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

Robertson, Martin; Wardrop, Kenneth MacMillan

Abstract

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.

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). Butterworth-Heinemann. https://doi.org/10.1016/b978-0-7506-5872-0.50013-2

• Publication Date: 2004
• Deposit Date: May 2, 2018
• Publisher: Butterworth-Heinemann
• Pages: 115-129
• Book Title: Festival and Events Management
• Chapter Number: 8
• ISBN: 9780750658720
• DOI: https://doi.org/10.1016/b978-0-7506-5872-0.50013-2
• Keywords: destinations, entrepreneurship, festivals, marketing, sponsorship, tourist attractions, urban areas
• Public URL: http://researchrepository.napier.ac.uk/Output/1170325