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The purpose of this paper is to fill the gap in the literature by focusing on the profile and loyalty of visitors to a literary arts festival in South Africa. In addition, this research advocates that festivals can influence visitors’ supplementary behavioural intentions and actions beyond loyalty in the form of literary arts appreciation, purchases and tourism.

A visitor survey was conducted at one of the oldest literary arts festivals in the country where a total of 391 completed self-administered questionnaires were obtained. The statistical analyses comprised three factor analyses (motives to attend the festival, satisfaction with the festival offering elements and behavioural intentions) as well as structural equation modelling, to establish the relationship between the motives, evaluation of the “festivalscapes”, behavioural intentions and loyalty.

The findings confirmed that literary arts festival loyalty is the principle behavioural intention that will occur after attending a literary arts festival. However, the results demonstrated that literary arts festivals also have the potential to increase and stimulate supplementary behavioural intentions in the form of greater awareness of the arts, increased purchasing behaviour of literary works, increased travel to support the literary arts and greater personal involvement.

Festivals, irrespective of the art form that they showcase, therefore, play a significant role in encouraging and increasing purchasing behaviour, which is vital to the viability and continuation of the arts industry.

This is one of the first studies to research the literary arts festival market in South Africa, thereby making a distinct contribution by expanding the literature on the needs of this neglected market and the aspects that influence loyalty to these types of festivals.

The purpose of this paper is to explore the origins and management of literary festivals in Ireland from the perspective of their founders or those involved in managing these festivals.

This qualitative research study explores six literary festivals across the island of Ireland. The research and data collection instruments include bibliographic research and a series of in-depth interviews with festival founders, directors and managers.

The festivals in this study have evolved from a range of origins and are strongly influenced by the artistic vision and strategic approach of their founders and/or directors. Generating adequate revenue remains a constant challenge for these festivals as they rely on three primary sources of funding, i.e. ticket sales, sponsorship and grant support. Volunteering at literary festivals provides an opportunity for increased community involvement, participation and a sense of co-creation. Building strong partnerships and positive stakeholder engagement is fundamental to successful festival support and funding, ensuring that festivals can deliver well-structured programmes that will attract a loyal and engaging audience.

This exploratory research is limited to six literary festivals in Ireland and there is potential to extend this into a more comprehensive study.

This study provides insights into this increasingly popular festival sector and identifies practical strategies for developing and managing literary festivals and related events.

Even though literary festivals have proliferated in Ireland over the past twenty years, there is a dearth of academic research in this area. The research study focuses on literary festivals, primarily from a “supply” rather than “demand” perspective.

This study aims to determine how different event quality dimensions (i.e. information availability, program content, food, staff service, merchandises, ticketing, facility and convenience) individually affect the satisfaction of millennial festival participants, and how their satisfaction subsequently influence their behavioral intention.

The research hypotheses were tested with a sample of 272 millennial participants attending the Borneo Jazz Festival held in Miri, Sarawak.

The results indicated that program content and facility are crucial predictors of millennial participants' level of satisfaction with the event. Furthermore, the level of satisfaction would, in turn, affect their intention to revisit the event and spread positive word-of-mouth.

The results are expected to assist festival planners in managing and designing festivals that can appeal to millennials who make up a significant percentage of tourism market.

The study adds to the knowledge of how music festival environment can yield loyalty amongst millennial festival participants in Sarawak, an Eastern state of Malaysia on the island of Borneo.

The purpose of this paper is to explore literary festivals in Ireland and gain an understanding of the vision and strategic approaches of the stakeholders involved in their development and management.

This qualitative research study explores literary festivals in terms of how these are managed and developed, as well as the experiences offered, from a supply-side perspective. The research and data collection instruments include bibliographic research and a series of in-depth interviews.

The strategic vision and approaches of the founders and directors are critical to the success of literary festivals. The findings of this study provide insights into the stages of festival professionalization, as it explores the development and management of six literary festivals in Ireland.

This study is essentially exploratory in nature. This topic is under-represented in the literature and there is potential to extend this research into a more extensive study of literary festivals from the perspective of key stakeholders. This study was limited by the challenges and uncertainty caused by the COVID-19 pandemic and its impact on the festival and events industry.

Against a backdrop of increasing numbers and popularity of literary festivals and related events in Ireland, this study could influence the development and promotion of this sector. Furthermore, the findings identify strategies adopted by festival founders and managers, and this is likely to be of interest to stakeholders at national and international levels.

Even though literary festivals have proliferated in Ireland over the past 20 years, there is a dearth of academic research in this area. To the best of the author’s knowledge, this is the first study exploring a range of literary festivals in Ireland. The research focuses on literary festivals from a “supply” rather than “demand” perspective. Moreover, it discusses the evolution and development of literary festivals as well as the vision of the key stakeholders involved in their management.

