Features and potential of events as "mediterranean experiences": the example of "Palio de lo Daino" - This paper considers the issue of organising and managing events in a mediterranean perspective as a suitable means for enhancing local, typical and traditional events, such as village feasts, that until recently were vaguely contemplated as indistinct containers. Bearing this in mind, this article provides a new way of conceiving the relationship between marketing, experience and value in events, in line with a strategy that is less invasive on the consumers’ experience and based on typically mediterranean values, such as community ties, traditions and local-centricity. Considering new demand developments in post-modern society associated to the new meaning assumed by leisure time and the individuals’ increasing desire to live fulfilling and multi-dimensional experiences to satisfy their cluster needs, we believe that conceiving events bearing this in mind provides territories with an enormous opportunity to attract resources and fully develop the area’s potential, bringing much more than short-term economic benefits.
This article intends to better define the concept of a mediterranean event, highlight potentials while also enhancing steps to be taken and requirements that are necessary to achieve success, clarify strategies and connections between event and territory as a means to systematically create value. Keywords: events, local, mediterranean marketing, experience-oriented, leisure time, added value for the territory.
