Comparing Cultural Festival Experiences in Multi

Comparing Cultural Festival
Experiences in Multi-ethnic
Neighbourhoods of Toronto,
Ontario
Kelley A. McClinchey (PhD Candidate)
and
Barbara A. Carmichael (PhD)
Wilfrid Laurier University, Waterloo, Ontario
Outline
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Introduction and Purpose
Literature Review
Study Area
Method
Results
Discussion
Conclusion
Introduction
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Festival research tends to examine festivals
from the scale of town or city
Little is known about festival experiences
with regard to multi-ethnic neighbourhoods
in one urban region
Multi-ethnic neighbourhoods are nonmainstream destinations and cultural
quarters of major cities in Canada
Purpose
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To compare and contrast festival
experiences and visitor characteristics
in unique multi-ethnic neighbourhoods
of Toronto
Literature Review
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Economic benefits are not the sole
motivation for communities to host
festivals
Community cultural festivals also
induce positive social impacts
They are perceived as place image
boosters
Literature Review
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Visitors’ perspectives are explored for
information on festival experiences
and cultural benefits
There is a need to address deeper
issues of the ‘tourist-festival-culture
relationship’ (Robinson et. al., 2004 p.187)
Comparative, cross-cultural studies are
also needed
Study Area
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Wexford Heights and the Taste of
Lawrence Festival
Roncesvalles Village and the
Roncesvalles Polish Festival
Bloorcourt/Bloordale and the Big on
Bloor Festival
Old Cabbagetown and the
Cabbagetown Festival
http://www.flickr.com/photos/leapingazelle/2481771296/in/pool-770563@N20
Bloorcourt and Bloordale
Roncesvalles
http://juliekinnear.com/toronto-images/roncesvalles-village-real-estate/400x400/roncesvalles-homes-3.jpg
Cabbagetown
Wexford Heights
Taste of Lawrence
http://www.blogto.com/toronto/lists/tasting_lawrence_avenue/
Cabbagetown
Cabbagetown Festival
http://2.bp.blogspot.com/_PlqdskCTIEE/SqMKpjE6gAI/AAAAAAAACsg/reyogzJSUwE/s1600-h/New+poster.jpg
http://www.flickr.com/photos/martinreis/2603341911/in/pool-770563@N20
Big on Bloor Festival
Bloorcourt/Bloordale
http://www.roncesvallesvillage.ca/?p=518
Roncesvalles
Roncesvalles Polish Festival
Method
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Open-gate festivals along closed main
street of neighbourhood
Visitor questionnaire (structured and
unstructured questions)
Detailed observations during regular
business days in neighbourhood and
during regular intervals during the
festival
Results
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Visitor Demographics
Festival Travel Characteristics
Perceptions of the Festival
Observations
Visitor Demographics
Demographic
Chi
Square
Phi
Cramer’s
V
C.
Coefficient
Sign..
Household
Income
63.325
.494
.285
.443
.000
Born in
Canada
27.637
.271
.191
.261
.001
Level of
Education
25.781
.290
.167
.278
.012
Marital Status
33.561
.329
.190
.312
.004
Gender
5.6819
.137
.137
.137
.121
Ethnic Background of
Festival Visitors
Top Five Ethnic Backgrounds of Visitors – Percentages in Brackets
Taste of Lawrence
Big on Bloor
Cabbagetown
Roncesvalles
Canadian (39.7%)
Canadian (45.2%)
Canadian (16.4%)
Canadian (34.4%)
Italian (7.8)
Portuguese (11.3)
Irish (7.5)
Polish (20.9)
Chinese (5.0)
East Indian (3.5)
Tamil (6.0)
Irish (10.5)
Filipino (2.8)
Caribbean (3.2)
Filipino (4.5)
Scottish (7.5)
Greek (2.1)
Irish (2.4)
Chinese (4.5)
English (3.0)
Ethnic Background of
Festival Visitors
Top Four Countries of Birth after Canada
Taste of Lawrence
Big on Bloor
Cabbagetown
Roncesvalles
Jamaica
India
Sri Lanka
Poland
Philippines
Portugal
Bulgaria
Japan
China
Tobago
Philippines
Ireland
Germany
United Kingdom
All others tied
United States
Festival Visitor Characteristics and Perceptions
Criteria
Taste of
Lawrence N=141
Big on Bloor
N=65
Cabbagetown
N=66
Roncesvalles
N=67
Do You
Know Who
Organized
the Festival?
