tijekom kojeg su ispitani stavovi posjetitelja turističkih događaja temeljenih na baštini. Jedan od ciljeva istraživanja bio je utvrditi koja struktura posjetitelja posjećuje navedene turističke događaje, kolika je njihova razina zadovoljstva posjetom i ponudom na lokalitetu događaja, te koliki utjecaj na njihovu odluku za posjetom događaju ima motiv upoznavanja baštine. Nadalje, cilj je bio utvrditi mogućnosti održivoga uključivanja baštine u turistički proizvod uz očuvanje njene izvornosti te određivanje prednosti i nedostataka koje ima sinergija između kulture i turizma na očuvanje baštine. Osim navedenog cilj je bio utvrditi koji je najoptimalniji model financiranja obnove baštine i turističkih događaja te na koji način primjena suvremenih IT tehnologija utječe na povećanje zadovoljstva posjetitelja, očuvanje i promociju baštine, i na povećanje konkurentnosti turističkoga događaja temeljenoga na baštini. Fokus rada je bio usmjeren na sistematizaciju svih dobivenih rezultata istraživanja u svrhu iznalaženja optimalnoga modela turističkoga događaja temeljenoga na baštini. U cilju povećanja kvalitete i konkurentnosti turističke ponude i prepoznatljivosti događaja temeljenih na baštini u radu je prezentiran model turističkoga događaja temeljenoga na baštini i proces certificiranja CroHeritage Festival Awards (CFA)., Contemporary tourism demand is more and more heterogeneous, and the diversity of offers on the tourist market stimulates destination management to continuously create new and innovative products in the form of tourist events, which will result in creating new experiences and motivations for tourist arrival in a destination. The goal of creating tourist events is to improve a competitive position of tourist offers on the tourist market. Formation of tourist events based on heritage will contribute to this by contributing to quality and diversity of a tourist product, creating additional economic value and strengthening the identity and sense of belonging, and building trust among visitors and destination inhabitants. National heritage represents an important element of identity for every community, and its preservation represents a foundation for survival of a nation in the contemporary globalized world. National heritage preservation represents an important element for strengthening self-consciousness of an individual and creating a sense of belonging for a certain people and culture with a goal of strengthening personal identity. Today, national heritage represents a much broader term than a mere witness to a historical period. It is a witness of a material and non-material legacy of our ancestors, and it’s a testament to the way of life, beliefs, customs, and other elements of human identity, as well as the development of human thought through the turbulent centuries and historical periods. In numerous cases over time, heritage has been exposed to numerous risks which can cause its permanent damage or disappearance, through pollution, acid rain, erosion, inadequate conservation, change of developmental guidelines by the owner or manager of the material heritage, emigration and immigration of people, high mortality, or lack of interest of the contemporary population for tradition of their non-material heritage. Due to its importance and previously mentioned, heritage represents an important element of research of a Doctoral Dissertation with a goal of ensuring its sustainable development, renewal and conservation through value-added tourism. Synergy of tourism and heritage provides exceptional developmental possibilities for the tourism offer carriers, but also preserves the nature of the heritage itself, as an exceptionally sensitive resource. With a goal of its preservation and improvement, and while noticing lack of any similar analysis, there was a necessity to explore and offer in a scientific and professional way, sustainable models of inclusion of heritage in a tourist product in a way that the elements of heritage are preserved from oblivion (non-material heritage) or waste (material heritage) while applying the principles of sustainable development. As previously mentioned, it is possible to achieve by applying, in the dissertation presented international system of quality ISO, such as managing sustainability of events ISO20121, to create new models of certification such as CroHeritage Festival Awards (CFA) as an exceptionally important element for creating recognisability and branding of the tourist offer or introducing green events into the tourist offer of a destination. Tourism and by its conditioned offers of products and services present a developmental opportunity for a destination, especially if the developmental guidelines in tourism are harmonized with the desires and needs of the local community, but also all the interested stakeholders in the destination, managed by the state of the offer and demand, and the contemporary demands of tourists on the market. Through application of contemporary knowledge and skills, as well as contemporary technological solutions, the destination management creates a new tourist product of additional value, and gives particular attention towards preservation of resources as a foundation and comparative advantage of a destination for achieving competitiveness of a tourist offer. Successful synergy of tourism and heritage is possible through the creation of a model of a tourist event based on heritage which will, through its particularities, contribute to the creation of a greater competitive strength of a destination in which the heritage is situated, which directly contributes to the strengthening of economic performances, and strengthening of identity and