Festival suppliers have increasingly emphasized how festivals improve the image of a tourism destination. Therefore, this study called into question whether the beliefs regarding the effects of a destination image related to festivals are justified in the absence of actual proof. Using content analysis, the study intended to provide concrete information on the contribution of festivals toward improving the image of a tourism destination. Results of the content analysis revealed that most articles refer to how festivals help tourism destinations have a positive image without actually providing evidence that establishes, at the declarative level, its contribution toward the improvement of the destinations image. Foreign articles based on actual research made up 6.4 percent of all articles, and domestic articles that relied on actual research represented 10.4 percent. Analysis of these articles is needed for future studies.