Abstract
A field study with consumers participating in different types of events indicates that event attendance increases brand equity and that brand experience is the most important mediator. Events have become an increasingly significant component of destination branding, which is known as tourism marketing. Many destinations, throughout the world, have developed events portfolios as a strategic initiative to attract tourists and to reinforce their brand. The purpose of this paper is to provide a better understanding on how organisations can use EM as a promotional tool. The present paper assesses event marketing as a descriptive study by focusing on a marketing outcome of critical importance to marketers for tourism place and industry.
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