Building events into destination branding: insights from experts

摘要: Events have become an increasingly significant component of destination branding. Although events are thought to be important contributors their host destination's brand, the most effective means by which leverage them in order build that brand poorly understood. To explore potential uses for branding, workshops with leading event and marketers were conducted CRC Sustainable Tourism throughout Australia. The designed clarify what do when using then identified industry would like know make better use this regard. Workshop participants community support a good strategic cultural fit as necessary bases building into Other themes emerged were: need differentiated from others, longevity/tradition at destination, cooperative planning between key players, media event. Participants also recognized consider effects reference overall portfolio destination. It was noted not yet learned how synergize efforts, there is consequent further research best brand.