Tourism, Festivals and Cultural Events in Times of …

Tourism, Festivals and Cultural Events in Times of Crisis

Lise Lyck Phil Long Allan Xenius Grige

Editors' contact information as of March 1, 2012:

Lise Lyck Centre Director Center for Tourism and Culture Management Copenhagen Business School Solbjerg Plads 3 DK-2000 Frederiksberg C ll.tcm@cbs.dk

Phil Long Principal Lecturer Leeds Metropolitan University Bronte Building Headingley Campus Leeds LS6 3QS P.E.Long@leedsmet.ac.uk

Allan Xenius Grige External Lecturer Center for Tourism and Culture Management Copenhagen Business School Solbjerg Plads 3 DK-2000 Frederiksberg ag.tcm@cbs.dk

ISBN: 978-87-92019-16-5

? Copenhagen Business School Publications This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of Danish copyright law in its current version, and permission for use must always be obtained by the publisher. Violations are liable to prosecution under Danish law.

Published: Frederiksberg bogtrykkeri, Denmark 2012.

Contributing authors present at the "Journeys of Expression VIII" conference in Copenhagen, September 2010:

Rosa Mar?a Vaca Espino Universidad Veracruzana M?xico

Eva-Maria Hakola Centre for Tourism Studies, University of Eastern Finland Finland

Pirita Iham?ki Tampere University of Technology Unit of Human-Centred Technology Finland

Dora Smolcic Jurdana, Faculty of Tourism and Hospitality Management Opatija University of Rijeka Croatia

Sanda Kocevar Senior Curator of History Department The Municipal Museum of Karlovac Croatia

Joseph Lema Assistant Professor Hospitality Management Drexel University USA

Lise Lyck Center Director Center Of Tourism and Culture Management Copenhagen Business School Denmark

Ines Milohni, Ph.D., Assistant Professor Faculty of Tourism and Hospitality Management University of Rijeka Croatia

Katja Pasanen Centre for Tourism Studies, University of Eastern Finland Finland

Antonio Rojas Rabaneda Catalan Institute for Cultural Heritage Research Parc Cient?fic i Tecnol?gic Spain

Francisco Alavez Segura Universidad Veracruzana and Eirest Universit? de Paris 1, Mexico / France

Rebeka Mesari Zabci, Ph.D. Institute for Migration and Ethnic Studies Croatia

Petra Zist Department for ethnology and cultural anthropology, Faculty of Arts University in Ljubljana Slovenia

Thomas A. Michel Blekinge Institute of Technology Sweden

Stephany Tzanouaki Lecturer at the Design School, Technological Educational Institution Greece

List of Content

PREFACE........................................................................................................................ 1

INTRODUCTION .........................................................................................................3

OVERCOMING CRISIS: STRATEGIES AND NEW OPPORTUNITIES ..................7

1. FESTIVAL MANAGEMENT IN TIMES OF RECESSION- LISE LYCK ............................................... 9 Introduction .......................................................................................................................................... 9 1. Recession .......................................................................................................................................... 9 2. Festivals in a Generic Perspective....................................................................................................11 3. Festivals in a Specific Perspective ....................................................................................................14 4. Marketing of Festivals in an Economic Downturn ........................................................................14 5. Preferences......................................................................................................................................16 6. Consumer Behavior ........................................................................................................................17 7. Marketing under Recession.............................................................................................................17 8. Danish Festivals ............................................................................................................................19 9. Conclusion......................................................................................................................................20 References ...........................................................................................................................................22

2. CULTURAL EVENTS AND CULTURAL HERITAGE IN TIMES OF CRISIS: A CASE IN CATALONIA ? ANTONIO ROJAS RABANEDA.........................................................................................................25

1. Introduction and methodology .........................................................................................................25 2. Historical re-enactment events in Catalonia ....................................................................................26 3. The role of the financial crisis in the increase in cultural events of history re-enactment ..................27 4. Consequences of the crisis in these events ........................................................................................28 5. Reasons for the increase in history re-enactment events. ...................................................................29 6. Actions aimed at tackling the crisis ................................................................................................34 7. Conclusions ....................................................................................................................................35 References ...........................................................................................................................................35 3. RECESSION PROOF? AN ANNUAL PARTICIPATORY SPORT TOURISM EVENT - JOSEPH LEMA, DOUGLAS TURCO, JEROME AGRUSA AND JOHN TANNER...........................................................37 1. Introduction....................................................................................................................................37 2. Event Description ..........................................................................................................................40 3. Hawaii Tourism and the Great Recession ......................................................................................40 4. Methodology ...................................................................................................................................41 6. Results ...........................................................................................................................................42 7. Discussion......................................................................................................................................43 8. Conclusion......................................................................................................................................44 References ...........................................................................................................................................45

ENGAGING NEW AUDIENCES AND RE-ENGAGING OLD ONES .................... 49

4. TOURIST VISITORS TO CULTURAL EVENTS: MOTIVATION AND ATTITUDES - INES MILOHNI ............................................................................................................................................51

1. Introduction....................................................................................................................................51 2. Theoretical studies of consumers' behavior ......................................................................................52 3. Research metodologi ........................................................................................................................59 4. Research results ..............................................................................................................................60 5. Conclusion......................................................................................................................................62 6. Limitations ....................................................................................................................................63

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