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Celebrities and GreenSphere tourism

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  • Sérgio Nunes
  • Philip Cooke
  • Fábio Tomaz

Abstract

The attraction of world celebrities is a dimension of economic and social dynamism that is increasingly valued by those responsible for public policy. The fascination of the presence of these celebrities leads to the dynamization of a multiplicity of activities and behaviours developed by their followers, considered to be beneficial for local and regional economies. In these terms, those responsible for public policy seek to trigger mechanisms to attract these celebrities, which in this article we will call pop star, to their territories. However, we want to suggest that the mechanisms associated with public policy must go beyond simple mobilization for the tourist destination. This article seeks to relate the presence of Madonna in Lisbon with the economic and social dynamism associated with the ‘celebrity endorsement’ and relate the effectiveness of the ‘celebrity channel’ to regional innovation policy. We found that the celebrity has an effective power to condition the presence and activities of fans, and we suggest that it can be exploited by regional innovation policy, namely integrating that influence in ‘shared governance’ territorial innovation models (‘share governance’_TIM). La atracción de las celebridades mundiales es una dimensión del dinamismo económico y social cada vez más valorada por los responsables de las políticas públicas. La fascinación que ejerce la presencia de estas celebridades conduce a la dinamización de múltiples actividades y comportamientos desarrollados por sus seguidores, considerados beneficiosos para las economías locales y regionales. En este contexto, los responsables de las políticas públicas buscan desencadenar mecanismos para atraer a sus territorios a estas celebridades, que en este artículo llamaremos estrellas del pop. Sin embargo, se sugiere que los mecanismos asociados a la política pública deben ir más allá de la simple movilización por el destino turístico. Este artículo pretende relacionar la presencia de Madonna en Lisboa con el dinamismo económico y social asociado al ‘respaldo de los famosos’ y relacionar la eficacia del ‘canal de los famosos’ con la política regional de innovación. Se descubrió que la celebridad tiene un poder efectivo para condicionar la presencia y las actividades de los fans, y se sugiere que esto puede ser aprovechado por la política regional de innovación, es decir, integrar esa influencia en modelos de innovación territorial de ‘gobernanza compartida’. 世界的なセレブリティ (著名人)の魅力は、経済的及び社会的ダイナミズムの一面であり、公共政策の責任者によってますます重要視されている。これらのセレブリティの存在の魅力は、自治体の活動や彼らのフォロワーによって展開される行動の多様性の活性化につながり、地方や地域経済に有益であると考えられている。この点においては、公共政策の責任者は、本稿では「ポップスター」と呼ぶセレブリティを自分の地域に近寄せるメカニズムを惹起させようと考えている。しかし、公共政策に関連するメカニズムは、観光目的地の単純な動員数を超えなければならないことを提示したい。本稿では、リスボンにおけるマドンナの存在を「セレブリティのエンドースメント」に関連する経済的及び社会的ダイナミズムと、及び「セレブリティ・チャンネル」の有効性を地域のイノベーション政策と関連付けることを試みる。セレブリティがファンの存在と活動を調整する効果的な力を持っていることを見出し、それを地域のイノベーション政策に利用できる、すなわち「共有ガバナンス」地域イノベーションモデル(‘share governance’_TIM)にその影響を統合することを提案する。

Suggested Citation

  • Sérgio Nunes & Philip Cooke & Fábio Tomaz, 2022. "Celebrities and GreenSphere tourism," Regional Science Policy & Practice, Wiley Blackwell, vol. 14(3), pages 627-643, June.
  • Handle: RePEc:bla:rgscpp:v:14:y:2022:i:3:p:627-643
    DOI: 10.1111/rsp3.12454
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    References listed on IDEAS

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