SUSTAINABILITY IN GREAT EVENTS: GREENWASHING OR REALITY? ANALYSIS OF THE CASE STUDY JOVA BEACH PARTY AND OF THE SOCIAL, ECONOMIC AND ENVIRONMENTAL IMPACTS OF THE ZERO-DATE IN LIGNANO SABBIADORO

The great events, as the one analysed in this paper, are hardly able to respect the principles of environmental, economic, and social sustainability, because they usually imply huge investments, thousands of participants, a great quantity of GHGs emissions in the air and the total involvement of the territories which host them. In this sense, the national summer tour of the Italian artist Lorenzo Cherubini, aka Jovanotti, which took place both in 2019 and in 2022, was an interesting case study because of two reasons: firstly, the communication was fully centred on environmental sustainability and plastic pollution; secondly the tour was organized in different seaside resorts along the Italian coastline, and so, in fragile natural ecosystems. Due to the amount of data and information connected to the national tour, it was decided to analyse only the impacts that the event had on the territory of the city which hosted the first date of the tour, both in 2019 and in 2022, i.e. Lignano Sabbiadoro. In particular, the Telco data and the georeferenced information that can be obtained from them were useful to understand the changes in the tourist flows: whether increases or decreases have been recorded, the origins of the participants, the age groups most attracted by this event, etc. From the results obtained it’s clear that an event of this dimension if well managed could reduce its impact, especially from an environmental point of view, but only if a more suitable location is chosen, such as a stadium.