Bregoli, Ilenia (2016) Repositioning an industrial city through automobile heritage: the role of the Mille Miglia in the tourism development of Brescia, Italy. In: Automobile Heritage and Tourism. Routledge Advances in Tourism . Routledge, pp. 76-88. ISBN 9781138219106
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| Item Type: | Book Section |
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| Item Status: | Live Archive |
Abstract
This chapter focuses on the contribution of events to the development of destination brands. The aim is to identify the challenges that destination marketers and event organizers face when adopting an historic car race to reposition, brand and promote a city. The chapter focuses on the case of the city of Brescia which is located in the Lombardy region in the north of Italy.
| Keywords: | Mille Miglia, Brescia, Brand Positioning |
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| Subjects: | N Business and Administrative studies > N500 Marketing N Business and Administrative studies > N800 Tourism, Transport and Travel |
| Divisions: | Lincoln International Business School |
| Related URLs: | |
| ID Code: | 18911 |
| Deposited On: | 07 Oct 2015 12:06 |
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