Event-Based Destination Marketing: The Role of Mega-Events

Abstract

Mega-events play an invaluable role in the development of many destinations. These events contribute significantly to the host destinations' economy, enhance the awareness of the destinations, encourage cultural exchange, and promote the preservation of local culture. This study adopts a narrative review method to indicate research production in the field of the effect of event-based destination marketing. The review proposes an event-based destination marketing model to delineate how event, destination, and market characteristics, as well as the degree of collaboration between event committee and destination marketing organization (DMO), may affect the effectiveness of eventbased destination marketing strategies (produce, price, place and promotion).