Influence of Communication in Image Building Motorcycle Tourist Event “Pingüinos”

Abstract

Since its appearance in 1982, “Pingüinos” motorcycle tourist event has become one of the most important biker concentrations in the world. Declared of Regional Tourist Interest in 2011, this meeting has demonstrated its ability to attract thousands of visitors to Valladolid and involve them in various types of tourism. Undoubtedly, the ability to convene highlights the need to study the role of the main event inductive agent’s communicative actions: the “Club Turismoto”. It is thus part of the hypothesis that the signage has worked as a catalyst for << Penguins image brand >>, that beyond its initial informative value, has become an <<emotional brand>> bonding and vindicating of an identity linked to a territory. After collecting printed formats, the data is made up of the most representative conventional advertising media. And so, from a first structural analysis, proceed to the analysis of message content through the LIWC program and the creation of a specific dictionary. The main results suggest that these actions have served to promote Valladolid as a tourist destination. As time pass by, the messages with an informative nature give way to the construction of a more persuasive message, based on symbolic and identity values which increase the inherent subjective attributes at the same event (emotional brand).