Using mega events to brand tourist destinations: the case of the Formula One Canadian Grand Prix
Is it important to use mega events such as sports and festivals to brand territories aiming to increase revenue and touristic appeal? Territorial and touristic branding: urban history and the festive and economic perspectives of Montreal's Formula One Grand Prix , published in Loisir et Société / Society and Leisure further investigates this using the Formula One Canadian Grand Prix as an example of how important territorial branding is. This article researches the history of the Grand Prix, how it was used in an urban and