Music festivals as tools for behavioural change: a development of social marketing ideas

International Centre for Research in Events, Tourism and Hospitality (ICRETH)

In terms of experiential learning, music festivals have been largely seen as vehicles for brand development and an opportunity for sponsors/partners. Yet, the public sector (health authorities, local government, police) have used community festivals and local events as a means of communicating with hard-to-reach audiences. In this way, to put across information and encourage dialogue in a neutral and relaxed setting that can have social
impacts. This project is intended to consider how the music festival experience can be used as a vehicle for similar behavioural change to provide social impacts alongside the traditional commercial aims note earlier. Social marketing is appropriate as the framework for this study as this emerging field bridges the gap between the commercial and the social – providing a useful starting point for assessing the potential of music festivals as tools for promoting positive behavioural changes.

It is therefore envisaged that the successful applicant will draw upon extant theories of behavioural change, exchange theory and relational studies and develop these within the context of music festivals as a medium to develop theoretical understanding in the growing field of social marketing.

Key questions include:
- How can social marketing contribute to behavioural change at music festivals?
- To what extent is there conflict when a music festival attempts to achieve both commercial and social goals?
- Are music festival attendees looking for ‘fun’ responsive to social marketing?
- Does the responsive music festival attendee carry forward the changed behaviour into daily life?

The project will adopt a case study approach to explore alternative social marketing initiatives aimed at changing the behaviour of music festival attendees. This implies a need to develop an understanding of social marketing as well as follow on with in-depth empirical research of audience response (participant observation, interviews, surveys, focus groups).

The project will be based in the International Centre for Research in Events, Tourism and Hospitality (ICRETH). Supervisors will be Emma Wood (Events) and Steve Henderson (Events). The PhD candidate will join a cohort of students, attend research training offered through ICRETH and the faculty, and regular ICRETH seminars and conferences.

Potential applicants can discuss their application further by contacting the following:

Dr Emma Wood: Director of Studies: [Email Address Removed]
Telephone 0113 8123963

Professor Rhodri Thomas: Centre Head: [Email Address Removed]
Telephone 0113 8123462

Professor Carlton Cooke: Associate Dean for Research: [Email Address Removed]
Telephone 0113 8127484

The bursary interviews will be held on 8th and 9th July 2013