We have chosen several types of festival (rock/pop, classic and jazz) in Scandinavian region (Sweden, Denmark and Finland), selected the biggest music events in each of the regions and marked the main factors affecting the revenue of the festival, why some of festivals occurring every year and some just have lack of visitors, as we suppose. Purpose is to define the main factors which influence revenues of festivals of classic, rock/pop and jazz genre. Methodology is to determine these factors. Quantitative analysis was used in order to collect necessary data. Organizers of festivals in Sweden, Finland and Denmark took part in the survey; they answered and gave information to main research questions, primary data. Secondary data was sourced from music events web-pages and articles. The collected data was analyzed by means of the statistical programs. We conclude that the research showed that the share of international artists, number of sponsors, the number of volunteers, the length of the music event, the music genre of a festival and government grants for the classic festivals affect festival revenues.

Uppsatsen är benämnd en upplysande uppsats. Det är precis vad den är. Uppsatsen bygger på en undran om vad ljusfestivalen Lysande Kalmar är. För att få svaret använder sig uppsatsen av grundad teori som metod och kvalitativa intervjuer med aktörer bakom evenemanget för att finna svar på den undran den bygger på. Därefter har aktörernas svar satts samman med relevant teori för att finna upplysning. Lysande Kalmar är ett initiativ skapat tillsammans av aktörer från näringslivet och det offentliga. Ett initiativ som fokuserar på Kalmar som stad och lyfta fram ett attraktivare Kalmar genom att lysa upp byggnader i stadens centrum. Att lysa upp skapar även en bättre stämning och atmosfär i staden där staden ses som en teaterscen och byggnaderna är dess kulisser. Att bara lysa upp byggnader stämmer inte in med konceptet av festival. Evenemanget bör istället ses som ett första steg till en hållbar, holistisk utvecklingsstrategi för Kalmar.

Abstract This study explores the feasibility of applying mobile phone¡¦s value-added services in attracting adolenscents¡¦ participation in local festival. In recent years, Taiwan¡¦s local governments have been considering how to effectively enhance cultural identities and promote cultural tourism through conducting various kinds of festivals. Against this backdrop, the introduction of using mobile phone for festival marketing is seriously considered. Although adolescents are the group most in need of cultivation of local culture, previous marketing effort proved to be fruitless. Traditional festivals continue attracting visitors from the so-called cultural tourists ¡V those already with cultural knowledge of the tourist site (known as tourist gaze). Usually it was in the ccasion of family tour that adolescents would participate in festivals. Therefore, it has been an issue regarding how to attract adolescents in attending festivals. While adolescents are characterised by the nature of social grouping, plus high flexibility of adopting new technologies, the auther is most interested in how to use mobile phones as a effective means for attracting them to festival places. By conducting a survey of 738 valid samples, generally aged 14-16, from Kaohsiung¡¦s public high schools, the author uses factor analysis to sort out perceiveably the most favorable marketing tools. Short message service (SMS) stands out as the first choice. They also favour value-added services that adds with local culture taste. Particularly they would welcome value-added services that can incorporate role models, favourite products, and group activities into festival marketing. Using adolescents¡¦ familiar jargons will touch their heart as well. This study would contribute to the understanding of Kaohsiung¡¦s adolescents in adopting and using information and communications technologies (ICTs) in general, and whether they would accept mobile marketing for promoting festivals in particular. Hopefully by using this findings as an clue or a guide, local governments and telecommunications operators can design a better-planned and effective festival marketing arrangement which can further help constructs adolescents¡¦ local cultural identity. Keywords: mobile phone, value-added services, festival, marketing, short message, service (SMS)

For Taiwanese new row mian is small food and is also one part of life and history. By promotion of Taipei International New row, Taiwanese can know and place importance on this traditional small food. In addition, Taipei International New row can improve the business of new row mian industry and city awareness of Taipei in the whole world. City Marketing become a top priority of each government. Therefore,in this thesis take Taipei International new row mian Festival for example and take advantage of research method, like observation, doing the literature review, case studies and interviews. I hope that this thesis can conduct the Key factor of City Marketing strategy, give some recommendations and references for research institution¡Bnon-governmental groups and government. I propose some recommendations as follows: 1¡B Organization of plan group must be integrity and resources must be integrated 2¡BGive target market strong attraction and strengthen city position 3. Strengthen the connections with the product and target market

