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Risks 2023, 11, 45. https://doi.org/10.3390/risks11020045 www.mdpi.com/journal/risks
Article
Towards a More Resilient Festival Industry: An Analysis of the
Adoption of Risk Management Models for Sustainability
Katalin Lorincz
1
, Katalin Formadi
1,
* and Ildiko Ernszt
2
1
Faculty of Business and Economics, Institute of Business Sciences, University of Pannonia,
8200 Veszprem, Hungary
2
Institute of Applied Management Sciences, University of Pannonia Nagykanizsa—University Center for
Circular Economy, 8800 Nagykanizsa, Hungary
* Correspondence: formadi.katalin@gtk.uni-pannon.hu
Abstract: The COVID-19 pandemic has had a significant impact on numerous industries, including
the event industry, resulting in widespread disruptions. The widespread cancellations of festivals
have been a direct consequence of the pandemic, and, following the reopening, those that have taken
place have had to implement changes in response to the new guidelines and regulations created as
a result of the pandemic. In this study, we examine the experiences of festivals held in 2021 in the
Veszprém–Balaton 2023 European Capital of Culture region (VEB 2023 region). The study aims to
adapt the PwC Risk Management Model and identify its four pillars (1: detect; 2: protect; 3: react; 4:
restore) in the case of festivals. Our study outlines how festival organizers have faced unprece-
dented challenges and risks (detect), how they survived in complete uncertainty (protect), what
lessons they learned, and what risk management decisions they made as a challenge of the pan-
demic period from a consumer perspective (react). The present study utilized a qualitative research
methodology and involved conducting structured interviews with a total of 19 event organizers
from five different events. In addition, to gain a comprehensive understanding of the sustainable
consumption habits of festival visitors, a questionnaire survey was administered yielding 1133 re-
sponses. The biggest challenges for the organizers during the times of the pandemic were uncer-
tainty and unpredictability, with increased financial, human, and mental risks and burdens. How-
ever, the positive benefits of the pandemic period and the future developmental directions of sus-
tainable festivals were also highlighted (e.g., small-scale, family-friendly events). Regarding the fu-
ture, the aspects of greening aspirations, a need to reflect on the social-environmental criteria of
sustainability, and more flexible management decisions to deal with uncertainty have emerged
among the festival organizers (restore). The research has revealed that festival visitors themselves
will be important allies in the introduction of sustainable measures. The research result helps festi-
val organizers to adapt more effectively to the new socio-economic circumstances caused by the
pandemic.
Keywords: economic challenges; risk; uncertainty; PwC Risk Management Model; sustainability of
festivals
1. Introduction
In 2020, the emergence of the COVID-19 virus had a significant impact on tourism,
including the events and festival markets. This brought about social and economic
changes, as well as changes in risk management and various governmental responses to
the unpredicted situation such as mobility and travelling restrictions and strict control
and social distancing measures (Pató et al. 2022). The pandemic also highlighted the vul-
nerability of the event industry (Janiszewska et al. 2021; Dragin-Jensen et al. 2022). In ad-
dition to business-type events, a large number of programs and festivals had to be can-
celed, completely redesigned, re-planned, or postponed indefinitely. The tourism sector
Citation: Lorincz, Katalin, Katalin
Formadi, and Ildiko Ernszt. 2023.
Towards a More Resilient Festival
Industry: An Analysis of the
Adoption of Risk Management
Models for Sustainability. Risks 11:
45. https://doi.org/10.3390/
risks11020045
Academic Editors: Janos Fustos and
Maria Jakubik
Received: 17 January 2023
Revised: 9 February 2023
Accepted: 10 February 2023
Published: 15 February 2023
Copyright: © 2023 by the authors. Li-
censee MDPI, Basel, Switzerland.
This article is an open access article
distributed under the terms and con-
ditions of the Creative Commons At-
tribution (CC BY) license (https://cre-
ativecommons.org/licenses/by/4.0/).
Risks 2023, 11, 45 2 of 19
has been particularly affected by the ban on organizing events in the context of the Euro-
pean Union (Keller and Tóth-Kaszás 2021); in the first wave, 18 countries and then 14
countries banned all sports, leisure, and family events. Event and festival organizers at-
tempted to organize and reschedule pre-announced programs in an environment that was
uncertain and significantly shrinking in economic terms, with constantly changing re-
strictions and health regulations. Festivals were able to survive the crisis caused by the
pandemic through the use of a resilient and flexible business model (Formadi et al. 2021;
Bachman and Hull 2021; Smits 2021).
