The impact of event image on destination image: The case of music festivals in Morocco [L’impact de l’image de l’événement sur l’image de la destination : Le cas des festivals de musique au Maroc]

Abstract

Events are recognized as catalysts for tourism development and enhancing the image of the destination. Indeed destination marketers view the use of events as territorial marketing tools that contribute to the future success of the destination. The aim of this study is to provide a theoretical understanding and empirical examination of the impact of event image on destination image. We mobilize the theory of image transfer to examine the causal link between festival image and host destination image. Data were collected among 514 tourists who attended music festivals in Morocco and the model was tested using structural equation modeling (PLS-SEM). The results of this study support the positive impact of the event's image on the destination's image and confirm the image transfer from the event to the destination.