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Many destination marketers organise events to draw economic benefits over the short and long term. However, this chapter suggests that events can result in more than economic benefits, as they can be used to improve a destination’s branding and image. The authors explain how the organisation and implementation of successful events can enhance the destination’s attributes. They explore the consumer-based brand equity (CBBE) of the event and examine its relationship with other variables, including the destination’s image. Moreover, they maintain that music festivals can enhance the destination’s image and branding, particularly, when the visitors share their positive experiences with others. The authors make reference to two Portuguese events: NOS Primavera Sound event and NOS ALIVE. In conclusion, they imply that such music events are improving the brand equity among customers and adding value to the destination marketing of Portugal.

Even though the importance of understanding festivals from a tourism attraction development perspective has been addressed, few studies have examined the factor of brand equity in festival tourism. For that reason, this research examines the antecedents and consequents of the consumer-based brand equity (CBBE) of an event.

After data collection, which was carried out through a questionnaire, the structural equation model was used to analyze the statistical data. The results were based on a sample of 329 participants who attended two major music festivals in Portugal: NOS Primavera Sound and NOS Alive Portugal.

For both samples, this research shows that many aspects related to the event (image, experience and satisfaction) impact CBBE and CBBE influences destination image, the intention to revisit the destination and the intention to recommend the destination.

This study presents itself as innovative since it brings the CBBE of an event to the center of an investigation, showing how it helps transfer the effects of image, satisfaction and the experience of a festival to a destination image, the intention to revisit and the intention to recommend a place.

Mental health issues are concurrent among college students and new interventions are needed to address the problem. The objective of this study was to evaluate the convergence of symptoms into a single factor called “mental distress” and its relationship to mindfulness facets.

Brazilian university students (n = 136) answered self-report questionnaires, assessing sociodemographic information, dispositional mindfulness, insomnia severity, perceived stress, depression and anxiety. The analytical procedure consisted of defining the latent variable and relationships with mindfulness facets in a structural equations modeling environment.

The proposed model presented good fit [χ² (23 = 34.38; p = 0.060; RMSEA = 0.068 (90% CI = 0.00;0.114); CFI = 0.951] and mental distress was inversely related to the five facets of mindfulness questionnaire of nonjudgment and nonreactivity.

The symptoms converged into a latent variable, and the latent variable was related to the abilities of not judging and not reacting to internal stimuli. The relationships found might guide the development of future intervention strategies to benefit university students’ mental health.