That’s something that arts and music does in really special way – it kind of cuts through the facts level, not that facts are unimportant, but it kind of talks to the heart a little bit and that’s the way that community advocacy works best a lot of the time.
Sharpe (2008) also argued that festivals might prove useful when delivering messages to the audience, whether that is informational messaging, or behavior change messaging, or other types of communication. Laing and Frost (2010) also suggested that the liminal space of festival and its nexus with social protest might provide opportunities to deliver messages to attendees and thus influence behavior. However, Sharpe (2008) also noted that it is important that any effort to use festivals or events to promote social change should not take away from the fun or enjoyable nature of an event – there is fine line between encouraging and preaching.
In the business events context too, it seems organizing and managing events may offer opportunities for influencing behavior. One professional conference organizer (PCO), cited in a report on business events and climate change, noted that “organizers don’t always ask for green meetings – we are pressuring them. That is our role as a PCO – to improve practice and put things on the table for our clients” (Mair and Jago 2009: 12). This suggests that the sphere of influence may not simply be from organizer to attendee, but may also be from organizer to supply chain.
This is an interesting notion – events (and possibly tourism) can act as a change agent – and one which was not identified as a potential role for tourism in the UNEP (2011) report on the green economy. However, a lack of research precludes any firm conclusions being drawn here. And highlights the importance of further study in this area.
That’s something that arts and music does in really special way – it kind of cuts through the facts level, not that facts are unimportant, but it kind of talks to the heart a little bit and that’s the way that community advocacy works best a lot of the time.Sharpe (2008) also argued that festivals might prove useful when delivering messages to the audience, whether that is informational messaging, or behavior change messaging, or other types of communication. Laing and Frost (2010) also suggested that the liminal space of festival and its nexus with social protest might provide opportunities to deliver messages to attendees and thus influence behavior. However, Sharpe (2008) also noted that it is important that any effort to use festivals or events to promote social change should not take away from the fun or enjoyable nature of an event – there is fine line between encouraging and preaching. In the business events context too, it seems organizing and managing events may offer opportunities for influencing behavior. One professional conference organizer (PCO), cited in a report on business events and climate change, noted that “organizers don’t always ask for green meetings – we are pressuring them. That is our role as a PCO – to improve practice and put things on the table for our clients” (Mair and Jago 2009: 12). This suggests that the sphere of influence may not simply be from organizer to attendee, but may also be from organizer to supply chain. This is an interesting notion – events (and possibly tourism) can act as a change agent – and one which was not identified as a potential role for tourism in the UNEP (2011) report on the green economy. However, a lack of research precludes any firm conclusions being drawn here. And highlights the importance of further study in this area.
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