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1. Introduction
Festivals have been postulated to be one of the fastest growing types of tourism attractions (Litvin and Fetter, 2006). They concentrate a number of activities around a specific theme within a finite time frame, thereby creating a critical mass of experiences that may appeal to tourists (Saleh and Ryan, 1993). Festivals have received growing recognition for enhancing a region's image and appeal, improving recreational opportunities, contributing to local and regional economies and enhancing local pride and culture (Lee and Back, 2005). Festivals are organized for a variety of purposes and come in many forms. Some festivals have evolved from small counter-culture gatherings to become large mega-events attracting visitors from around the globe. Conversely, other types of festivals have focused on their local roots and have strived to attract visitors from their local communities (Leenders, 2010). One of the main purposes of a festival is to bring together people interested in common activities (Saleh and Ryan, 1993). As such the impact that a festival can have on a local community can be great. In terms of the economic impact of festivals on a region, the influence of pricing and programming on the success of festivals has been well-documented (Crompton et al. , 2001; Dwyer et al. , 2004). However, the level of unique branding given to individual festivals and the associations they have with their communities as a whole has received little attention in the academic literature. As such, this study focuses on the development of a local festival as a brand in relation to its community. This line of research is not only important for its addition to the body of knowledge but also because the development of a successful festival as a well-known brand can have an influence on the way individuals perceive a community and have an economic impact to the community.
The complex characteristics of a festival present a challenge when attempting to develop a brand (Leenders, 2010). As is the case with many tourism-related activities, festivals are far more multidimensional than typical consumer goods (Pike, 2005). Festivals offer visitors opportunities for leisure, social or cultural experiences (Nicholson and Pearce, 2001). Low and Lamb (2000) noted that consumer perceptions of brands are multidimensional. As such many of the dimensions...