This paper examines the under-investigated well-being outcomes of literary festival attendance. It is an exploratory study into how a festival contributes to attendees' overall well-being. Drawing from the literature on well-being and festival studies, this paper seeks to understand the well-being dimensions generated by festival attendance and the factors that promote attendees' health and well-being.

This exploratory study adopts an inductive and interpretivist approach. Observations, 45 on-site interviews and 17 follow-up interviews were undertaken at one literary festival in Ireland. Thematic analysis was used to analyse data and identify key themes.

The findings reveal that attendees perceived a sense of well-being that included five interconnected dimensions: social, mental, emotional, spiritual and physical. Results also show that five factors generated attendees' overall well-being: festival programme, social environment, place, weather conditions and attendees' background.

This paper presents a new comprehensive model that shows that festival attendance has the potential to generate five interconnected dimensions of attendees' well-being. The model also captures the five main factors that can promote attendees' health and well-being. The model is proposed to guide further research on attendees' overall well-being is associated with festival attendance.

Now in its third year, The Scottish Mental Health Arts and Film Festival is fast becoming a significant cultural annual event, which aims to achieve social change through the arts. Through innovative programming of arts events, the Festival explores the relationship between mental health and creativity, celebrates the artistic achievements of people with experience of mental health issues, and promotes positive mental health and well‐being. It aims to promote the rights and recovery of people who experience mental ill health, while exploring mental health and inequalities that affect us all. The multi‐arts Festival focuses on audiences' existing interests in film, theatre, comedy, music, literature and visual arts to tackle stigma and engage people.

The role and importance of arts festivals are well documented within the festival and events literature. Art and culture, as well as the subsequent enhancement thereof, are especially significant in multicultural societies. However, little is known regarding the role of culinary experiences within an arts festival setting. The paper aims to discuss these issues.

The case study was a well-known and popular Afrikaans national arts festival held annually in Potchefstroom, South Africa. Visitors to three distinct tasting experiences (brandy, whisky and sparkling wine, including Méthode Cap Classique), offered as part of the festival programme, were surveyed.

In the analyses, 292 completed questionnaires were included, which revealed three managerial factors for a successful tasting experience, as well as six tasting experience dimensions. In all cases, the experiences exceeded the expectations. This research greatly contributes towards the body of knowledge regarding tasting experiences at national arts festivals, an aspect that has not been researched to date.

Based on the results, practical implications are provided to enhance the current tasting experiences as well as visitor loyalty. This research is a stepping stone towards understanding the needs and preferences of the visitors, as well as identifying how the festival can capitalise on delivering these experiences.

This research identified for the first time the factors that contribute to a memorable tasting experience, as well as evaluated the tasting experience dimensions.

Using a cross-cultural perspective, the purpose of this paper is to examine the effect of cultural difference and travel motivation on event participation and how cultural difference may influence the relationship between travel motivation and event participation. The paper highlights the importance of culture in tourism research.

The research was conducted by using a secondary data set (n=24,692) commissioned by Destination Canada (formerly the Canadian Tourism Commission). Both descriptive statistics (e.g. frequency analysis) and inferential statistics (e.g. hierarchical regressions) were calculated.

First of all, the results indicated that travel motivations and cultural difference can impact event participation. For example, those who were more motivated by knowledge and competence (e.g. knowing history and culture) were more likely to participate in art festivals and cultural events. Also, the research recognized that Asian-Canadians were more likely to visit ethnic or religious festivals than Anglo-Canadians, whereas Asian-Canadians were less likely to attend farmers’ market in comparison with Anglo-Canadians. Last, the effect of cultural difference can moderate the relationship between travel motivation and event participation.

These findings emphasize that travel motivations and cultural difference are key factors to be considered for festivals’ marketing. Particularly, the moderating effect of cultural difference reinforces that the important role played by culture for effective festival marketing should not be ignored. The research also provides valuable insights for destination managers who are interested in Asian markets. Moreover, using a secondary data set prepared by the Canadian Government largely increased the results’ representativeness, trustworthiness, and generalizability.

The issues surrounding the scholarship on children-inclusive events management are explored in depth to provide a context for this chapter. Focus then turns to the city of Winchester in the United Kingdom as a case study for potential events aimed at this age group. Through a synthesis of the findings from a thorough new research study along with emerging theories in narrative and storytelling as experience co-creation, a proposed design for a new event is put forward. It is hoped that this approach in the academic literature will encourage other researchers to include innovative proposals in their synthesis and conclusions. Finally, additional considerations of integrating city branding with a wider regional branding are explored through ethnobotany. Lessons are drawn from an example of brand management based on a city event for children in Scotland.