“…Interestingly, prior studies of festival production have not considered the impact of the festival's reputation on visitor attendance (e.g., Lee, Petrick, & Crompton, 2007) and stakeholders' motivation for collaboration (e.g., Larson, 2002). However, as Getz and Andersson (2008) have argued, flexible and innovative marketing and managerial actions are necessary for building market popularity, political support and access to resources in the long term (Carlsen, Andersson, Ali-Knight, Jaeger, & Taylor, 2010;Rentschler, Radbourne, Carr, & Rickard, 2002;Colbert, 2007). The aim of such actions is to create positive WOM and attitudes and to build trust in the festival (e.g., Collin-Lachaud & Duyck, 2002;Larson, 2002;Lee et al, 2007;.…”