The challenges of keeping a carnival spirit alive: A case study of Lutterworth Town Carnival.

Abstract

The aim of the study was to investigate the challenges community events and carnivals face in keeping carnival spirit alive by focusing on Lutterworth Town Carnival. Alongside this five objectives were set in order to meet the researchers aim. Literature was reviewed on what other researchers felt defined a carnival and what made up a community, along with literature on what motivates people to attend events and different forms of advertising and marketing that can be used to improve attendance at such events. Both qualitative and quantitative data were used to carry out the study in the form of questionnaires and interviews. A SWOT and PESTLE analysis were carried out using the primary data gathered, which was used as a strategic growth tool to help create the recommendations for future improvement in the carnival. It was concluded that events such as Lutterworth's carnival would stand more chance of holding on to their carnival spirit if they were to be ran by the community instead of local authority as community run events are organised by committees who want the event for non profit reasons. A community committee will often reflect the needs of the whole community unlike local government ran events that are often still hosting small town events as an obligation to the residents of the town and therefore lack the passion and the carnival spirit the community are often seeking.