Hallmark events:
‘Hallmark events’ refers to those events that become so identified with the spirit or ethos of town, city or region that they become synonymous with the name of the place and gain widespread recognition and awareness.
Ritchie (1984) defines that ‘Major one time or recurring events of limited duration, developed primarily to enhance awareness, appeal, and profitability of a tourism destination in the short term or long term’ such as The Carnival in Rio, SongkranFestival in Thailand, etc.