Understanding the relationship between organizers and other key stakeholders of local festivals

Understanding the relationship between organizers and other key stakeholders of local festivals

How festival organizers relate to other stakeholders influences the attractiveness and success of a festival. This study examines how local festival organizers evaluate their relationship with other stakeholders, and vice versa. Based on mean values, organizers engage in social exchange and collaboration; local residents, volunteers, and visitors engage in direct social interaction; and vendors face increased financial risks. To effectively use festivals to increase their appeal and attract visitors, festival committees must involve representatives from all identified stakeholder groups, specifically vendors, who should be part of different committees before the start of a festival. Direct interaction between organizers and the media should be improved, as the media are crucial in marketing and enhancing the image of local festivals. Moreover, media outlets can serve as sponsors.