The decline in the desire to attend festivals, reduced solvent demand, additional ex-
penses, and the challenges faced by festival organizers in Hungary were highlighted in a
survey conducted by the survey of the Hungarian Festival Association (2020). The survey
found that festival visitors view these events as a form of community gathering, where
environmental sustainability issues, such as selective waste collection, reducing disposa-
ble plastics, and promoting the use of tap water, as well as social aspects such as commu-
nity building and opportunities for social interaction and local attachment, were also em-
phasized. The research focused on the impact of the COVID-19 pandemic on five festivals
within the scope of the Veszprém–Balaton 2023 European Capital of Culture project: the
Veszprém Music Street Festival, the Valley of Arts, the Hungarian Film Festival, Bakony
200, and Bakony Expo. Due to the ongoing pandemic, the selection and organization of
these festivals in 2021 were limited. Despite the challenges posed by the pandemic, all five
targeted events were ultimately held, although at different times than originally planned.
The research methodology employed in this study includes both qualitative and
quantitative methods. As part of the qualitative research, structured interviews with event
managers/staff were used to gather data on the situation (risks, challenges, lessons
learned) and on the organizer’s approach to handling the pandemic and associated risks,
as well as changes and management steps towards sustainable festivals of the future (Q4).
Additionally, quantitative research was applied among festival attendees. A question-
naire survey was used to explore the sustainability of the five festivals from the demand
side based on 1133 responses. The research aims to provide a comprehensive understand-
ing of the impact of the COVID-19 pandemic on the events and festival market and to
identify ways to improve the sustainability of festivals in the future. The contents of the
visitor questionnaire aimed to survey the consumption habits of festival visitors and de-
termine how the selected festivals can meet the expectations of visitors, residents, employ-
ees, and performers and assess the sustainability of the festivals.
The structure of the article is based on the following logic: the literature review deals
with the impact of the pandemic on festivals and the risk associated with it, sustainability
efforts and risk management indicators are presented within this. The methodological
chapter describes the focus, aim, and main issues of the qualitative and quantitative pri-
mary research. The results of the expert interviews with the festival organizers, as well as
the consumption habits, expectations, and opinions of the festival visitors related to sus-
tainability are presented in the research results chapter in response to the specific research
questions. The research result also aims to adapt the PwC (2020) Risk Management Model
and identify its four pillars (1: detect, 2: protect, 3: react, 4: restore) in the case of festivals.
This is followed by conclusions and concrete suggestions on how to handle risk and man-
age festivals in a more sustainable way. Finally, the summary explicitly highlights the
lessons learned through the pandemic in terms of supply and demand for the festival
market, which could be utilized in case of upcoming economic challenges.
2. Theoretical Background
Festivals are popular meeting places in the 21st century, offering audiences the expe-
rience of stepping out of their everyday routine, recharging, and meeting friends. The so-
cial, economic, and cultural significance of these events (Gursoy et al. 2004), as well as the
identity-creating power for the destination (Formadi and Hunyadi 2019; Rentschler and
Lee 2021) and its image-enhancing effect, is evident.
Risks 2023, 11, 45 3 of 19
2.1. The Role of Festivals in Promoting Sustainability
In addition to economic considerations, organizers of festivals and events prioritize
sustainability efforts. This includes “reducing the amount of waste, implementing the se-
lective collection of waste, treating and recycling generated waste; reducing water con-
sumption; protecting and, where necessary, restoring the natural and built environment”
(Mair and Smith 2021; Lorincz et al. 2021, p. 436; Liu et al. 2018; Zifkos 2015). The social
pillar also plays an important role taking into account the “local” aspect: involving the
local population and local/family businesses, building social networks, fostering commu-
nity building, and addressing disadvantaged social groups (women, children, the elderly,
minorities, and people with disabilities) (Valeri 2021; Dominus et al. 2021; Yolal et al. 2016;
Black 2016; Bogdány et al. 2012; Csapody et al. 2021).
The festival-organizing profession has undergone significant changes recently, with
a stronger focus on local events (Gold and Gold 2021; Rentschler and Lee 2021), and co-
operation between stakeholders has become more important (Orea-Giner et al. 2022). In
the future, values such as sustainability, social justice, and empathy will become more
prominent (Salzburg Global Seminar 2021). Duffy and Mair (2021) argue that many chal-
lenges facing festival organizers today existed before the pandemic, but have been ampli-
fied by it. These challenges include climate change, increasing risks, and the use of tech-
nology in the festival world (Duffy and Mair 2021).
The attitudes and expectations of festival-goers also have changed due to increased
environmental awareness and COVID-19 measures (Chi et al. 2021; Ye et al. 2020). Aside
from physical well-being (health care, safety, food security, etc.), social and psychological
well-being (entertainment, relaxation, magical moments of joy and pleasure, nostalgic
moments, etc.) (Kang and James 2007; Ryff and Keyes 1995; Packer and Ballantyne 2010)
is now more important in festivals. Festivals are now evaluated based on sustainability
aspirations and indicators along with the three pillars of sustainability (economic, envi-
ronmental, and social), which are summarized in Table 1.
