Exploring the impact of events on a destination’s brand image: a case study of Winter at Tantora festival in Alula.

Abstract

The Winter at Tantora festival, a cultural phenomenon set within the enchanting locale of Alula, offers a prism through which brand image perception, attendee satisfaction, and the propensity for recommendations can be understood. This study embarks on a meticulous exploration to unravel the intricate relationship between the festival experience and the shaping of Alula's brand image. A significant focus of this research emphasizes the role of demographics, assessing whether brand perceptions post-festival remain consistent across varying age demographics. The results, underpinned by the Kruskal-Wallis test, depict a compelling uniformity in perceptions, underscoring the festival's far-reaching appeal. The study also delineates the direct correlation between attendee satisfaction and their inclination to promote Alula as a favored travel destination. Additionally, the synergy between the festival's alignment with Alula's brand image and attendee satisfaction is examined. While the findings offer significant insights, they also underscore the potential for a more diversified engagement strategy and emphasize the necessity of continuous improvements. Recommendations for the festival organizers and future research directions are also detailed.