TABLE OF CONTENTS An entire global industry of festivals and events has evolved and developed since the early 1990s. The phenomenal growth, coupled with increased consumer awareness and choice, requires the industry to manage the sector effectively and efficiently to ensure sustained development and growth in the future. Many of the products and services on offer are entering the mature stage of their lifecycle, while others are at the embryonic stage. The need for management and education has become more important as people make life-long careers in this area. The purpose of this book is to highlight and understand the management of festivals and events and provide guidance for those in the industry or embarking on entering the sector. The approach is holistic in nature, from the evolution of festivals and events, through the stages of policy development, to operational issues and strategic management. Examples are used throughout the book to cover the key management functions and these range from local to international cases from around the world.
On a global basis there is unprecedented interest in festivals and events - at international and national level, in cities and towns, villages and hamlets, and in rural and coastal areas. Everyone wants to celebrate their particular form of culture, tradition, difference or similarity with others. Festivals and events can help promote their destination and attract tourists - they can be viewed as a new form of tourism in which to anchor economic prosperity and development. A new...
