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This article investigates the reputation management process in the embedded festival context. Embedded festivals (i.e., "home-grown," "grassroots," or "community" festivals) are distinct from other festival in that they: (a) are held in regional locations (b) coopt the regional location’s infrastructure, (c) are community led, and (d) are volunteer driven. This research was conducted using a qualitative, quasilongitudinal case study method focused on the reputation management process of the Cygnet Folk Festival. Primary and secondary data were collected via semistructured interviews with key stakeholder groups and from published materials in newspapers and periodicals. The results indicate the following factors as critical to the reputation process: local and volunteer-driven management structures; an authentic regional location; the generation of a sustainable "story"; the monitoring and responding to local environmental changes; the prioritization of interpersonal communications and influence with local stakeholders; maintaining the embedded festival’s authenticity; and maintaining ongoing information/feedback loops with all stakeholder groups.

Item Type:	Refereed Article
Keywords:	reputation management process, embedded festivals, community festivals, Cygnet Folk Festival
Research Division:	Commerce, Management, Tourism and Services
Research Group:	Strategy, management and organisational behaviour
Research Field:	Not-for-profit business and management
Objective Division:	Commercial Services and Tourism
Objective Group:	Tourism services
Objective Field:	Tourism infrastructure development
UTAS Author:	Fiedler, T (Dr Terese Fiedler)
UTAS Author:	Wickham, M (Dr Mark Wickham)
UTAS Author:	French, L (Dr Linda French)
ID Code:	155237
Year Published:	2023
Deposited By:	Management
Deposited On:	2023-02-07
Last Modified:	2023-02-07
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