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Internal stakeholders perspectives in a cultural event: The Case of Noc Noc, Guimarães - Portugal

Ekonomski vjesnik/Econviews

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Title Internal stakeholders perspectives in a cultural event: The Case of Noc Noc, Guimarães - Portugal
 
Creator Ferreira, Marisa R.
Sarmento, João
 
Description Given the significant impact that cultural events may have in local communities and their inherent organization complexity, it is important to understand their specificities. Most of the times cultural events disregard marketing and often marketing is distant from art. Thus an analysis of an internal marketing perspective might bring significant returns to the organization of such an event. This paper considers the three editions (2011, 2012 and 2013) of a cultural event – Noc Noc – organized by a local association in the city of Guimarães, Portugal. Its format is based in analogous events, as Noc Noc intends to convert everyday spaces (homes, commercial outlets and a number of other buildings) into cultural spaces, organized and transformed by artists, hosts and audiences. By interviewing a sample of people (20) who have hosted this cultural event, sometimes doubling as artists, and by experiencing the three editions of the event, this paper analyses how the internal stakeholders understand this particular cultural event, analyzing specifically their motivations, ways of acting and participating, as well as their relationship with the public, with the organization of the event and with art in general. Results support that the motivations of artists and hosts must be identified in a timely and appropriate moment, as well as their views of this particular cultural event, in order to keep them participating, since low budget cultural events such as this one may have a key role in small cities. Keywords: Internal stakeholders, cultural events, art, creativity, Noc-Noc
 
Publisher Faculty of Economics in Osijek
 
Contributor —
 
Date 2015-03-25
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
 
Format application/pdf
 
Identifier http://hrcak.srce.hr/ojs/index.php/ekonomski-vjesnik/article/view/3095
 
Source Ekonomski vjesnik/Econviews - Review of Contemporary Business, Entrepreneurship and Economic Issues; Vol 28 (2015): Special Issue; 93-107
Ekonomski vjesnik/Econviews - Review of Contemporary Business, Entrepreneurship and Economic Issues; Vol 28 (2015): Special Issue; 93-107
1847-2206
0353-359X
 
Language eng
 
Relation http://hrcak.srce.hr/ojs/index.php/ekonomski-vjesnik/article/view/3095/1842