The art of partnerships in the festival field
Pysyvä osoite
Verkkojulkaisu
Tiivistelmä
This qualitative research explores the evolution from sponsorship towards more
collaborative partnerships in the festival context. It provides insights on the specificities of
the relationship between festival organisations and their business partners.
The primary data consists of seven in-depth semi-structured interviews with experts from
the festival field, festival managers and business partners. The analysis focuses on the
content of the interviews and identifies the main aspects of the new phenomenon.
The research reveals that the nature of the relationship between a festival and its
partners has evolved towards a more co-creative model characterised by a continuous
interactivity, a shared purpose and the co-creation of value. The implementation
of this approach requires from festival organisations to re-think their partnership
strategies. This thesis offers suggestions to set the path towards successful
collaborative partnerships.