Cultural event as a territorial marketing tool: the case of Ravello Festival on the Italian Amalfi Coast

In a destination management approach, territorial marketingpolicies to make a territory attractive are increasingly establishingon the supply of cultural events. These cultural initiatives areable to strengthen the local identity and to enhance the distinctiveresources, both tangible and intangible, of an area. This articleanalyzes the event Ravello Festival as a tool of territorial marketingto increase the competitiveness of the Amalfi Coast and Ravello,becoming a distinctive symbol of the territory. The article firstfocuses on Ravello Festival, examining its history, management,and supply system. Ravello as tourist destination product in whichRavello Festival and the local resources are considered the fundamentalelements is subsequently examined. Finally, the articleconsiders the Ravello Festival s strengths, highlighting their coherencewith the development strategy of Ravello. In conclusion, thestrategic role of Ravello Festival is emphasized, as a quality eventable to promote Ravello as City of Music in the world.