ABSTRACT

In recent times, festivals around the world have grown in number due to the increased recognition of their importance for tourism, branding and economic development. Festivals hold multifaceted roles in society and can be staged to bring positive economic impact, for the competitive advantage they lend a destination or to address social objectives. Studies on festivals have appeared in a wide range of disciplines, and consequently, much of the research available is highly fragmented.

This handbook brings this knowledge together in one volume, offering a comprehensive evaluation of the most current research, debates and controversies surrounding festivals. It is divided into nine sections that cover a wide range of theories, concepts and contexts, such as sustainability, festival marketing and management, the strategic use of festivals and their future.

Featuring a variety of disciplinary, cultural and national perspectives from an international team of authors, this book will be an invaluable resource for students and researchers of event management and will be of interest to scholars in the fields of anthropology, sociology, geography, marketing, management, psychology and economics.

part I|40 pages

Introduction

chapter 1|11 pages

Introduction

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chapter 4|10 pages

The meaning of festivals

Reconfiguring the semiotic approach
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part II|40 pages

Sustainability

chapter 5|12 pages

Valuing the impacts of festivals

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chapter 7|9 pages

Evaluating the sociocultural effects of festivals

Developing a comprehensive impact correlation model and its application
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part III|50 pages

Festival management

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chapter 11|9 pages

Social media and the transformation of the festival industry

A typology of festivals and the formation of new markets
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chapter 12|9 pages

The innovation of arts festivals

Concepts, approaches and effects
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part IV|42 pages

Festival marketing

chapter 14|11 pages

Festivals and sponsorship

A strategic marketing approach
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chapter 15|10 pages

Festivals’ role in branding a destination

A case study of the Barbaros Strawman Festival in İzmir, Turkey
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chapter 16|11 pages

Branding cultural events using external reference points

Cervantes and the Festival Internacional Cervantino, Mexico
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chapter 17|10 pages

Festivals and social media

A co-created transformation of attendees and organisers
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part V|12 pages

Strategic use of festivals

chapter 19|9 pages

Extending the exit brand

From Serbia’s fortress to Montenegro’s coast
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chapter 21|10 pages

Protesting @ Auckland Pride

When a community stakeholder becomes alienated
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part VI|50 pages

Festival experiences

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chapter 25|10 pages

Festivity and attendee experience

A confessional tale of discovery
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chapter 27|10 pages

How do residents experience their own festivals?

A qualitative approach to meanings and experiences
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part VII|50 pages

Types of festivals

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chapter 30|9 pages

Positioning in Montserrat’s festivals

Music, media, and film
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chapter 31|9 pages

Music events and festivals

Identity and experience
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chapter 33|9 pages

Australia celebrates

An exploration of Australia Day festivals and national identity
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part VIII|62 pages

Cultural perspectives on festivals

chapter 34|11 pages

Herding livestock and managing people

The cultural sustainability of a harvest festival
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chapter 35|13 pages

Festivals as products

A framework for analysing traditional festivals in Ghana
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chapter 36|9 pages

Tourism pressure as a cultural change factor

The case of the Guelaguetza festival, Oaxaca, Mexico
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chapter 37|8 pages

Festivals for sustainable tourism development

A case study of Hadoti region, Rajasthan
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chapter 39|10 pages

A festival of song

Developing social capital and safeguarding Australian Aboriginal culture through authentic performance
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part IX|32 pages

Festival futures

chapter 40|11 pages

Virtual reality

T he white knight of festival management education?
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chapter 42|9 pages

Utopian futures

Wellington on a Plate and the envisioning of a food festival in Tuscany
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