Yes = 41.8%
Yes = 43.1%
Yes = 25.4%
Yes = 16.4%
How Did You
Find Out
About the
Festival?
1.Someone you
know (36.2%)
2.Other (24.1%)
3.Newspaper
(19.1%)
Someone You
Know (50.8%)
Poster (32.3%)
Other (21.5%)
Someone You
Know (34.3%)
Other (31.3%)
Poster (22.4%)
Other (25.4%)
Someone You
Know (23.9%)
Poster (23.9%)
Would You
Return to
the Festival
Again?
Definitely Return
(62.4%)
Definitely Return
(88.5%)
Definitely Return
(53.7%)
Definitely Return
(64.2%)
Probably Return
(24.8%)
Probably Return
(1.5%)
Probably Return
(41.8%)
Probably Return
(25.4%)
Total
Amount
Spent at the
Festival
(Estimate)
Under $40 – 59.5%
Under $40 –
68.1%
Under $40 –
63.1%
Under $40 –
61.7%
$40 and above –
31.9%
$40 and above –
36.9%
$40 and above –
38.3%
$40 and above –
40.5%
Visitor Perceptions of the
Festival (Statements)
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Provides an enhanced
image of the
neighbourhood
Showcases the
uniqueness of the
neighbourhood
Provides an
opportunity to
experience new
activities
Something to look
forward to
Opportunity for family
fun
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Provides a variety of
cultural experiences
Provides authentic
cultural experiences
Provides an
opportunity to learn
new things
Provides an
opportunity to sample
authentic ethnic foods
Attending the festival
makes me happy
Visitor Perceptions of the
Festival (Differences Among
Festivals)
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Cabbagetown and Big on Bloor
– Festival provides an enhanced image
– Festival provides an opportunity to
experience new activities
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Big on Bloor and Roncesvalles
– Festival provides an enhanced image
– Festival introduces me to ethnic foods
that I enjoy
Visitor Perceptions of the
Festival (Differences among
Festivals)
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Big on Bloor and Taste of Lawrence
– Festival provides an enhanced image
– Festival provides an opportunity for new
activities
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Cabbagetown and Taste of Lawrence
– Festival introduces me to ethnic foods
that I enjoy
Discussion
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Festival visitors differed significantly with
regard to demographics
Urban cultural festival visitors are not a
homogeneous market segment
Ethnic backgrounds of visitors differed
greatly
Reflective of diverse, unique cultural
heritage resources in each neighbourhood
Discussion
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Festival visitors had similar perceptions and
experiences at each festival yet some
differences did exist
Festival organization and promotion needs
to be communicated more clearly to visitors
Festivals as place image boosters?
Similar experiences at each festival despite
unique cultural heritage resources
Conclusion
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Comparative, cross-cultural studies needed
Care taken to ensure there is not an
overabundance of festivals such as…
– Generic hyped up festivals that become more
footloose and less grounded in place and society
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Event organizers ensure interpretation and
representation of local heritage be as
authentic as possible
Involve important players who can play a
role in authenticating heritage resources
Conclusion
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Marketing trend moving away from cities of
spectacle to cities of creativity, however…
The multi-ethnic urban neighbourhoods are
where the resources exist – creative and
cultural places!
Festival promotion could work at marketing
to the non-local visitor
Festival experiences should continue to be
an authentic reflection of the unique cultural
quarters and ethnic spaces in these urban
places