The participatory process of a community involved in its biggest event: the case study “Matera European Capital of Culture 2019”

The study highlights from the point of view of territorial marketing that great events are one of the tools used by a territory to improve or reposition its image, attract tourist flows, value its resources, and activate development processes. They are elements of tourist attraction and entertainment that also have an important social impact on the host community as they contribute to the formation of a strong sense of belonging and a sense of the place. In detail, this study is a work in progress on the empirical case of the mega event “Matera European Capital of Culture 2019”. It focuses on the local people involvement, the value created by the big event on the city perception and the culture of welcome. Participation proves to be a tool used by local communities for creating a sustainable tourism development, that is based on local people’s needs with benefits on the territory itself. In this case, thanks to its election as “European Capital of Culture 2019”, Matera enhances its cultural value and moreover achieves a new model of territorial development.