Title: The acculturation and commercialisation of thematic holidays in the globalisation era

Authors: Samuel K. Doss, Yong J. Wang

Addresses: College of Business, Florida Institute of Technology, 150 W. University Blvd., Melbourne, FL 32901, USA. ' College of Business, Ohio University, Copeland Hall 638, Athens, OH 45701, USA

Abstract: Days of observances and secular celebrations include festivals, remembrances of cultural ties, the honouring of nations and ethnicities and communal festivities representing attachments to people, places and things. These calendar |holidays| have a commonality – they are based on a theme. Thus, an adept signifier encompassing the previously mentioned would be |thematic holidays|. The introduction of a thematic holiday has generally begun through the migration of individuals, but the adoptions by the general public have resulted in the acceptance and purchases of consumable products associated and represented by the thematic celebrations. Corporations have been able to take advantage of these celebrations through sponsorship and commodification of the celebrations. This paper looks at the adoption of new and resurrected thematic holidays to understand why these celebrations are continuing to be added to our calendars.

Keywords: thematic holidays; acculturation; commercialisation; globalisation; immigration; ethnicity; calendar holidays; holiday celebrations.

DOI: 10.1504/IJBG.2010.035475

International Journal of Business and Globalisation, 2010 Vol.5 No.4, pp.411 - 420

Published online: 30 Sep 2010 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article