They do pay! Event merchandise attributes that affect sales and profits at a folk festival Online publication date: Wed, 30-Sep-2020
by Rachel Dodds; Brittany Jenkins; Wayne W. Smith; Robert E. Pitts
International Journal of Hospitality and Event Management (IJHEM), Vol. 2, No. 2, 2019
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.
Online publication date: Wed, 30-Sep-2020
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Hospitality and Event Management (IJHEM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email email@example.com