These findings bear out conclusions to emerge from research into tourist destinations and confirm that brand image is as relevant for cultural tourists as it is for other groups of tourists. In the area of cultural tourism, authors such as Konecnik (2006) and Konecnik and Gartner (2007) conclude that brand image is the main dimension in brand equity for external tourists. The same cannot be said, however, of internal tourists who are not drawn by the event’s social or media impact, preferring to value the brand for other reasons.