The success factors of using events in destination branding: A case study of Woodford Folk Festival
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Abstract
This paper examines the six conditions which need to be met for an event to make a contribution to the destination’s brand from the perspective of event visitors through the case study of Woodford Folk Festival in Australia. Five of the factors (the exception is cooperative planning) were identified to significantly effect the contribution the Woodford Folk Festival makes to its destination’s brand. It was found that the festival destination can improve its image by holding the festival but the positive impression of the festival can only promote the destination if there are other attractions and activities at the destination.