De impact van festivalbezoek op bestemmingsimago; Een onderzoek naar samenwerking voor de promotie van de steden Boedapest en Novi Sad gericht op bezoekers van het Sziget Festival en het Exit Festival.

Abstract

This thesis is about how cities are promoting themselves to visitors of festivals taking place in these cities, how different actors are cooperating for this promotion and what the effect is of the promotion on the image of the cities. Both qualitative and quantitative research has been used to research this in Budapest and Novi Sad. This lead to better insight in how these cities are being promoted to visitors of the Sziget Festival and the Exit Festival and how the festivals, local governments and destination marketing organizations are cooperating for this. Although no impact of a visit to the Sziget Festival on the affective and overall image of Budapest had been found, quantitative research showed visitors got a better cognitive image after the festival than before. After the Sziget Festival more visitors were thinking to return to Budapest and willing to recommend Budapest as a destination too.