search query: @indexterm EVENT MARKETING / total: 21
reference: 7 / 21
| Author: | McClinchey, K. A. |
| Title: | Urban ethnic festivals, neighborhoods, and the multiple realities of marketing space |
| Journal: | Journal of Travel & Tourism Marketing
2008 : VOL 25:3-4, p. 251-264 |
| Index terms: | marketing urban environment event marketing Canada |
| Language: | eng |
| Abstract: | Festivals are often planned in order to boost regeneration in urban areas. The purpose of this paper is to study ethnic festivals in urban neighborhoods. A case study of four neighborhoods in Toronto is conducted, and the results show that the main realities regarding marketing of urban ethnic festivals are politics and image, social identity and representation, and cultural authenticity and neighborhood differentiation. The paper finds that to address the deeper meanings of these evolving and unique places, the marketer must be aware of the multiple realities of the festival, area and city. |
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