AN EXAMINATION OF MID-SIZED EVENTS AND FESTIVALS FROM THE PERSPECTIVE OF REVENUE GENERATION BASED UPON CURRENT PRACTICE
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This research begins with the assumption that event organizers and marketers in small cities have some difficulties in putting emerging strategies of event marketing into practice. Many trends and forces in the event management and tourism field have suggested that the growth of event marketing has evolved quite rapidly. Contrary to previous major marketing practices for events and festivals, the scope of contemporary event marketing has expanded to incorporate new marketing paradigms such as ‘Relationship Marketing’ due to the increased involvement of corporate businesses in festivals. The marketplace is becoming more competitive and there is greater interest in issues such as the life cycle of festivals, and the possibility of saturation within a given area (Getz, 1997). Many local festival managers are not taking full advantage of their assets due to a lack of a market research or professional skills.