The Blended Festivalscape and its Sustainability at Nonurban Festivals
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This article identifies the major elements of festivalscapes at nonurban festivals and their implications for sustainable site management by event organizers. While research on the need to maintain and reinvigorate the servicescapes of retail precincts (e.g., shopping malls) and hotels is well documented, the same cannot be said of event venues and sites. There is a notable absence of research that explores how nonurban festival sites can maintain their unique natural environment attributes while sustaining consumer interest through incremental changes in the overall festivalscape. Two Australian festivals, Woodford Folk Festival (Woodford, Queensland) and the national Country Music Muster (Gympie, Queensland), are used in this article to illustrate the need for management intervention to create blended festivalscapes that achieve environmental, social, and economic goals-a Triple Bottom Line (TBL) measure of success.
© 2011 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.