ABSTRACT
Events have been appointed as an integral, significant part of developing destination tourism and its marketing strategies. The present book chapter discusses the role of festivals for destination marketing, by reviewing the nature and type of events (objects) and their different stakeholders (subjects). Moreover, it highlights both positive and negative effects of events, with a special focus on explaining how festivals may involve behavioral outcomes of tourists as attendees of event host destinations in terms of satisfaction and behavioral intentions of tourists towards the festival and thus towards the destination.
