A Comparative Analysis of the Role of Festivals and Events in Destination Branding

Abstract

However, in recent years, festivals and events have become effective tools for destinations to brand and market their assets. Focusing on the impact of festivals and events of various types on staging destination image, attracting visitors, and building a brand, this effectual analysis of these events covers their contribution to a local destination image, generating visitor traffic, and establishing brand associations. Looking at case studies from all over the world, we will discover what works best when festivals are used to boost the branding efforts of locations.In an increasingly competitive tourism landscape, we know that destinations are always looking for innovative ways to differ, and differentiate themselves from the large number of other potential visitors that also want to visit. Visitors during festivals and events have a special opportunity to experience a destination's culture, heritage and a myriad of other attributes while providing 'away from home' memorable experiences. The role that these gatherings play in destination branding and actional insights offered to tourism stake holders are explored in this article.