Events and the destination dynamic: Edinburgh festivals, entrepreneurship and strategic marketing

Research Output

This chapter addresses the role of image, marketing, brand awareness, commercial partnerships (sponsorship), entrepreneurship, and stakeholder legitimacy as part of an events management strategy and framework for Edinburgh, a UK city known for hosting festivals.

Date:

31 December 2004
Publication Status:

Published
DOI:

10.1016/b978-0-7506-5872-0.50013-2
Library of Congress:

GV Recreation Leisure
Dewey Decimal Classification:

338.4791 Tourist industry
Funders:

Historic Funder (pre-Worktribe)

http://researchrepository.napier.ac.uk/output/1170325 <p>Robertson, M., & Wardrop, K. M. (2004). Events and the destination dynamic: Edinburgh festivals, entrepreneurship and strategic marketing. In I. Yeoman, M. Robertson, J. Ali-Knight, S. Drummond, & U. McMahon-Beattie (Eds.), <i>Festival and Events Management</i>. , (115-129). Oxford: Elsevier Butterworth-Heinemann. https://doi.org/10.1016/b978-0-7506-5872-0.50013-2</p>

Citation

Robertson, M., & Wardrop, K. M. (2004). Events and the destination dynamic: Edinburgh festivals, entrepreneurship and strategic marketing. In I. Yeoman, M. Robertson, J. Ali-Knight, S. Drummond, & U. McMahon-Beattie (Eds.), Festival and Events Management. , (115-129). Oxford: Elsevier Butterworth-Heinemann. https://doi.org/10.1016/b978-0-7506-5872-0.50013-2