Events are part of the attraction of a destination and as such should be included in the integrated marketing for the destination and incorporated into a destination's branding strategy. This implies the need to evaluate the contribution of an event not just in terms of the direct financial...

Since the emergence of the destination branding literature in 1998, there have been few studies related to performance measurement of destination brand campaigns. There has also been little interest to date in researching the extent to which a destination brand represents the host community's...