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Purpose: The current chapter presents the Bulgarian town of Elena as a tourist destination and the local food festival that provides an image of the researched place. In the course of the report, some literature sources are screened and the main ideas concerning authors’ viewpoints about events and food festivals are presented. Some of them reveal theory statements on events as a whole but the author’s search concerns those revealing characteristics of local food festivals.

Methodology: The authors prepared and conducted a purposeful survey; cross-analysed the appropriate questions from the survey; carried out a mode analysis of the value frequencies and empirical research.

Findings: The analysis reveals the need for contemporary digital approaches that could lead to more precise targeting the visitors of the festival, to increasing levels of quality of this specific tourist product as well as to raising the tourist satisfaction.

A special event requiring little capital for development is regarded as a unique type of attractions. Art festival is a popular form among all special events, famous example including Edinburgh Festival in England. However, the literature on the measurement of successful factors of art festivals is limited. This study uses Chiayi International Band Festival for a case study to evaluate performance factors of art festivals. The performance attributes are developed based on Kotler's Three Levels of Product framework. Importance–Performance Analysis (IPA) is used to evaluate the performance attributes perceived by the visitors. Further, a SWOT analysis is deployed to provide managerial strategies and implications.

The ‘Essence of Wine’ is the largest wine event that is held in Porto, Portugal. Therefore, this chapter explains how the tourists (domestic and foreign visitors), as well as local residents and exhibitors can influence the level of satisfaction of the event. The authors discuss about the tourists’ satisfaction. They suggest that satisfied tourists would be interested in returning to the event in the following years. In conclusion, this contribution implies that the loyal visitors and their positive publicity of the ‘Essence of Wine’ can improve the brand image of the event and of the destination.

Community-run festivals are an emerging giant in the tourism industry. Nowadays many local festivals have emerged with the specific objectives of celebrating local culinary traditions, establishing business and trade of local products and developing sustainable destinations. Local events can influence the destination image, enabling the growth of tourist flows and stimulate destination marketing organizations to differentiate their own destination products from those of competitors. Two main aspects are analyzed: the main characteristics of local events and the influence of local festival on destination image. Moreover, the economic impact of festivals on the community and the main tourism management strategies adopted by managers are investigated. Finally, theoretical and managerial implications deriving from the chapter are discussed.

To know the role of online social media (OSM) on the experience and communication of a gay film festival (ZeFestival) in a tourist destination: Nice, France

Literature review accompanied with a qualitative study and netnographic analysis.

Informs on the use of OSMs by both organizers and festival goers, with a much poorer involvement of stakeholders than was envisaged. Proposes avenues for finding the causes of this lack of communication and sharing of the online experience.

An exploratory study of a single gay film festival. The research work should be extended to other gay cultural events in Nice and France as a whole.

Recommendations for online experience sharing and communication before, during, and after the event.

This theme has been hardly broached on an international scale and never in a French context.

Purpose – The main purpose of this chapter is to discuss cultural norms in the process of handing down traditional folk music. In doing so, I focus on learning what successors of the tradition think about the orthodoxy of their music and what they think is the ideal way to pass down cultural heritage. In addition, considering that cultural norms are socially constructed in the moment, it should be also examined what leads people to have such notions.

Design/methodology/approach – To achieve these purposes, I look at practices of handing down traditional folk music in Japan, developing five case studies of various ohayashi. I also analyze yosakoi, which is modernly arranged local folk music that is widely spread across the country in the form of community festivals.

Findings – The successors of traditions tend to consider tracing the roots of their music as an obligation. On the other hand, in the case of music with no exact origin, its successors seek to find their identities by learning lessons from local anonymous ancestors. Meanwhile, there are people who consider its economic value as a raison d’être for traditional music.

Originality/value – What gives originality to this chapter is that I adopt an approach, employing regional and urban sociology methods, of comparing the characteristics of the regions in which local folk music is based. Along with perspectives on macro social changes and the principle of music group formation, I also discuss the transformation of expertise in folk culture associated with the rise of institutional reflexivity.

This chapter discusses emerging issues in event management with a focus on small-scale events. The author reflects on managerial approaches to stakeholder involvement and engagement, and underlines the complexity of strategy formulation for destination development planning. This contribution also provides advanced conceptual instruments for event marketing as guiding principles that permeate destination-marketing strategies. In addition, the author investigates the role and nature of sponsorship linked to enhancing the value of small-scale events and highlights fundamental issues in developing a marketing management model for place marketing and the key drivers of event management strategies involving sponsors and event participants.