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Events as a Strategy to Enhance Destination’s Brand: Millennium Estoril Open Ca...
Martinho, Maria M.O.; Silva, Francisco; Gonçalves, Susana F. S.This research, based on a case study, aims to examine the contributions of the Millennium Estoril Open, a tennis event (ATP 250), to enhance and promote the Cascais destination brand. To such end, an empirical study was conducted in the 2019 edition, using a mixed data collection methodology through the application of questionnaires to spectators, interviews with stakeholders, and direct observation at the even...
Date: 2024
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Origin: Repositório da Universidade de Lisboa