Eventization: Media Events as a Public Strategy for Legitimizing and Positioning in the Global Network of Tourist Cities

Abstract

This study addresses the determined commitment of the municipal government of Seville (Andalusia, Spain) to schedule an uninterrupted calendar of major media events, with the purpose of achieving significant international impact. Through the analysis of the discourse of public and private decision makers, the study confirms that the municipal policy of internationalization and singularization, constitutes the cornerstone of a strategy for tourism, functions as an effective instrument of legitimation, and is a means by which the local economy is immersed in the global logic.