This article fills a void in the literature by investigating the impacts of royal weddings—arguably the grandest and the most iconic of public ceremonies involving royals—on destination-level brands. The direct and short-term effects of royal families and indeed the direct effect of seminal events involving the royals on destination-level accommodations and tourism service providers are more somewhat obvious. However, the more intriguing question and the one which we are more concerned with is: do royal weddings leave a more enduring legacy on the local tourism industry? The engagement announcement and the wedding date produce significant positive increases in the valuation of the home country’s tourism firms. Important managerial implications are derived in line with the long-term impact of unique events on tourism firms’ performance and the transference of brand knowledge from the destination to the companies is effective.

本文通过调查皇室婚礼（可能是涉及皇室的规模最大，最具标志性的公共仪式）对目的地级别品牌的影响，填补了文献中的空白。在直接以及王室的短期影响，乃至涉及王室的开创性事件对目的地级别的住宿和旅游服务提供者的直接影响，在某种程度上更为明显。但是，一个更有趣的问题，也是我们更关心的一个问题：皇室婚礼是否会给当地旅游业留下更持久的遗产？订婚公告和婚礼日期对祖国的旅游公司的估值产生了显着的正增长。重要的管理意义与独特事件对旅游公司业绩的长期影响一致，并且品牌知识从目的地到公司的转移是有效的。