Many studies explore the connection between events and destination image, focusing on an isolated event and trying to assess its implications for the image of the host city or destination. Besides exploring both residents' and tourists' perspectives - an approach that is usually overlooked in image research - this book focus on an events programme, Allgarve, and not on an isolated event. Allgarve was explicitly conceived with the main purpose of repositioning the image of a well-known tourism destination, the Algarve, in the Southeast of Portugal, trying to differentiate it from similar...