Thesis (M.S. in Arts Administration)--Shenandoah University, 2004. / Includes bibliographical references.

<p>A qualitative research was conducted to better understand the communication process connected with organizing musical festival for mass audience and the tools used to gain successful communication. Based on data collected by an interview with organizers and data found on the festival web site, theory about communication models of PR Smith and tools used in communication process, described by Kotler, were compared. One of the biggest music festivals in Europe – an Hungarian festival: the Sziget – has been chosen to evaluate its communication. </p><p>The findings show that, in terms of communication model, the company chooses the most appropriate to reach mass audience model. Mass communication model with small modifications seem to be the most appropriate for such a big organization like musical event. Communication tools used in case of a big festival also should concern about reaching mass audience. In order to do that, the tools focussed on more personal communication, such as direct marketing or personal selling can be given up in favour of tools such as advertising, publicity and PR or sales promotion, which give possibility to reach bigger audience in shorter period of time.</p>

A qualitative research was conducted to better understand the communication process connected with organizing musical festival for mass audience and the tools used to gain successful communication. Based on data collected by an interview with organizers and data found on the festival web site, theory about communication models of PR Smith and tools used in communication process, described by Kotler, were compared. One of the biggest music festivals in Europe – an Hungarian festival: the Sziget – has been chosen to evaluate its communication. The findings show that, in terms of communication model, the company chooses the most appropriate to reach mass audience model. Mass communication model with small modifications seem to be the most appropriate for such a big organization like musical event. Communication tools used in case of a big festival also should concern about reaching mass audience. In order to do that, the tools focussed on more personal communication, such as direct marketing or personal selling can be given up in favour of tools such as advertising, publicity and PR or sales promotion, which give possibility to reach bigger audience in shorter period of time.

No description available.

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.

Thesis (Ed.D.)--Boston University / PLEASE NOTE: Boston University Libraries did not receive an Authorization To Manage form for this thesis or dissertation. It is therefore not openly accessible, though it may be available by request. If you are the author or principal advisor of this work and would like to request open access for it, please contact us at open-help@bu.edu. Thank you. / 2031-01-01

Background: Globalization and localization are constantly clashing, collapsing, and transforming one another, and many studies have investigated how various global companies deal with the balance in between these two opposite strategies. However, little does research reveal about how music festivals adapt and operate using globalization or localization in the global market. Further, studies have shown that the globalness of a brand adds value for customers, but this effect has not been investigated in the global music festival industry. Purpose: The purpose of this study is to deep understand a global music festival’s adaptiveness and how its adaptations are perceived by its attendees from different countries. Further, this study also aims to analyze how the globalness of a music festival affects and influences its attendees.   Method: A case study focusing on the music festival Lollapalooza and its editions in Brazil and Sweden. The study follows a deductive approach using a mixed-method by collecting both quantitative and qualitative data. An online survey, interviews, and an email questionnaire are the main primary sources of data collection. Conclusion:   The results show that adaptations are important for attendees as well as for the festival itself. Many adaptations were noticed by attendees, but it is still unsure what other ‘’invisible adaptations’’ were done in order to meet the market demands. The globalness of the festival makes customers assign additional positive attributes to the festival brand, while also local adaptations such as food, beverages, and artists were appreciated by the attendees. Thus, it appears that some aspects of a music festival should be globalized, while others should be localized, or that even glocalization should be utilized in global music festivals. To conclude, festival’s managers can use the findings to better understand that global cues can be used to raise the brand value of a festival, but more importantly, that globalization and localization should be applied in different aspects of a festival.

