Management of Ceramic Art Festivals: Promoting Cultural Activities at a Global Level

Margarita Kefalaki () and Paraskevi Danelaki
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Margarita Kefalaki: Communication Institute of Greece
Paraskevi Danelaki: Hellenic Open University

A chapter in Strategic Innovative Marketing and Tourism, 2025, pp 57-64 from Springer

Abstract: Abstract Ceramic art festivals contribute significantly to the preservation and promotion of ceramic art, supporting the revival of local identities and traditions. Understanding the management strategies used by such festivals, and imitating good practices, can ensure their success and long-term sustainability. This study examines two different ceramic art festivals, the festival «Earth, Water, Fire» in Greece and the festival «Autour de la Terre II» in France, with the purpose to suggest the best management practices for such festivals and propose possible improvements. Semi-structured interviews with a representative of each festival, a SWOT analysis for each festival, as well as an audience research for the «Earth, Water, Fire» festival, are the methodological tools employed in this study. Results illustrate that the presence of festivals in social media, such as Facebook and Instagram, and the utilization of digital communication media in general can help their development and promotion. Additionally, the creation of websites and newsletters, their promotion in the city's cultural events’ calendars, and the collaboration with influencers, bloggers, and ceramists are ways to communicate such festivals to a wider public. Implications for management and marketing use are further discussed.

Keywords: Cultural heritage management; Digital communication strategy; Heritage tourism (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-81962-9_7

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DOI: 10.1007/978-3-031-81962-9_7

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