self-consciousness of the local community. An empirical research was conducted, with a purpose of gathering primary data, and testing the hypothesis, on a model of four top tourist events according to the criteria of the Croatian Tourist Board, which are related on the estimate of visitors, and needs to be above 10,000 in different tourist destinations of the Republic of Croatia. The research was conducted with the goal of determining the influence of tourist events on satisfaction of guests with the offer of tourist events based on heritage. Considering the fact that neither tourist boards, nor organizers of events don´t have precise data about the number of visitors of events, but have expressed interest during the contact merely an estimate of the number of visitors, for the calculation of the sample in the dissertation the author used the number of accommodation units (bearing in mind basic and additional accommodation units), and methods used in similar previous researches were applied. V A research was conducted for the purpose of the Dissertation on the sample of guests situated in the accommodation units in the cities of Rijeka, Varaždin, Koprivnica and Đakovo, in a way that an opinion of visitors of events was acquired personally by interview, or by filling out a questionnaire. Visitors who stayed in the destinations during the selected events were questioned. Empirical research based on gathering primary data was conducted in the field by using the survey method by which the basic instrument of acquiring the data was the questionnaire printed in Croatian and English languages. In the mentioned research, there was some words about value-adding of tourist events from the aspect of visitor´s satisfaction, their motives for their visits, the way of informing potential visitors about the events and similar. The survey was conducted during the tourist events based on heritage, and the respondents were selected randomly. During the collection of data, the technique of personal interview was used mostly, while the survey method was used less. The author conducted data gathering along with the help of specially prepared interviewers to whom the research goals were explained previously, the elements of the questionnaire and the ways of conduct in the field. Following, a questionnaire made up of six questions was presented and explained to every respondent, and the questions were related to the socio-demographic profile of respondents, information related about the motive of their visit to the destination, way of being informed about the destination´s offer, level of satisfaction of the destination´s offer and tourist event based on heritage which they visited, and achieved tourist consumption. One of the research goals was to determine how high influence has the motive of getting acquainted with the heritage on their decision for visiting the event and a destination, as well as getting to know their habits and consumption during the tourist event. Managing models of tourist events based on heritage were made based on the gathered results of the primary research, weaknesses and flaws of the existing offer were presented, as well as opportunities and threats that can be brought by further development of the offer to the tourist event. In the remaining chapters of the Doctoral Dissertation, and based on the conducted primary and secondary research, in which contemporary scientific literature and findings about the characteristics about the tourist offer and demand were taken into consideration, the goal was to determine possibilities of inclusion of heritage in a tourist product while preserving its originality and determining advantages and disadvantages that synergy between culture and tourism has on heritage preservation. Besides the already mentioned, the goal was to determine the most optimal model of financing the heritage renewal and tourist events, and in which way application of modern Information Technologies influences the increasing satisfaction of visitors, preservation and promotion of heritage, and increasing competitiveness of a tourist event based on heritage, especially if taken into consideration contemporary habits of visitors regarding informing themselves through websites and social networks, and applicative solutions created by the offer carriers. The focus of the Dissertation was focused on systematization of all gathered results of research with a purpose of finding the most optimal model of a tourist event based on heritage as a product which will result in achieving synergy between heritage and tourism, in a way that heritage is preserved and improved according to the principles of sustainable development. A model of certification CroHeritage Festival Awards (CFA) and model of organization of tourist events based on heritage were presented in the Dissertation, with a goal of increasing quality and recognisability of the events based on heritage. Before conducting the empirical research, all available domestic and foreign scientific and professional literature was consulted, and the result of the research represents systematization of previous researches of influence of tourist events on a tourist destination, heritage, identity and life habits of local communities and all stakeholders in a destination. Based on the analysis of results obtained by primary research, and interpretation of secondary data obtained by secondary literature with the application of scientific methods of induction, deduction, historical method, method of definition, method of analysis and synthesis, and application of statistical methods, all the given goals in the Dissertation were achieved, and all the set hypothesis were tested.

