Extending a festival’s social atmosphere online: The case of fotografia europea

Lorenzo Mizzau, Fabrizio Montanari, Marta Massi

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

1 Citation (Scopus)

Abstract

This chapter explores the potential of social media in the context of festivals and shows how web platforms can better inform event managers’ understanding of how a festival’s social atmosphere (i.e. the socialscape) can be extended online and beyond the actual periods of the staging of a festival. This is possible as social media can help to build an online environment that favours social identification and user engagement. To illustrate such a mechanism, the chapter presents a multi-method analysis of Fotografia Europea, a photography festival held in Reggio Emilia, Italy. Results show the potential of a coordinated web and social media strategy for enhancing the festival’s atmosphere in terms of social identification and engagement.

Original languageEnglish
Title of host publicationAdvances in Culture, Tourism and Hospitality Research
Pages277-289
Number of pages13
DOIs
Publication statusPublished - 2019

Publication series

NameAdvances in Culture, Tourism and Hospitality Research
Volume16
ISSN (Print)1871-3173

Keywords

  • Atmosphere
  • Festival studies
  • Social identification
  • Socialscape
  • User engagement
  • Web and social media Analytics (WSMA)

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