Events and destination management.

This chapter reviews the way in which events can influence the destinations which host them. It then describes the findings of an Australian research which focused specifically on events and destination branding. The findings discussed here suggest that the quality of an event's impact on destination brand depends, at least in part, on the quality of the event. This finding has some intuitive appeal insomuch as the act of hosting causes the event's brand to be associated with that of the host destination. However, it might also be argued that event quality is at best a necessary but an insufficient basis for building the destination's brand.