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The Business Sector's Reaction to a Community Special Event in a Small Town: A Case Study of the "Autumn on Parade" Festival

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The commercial sector's involvement in the production of festivals and events may be critical to their success. Businesses provide a variety of cash and in-kind sponsorships as well as representing an important group of community leaders whose influence could significantly impact the event. This case study examines the business sector's involvement and attitudes about a moderate-sized event (60,000) conducted in a small community (4,000). Responses from 76 business owners/managers (24.3 response rate) indicate there was a very high level of business involvement. Further, this group felt it was most important that the production of the event brought the community together and that it promoted a positive image of rural life to visitors. These findings may suggest that existing motives for business sponsorships may not always "fit" in small rural communities that host relatively major events.
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Document Type: Research Article

Publication date: September 1, 1995

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