Keywords: Responsible destination branding
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Journal Articles
International Journal of Event and Festival Management (2023) 14 (2): 189–204.
Published: 19 April 2023
... engagement Transformative experiences Transformative service research Responsible destination branding Before the coronavirus disease 2019 (COVID-19) pandemic, in 2019, the Melbourne Cup event attracted 81,000 participants and that was at a 24-year low. Serious concerns about the welfare...

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