Organizational Management and Marketing of Festive Activities

Author: (British) Ian Young
Publisher:
Publish Date: 2005-01-01
Features: This book is a rare and outstanding work in both theoretical research and empirical analysis. It particularly offers fresh insights and profound perspectives on key issues. For example, on effectively implementing yield management in the context of festive events—selling the right tickets to the right customers at the right time for the right price to maximize revenue; and in maintaining event management in alignment with established policies while facilitating stakeholder participation, "Event Strategy" can develop a joint marketing partnership model to secure additional financial support and manage it effectively, especially when government investment is limited. The series of case studies introduced in this book make abstract theories concrete, particularly the case analyses in the fifth section, which reflect problems and solutions that can provide significant inspiration for domestic festival event management. For instance, the impact of the successful Chatham International Folk Art Festival on the local economy, conflicts between locals and tourists during the event, parking issues, traffic congestion, and the organizers' handling of these problems—all offer valuable lessons for the practical organization of festival events.