IMPACT OF LOVEFEST ON THE IMAGE AND BRAND OF THE TOURIST DESTINATION VRNJAČKA BANJA
Abstract
This paper examines the impact of Lovefest summer festival on the image and brand of the tourist destination Vrnjačka Banja. Research results show that the attractiveness of Lovefest has a positive impact on the image of the festival itself, but does not affect the image and brand of the destination. The research also shows that there is a negative image transfer between the festival’s image and the destination’s image. Such a finding points to a potential problem of insufficient alignment between the festival and the destination.
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Copyright (c) 2026 Đorđe Makuljević, Nikola Radivojevic, Nemanja Filipovic, Slavica Petrović Radivojević
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