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Affiliation(s)

Agricultural University of Athens, Athens, Greece
Marketing & Business Development Professional, Athens, Greece
Hellenic Open University, Patras, Greece

ABSTRACT

During the last decade, music festivals are increasingly used as an important motivator to attract visitors, giving rise to a more sustainable tourism growth in hand with cultural stimulation for the cities. This research paper aims to address the motives and barriers of music festival visitors travelling to attend two music events in the second largest Greek city of Thessaloniki in Northern Greece. The main objective of the research paper is to determine the visitors’ motivation for choosing to attend each festival and thereafter the challenges they face during their visit in the city. This exploratory research study focuses on two distinct and popular music festivals namely Reworks Festival and Street Mode Festival. Both events share three main characteristics: (1) They host both international & Greek professional artists; (2) they are primarily privately funded; and (3) they have achieved a consecutive 10 years of successful presence in the city attracting thousands of visitors each year. The research methodology is based on the collection of qualitative data by conducting one to one interviews with festival visitors. Findings of the analysis of the two festivals direct at identifying the commonalities & differences in tourists’ drives and obstacles in regards to their festival attendance and visit in the city of Thessaloniki. In both cases, it is inferred that both festivals have a lot of further untapped potential, as unique city branding tools, adding value to the destinations and extending the tourism season. Conclusions can contribute to building more concise and sustainable destination tourism strategies and, therefore, more successful and sustainable events, with long-term benefits, ranging from local to national levels.


KEYWORDS

cultural tourism, music festivals, destination marketing, sustainability, Thessaloniki (Greece)

Cite this paper

Journal of Tourism and Hospitality Management, Jan.-Feb. 2021, Vol. 9, No. 1, 14-25 doi: 10.17265/2328-2169/2021.01.002

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