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A COMPARATIVE ANALYSIS OF THE ECONOMNIC AND SOCIAL IMPACTS OF FESTIVALS ON THEIR HOST COMMUNITY: CASE STUDIES HAT FAIR AND BOOMTOWN FESTIVAL IN WINCHESTER ELLIE WHEWAY ST20077486 BA (Hons) Event Management APRIL 2018 School of Management Cardiff Metropolitan University i ABSRTACT This research Project critically exPlored and analysed the economic and social imPacts of festivals on their host community by using two case studies: Boomtown Music Festival and cultural festival Hat Fair, in Winchester. In order to achieve this aim, the researcher made a list of five objectives to be met. The objective began with a critical review of the literature on different tyPes of festivals, the imPact of events on host communities, the economic and social imPacts and Hat Fair and Boomtown Festival. A suitable methodology was develoPed and Primary data was collected through triangulation with 7 qualitative structured interviews with local businesses and 101 quantitative questionnaires with local residents, in order to gain a deeP understanding. The researcher used thematic analysis to identify key themes in the qualitative data, whilst statistical analysis was used to identify Patterns and trends in the quantitative data, followed by analysis and discussion of the findings, comPared and contrasted to the earlier findings of the secondary research. The findings of the research Project highlighted there are significant differences in the social and economic imPacts of cultural and music festival felt by host communities. However, traffic was highlighted as the biggest imPact to both local residents and local businesses. Whilst both tyPes of festival did have benefits, cultural festivals Proved to be more beneficial to host communities overall. The study made crucial contributions to theory, methodology and Practice in this area of festival literature. It concluded with identification of limitations and recommendations for industry and future research. Word Count: 13,938 ii Table of Contents 1.0 INTRODUCTION .............................................................................................. 11 1.1 Dissertation Aim ..................................................................................................... 13 1.2 Research Questions ................................................................................................ 13 1.3 Dissertation Structure ............................................................................................. 13 1.4 Dissertation Objectives ........................................................................................... 15 1.5 Summary ................................................................................................................ 15 2.0 LITERATURE REVIEW ....................................................................................... 16 2.1 Chapter Overview ................................................................................................... 17 2.2 Impact of Events on Host Communities .................................................................. 17 2.4 Festivals ................................................................................................................. 19 2.5 Music Festivals ....................................................................................................... 19 2.6 Cultural Festivals .................................................................................................... 20 2.7 Social Impacts ......................................................................................................... 22 2.8 Economic Impacts ................................................................................................... 23 2.9 Boomtown Festival ................................................................................................. 24 2.10 Hat Fair ................................................................................................................. 26 2.11 Chapter Summary ................................................................................................. 27 3.0 METHODOLOGY .............................................................................................. 28 3.1 Chapter overview ................................................................................................... 29 3.2 Primary and Secondary Research ............................................................................ 29 3.3 Research Methods .................................................................................................. 29 3.3.1 Quantitative APProach .......................................................................................... 29 3.3.2 Qualitative APProach ............................................................................................. 30 3.3.3 Positivism ............................................................................................................... 30 3.3.4 InterPretivism ........................................................................................................ 30 3.4 Research design ...................................................................................................... 31 3.4.1 Questionnaire ........................................................................................................ 32 3.4.2 Interviews .............................................................................................................. 32 3.5 Sampling ................................................................................................................ 32 3.5.2 SamPle ................................................................................................................... 32 3.5.3 Strategy .................................................................................................................. 33 3.6 Analysis of data ...................................................................................................... 34 3.7 Reliability and Validity ............................................................................................ 34 3.8 Ethical measures ..................................................................................................... 35 3.9 Limitations and other methods available ................................................................ 35 3.10 Chapter summary ................................................................................................. 36 4.0 RESULTS, ANALYSIS AND DISCUSSION ............................................................. 37 4.0 Results, Analysis and Discussion ..................................................................... 38 4.1 Chapter overview ................................................................................................... 38 4.2 Questionnaire results and analysis ......................................................................... 39 4.3 Interview Results, Analysis and Discussion ............................................................. 69 4.3.1 Financial ImPact ..................................................................................................... 70 4.3.2 Traffic ..................................................................................................................... 72 4.3.3 EmPloyment .......................................................................................................... 73 4.3.4 Customers .............................................................................................................. 73 4.3.5 Involvement ........................................................................................................... 74 4.4 Final summary of results, analysis and discussion ........................................... 74 iii 5.0 SUMMARY, CONCLUSION AND RECOMMENDATIONS ..................................... 75 5.0 Summary, Conclusion and Recommendations ................................................. 75 5.1 Chapter Overview ................................................................................................... 76 5.2 Overview of the research project ............................................................................ 76 5.3 Research aim, questions and objectives .................................................................. 76 5.4 Research findings ................................................................................................... 77 5.5 Limitations of the study .......................................................................................... 79 5.6 Recommendations .................................................................................................. 79 5.7 Summary ................................................................................................................ 80 iv LIST OF FIGURES Figure 1. Gender 39 Figure 2. What is your age? 40 Figure 3. How long have you lived in Winchester? 40 Figure 4. What are of Winchester do you live in? 41 Figure 5a. Have you heard of the Hat Fair? 42 Figure 5b. Have you heard of the Hat Fair? – Age segmentation 42 Figure 6a. Have you ever been to Hat Fair? 43 Figure 6b. Have you ever been to Hat Fair? – Age segmentation 43 Figure 7a. “Hat Fair helPs Winchester to be recognised as a tourist destination” Any further comments? 44 Figure 7b. “Hat Fair helPs Winchester to be recognised as a tourist destination” Any further comments? – Age segmentation 44 Figure 8a. “Whilst Hat Fair is taking Place, I would be willing to Pay an increased Price for goods and services charged by local businesses”

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