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


chapter 1|11 pages


chapter 4|10 pages

The meaning of festivals

Reconfiguring the semiotic approach

part II|40 pages


chapter 5|12 pages

Valuing the impacts of festivals

chapter 7|9 pages

Evaluating the sociocultural effects of festivals

Developing a comprehensive impact correlation model and its application

part III|50 pages

Festival management

part IV|42 pages

Festival marketing

chapter 14|11 pages

Festivals and sponsorship

A strategic marketing approach

chapter 15|10 pages

Festivals’ role in branding a destination

A case study of the Barbaros Strawman Festival in İzmir, Turkey

chapter 16|11 pages

Branding cultural events using external reference points

Cervantes and the Festival Internacional Cervantino, Mexico

chapter 17|10 pages

Festivals and social media

A co-created transformation of attendees and organisers

part V|12 pages

Strategic use of festivals

chapter 19|9 pages

Extending the exit brand

From Serbia’s fortress to Montenegro’s coast

chapter 21|10 pages

Protesting @ Auckland Pride

When a community stakeholder becomes alienated

part VI|50 pages

Festival experiences

part VII|50 pages

Types of festivals

chapter 30|9 pages

Positioning in Montserrat’s festivals

Music, media, and film

chapter 31|9 pages

Music events and festivals

Identity and experience

chapter 33|9 pages

Australia celebrates

An exploration of Australia Day festivals and national identity

part VIII|62 pages

Cultural perspectives on festivals

chapter 34|11 pages

Herding livestock and managing people

The cultural sustainability of a harvest festival

chapter 35|13 pages

Festivals as products

A framework for analysing traditional festivals in Ghana

chapter 36|9 pages

Tourism pressure as a cultural change factor

The case of the Guelaguetza festival, Oaxaca, Mexico

chapter 37|8 pages

Festivals for sustainable tourism development

A case study of Hadoti region, Rajasthan

chapter 39|10 pages

A festival of song

Developing social capital and safeguarding Australian Aboriginal culture through authentic performance

part IX|32 pages

Festival futures

chapter 40|11 pages

Virtual reality

T he white knight of festival management education?

chapter 42|9 pages

Utopian futures

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