Sunburn Festival in Australia: A Case Study in Cultural Tourism

Running head: EVENT MANGEMENT AND HOSPITALITY
EVENT MANGEMENT AND HOSPITALITY
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1EVENT MANGEMENT AND HOSPITALITY
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

2EVENT MANGEMENT AND HOSPITALITY
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