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.
TABLE OF CONTENTS
part I|40 pages
Introduction
part II|40 pages
Sustainability
chapter 7|9 pages
Evaluating the sociocultural effects of festivals
part III|50 pages
Festival management
chapter 11|9 pages
Social media and the transformation of the festival industry
part IV|42 pages
Festival marketing
chapter 15|10 pages
Festivals’ role in branding a destination
chapter 16|11 pages
Branding cultural events using external reference points
chapter 17|10 pages
Festivals and social media
part V|12 pages
Strategic use of festivals
chapter 20|10 pages
The eventful city in a complex economic, social and political environment
part VI|50 pages
Festival experiences
chapter 24|11 pages
Understanding feelings, barriers, and conflicts in festivals and events
chapter 27|10 pages
How do residents experience their own festivals?
part VII|50 pages
Types of festivals
chapter 33|9 pages
Australia celebrates
part VIII|62 pages
Cultural perspectives on festivals
chapter 34|11 pages
Herding livestock and managing people
chapter 36|9 pages
Tourism pressure as a cultural change factor
chapter 37|8 pages
Festivals for sustainable tourism development
chapter 39|10 pages
A festival of song
part IX|32 pages
Festival futures