“…For new destinations attempting to attract visitors and develop a tourism industry, festivals and events form key components of many destination marketing strategies (Getz, 2012;Gotham, 2005;Jackson, 2013;Jago, Chalip, Brown, Mules, & Ali, 2003;Shin, 2004;Zukin, 1995). Chalip and Green (2001), however, caution that in already highly marketed destinations, event exposure might not add to the brand image of the destination.…”