<p>The purpose of this study is to explore how attending a blues music festival can influence an attendees image of the destination, the image of the festival and their intention to return. Predicting attendee behavior intentions have been a constant focus of academics and festival organizers. It has been shown that the festival environment (venue and facilities) are influential, that positive interactions with festival staff and vendors affect attendee satisfaction and depending on the study the aspect surrounding the musical performance can influence future behavior. This study has incorporated an area previously found to be important to attendee satisfaction but so far has not been studied with the other aspects of how a festival performs. This study investigated the influence of those four factors (venue, services, core product and safety) on attendees’ perception of their satisfaction with the festival and the subsequent influence on their image of the destination and festival. </p>

Young people are at risk of sexually transmitted infections (STI), and engage in sex and drug related risk behaviour. This thesis investigates novel methods to reach youth for research and health promotion. Mobile phone text messages (SMS) are convenient, low cost, fast, and popular among youth. SMS has been utilised in sexual health for clinical management, service delivery and health promotion, but few of these projects have been evaluated. Recognising this lack of research led to the design of a randomised controlled trial investigating the use of SMS and email in sexual health promotion. Recruitment of young people for this trial was piloted at Melbourne’s Big Day Out. 939 young people were recruited in several hours; 30% were classified as being at high risk of STI, and 46% had used illicit drugs in the month prior to the survey. Knowledge of STI was poor. Drug use was associated with both sexual risk behaviour and music preference. The study demonstrated that this festival is a valuable site for sex and drugs research and health promotion. The following year, young people were recruited at the music festival and randomised to an intervention group who received regular sexual health SMS and email, or a control group who received no messages. After 12 months, the intervention group had higher STI knowledge than the control group (OR 2.72, 95%CI 1.68, 4.41) and intervention group females were more likely to have had an STI test (OR 2.51, 95%CI 1.11, 5.69). Respondents’ opinions of the messages were favourable. This simple, low-cost, and novel method was shown to be effective in improving young people’s sexual health. At-risk young people are not well represented in sex and drug behavioural surveillance in Australia. As the pilot study identified that a music festival was a suitable site for sex and drug research, the survey was repeated each year. Between 2005 and 2008, the proportion of young people at risk of STI decreased from 34% to 29%, and recent illicit drug use decreased from 46% to 43%. A limitation of the studies described herein is reliance on self-report, which is subject to recall bias; this can be reduced using diaries to collect behavioural data. Participants completed weekly diaries of sexual behaviour and a retrospective questionnaire. Correlation between the diaries and questionnaire was substantial, adding confidence to the validity of results of other studies in this thesis. Diaries can be collected in different ways; SMS has not previously been used for this purpose. Participants were randomised to complete diaries through SMS, online or paper. Online diaries were superior to SMS in completeness and participant preference, but SMS diaries were more likely to be submitted on time. This thesis has tested several novel options for researching and promoting health to young people. Through music festivals, SMS, and email, young people can be reached through settings and media they are familiar with. Use of these novel methods has increased understanding of risk behaviour among youth and been effective in sexual health promotion.

Background: In the past decade, Social Media has been an interesting Internet phenomenon. Social Media has increased the ability for Internet users to communicate and interact with one another, allowing them to overcome boundaries that once made communication difficult and slow. It has become a big part of everyday life and has fundamentally changed the way we send and receive information. This transformation has led to businesses acknowledging the need for a change in the way they communicate with their customers. The purpose of this thesis is to understand what makes a business successful in Social Media and what are the tools that businesses may use in order to communicate with their consumer community. Method: This study is exploratory and qualitative in nature. Authors conducted a case study research and used an inductive approach in order to answer research questions. Several methods of gathering data are used in the thesis for the full analysis of the case study: interview, survey, netnography (“internet – based ethnography”). Qualitative measures are used to draw conclusions regarding Social Media metrics and consumer engagement. Conclusion: Authors state that there is no universal communication strategy suitable for every company, but the appropriate one may be build according to the company goals and means. Process of creating the communication strategy should focus on several targets which companies may identify by themselves or with the help of guides. One of those targets is identifying appropriate ways of engaging with the customers with the combination of Brand Awareness, Brand Engagement and Word of Mouth. Three main parts of the communication strategy are interconnected: Brand Awareness, Brand Engagement and Word of Mouth. Effectiveness of communication strategy (different combination of Brand Awareness, Brand Engagement and Word of Mouth) may be measured by specific metrics or statistical ones. Increasing those interconnected metrics depends on ability to follow the customer needs and the quality of content. Main B2C Social Media tools nowadays are Facebook, Twitter, YouTube. This thesis found out strong relationship between those three (“Social Media Triangle” model). Company having accounts in each of those networks should use it as a whole and not as separate tools.