Events and their influence on the destination value

Abstract

The study of the influence of events on the destinations where they take place has gained strength over the years. The current study investigates the effects on tourism with importance on promoting, positioning and shaping the image of the destination. This study aims to understand the influence of an event to the value of the destination while addressing topics like sustainability, image and value of the destination, the local community, and value creation. To test the hypothesis, we followed a mixed-method approach through a survey applied to visitors of an event and to residents, followed by qualitative investigation in the form of a semi-structured interview. The findings reveal that with the exception of the local community, the event has a positive influence on other measures of value. The conclusions drawn from this study can provide a model for strategic assessment of the three forces - event, destination and local community.