Digital Marketing in Events Tourism: Rock in Rio Lisboa Case Study

Abstract Digital marketing has an essential role to play in the communication and promotion of tourism events. The aim of this case study is to analyse the main digital marketing tools applied to major international music festivals with an impact on tourism, such as Rock in Rio Lisboa (RIRL). A study of the theoretical background is provided, including the main concepts involved, such as event tourism, music tourism and their relationship with digital marketing and experiences. The aim of the case study is to analyse the strategies and actions used by the festival in Lisbon and their role in promoting and managing the event as a tourist experience that contributes to sustainable development. The methodological approach was based on the analysis of online content from the main official digital communication channels used to communicate the event, digital content and public participation in the experience. The study presents the relevance of this event in attracting tourists to Lisbon and its impact on Portugal’s image as a country that hosts major events, as well as focusing on campaigns that support social and environmental causes. With this analysis, it was possible to identify the main digital marketing strategies used in major music events, the impact of these strategies and actions, as well as the feasibility of using an event of this magnitude as a marketing and tourism promotion tool.