evaluate, and select market opportunities and lay down strategies for achieving
eminence if not dominance in target markets” (p. 17).
Thus, it is of critical importance that the TCMF organizers undertake
ongoing evaluative research of the needs and wants of the festival attendees,
for, as noted by Pine and Gilmore (2000), “Experience stagers must constantly
refresh their experiences—change or add elements that keep the offering
new and exciting, and worth paying money to experience all over again. To
fail to effectively do so only serves to denigrate the offering”