Abstract
Creating an agenda of cultural events to enhance a city’s tourism involves multiple actors, stages, processes, adjustments and a framework of analysis. Cultural events allow knowledge, understanding, and strengthening of the cultural identity of individuals and communities; any event that becomes part of an agenda for tourism of cultural events should reflect the cultural identity of a region or city, being inclusive with all the diversity that it comprises. Agenda-Building and Agenda-Setting theories, fostered in communication, are used in this study to analyze the construction/consolidation of an agenda for tourism of cultural events, and to analyze the visibility, formation and setting of said agenda, respectively. Both theories conceptualize the “what” and “how” of issues’ relevance, importance, priority and worth for citizens’ discussion and consideration. The aforementioned framework becomes a tool for the assessment of permanent and special agendas that enable a city or region to operate cultural events in 3 specific and simultaneous dimensions: seasonal agendas, permanent agendas, and special agendas. Seasonal Agendas take advantage of the natural seasons of tourism in the city; Permanent Agendas guarantee there is always something to do in the city; Special Agendas are balms in a city’s daily life, with extraordinary events that break the routine, shake the establishment, and renew the aesthetics of regular events. This study presents the analysis of the agenda building and setting processes in a Colombian city, resulting in the identification of three strategies for consolidating a cluster of tourism of cultural events that accounts for the city’s diversity.
Presenters
Beatriz Bedoya V.Professor, International Business, Universidad EAFIT, Antioquia, Colombia Paola Podestá
Willy Henao
Jaime Espinal
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
2019 Special Focus - Beyond Constraints: Valuing Diversity and Culture in the Tourism Experience
KEYWORDS
Agenda Events, Diversity
