Internal stakeholders perspectives in a cultural event: The Case of Noc Noc, Guimarães - Portugal
Given the significant impact that cultural events may have in local communities and their inherent organization complexity, it is important to understand their specificities. Most of the times cultural events disregard marketing and often marketing is distant from art. Thus an analysis of an interna...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Economics and Business in Osijek
2015-03-01
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| Series: | Ekonomski Vjesnik |
| Subjects: | |
| Online Access: | http://hrcak.srce.hr/file/202495 |
| _version_ | 1797332065628192768 |
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| author | Marisa R. Ferreira João Sarmento |
| author_facet | Marisa R. Ferreira João Sarmento |
| author_sort | Marisa R. Ferreira |
| collection | DOAJ |
| description | Given the significant impact that cultural events may have in local communities and their inherent organization complexity, it is important to understand their specificities. Most of the times cultural events disregard marketing and often marketing is distant from art. Thus an analysis of an internal marketing perspective might bring significant returns to the organization of such an event.
This paper considers the three editions (2011, 2012 and 2013) of a cultural event – Noc Noc – organized by a local association in the city of Guimarães, Portugal. Its format is based in analogous events, as Noc Noc intends to convert everyday spaces (homes, commercial outlets and a number of other buildings) into cultural spaces, organized and transformed by artists, hosts and audiences. By interviewing a sample of people (20) who have hosted this cultural event, sometimes doubling as artists, and by experiencing the three editions of the event, this paper analyses how the internal stakeholders understand this particular cultural event, analyzing specifically their motivations, ways of acting and participating, as well as their relationship with the public, with the organization of the event and with art in general. Results support that the motivations of artists and hosts must be identified in a timely and appropriate moment, as well as their views of this particular cultural event, in order to keep them participating, since low budget cultural events such as this one may have a key role in small cities. |
| first_indexed | 2024-03-08T07:44:18Z |
| format | Article |
| id | doaj.art-b1307e028518416ab40637e8aa0a4f48 |
| institution | Directory Open Access Journal |
| issn | 0353-359X 1847-2206 |
| language | English |
| last_indexed | 2024-03-08T07:44:18Z |
| publishDate | 2015-03-01 |
| publisher | Faculty of Economics and Business in Osijek |
| record_format | Article |
| series | Ekonomski Vjesnik |
| spelling | doaj.art-b1307e028518416ab40637e8aa0a4f482024-02-02T16:44:55ZengFaculty of Economics and Business in OsijekEkonomski Vjesnik0353-359X1847-22062015-03-0128S93107Internal stakeholders perspectives in a cultural event: The Case of Noc Noc, Guimarães - PortugalMarisa R. Ferreira0João Sarmento1Porto Polytechnic Institute - Casa do Curral, School of Management and Technology of Felgueiras, CIICESI, Felgueiras, PortugalUniversity of Minho & Centre for Geographical Studies, University of Lisbon, Geography Department, Guimarães, PortugalGiven the significant impact that cultural events may have in local communities and their inherent organization complexity, it is important to understand their specificities. Most of the times cultural events disregard marketing and often marketing is distant from art. Thus an analysis of an internal marketing perspective might bring significant returns to the organization of such an event. This paper considers the three editions (2011, 2012 and 2013) of a cultural event – Noc Noc – organized by a local association in the city of Guimarães, Portugal. Its format is based in analogous events, as Noc Noc intends to convert everyday spaces (homes, commercial outlets and a number of other buildings) into cultural spaces, organized and transformed by artists, hosts and audiences. By interviewing a sample of people (20) who have hosted this cultural event, sometimes doubling as artists, and by experiencing the three editions of the event, this paper analyses how the internal stakeholders understand this particular cultural event, analyzing specifically their motivations, ways of acting and participating, as well as their relationship with the public, with the organization of the event and with art in general. Results support that the motivations of artists and hosts must be identified in a timely and appropriate moment, as well as their views of this particular cultural event, in order to keep them participating, since low budget cultural events such as this one may have a key role in small cities.http://hrcak.srce.hr/file/202495internal stakeholderscultural eventsartcreativityNoc-Noc |
| spellingShingle | Marisa R. Ferreira João Sarmento Internal stakeholders perspectives in a cultural event: The Case of Noc Noc, Guimarães - Portugal Ekonomski Vjesnik internal stakeholders cultural events art creativity Noc-Noc |
| title | Internal stakeholders perspectives in a cultural event: The Case of Noc Noc, Guimarães - Portugal |
| title_full | Internal stakeholders perspectives in a cultural event: The Case of Noc Noc, Guimarães - Portugal |
| title_fullStr | Internal stakeholders perspectives in a cultural event: The Case of Noc Noc, Guimarães - Portugal |
| title_full_unstemmed | Internal stakeholders perspectives in a cultural event: The Case of Noc Noc, Guimarães - Portugal |
| title_short | Internal stakeholders perspectives in a cultural event: The Case of Noc Noc, Guimarães - Portugal |
| title_sort | internal stakeholders perspectives in a cultural event the case of noc noc guimaraes portugal |
| topic | internal stakeholders cultural events art creativity Noc-Noc |
| url | http://hrcak.srce.hr/file/202495 |
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