Holy Week is one of the most important traditional celebrations in many parts of the world. It has a deep-rooted cultural and social tradition, yet also embraces a tourist dimension, which ultimately impacts on the economy of the places where it is held. The present work seeks to explore the impact of Holy Week on the city of Palencia (Spain). To do this, an economic impact study based on a description and evaluation of three types of effect, direct, indirect and induced, is carried out. Results show that this event generated a total of €2.258 million, of which 82% remained in the economy of the city itself, with the hotel and restaurant sectors benefitting the most. This traditional celebration thus contributes to creating revenue and employment, to maintaining traditional industries, to preserving cultural heritage and to enhancing the area’s image and projection.

This article aims to analyse the effects generated by regional events. The article identifies the social and economic effects of mass events, which are organized by public institutions. In determining the social and economic effects the methodology of New Public Management (NPM) concept was employed. This article presents the results of examination of the effects of special events organized in Poland in the Podlaskie region, where on a regional scale, tourism is a complementary segment of the economy, and, in the case of several local destinations, plays a dominant role both in employment and income of the population. Based on the evaluation of the Socio-cultural Impact, Existance Impact and the Direct expediture of regional events, it can be stated that these events have no direct bearing on the development of tourism in the region, in which they are organized. They contribute to raising the satisfaction connected with staying in the region, and slightly to the growth of the direct expenditure.

This work, using previous researches of socio-demographic influences upon tourist market, studies habits and behavior of tourists (visitors) on tourist event Haymaking on Rajac mountain, as well as the use of advertising means for the purposes of gaining new information. The poll was conducted among 352 people selected by chance whereas the data analysis was carried out according to gender and aging structure. The aim of this research is to determine if there is a significant difference in the number or motives of traveling, choice of transport means, the amount of funds intended for staying and the way of spending money, as well as in using different means of tourist propaganda.

The event "Days of Plum - My Plum" at Blace has been one of 42 events dedicated to fruits and vegetables and one of three events dedicated to plum in Serbia. It has been held for nine consecutive years in the town situated in the wide Toplica valley at the foot of Jastrebac, where in a relatively favourable climate conditions there are good conditions for development of plum, so it has become a traditional event. This paper analyzes the results of a survey conducted during the last event, August 2011. The survey is used as methodical procedure because in relatively short time period a relatively large amount of information and data has been obtained. The survey includes 304 randomly selected respondents of different gender, age and educational structures. It was performed to examine the tourism market, attitudes and behaviour of visitors, as well as tourism promotion. In addition to the survey, the tourist valorisation of events is done in which the elements of geographic and economic groups of criteria are analyzed in order to investigate the tourism potential in terms of development of tourism as an economic sector that can contribute to the development of Blace as an underdeveloped area. [Projekat Ministarstva nauke Republike Srbije, br. 47007]

Манифестације заузимају све важније место у савременој туристичкој понуди наше земље. Према истраживањима релевантних организација, оне су прве на листи туристичких мотива за долазак иностраних туриста у Србију. Музичке манифестације (фестивали у Новом Саду, Београду и Гучи) са међународним учешћем посетилаца, имају велики утицај на саму дестинацију у којој се одржавају и представљају погодно средство за туристичку промоцију на интернационалном нивоу. Истраживање у раду посвећено је анализирању података добијених теренским истраживањима, ради утврђивања ефеката и степена туристичке мотивисаности код иностраних туриста, да посете три највеће музичке манифестације у Србији. Значај испитивања, идентификовања и издвајања кључних мотива, који покрећу иностране туристе да присуствују наведеним манифестацијама, може се посматрати кроз шансу за унапређење иностраног туризма у нашој земљи, али и унапређење културног, економског и друштвеног потенцијала одређеног географског простора, на ком се ове манифестације одвијају. Такође, спроведена истаживања могу допринети одређивању основних смерница којим би се туристичка понуда овог вида туризма могла подићи на виши ниво. Events are taking an increasingly important place in modern tourism offer of our country. According to research of relevant organizations, they are the main reasons for the arrivals of foreign tourists in Serbia. Music events (festivals in Novi Sad, Belgrade and Guca) with international participation of visitors, have a great impact on the destination where they maintain and provide a suitable means of tourism promotion at the international level. The research in this paper is devoted to analyzing the data obtained by field surveys, to determine the effects and degree of tourist motivation of foreign tourists to visit the three largest music events in Serbia. The importance of testing, identifying and allocating light motives that initiate foreign tourists to attend the mentioned events can be viewed through the opportunity for developing foreign tourism in our country, but also the advancement of cultural, economic and social potential of a particular geographical area in which these events take place. Also, conducted the research may contribute to determining the basic guidelines that would be tourism offer of that kind which could raise to a higher level.