Events have become an increasingly significant component of destination branding. Although events are thought to be important contributors to their host destination's brand, the most effective means by which to leverage them in order to build that brand are poorly understood. To explore the...

Promoters of major sporting events in Australia have been successful at persuading governments to provide taxpayers' funds to cover the costs of staging such events. Until recently, the justification for such use of taxpayers' money has been in terms of the potential of the events to attract...