Creative and Cultural Experiences


Creative Industries and Experiences: Development, Marketing and Consumption, Special Issue of Tourism, Culture & Communication, Edited by Pandora Kay and Michael Polonsky; Proposal deadline 31 Mar 2009

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Tourism, Culture & Communication
Call for Papers: Special Issue on
Creative Industries and Experiences:
Development, Marketing and Consumption

Guest Editors:

Pandora Kay, School of Hospitality, Tourism and Marketing, Victoria University
Michael Polonsky, School of Management and Marketing, Deakin University

The guest editors invite interested researchers to contribute papers related to the theme of this special issue which aims to examine how countries, destinations, organizations, communities and individuals are developing and marketing creative and cultural experiences for residents and tourists.

Topics that might be suitable for papers appearing in the special issue include:

  • Examination of the nature of creative experiences such as arts (visual arts, crafts); performing arts (theatre, music, dance); literary or other cultural experiences
  • Examination of sectors such as creative industries and experiences developed in the nonprofit or the commercial sector from volunteer managed, community-based experiences to forprofit companies
  • Contributions to theory such as marketing, consumer behaviour, creative industries, cultural tourism,destination marketing, arts marketing, event marketing, nonprofit marketing, services marketing
  • Contribution to methodology through use of qualitative, quantitative or mixed method approaches
  • Examination of settings such as creative or cultural experiences offered at tourism places, events and festivals, attractions, destinations

Examination of topics in relation to creative industries and experiences and their development, marketing and consumption such as market segmentation, target marketing and positioning; consumer behaviour; product and service development; hedonic experience; authenticity versus commodification; co-creation of creative experiences; branding, image and identity; advertising, promotion, communication and distribution; pricing, packaging and bundling to create value and cost/benefit relationships; fundraising, donor and corporate philanthropy, sponsorship behaviour; volunteerism; evaluation and service quality experience; cultural development; community development; tourism development; strategic partnerships and alliances; case studies of successful and unsuccessful marketing strategies; new technology and creative industries and experiences; ethical issues and dilemmas; government policy; cultural diversity issues and cross-cultural research.

Submission Guidelines for the Special Issue

Submissions should be sent to all guest editors electronically by email attachment as Microsoft Word documents and must not have been published, accepted for publication, or be under consideration for publication elsewhere. Manuscripts should be between 4000 and 6000 words. For additional guidelines, please see the “Information for Contributors” for the journal at

Submission Dates:

Short proposals, abstracts or draft papers to the guest editors by 31st March 2009.

Full papers for review by 30 June 2009 with papers blind reviewed by at least two reviewers

Final papers by 30 September 2009 for special issue publication in early 2010

Dr Pandora Kay (PhD) AFAMI CPM
Lecturer (Marketing)
School of Hospitality, Tourism and Marketing
Victoria University
Faculty of Business and Law
PO Box 14428, Melbourne MC 8001
Phone 61 3 9919 5367
Fax 61 3 9919 4931

Professor Michael Polonsky
Chair in Marketing
School of Management and Marketing
Deakin University
70 Elgar Rd
Burwood 3125 VIC AUSTRALIA
Phone 61 3 9244 6968
Fax 61 3 9251 7083

Professor Michael Polonsky
Chair in Marketing
School of Management and Marketing
Deakin University
70 Elgar Rd
Burwood 3125 VIC
Phone (613) 9244 6968
Fax: (61 9251 7083