Festival Attendees and Twitter

About the Project

As the fastest growing social media platform, and one that is fuelled by mobile (i.e., smartphone) technology, Twitter was chosen as the social media forum for analysis. This paper reports on a content analysis of tweets, the 140 character Twitter messages, pre, during, and post events at three festivals: Pride Toronto (2013), Taste of the Danforth (2013), and the Edmonton International Fringe Theatre Festival (2013).

About the Researcher

Dr. Kelly MacKay is Professor and Interim Associate Dean Research at the Ted Rogers School of Management. She is also President of the Travel and Tourism Research Association of Canada.Her work focuses on influences on tourists’ behaviour, and most recently on IT and tourism.