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  • An examination of event tourism strategies in a surfing destination

    Author(s)
    Mackellar, Joanne
    Griffith University Author(s)
    Mackellar, Joanne
    Year published
    2012
    Metadata
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    Abstract
    Festivals are rarely designed principally to attract tourists, rather they are designed to create social experiences which celebrate special occasions, or milestones in communities, showcase artistic or sporting talent (Allen, O'Toole, McDonnell, & Harris, 2008; Goldblatt, 2011; Getz, 2012). However in some instances, economic development agencies either in government or in business communities create deliberate event making strategies to attract and or keep visitors in a destination. The strategies can range from providing funding, marketing programs and professional development to existing event managers; to attracting, ...
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    Festivals are rarely designed principally to attract tourists, rather they are designed to create social experiences which celebrate special occasions, or milestones in communities, showcase artistic or sporting talent (Allen, O'Toole, McDonnell, & Harris, 2008; Goldblatt, 2011; Getz, 2012). However in some instances, economic development agencies either in government or in business communities create deliberate event making strategies to attract and or keep visitors in a destination. The strategies can range from providing funding, marketing programs and professional development to existing event managers; to attracting, bidding for, or creating new events. This paper focusses upon one of these strategies in new event development, examining the creation of the Bleach Festival in the Southern Gold Coast region of Queensland, Australia and its relationship to the major surfing events in the destination. The research aims to explore the rationale for developing a fringe style arts event offering artists and performers opportunities to showcase their talents in a semi-curated festival space.
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    Conference Title
    Australian Event Symposium
    Publisher URI
    http://www.eventsymposium.com.au/
    Subject
    Tourism not elsewhere classified
    Commerce, Management, Tourism and Services not elsewhere classified
    Publication URI
    http://hdl.handle.net/10072/49963
    Collection
    • Conference outputs

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    Tagline

    • Gold Coast
    • Logan
    • Brisbane - Queensland, Australia
    First Peoples of Australia
    • Aboriginal
    • Torres Strait Islander