Everybody wants to be Italian: A qualitative study of emotional engagement created by a cultural festival
Author(s)
Sorbello, Alessandro
Karsaklian, Eliane
Griffith University Author(s)
Year published
2016
Metadata
Show full item recordAbstract
A yearly festival which demonstrated the joy of all things Italian was developed as a communications method to reinvigorate Queensland's waning Italian community. This qualitative case-study examined the role of a focal point in creating emotional engagement and how this engagement developed cultural unity by exploring the role emotions play in the creation of successful festivals. Findings suggest that when both utilitarian and hedonistic needs of festival attendees are met, the opportunity to create emotional engagement develops. The success of the festivals use of engagement produced an enhanced sense of cultural unity ...
View more >A yearly festival which demonstrated the joy of all things Italian was developed as a communications method to reinvigorate Queensland's waning Italian community. This qualitative case-study examined the role of a focal point in creating emotional engagement and how this engagement developed cultural unity by exploring the role emotions play in the creation of successful festivals. Findings suggest that when both utilitarian and hedonistic needs of festival attendees are met, the opportunity to create emotional engagement develops. The success of the festivals use of engagement produced an enhanced sense of cultural unity leading to a desire to share and repeat the experience amongst the attendees, as evidenced by increased visitors and an appreciation of what it is to be Italian. This ability to create emotional engagement is also appreciated in bringing together individuals with both high and low involvement in the Italian community in Queensland.
View less >
View more >A yearly festival which demonstrated the joy of all things Italian was developed as a communications method to reinvigorate Queensland's waning Italian community. This qualitative case-study examined the role of a focal point in creating emotional engagement and how this engagement developed cultural unity by exploring the role emotions play in the creation of successful festivals. Findings suggest that when both utilitarian and hedonistic needs of festival attendees are met, the opportunity to create emotional engagement develops. The success of the festivals use of engagement produced an enhanced sense of cultural unity leading to a desire to share and repeat the experience amongst the attendees, as evidenced by increased visitors and an appreciation of what it is to be Italian. This ability to create emotional engagement is also appreciated in bringing together individuals with both high and low involvement in the Italian community in Queensland.
View less >
Journal Title
International Journal of Business Research
Volume
16
Issue
2
Subject
Migrant Cultural Studies
Focal points
Communication
Festivals
Emotional engagement
Cultural engagement
Cultural Identity
Central and peripheral routes