Authors: Rachel Dodds; Brittany Jenkins; Wayne W. Smith; Robert E. Pitts
Addresses: Ted Rogers School of Hospitality and Tourism Management, Ryerson University, 350 Victoria Street, Toronto, ON, M5B 2K3, Canada ' Environmental Science and Management, Ryerson University, 350 Victoria Street, Toronto, ON, M5B 2K3, Canada ' Department of Hospitality and Tourism, School of Business, College of Charleston, Beatty Center #302, Charleston, South Carolina, 29424-0001, USA ' Department of Marketing, School of Business, College of Charleston, Tate Center #307, Charleston, South Carolina, 29424-0001, USA
Abstract: The need to make profit affects the overall ability of a festival to operate. Merchandise sales are one way to increase revenue and also promote a festival. This study conducted a field experiment to test willingness to pay theory at the Canadian Mariposa Folk Festival. Results indicated that personal sales efforts, Canadian and sustainability branded merchandise increased sales and profitability. Implications from this study demonstrate that brands that match the market sell best but festival managers need to understand their market and their margins if they wish to capitalise on increased revenues.
Keywords: festivals; merchandise; willingness to pay; WTP; field experiment; sustainability.
International Journal of Hospitality and Event Management, 2019 Vol.2 No.2, pp.95 - 108
Received: 12 Apr 2018
Accepted: 07 Sep 2018
Published online: 25 Sep 2020 *