Benefits of multi-stakeholders for participating in Gladmat festival. An empirical analysis of Gladmat festival

      Аннотация: This book investigates the benefits of multi-stakeholders from participating in the Gladmat festival in Stavanger. The findings of this study can help festival and event managers to understand which major factors can attract a group of stakeholders to the festival. It is helpful in formulating policies, to offer suitable segment focusing on the marketing field. Stakeholder theory, the benefits segmentation theory, push and pull motivation theory, and Maslow’s hierarchy theory were applied to find the benefits of stakeholders for participating in the festival. Mixed method research have been used to collect the data, three qualitative studies, and one quantitative study is carried out to explore and describe the benefits from the festival. The outcome from the qualitative shows owners benefits by positioning and marketing their product, supporting the local business, creating destination image and other factors.The economic importance of festivals is elaborated throughout the book. The book can also be helpful for municipalities in organizing socio-cultural events.

Ключевые слова: Benefits, Festivals, motivation, stakeholders, benefit segmentation