ABSTRACT
Technological advances and the social media (SM) revolution are transforming all industries, and the festival sector is no exception. Increasingly, festival organizers are exploiting SM to market their festivals and distribute festival content. This chapter aims to discuss the transformational role and impact of SM on the festival industry. It creates a typology for discussing the impact of SM on the festival industry. The typology identifies various types of festivals based on two dimensions: the place/space whereby the festivals happen and are distributed, and the actors initiating and being involved in festival practices. The chapter identifies and discusses all the theoretical and practical implications of the typology by providing numerous real cases and practical guidelines for the industry, as well as by identifying numerous questions for directing future research. However, change is the only constant in the technology and the festival field.
