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The Algarve is a region located in the South of Portugal and is mostly known for its sun and sea product. In order to strengthen the Algarve’s competitiveness, the Allgarve program was launched in 2007. We intend to analyze the importance of events as a differentiation factor of tourist destinations. Questions like loyalty, satisfaction, and perception about the event’s program are the main subjects analyzed. This study uses data from a questionnaire applied to 224 individuals who attended “street artist events” and pop music concerts in the 2011 edition of the Allgarve program. Two main techniques were applied: OVERALS and k-means. Despite its flaws, positive conclusions were reached, and after its five editions, the program was finally able to be linked to the region’s image, distinguishing it in a wide range of cultural events and entertainment.

Yair Aharoni is a Professor Emeritus at the Faculty of Management, Tel-Aviv University. He received his DBA from the Harvard University Graduate School of Business Administration. His doctoral dissertation – The Foreign Investment Decision Process – was published in a book version and was translated to Spanish and Japanese. He is a Fellow of the International Academy of Management and the Academy of International Business. During his long and distinguished academic career, Aharoni was the Daniel and Grace Ross Professor of International Business and later the Issachar Haimovic Professor of Business Policy – both at Tel Aviv University. He was the Thomas Henry Caroll Ford Foundation Visiting Professor of Business Administration, Harvard Graduate School of Business Administration (1978–1979). He was also the J. Paul Stitch Visiting Professor of International Business at Duke University (1987–1995) and the director of CIBER (Center of International Business Education and Research) (1992–1995). He published several dozens books and monographs in Hebrew and in English, more than 100 papers and chapters in books and more than 150 cases. For his academic achievements he was awarded both Landau Prize (2007) and Israel Prize in management science (2010).