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This chapter discusses the creation of The Icarus Foundation, a not-for-profit organization that was founded in 2007 to address the issues of climate change and tourism in Canada. As Canada's first nongovernmental organization in this area, the role of the foundation will be described and current initiatives undertaken will be outlined. Challenges to starting a nongovernmental organization in Canada will also be discussed, such as lack of funding, an unmotivated tourism industry, relaxed government regulations, concern about climate change, and its impacts on the tourism industry. The Icarus Foundation began and continues to operate with skeletal staff and the manpower of a few individuals, precariously facing the potential to become extinct if action and support are not provided.

Sales and purchases of socially and environmentally responsible festival clothing are a way for festival attendees to engage in ethical consumption and for event organizers to undertake sustainable procurement. Although there have been a number of studies examining willingness-to-pay (WTP), few of them examine this in a festival setting, and there is a gap in existing research regarding the determination of actual behavior. The goal of this study is therefore to explore participants’ willingness-to-pay for apparel based on more external motivations (visible environmental messages) and then ascertain whether this behavior was actually replicated in a natural field setting. This study first collected surveys from 427 festival-goers in 2015, then used a natural field experiment in 2016 to investigate whether attendees at the Mariposa Folk Festival in Ontario, Canada, would actually be prepared to pay a premium for ethical festival T-shirts over a conventional alternative. The findings reveal that attendees not only showed a willingness-to-pay but they also did actually pay a premium for such T-shirts.

This chapter investigates the current trend toward both creative and experiential tourism in cities in terms of the development and marketing of local attractions.

Creative tourism in cities is profiled through a literature review and further investigated by means of a case study at a local attraction in Toronto, Canada. The choice of a site was one of a creative city and the re-purposing of a formerly industrial site for visitation.

The study of Evergreens Brickworks demonstrated the use of marketing techniques to identify markets and match visitors with experiences. The visitor segmentation method determined that pre-scheduled and bookable activities offered for locals need to be offered on a different basis for tourists, who may be one time visitors to the site. The product-market match process suggested areas in which products could be modified or indeed created.

This practical study offers lessons for other local visitor attractions and their managers desiring to identify market segments and match them with appropriate activities creating experiential tourism at the site level within the creative city context.

While many studies of the creative tourism concept and cities have been undertaken within the context of destinations this research offers a site-specific perspective as well as marketing perspective that will be of practical value to attraction managers.

Timofey Agarin <Email: t.agarin@ecmi.de> is a Research Fellow at the European Centre for Minority Issues in Flensburg, Germany. His work focuses on central-eastern European states and their relations with national and transnational nongovernmental organizations. His research interests include cooperation between civil society groups and the government across the postsocialist states in the context of global environmental change.