The main objective of this study is to understand the role of cultural events in the construction of the brand, image and perceived quality of a destination, applied to the specific case of the "Braga Romana" event in the city of Braga. A study of a qualitative and quantitative nature was conducted in order to understand the vision of those responsible for the areas studied, tourism and events, and the perception of visitors to the event. The results indicate that cultural events, and specifically in the case of the event "Braga Romana" in the destination of Braga, play a determining role in the territory. Thus, the study makes a contribution from an interdisciplinary perspective, namely: for marketing, tourism and local development.
