Addresses contemporary issues concerning the potential of festivals and events to produce economic, social, cultural and community benefits. This book provides readers with a global look at the trends and topics. It is suitable for advanced students and researchers in festivals and events.

Part one: Destination, image and development: 1. Using major events to promote peripheral urban areas: Deptford and the 2007 Tour de France; 2. Weymouth’s once in a lifetime opportunity; 3. Tourism and the Hans Christian Andersen bicentenary event in Denmark; 4. Establishing Singapore as the events and entertainment capital of Asia: Strategic brand diversification; 5. The South Korean Hotel Sector’s perspectives on the ‘pre’ and ‘post-event’ impacts of the co-hosted 2002 Football World Cup. Part two: Community and Identity: 6. Indigenous Australia and the Sydney 2000 Olympic Games: Mediated messages of respect and reconciliation; 7. How festivals nurture resilience in regional communities; 8. The Buon Ma Thuot coffee festival, Vietnam: Opportunity for Tourism?; 9. Tasting Australia: A celebration of cultural identity or an international event?; 10. Festivals and tourism in rural economies. Part three: Audience and Participant Experience: 11. Commemorative events: sacrifice, identity and dissonance; 12. Running commentary: Participant experiences at international distance running events; 13. Elite sports tours: special events with special challenges; 14. The British pop music festival phenomenon. Part four: Managing the Event: 15. A model for analyzing the development of public events; 16. Human resources in the business events industry; 17. Measuring the impact of micro-events on local communities: A role for web-based approaches; 18. Post-modern heritage, chivalry, park and ride: Le Tour comes to Canterbury; 19. Towards safer special events: A structured approach to counter the terrorism threat