Sunburn Festival in Australia: A Case Study in Cultural Tourism

This article discusses the Sunburn Festival in Australia and its impact on cultural tourism. It provides an event brief, location, size, budget considerations, stakeholders, and more. The festival is a large-scale electronic dance music event that attracts visitors from all over the world. The event has generated a large number of tourists for the hospitality and tourism industry.

Running head: EVENT MANGEMENT AND HOSPITALITY
EVENT MANGEMENT AND HOSPITALITY
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Introduction
The term cultural tourism refers to promoting the culture of the country or the culture
of the region of the culture (Abfalter, Stadler and Müller 2012)The aim of cultural tourism is
to emphasize on the uniqueness and diversity in culture. Australia has been known as a
frontrunner in organizing events and festivals that would appeal to a wide audience.
Event Brief
Identify the type, dimension and associated attractions of the chosen event.
The chosen event that is to be analyzed and understood through the tourism and
hospitality sector is the Sunburn festival in Australia. The Sunburn music festival is known
worldwide for its commercial EDM features (Della 2013). The festival attracts renowned
EDM musicians from all over the world. Apart from attraction for the music lovers, there are
other attractions for visiting the event that includes food stalls, shopping options and other
forms of entertainment. The Sunburn festival has been ranked 10 in the world festivals
because of its popularity (Wimbledon 2017).
Brief analysis of the categorization indicators
Sunburn is basically an electronic dance music festival and recently it has made its
debut in Australia. The event was organized in association with Sunburn Reload. In case of
the Sunburn festival the value content strategy has been appealing to the aesthetics and
desires of the millenials (Bake 2017). The event was promoted in a manner that it would
immediately generate hype and attract the attention of the interested parties (Gibson,
Kaplanidou and Kang 2012). The Sunburn festival epitomized splendor and pandemonium
that was understood to be in consonance with the desires of the millenials who wanted to
experience the effect of electronic music under the open-sky, spend time with their loved

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ones, and feel relaxed in a carefree ambience. The aim of the event was to let the music
lovers enjoy the mood and forget their anxieties (Spracklen 2016). The food stalls and
shopping options was incorporated with the aim to appeal to the audience who might be more
interesting in shopping than the music itself. The idea was to not anyone feel left out. The
music event featured DJ Shaan and many other local artistes.
Location and Size
The Sunburn music festival was held in Studio 3, Crown Casio, Melbourne and the
budget fixed for the vent was 300 million AUD (Invest in Australia 2018). In the worldwide
scale, Sunburn has contributed to 40 per cent to state tourism with 25 per cent traffic from
Australia, UK, Europe and East Asia (Getz and Page 2016). The Sunburn festival is being
conducted in association with LIL B Entertainments
Budget considerations
The budget allotted for the Sunburn festival is 300 million Australian Dollar
Number of participants
The number of participants for the event crossed more than 100 artists and the event
was spanned for three days.
Event Stakeholders and discuss their involvement in the chosen event
Stakeholders in event can be defined the groups or individuals who have a say in the
management or running of the event. Stakeholders can be of different types like internal
stakeholders and external stakeholders and primary stakeholders and secondary stakeholders
(Yeoman, Robertson, Ali-Knight, Drummond and McMahon-Beattie 2012 ) In this case, the
stakeholders of the event were LIL B Entertainments, Sunburn Reload, visitors for the event
and advertising agency Australis. LIL B entertainments was responsible for spearheading the

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event and arranging the venue. Arrangement requires permission from the government
(Hudson, Roth, Madden and Hudson 2015). Sunburn Reload has invested a huge amount in
conducting the event and also allocating the budget. The main sponsor for the event was the
local commercial makeup cosmetic Giant, Australis. Another sponsor for the event was H &
M which is a famous clothing brand. These sponsors has invested their money to arrange the
event. Another stakeholder includes local volunteers who helped with conceptualizing the
logo of the event and also being present on the day of the event to enable to ensure that the
event could be run in a smooth manner. The success of the sunburn festival can be attributed
to the coordination of these stakeholders.
Conclusion
Therefore it can be understood that the Sunburn festival was organized in large-scale
manner and involved various stakeholders, the chief sponsor being Australis. Sunburn Reload
and LIL Entertainment was in charge of organizing the event. The event has generated a large
number of tourists for the hospitality and tourism industry.

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