Abstract
This article investigates the reputation management process in the embedded festival context. Embedded festivals (i.e., "home-grown," "grassroots," or "community" festivals) are distinct from other festival in that they: (a) are held in regional locations (b) coopt the regional location's infrastructure, (c) are community led, and (d) are volunteer driven. This research was conducted using a qualitative, quasilongitudinal case study method focused on the reputation management process of the Cygnet Folk Festival. Primary and secondary data were collected via semistructured interviews with key stakeholder groups and from published materials in newspapers and periodicals. The results indicate the following factors as critical to the reputation process: local and volunteer-driven management structures; an authentic regional location; the generation of a sustainable "story"; the monitoring and responding to local environmental changes; the prioritization of interpersonal communications and influence with local stakeholders; maintaining the embedded festival's authenticity; and maintaining ongoing information/feedback loops with all stakeholder groups.
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