Impact of Lovefest on the image and brand of the tourist destination of Vrnjačka Banja

This paper examines the impact of the Lovefest summer festival on the image and brand of the tourist destination of Vrnjačka Banja. The 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 or 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. This finding points to a potential problem of insufficient alignment between the festival and the destination.