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Associate Professor in Festival and Event Management
Robertson, M. (2009). Cultural and festive activity as brand salience for the creative city destination: case study UNESCO City of Literature. In CAUTHE 2010: Tourism and Hospitality: Challenge the Limits, 1229-1233
This work - in - progress stems from an earlier project by Robertson and Rogers (2009).
It addresses the role of the media and stakeholder collaboration in a city in formin...
Yeoman, I., McMahon-Beattie, U., & Robertson, M. (2003). Visitor management for festivals and events
This chapter draws on a number of models to animate the need for a visitor manage to balance the requirements of demand forecasting and managing capacity with appropriate leve...
Ali-Knight, J., & Robertson, M. (2003). Introduction to arts, culture and leisure
No abstract available.
Robertson, M., & Wardrop, K. M. (2003). Events and the destination dynamic: Edinburgh festivals, entrepreneurship and strategic marketing
This chapter addresses the role of image, marketing, brand awareness, commercial partnerships (sponsorship), entrepreneurship, and stakeholder legitimacy as part of an events ...
As a societal phenomenon, festivals and planned events are discussed in a wide policy context. They have entered a broader discus...