Author:
D. Andersson Tommy,Jutbring Henrik,Lundberg Erik
Abstract
Purpose
– The purpose of this study is first to describe and discuss an innovative strategy, pursued by a music festival, to reduce the environmental impact by allowing only vegetarian food in the festival area. A second aim is to discuss the effects of the vegetarian strategy for the festival in terms of branding and communication impacts. A third aim is to assess the effect on the ecological footprint of the festival from the vegetarian food strategy.
Design/methodology/approach
– Festival visitors’ food consumption was surveyed in 2010 (719 responses) and again in 2012 when only vegetarian food was served on festival premises (663 responses). The EPA event calculator, developed in Australia, was used to calculate the ecological footprint of the festival. The implementation and the impacts were studied from the festival organisers’ perspective through two (one hour long) interviews with one of the festival managers.
Findings
– For the festival brand, the vegetarian strategy proved to be extremely successful in terms of media attention and an enhanced “green” image of the festival. An analysis of the environmental impact of the vegetarian strategy indicates a remarkable drop of 40 per cent in the size of the ecological footprint.
Practical implications
– Based on the results of this study, a vegetarian strategy can be recommended as an innovation for festivals that have core values and a brand image grounded both in sustainability and the reduction of environmental impacts and that are truly concerned about the environment.
Originality/value
– Festival Footprint Analysis.
Subject
General Business, Management and Accounting,Tourism, Leisure and Hospitality Management
Reference23 articles.
1. Andersson, T.D.
and
Lundberg, E.
(2013), “Commensurability and sustainability: triple impact assessments of a tourism event”,
Tourism Management
, Vol. 37, August, pp. 99-109, available at: www.sciencedirect.com/science/article/pii/S0261517713000034
2. Berg, P.O.
and
Gagliardi, P.
(1985), “Corporate images: a symbolic perspective on the organisation – environment interface”, paper presented at SCOS, Antibes.
3. Collins, A.
,
Jones, C.
and
Munday, M.
(2009), “Assessing the environmental impacts of mega sporting events: two options?”,
Tourism Management
, Vol. 30 No. 6, pp. 828-837.
4. Dagens Media
(2012), “GT och Way Out West i köttbråk” (“GT and Way Out West in meat dispute”), available at: www.dagensmedia.se/nyheter/pr/article3518797.ece, 2012-11-02 (accessed 12 November 2002).
5. Dolles, H.
and
Söderman, S.
(2010), “Addressing ecology and sustainability in mega-sporting events: the 2006 football World Cup in Germany”,
Journal of Management & Organization
, Vol. 16 No. 4, pp. 587-600.
Cited by
16 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献