Characteristics of event tourism marketing. Case study: the European youth Olympic festival, Brasov 2013

Abstract

Event tourism is a very important branch of tourism, not only from the economic point of view but also as the cultural and social development of a tourism destination. Organizing sporting events is considered, by the managers of tourism destinations, as an improvement strategy regarding the destination image, and as a competitive advantage. This article brings forward the features of event tourism concerning the marketing mix policies and the importance of events in the development of an area. The chosen study case is the Brasov County area, which will host, in 201,3 the winter edition of the European Youth Olympic Festival.