Work

Identity and Social Media in an Art Festival

Year: 2013

Type: book-chapter

Abstract: In recent years, festivals have become prominent events in many cities throughout Europe, playing a crucial role in improving the image of the host city and enhancing its attractiveness to tourists. Festivals are temporary organizations with a short-lived and intermittent nature. Such features could raise several challenges in terms of maintaining a festival’s identity and its attendees’ identification during the periods of inactivity. Drawing on the literature on temporary organizations, organizational identity, and social identification, this chapter investigates how festivals can communicate their central and stable characteristics to audiences by adopting Web 2.0-based communication strategies. To explore this issue, the chapter illustrates the case of an Italian festival, Fotografia Europea, which has changed its communication strategy from a more traditional approach to a Web 2.0-based one.

Source: Emerald Group Publishing Limited eBooks

Parent work: Tourism Social Media: Transformations in Identity, Community and Culture

DOI: 10.1108/s1571-5043(2013)0000018014

Authors: Fabrizio Montanari, Annachiara Scapolan, Elena Codeluppi

Institution: University of Modena and Reggio Emilia

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2475917424

FWCI: 2.019

Cites: 44

Cited by: 10

Related to: 10