Surfing the Fringe: An Examination of Event Tourism Strategies of the Bleach Festival - Coolangatta Queensland
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Created as a celebration of art, music, and surf culture, the Bleach Festival was designed as a fringe-style event to be positioned in the week between two major surf events (Quiksilver/Roxy Pro and Burleigh Pro) held annually in Coolangatta, Queensland, Australia. Using visitor data collected at the event, in conjunction with an in-depth interview of the event's manager, the study evaluates the success of the festival against its own objectives of tourism extension, destination brand development, and local artist engagement. Additionally, the study explores the utility of augmentation strategies in achieving these objectives. Resultant issues in measuring the value of arts and cultural development in conjunction with tourism are further discussed.
© 2014 Cognizant Communication Corporation. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
Tourism not elsewhere classified