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Tourism, Festivals and Cultural Events in Times of Crisis

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Tourism, Festivals and Cultural Events in Times of Crisis 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 Phil Long Allan Xenius Grige Centre Director Principal Lecturer External Lecturer Center for Tourism and Leeds Metropolitan University Center for Tourism and Culture Management Bronte Building Culture Management Copenhagen Business School Headingley Campus Copenhagen Business School Solbjerg Plads 3 Leeds LS6 3QS Solbjerg Plads 3 DK-2000 Frederiksberg C [email protected] DK-2000 Frederiksberg [email protected] [email protected] 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” confer- ence in Copenhagen, September 2010: Rosa María Vaca Espino Lise Lyck Universidad Veracruzana Center Director México Center Of Tourism and Culture Management Eva-Maria Hakola Copenhagen Business School Centre for Tourism Studies, Denmark University of Eastern Finland Finland Ines Milohnić, Ph.D., Assistant Professor Pirita Ihamäki Faculty of Tourism and Hospitality Man- Tampere University of Technology agement Unit of Human-Centred Technology University of Rijeka Finland Croatia Dora Smolcic Jurdana, Katja Pasanen Faculty of Tourism and Hospitality Man- Centre for Tourism Studies, agement Opatija University of Eastern Finland University of Rijeka Finland Croatia Antonio Rojas Rabaneda Sanda Kočevar Catalan Institute for Cultural Heritage Senior Curator of History Department Research The Municipal Museum of Karlovac Parc Científic i Tecnològic Croatia Spain Joseph Lema Francisco Alavez Segura Assistant Professor Universidad Veracruzana and Eirest Uni- Hospitality Management versité de Paris 1, Drexel University Mexico / France USA Rebeka Mesarić Žabčić, Thomas A. Michel Ph.D. Institute for Migration and Ethnic Blekinge Institute of Technology Studies Sweden Croatia Stephany Tzanouaki Petra Zist Lecturer at the Design School, Technolog- Department for ethnology and cultural ical Educational Institution Greece anthropology, Faculty of Arts University in Ljubljana Slovenia 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 MILOHNIĆ ............................................................................................................................................ 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 References ........................................................................................................................................... 64 5. GEOCACHING EVENT – ON THE MOVE: THE IRON WHEELS OF THE HELSINKI CITY TRANSPORT - PIRITA IHAMÂK .......................................................................................................... 65 1. Introduction and methodology ......................................................................................................... 65 2. Related research.............................................................................................................................. 66 3. What is geocaching? ....................................................................................................................... 67 4. Geocaching events ..........................................................................................................................
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