Aspects of Social Sustainability in the Management of Cultural Events in the Post-COVID Scenario

Cultural events stimulate creative industries, enhance the attractiveness of cities, and promote social cohesion. This is what the authors aim to highlight in this work, which represents the case of a small town in southern Italy: Putignano, "home of Carnival." The event begins on Boxing Day and continues until Mardi Gras, blending the sacred and the profane. The city is famous for its Carnival, and its residents are so proud that they strongly identify with this event. However, the COVID-19 pandemic forced the suspension of the Carnival for two editions (2021, 2022). Through an empirical investigation, including a survey of residents, interviews with stakeholders, and the analysis of reports, this study explores the meaning of "losing" an event so deeply rooted in the territory, even for a limited period. The results provide original insights into the connection between social impacts and the dynamics of social sustainability related to cultural and tourism events.