This chapter explores the potential of social media in the context of festivals and shows how web platforms can better inform event managers’ understanding of how a festival’s social atmosphere (i.e. the socialscape) can be extended online and beyond the actual periods of the staging of a festival. This is possible as social media can help to build an online environment that favours social identification and user engagement. To illustrate such a mechanism, the chapter presents a multi-method analysis of Fotografia Europea, a photography festival held in Reggio Emilia, Italy. Results show the potential of a coordinated web and social media strategy for enhancing the festival’s atmosphere in terms of social identification and engagement.
Mizzau, L., Montanari, F. and Massi, M. (2019), "Extending a Festival’s Social Atmosphere Online: The Case of Fotografia Europea", Volgger, M. and Pfister, D. (Ed.) Atmospheric Turn in Culture and Tourism: Place, Design and Process Impacts on Customer Behaviour, Marketing and Branding (Advances in Culture, Tourism and Hospitality Research, Vol. 16), Emerald Publishing Limited, Bingley, pp. 277-289. https://doi.org/10.1108/S1871-317320190000016025
Emerald Publishing Limited
Copyright © 2020 Emerald Publishing Limited