Modelling the promotion and ticketing of a new film festival event
Cardiff Metropolitan University
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This project has taken a qualitative research approach in order to discover the optimum methods for promoting and ticketing a new localized film festival event. This involved undertaking an embedded case study of the Bath Film Festival. The case study involved conducting in-depth interviews with an event representative of the Bath Film Festival; an employee who works for the festival. In-depth interviews were also undertaken with 7 participants who were previous customers of the Bath Film Festival. The responses from the representative and the customers were compared in order to assess the accuracy of the answers provided. This primary data was also compared with secondary data from the festival websites and other academic sources. The model was later constructed and was based upon the body of information that had been collected. It was discovered that localized film festivals; being cultural events, are promoted and ticketed differently from other event concepts and this was primarily due to the nature of the event and the market it attracts. It was also discovered that the three categories presented by Donovan and Garey (2007) needed to be targeted as one group of three categories, thus to a certain extent adopting a non-targeted approach.
BA (Hons) Events Management
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