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Cultural iconography is often overlooked in the festival and special event because it conveys messages, but these messages are not always clearly expressed. The Canadian-American Festival in Myrtle Beach, South Carolina, was chosen as a case study for the development of iconography by focusing upon cultural markers. The research employed thematic content analysis and mystery guest methodology to trace the evolution of this festival during 41 years. The findings suggest that cultural markers are an important indicator that can help assess the festival's importance.
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Keywords: Canadian-American Festival; Content analysis; Cultural markers; Iconography; Myrtle Beach; Mystery guest methodology

Document Type: Research Article

Affiliations: Sport Management, Recreation and Tourism Division, School of Human Movement, Sport and Leisure Studies, Bowling Green State University, Bowling Green, OH 43403

Publication date: December 1, 2002

More about this publication?
  • Event Management, an International Journal, intends to meet the research and analytic needs of a rapidly growing profession focused on events. This field has developed in size and impact globally to become a major business with numerous dedicated facilities, and a large-scale generator of tourism. The field encompasses meetings, conventions, festivals, expositions, sport and other special events. Event management is also of considerable importance to government agencies and not-for-profit organizations in a pursuit of a variety of goals, including fund-raising, the fostering of causes, and community development.
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