Festivals and events vary from small, neighbourhood celebrations through to mega gatherings, and both can be attractive to tourists. They come with their own unique challenges and opportunities however, which means destinations must carefully consider their responsibility to local people, and host them in a sustainable manner. Divided into four sections, this book covers the sustainability, community involvement and destination-marketing aspects of festivals and events. This book: - Reviews the common trends, trajectories and competition in the event tourism market. - Discusses the role of event organizers in ensuring the sustainability of events and their destinations, including green activities and cultural preservation. - Considers the role of the community in achieving sustainability through volunteerism, heritage conservation and ensuring events boost community spirit. Covering important issues such as the marketing, branding and promotion of events, this book also unravels the opportunities and challenges associated with sustainable festivals and events. It uses an array of case studies and a global author team to provide an important resource for tourism and event researchers and professionals.
