In rural destinations, community festivals and events displaying agricultural and livestock exhibits with a combination of entertainment activities are one of the heritage attractions that draw large numbers of visitors. They have not only provided an economic stimulus along with social and cultural benefits to these small communities, but also played a role in increasing the tourism appeal to nonlocal visitors. Considering the significance of a rural community festival to its hosting local residents and out-of-town visitors, attracting and keeping a flow of visitors has been of great importance for both the festival organizers and destination marketing organizations. In this respect, identification with and retention of loyal visitors who are psychologically committed to the festival are a practical means for ensuring a consistent number of visitors to that festival and its hosting community. The present study examined how festival visitors' develop loyalty to festivals and hosting communities through the affective and psychological processes within the Mehrabian-Russell (M-R) model. Specifically, this study explored how emotions engendered through tourism product consumption influence visitors' psychological attachment, evaluations of their festival and place experiences, and loyalty in a festival context. The study further examined if festival visitors' positive experiences could have an influence on their preference of festival communities. Through an onsite and follow-up mixed-mode survey, data were collected during Spring/Summer 2008 from visitors to three community festivals in Texas. Data analysis was performed using structural question modeling (SEM). The study findings provided empirical evidence in support of the M-R model within the festival contexts. The study results revealed that festival atmospherics had a positive indirect effect on festival loyalty via positive emotions, festival commitment, and festival satisfaction, which in turn positively influenced place loyalty. Additionally, the findings in this study provided empirical support for the applicability of product consumption emotions to visitors' emotions generated from tourism product consumption situation specific to the festival contexts. The findings of the study have theoretical and practical implications. For theory, these findings offer support for the M-R model within festival context. The model's focus on emotional response to environmental stimuli is an important addition to established cognitive-based models of loyalty development processes. For practice, the study offers some guidance for festival organizers and destination marketing managers for developing effective marketing strategies that focus on the festival atmospherics that ultimately retain and attract new festival goers.

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The primary objective of this study was to determine the role of the host community in the marketing of arts festivals with reference to the Grahamstown National Arts Festival. This goal was achieved firstly by analysing the relationship between the events industry and the community. Secondly, a literature study was conducted to explore the role of the community in tourism marketing. Thirdly, a survey was done to determine the perceptions of the community in terms of the marketing of the Festival as well as the social impact thereof. From previous studies it was found that the local community can be seen as a group of people of different gender, race, age and different race and social groups living together in a certain geographic area. The local community is the main suppliers of an event; they provide many of the businesses, public places and hospitality services used by tourists and visitors at an event. Staff, volunteers and many other resources come from the local community. The attitude of the local community towards the Festival is proven to be important. Positive attitudes are associated with economic and social benefits gained from the event. The attitude of the local community can influence their behaviour towards tourists as well as their message spread concerning the event, through word-of-mouth communication. They can influence the buying behaviour of tourists and visitors. Research was undertaking at Grahamstown National Arts Festival to determine the perceptions and attitudes of the local community towards the Festival and the marketing thereof. This was determined by means of a questionnaire as adopted from Fredline, Jago and Deery. It was distributed among the local community according to a stratified random sampling procedure. A total of 265 questionnaires were completed by residents. Firstly, the data was used to compile tables and graphs with a view to interpret the descriptive data: demographic information as well as perceptions and attitudes of the local community towards the Festival and the marketing thereof. It was found that the Festival has a positive impact on their personal lives as well as on the community as a whole. Positive and negative social impacts were identified, which indicates that the community is aware of the impacts: positive, including the range of things to do in Grahamstown has improved (80%), the number of people in the area has increased (80%) and there are more opportunities to meet new people (80%). The highest rated negative social impacts include the fact that the availability of parking has decreased (79%), that the public money spent on the Festival would be better spent on other things (43%) and that ordinary residents get no say in the planning and management of the Festival (50%). In terms of the marketing, the local community markets the Festival verbally by telling friends and family about it and also by attending the Festival themselves. However, the local community feels that they should be more involved in the planning and marketing of the Festival. Secondly, a factor analysis was performed with a view to synthesise the large amount of data concerning the perceptions and marketing of the Festival in smaller, more descriptive factors. These factors were used to determine the role of the community in the marketing of the Festival. The factor analysis yielded a 2-factor solution and the factors were labelled: Factor 1: Verbal marketing of the Festival; Factor 2: Action marketing of the Festival. Thirdly, a one-way analysis of variance (ANOVA) was conducted to explore the impact of the variables: age, gender, race, income, level of education, attitudes towards continuation of the Festival, attendance of the current festival, attendance of previous festivals, level of interest in the Festival, length of stay in Grahamstown, attitudes towards living in Grahamstown on the dimensions Verbal and Active marketing, as determined in the factor analysis. It was found that a medium effect exists between the middle-aged group and the older-age group on the Verbal marketing dimension. A medium effect also exists between the black and Asian respondents on the dimension Verbal marketing. There is a large effect between attendance of the Festival and Verbal marketing but a medium effect on the dimension Action marketing. A large effect was determined between avid fans and those that are not interested but attend occasionally, between avid fans and those who have no interest in the Festival, between those that are interested and attend some aspects of the Festival and those that are not interested but attend, those that are interested and attend and those that are not interested, on the Verbal marketing dimension. A medium effect was discovered between avid fans of the Festival and those that attended some of the aspects of the Festival, and those that are not interested but attend some aspects, and those that are not interested at all, on the Verbal marketing dimension. On the Verbal marketing dimension a medium effect was determined between the following: A medium effect was determined between avid fans of the Festival and those that attended some of the aspects of the Festival, avid fans and those that are not interested but attend occasionally, those that are interested and attend and those that are not interested, on the Action marketing dimension. This study contributes to the information that already exists concerning the role of the community in the marketing of arts festivals and on marketing communication research / Thesis (M.Com. (Tourism)--North-West University, Potchefstroom Campus, 2009.