Every local government make all-out efforts to hold different kinds of art festivals in order to present their local cultural characteristics every year, such as Kaohsiung Zuoying Quarter Million Art Festival and Pingtung Back Tuna Art Festival. However, the impact of suspension of Yilan International Children's Folklore and Folkgame Art Festival is obvious. Based on my observation of field studies, the intense contrast between blossom of Kaohsiung Zuoying 2008 Quarter Million Art Festival and downfall of Pingtung Back Tuna Art Festival comes from whether the art festival is unique or not. Copy is the main reason for failure of art festivals. In the past, few studies focus on applying internet marketing strategy to promote every local government art festivals and studying its application and effects. That is why the purpose of this study is based on the case of Kaohsiung Dashu Township Lai Fung Art Festival in order to gather internet marketing strategy, the relative information on marketing tools and opinion of participants from in-depth interviews and analysis of documents. Therefore, after collecting results of interviews and comparing them with other relative studies and my observation, this study reveals the internet marketing strategy for Kaohsiung Dashu Township Lai Fung Art Festival. The main focuses of this studies are as follow, (a) finding the track of internet marketing strategy (b) local government marketing strategy and its relationship with internet marketing tools (c) how local government use its internet to set up effective marketing strategy (d) the impact internet marketing tools bring to Kaohsiung Dashu Township Lai Fung Art Festival (e) according to results of interviews and the needs of interviewees to set up websites, blogs shopping platforms and nature ranking of keywords search in order to assist Kaohsiung Dashu Township Lai Fung Art Festival promotion, advance development of local economy, improve the marketing channels of local agriculture products and farmers¡¦ life.

<p><p>Denna magisteruppsats tittar närmare på den svenska musikfestivalmarknaden år 2008. Uppsatsen intresserar sig för varför marknaden är viktig och vilka strukturer som existerar på marknaden. Uppsatsen undersöker vilka regler och vilket spel som marknadens aktörer måste ta i beaktande och för att undersöka detta har författaren valt att använda Pierre Bourdieus teorier om kulturella fält som analysverktyg.</p><p>Uppsatsen har ett inifrån -och utifrånperspektiv. Arrangörens perspektiv, d v s den interna marknadsbilden tas upp. Den mediala bilden, d v s pressens bild av festivalmarknaden och dess roll där, finns också med samt publikens bild av marknaden. Dessa tre aspekter är delar av festivalmarknaden och har betydelse för dess struktur och framtid. De är därmed stommen i uppsatsens analys.</p><p>Musikfestivalmarknaden växer och det är uppsatsens utgångspunkt. Uppsatsen ämnar vara ett redskap för hur just denna marknad (men även andra) kan förstås.</p></p> / <p><p>This Master’s Level paper examines the Swedish market of music festivals, in the year 2008. The author takes an interest in why the market is important and what the market structures look like. What kind of rules exist in the market and how must one operator manage these rules of the game in order to survive in an ever-more competitive music festival market? These are questions that the paper deals with. French sociologist Pierre Bourdieu developed the concept of fields; a framework of cultural and literary fields that can be used to understand relations in social life. The author has used Boudieu’s field theory as tool to understand the structure of the wedish market of music festivals. The paper has a perspective from the inside, as well as a perspective from the outside. It includes the views of the arranger of the music festival, as well as those of the press and the festival audience. All these three angles are part of the market and have a significance for its structure and future. As such, they therefore make up the frame of the analysing part of the paper.</p></p> / Emma och magisterprojektet på KSM

Extr. de: Thèse de doctorat--Sciences de l'information et de la communication--École normale supérieure de Lyon. / Bibliogr. et discogr. p. 231-242.

In this thesis the survival and development of a yearly recurring event will be examined. The purpose of this work is to examine how the festival Stockholm Pride has developed and to find out what underlying factors and conditions that lays behind the development. Also being examined is how the event affects Stockholm city’s tourism industry. To be able to fulfill the purpose of the thesis a qualitative research has been used and two persons with allot of knowledge about Stockholm Pride and Stockholm’s tourism industry has been interviewed. Complementary data has been selected in the form of statistics over the number of visitors and nights spent in Stockholm and a project description about development and marketing has been analyzed. The result of the collected data has then been analyzed with the help of earlier theories and research and has led to a conclusion. With these components the purpose of the thesis has been fulfilled.   The analysis of the result and theories leads to the conclusion that Stockholm Pride both as a festival and an organization from its stars has developed and grown in size, however the development has not always been consistent but has had its downfalls. There are many factors leading to the positive development, examples are the hosting cities commitment and the target groups travelling pattern. The festival has a tendency to only affect Stockholm’s tourism industry in a positive way and attracts visitors and contributes to the city’s image.

När ett evenemang årligen lockar tusentals av besökare under ett par dagar får det en positiv påverkan för de företagare som står för den lokala handeln på orten. Arvikafestivalen genomfördes sommaren 2007 för sextonde gången och festivalens 17 500 biljetter blev slutsålda. Besökarna har under festivalveckan genererat en ökad omsättning inom handeln både inne på festivalområdet samt i Arvika. Genom en enkätundersökning har konsumtionsmönstret kartlagts hos besökare på Arvikafestivalen 2007.

Mémoire numérisé par la Division de la gestion de documents et des archives de l'Université de Montréal