ABSTRACT
The main aim of this study is to examine the event sustainability dimensions namely strategic and cultural fit, local community support and event quality towards the destination image. The study was conducted in Putrajaya, Malaysia with samples of 300 respondents through a survey using the convenience sampling method. The outcome of multiple regression analysis indicated that all dimensions have significant effects toward destination image. Results signify the relationship effects between event strategic and cultural fit and the destination image (ß = .078, p < .01), between the local community support and the destination image (ß = .120, p < .01) and between the event quality and the destination image (ß = .661, p < .01). The finding of this study is beneficial to event organizers in sustaining the event reputation and the policy maker particularly for strategy planning in hosting an event as well as increasing public awareness in regards to event sustainability and destination image.