Thesis (Ph. D.)--University of Chicago, Dept. of Anthropology, June 2001. / Includes bibliographical references. Also available on the Internet.

Thesis (Ph. D.)--University of Chicago, 2003. / Includes bibliographical references and index. Also available on the Internet.

No description available.

La investigación analiza la presencia de las coproducciones cinematográficas hispanoamericanas en los festivales internacionales de cine de ‘Clase A’ entre los años 1997 y 2007. El recurso de la coproducción se ha convertido en una fórmula esencial para el cine español, así como para los distintos países latinoamericanos que recurren a España como el socio prioritario para este tipo de películas. El estudio de las coproducciones hispanoamericanas en los grandes festivales permite analizar qué características tienen estos filmes cuando se destinan a la circulación global y a públicos internacionales. La cuestión se aborda tanto desde un punto de vista cuantitativo como cualitativo. A través de las condiciones de producción de estas películas y el contexto en el que se desarrollan se cuestionan las relaciones de poder existentes a nivel cinematográfico entre España y los diferentes países latinoamericanos y cómo éstas se reconfiguran en el escenario internacional. / La recerca analitza la presencia de les coproduccions cinematogràfiques hispanoamericanes als festivals internacionals de ‘Clase A’ entre els anys 1997 i 2007. El recurs a la coproducció s’ha convertit en una fórmula essencial per al cinema espanyol, així com per als diversos països llatinoamericans que recorren a Espanya com a soci prioritari per aquest tipus de pel·lícules. L’estudi de les coproduccions hispanoamericanes als grans festivals permet analitzar quines característiques tenen aquests filmes quan es destinen a la circulació global i a públics internacionals. La qüestió s’aborda tant des d’un punt de vista quantitatiu com qualitatiu. A través de les condicions de producció d’aquestes pel·lícules i del context en el que es desenvolupen es qüestionen les relacions existents a nivell cinematogràfic entre Espanya i els diferents països llatinoamericans i com aquestes es reconfiguren a l’escenari Internacional / The research analyzes the presence of hispanoamerican film co-productions in international festivals 'Class A' between 1997 and 2007. The use of coproduction has become an essential formula for Spanish cinema, as well as for the Latin American countries that have in the spanish producers the main partner for this type of films. The study of hispanoamerican co-productions at festivals is suitable to analyze the characteristics of these films when they are for international audiences and global circulation. The issue is analyzed quantitatively and qualitatively. The power relations between Spain and the Latin American countries and how they are reconfigured in the international arena are questioned through the analysis of the conditions of production of these films and its context.

