Engaging Festival Audiences through Social Media

Authors

  • Christine Van Winkle Faculty of Kinesiology and Recreation Management, University of Manitoba
  • Jill Bueddefeld Clayton H. Riddell Faculty of Environment, Earth, and Resources, University of Manitoba
  • Kelly MacKay Ted Rogers School of Management, Ryerson University
  • Elizabeth Halpenny Faculty of Physical Education and Recreation, University of Alberta

Abstract

The purpose of this research is to provide insight into the current state of social media use (and non-use) by festival organizations. Social media use by festivals is described and examined in relation to the festival’s customer relationship orientation. In total, 446 festival administrators completed a survey that asked a range of demographic, logistical, social media use, and customer relationship and engagement questions. The results reveal that the number of social media platforms used and timing of social media use are related to customer orientation. Strategies for organizations to enhance their social media presence are discussed. 

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Published

2018-02-05

How to Cite

Van Winkle, C., Bueddefeld, J., MacKay, K. and Halpenny, E. (2018) “Engaging Festival Audiences through Social Media”, e-Review of Tourism Research. Available at: https://ertr-ojs-tamu.tdl.org/ertr/article/view/120 (Accessed: 19 April 2024).

Issue

2018: ENTER 2018 Volume 9 Conference on Information and Communication Technologies in Tourism RESEARCH NOTES

Section

Articles

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