ABSTRACT
This article considers a network-based stakeholder approach for marketing and managing community-run events and festivals with a focus on the implications for regional development. A qualitative case study method was adopted in order to explore selected social networks and stakeholders’ power relationships. The case study was based on a series of local events in rural communities between the Orta and Maggiore Lakes in Italy. The empirical findings emphasize the importance of event organizers’ skills and abilities in working with stakeholders. The commitment and trust of key players in the local hospitality and leisure industry were critical for success and depended on having shared goals. From the research a model for the event industry is proposed in which networking processes with stakeholders help explain organizers’ problem-solving activities. The theoretical framework applied facilitates the analysis of key aspects related to event management such as strategic marketing planning, product innovation, and socioeconomic impact.