Magistro darbe nagrinėjamas dainų švenčių ugdomasis vaidmuo. Pedagoginė problema aktuali tuo, kad visais Lietuvos gyvavimo tarpsniais Dainų šventės buvo kultūrinis vyksmas, skatinantis moderniosios ir archajiškos kultūros bendravimą ir sintez��, atspindintis siekius formuoti visuomenės narių pasaulėjautą, kelti jų muzikinį bei kultūrinį lygį. Deja, Lietuvai dar priklausant Tarybų Sąjungai, Dainų šventėse pradėjo skambėti „lengvesnio” žanro muzika, ėmė nykti muzikinis ir tautinis savitumas, jos ėmė virsti eiliniu masiniu muzikiniu koncertu. Repertuaras kokybine prasme sumenko, nes kompozicijos ėmė prarasti individualumą, joms kurti pasitelkiamos kompozicinės technikos, būdingos pop kultūrai, kuri individualybes niveliuoja. Nors Dainų šventėse skambančiuose kūriniuose pasitaiko sudėtingų ritminių, melodinių figūrų, dainoms kurti parenkami kokybiški, meniški literatūriniai tekstai, tačiau visapusiškas muzikinis ugdymas daugumoje atvejų nevyksta. Tyrimo objektas – Lietuvos dainų švenčių choro repertuaras, jo poveikis dainininkų muzikos suvokimui, jų meninės kultūros ugdymui. Tyrimo tikslas – išsiaiškinti kaip dainų švenčių repertuaras veikia dainininkų muzikinį ugdymąsi. Darbe analizuojamas Dainų švenčių repertuaras, jo poveikis dainininkų tolesniam muzikiniam tobulėjimui ir ugdymuisi, aiškinamasi kaip, parenkant ir kuriant kūrinius dainų šventėms, pasiekti aukštesnį dainininkų muzikinio ugdymosi lygį. Siekiant atskleisti dainų švenčių repertuaro poveikį dainininkams buvo... [toliau žr. visą tekstą] / This master thesis analyzes the educational role of Song festivals. The pedagogical problem is relevant, since during all times in Lithuania, Song festivals have been a cultural process, encouraging communication and synthesis of both: modern and archaic culture, reflecting the aim to form the outlook and world perception of society members, as well as to raise their cultural and musical level. Unfortunately, already when Lithuania was under the rule of the Soviet Union, the music of a “lighter” genre started being played at Song festivals: the national musical distinction began to vanish and Song festivals themselves started transforming into an ordinary mass musical concert. The quality of Song festivals’ repertoire has declined, due to the loss of individuality in compositions: they started being created by using compositional techniques, characteristic to pop culture, which actually cause the loss of individualities. Although Song festivals is still the place, where the compositions with complex melodies and rhythmical figures are being performed, and high quality artistic literary texts are chosen for creating songs, in the majority of cases educational approach is missing. The object of research is the choir repertoire in Lithuanian Song festivals, its impact on the singers’ musical perception and education of their artistic culture. The goal of the research is to ascertain the influence of Song festivals’ repertoire on the musical education of singers. The thesis... [to full text]

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Festivals and other events are often seen as important means for contributing to the positive image of a place and for increasing visitor numbers, for involving the local community and for creating job opportunities. Organising an event involves the temporary coordination of performers, an audience, volunteers, sponsors and other partners, and in the end an event is simultaneously produced and consumed. When the music has stopped or the actors have come off stage, when the audience has gone home and the premises have been cleared of rubbish, there might be few signs of an event having ever taken place. However, the value of an event is seen to extend beyond its immediate boundaries. This dissertation looks at event organising from a resources perspective. Which resources are engaged, and how do they contribute? Key questions that emerge concern the event’s connection to the place where it is held, how different actors are included or excluded and finally how the aesthetic aspects of an event attract resources. The study draws on observations of five cultural events and interviews with artistic directors, managers and collaboration partners. / <p>Diss. Stockholm : Handelshögskolan, 2008</p>