Table 1. Pillars and indicators of sustainability.
Economic Sustainability Environmental Sustainability Social Sustainability
Encouraging the local economy
through the spillover effect
Revitalizing waste-management
programs—selective collection and
recycling
Strengthening community building at
the local level—the proportion of
residents at the festival
Supporting and promoting the
market appearance of local actors
and service providers
Diminishing the use of plastic and
disposable equipment Enhancing local pride
Inspiring spending on the festival
Reducing pollution and CO2
emissions—promoting reasonable and
environmentally friendly modes
of transport
Minimizing noise pollution
Protecting and preserving local values
Increasing local tax revenues Elaborate sustainable hospitality—
alternative meat-free meals
Improving the quality of local life—
expanding the range of programs
(social- and psychological well-being)
Boosting
event-related investments Offering local products, local food Raising the reputation of the
settlement
Stimulating employment, job
event-related creation Ensuring the use of tap water Supporting social responsibility
initiatives
Escalating the number of guest
nights Providing child- and family-friendly
events
Assuring barrier-free
transportation
Risks 2023, 11, 45 4 of 19
Source: editor’s editing based on former research.
2.2. The Pandemic Conditions from the Perspective of the Event Industry
The COVID-19 pandemic has radically revolutionized everyday life, including
changes in work and education practices, such as teleworking, online education, and also
social distancing measures and a drastic decline in mobility. These changes also infected
the economy, such as the need for mobile payments, virtual bills, and the raising of the
prices of goods and services (Monge and Lazcano 2022); significant changes also hap-
pened in consumption patterns (Chi et al. 2021; Billore and Anisimova 2021) and leisure
habits (Davies 2021). Several festivals have been postponed or canceled, and many crea-
tive events have been held online (Hanzlík and Mazierska 2021; Rentschler and Lee 2021;
Khlystova et al. 2022).
The COVID-19 pandemic has impacted various regions and industries, causing var-
ying degrees and types of damage and economic losses. The tourism, events, and festival
industries have been among the hardest hit (Kalawapudi et al. 2021; Amar et al. 2021;
Rentschler and Lee 2021). Due to cancelled events, many cultural professionals and festi-
val organizers have lost their jobs and are seeking new careers (Betzler et al. 2020). The
COVID-19 pandemic has had a significant impact on the event industry. Many events,
including festivals, concerts, and conferences, have had to be postponed or canceled due
to restrictions on gatherings and social distancing measures (Singh 2020; Keller and Tóth-
Kaszás 2021; Ernszt et al. 2022; Formadi et al. 2022). This has resulted in significant finan-
cial losses for event organizers and suppliers (Nie et al. 2021; Papavasileiou et al. 2022; Ali
and Balme 2022). Additionally, the shift towards virtual events has led to a change in con-
sumer behavior and a decrease in demand for in-person events. The event industry is
currently facing ongoing uncertainty and challenges as the world continues to grapple
with the pandemic, but some segments such as virtual events have seen growth (Balestri
et al. 2022; Bosworth et al. 2021; Margolies and Strub 2021; Bernat 2022; Nie et al. 2021;
Shipman and Vogel 2022; King 2021; Ali and Balme 2022).
The pandemic has brought attention to various festival-related issues such as risk
(Petrova and Tairov 2022; Pató et al. 2022), safety and security (Drury et al. 2021; Boccia
2021; Janiszewska et al. 2021; Xiaoting et al. 2021), travel restrictions and medical regula-
tions (Rahman et al. 2021), risk management, (Petrova and Tairov 2022; Pató et al. 2022;
Ludvigsen and Parnell 2021) crisis management (Miles and Shipway 2020; Estanyol 2021;
Valeri 2022), and responsible and sustainable festival visitor behavior (Rowen 2020; Hutte
et al. 2022). The context of COVID-19 has also been seen as a catalyst for an environmental
revolution, prompting organizations to shift their focus toward sustainability initiatives
(Hutte et al. 2022; Pató et al. 2022; Amar et al. 2021; Amui et al. 2017). Sustainability has
become a key managerial trend in organizational strategies (Amui et al. 2017), with a
growing emphasis on incorporating it into the core of the business and promoting inno-
vation (Amui et al. 2017). The environmental sustainability of festivals became the focus
of attention (Alonso-Vazquez and Ballico 2021; Ernszt et al. 2022; Formadi et al. 2022).
Social sustainability also gained importance since festivals also serve as stimulants for so-
cial inclusion, connections, and cohesion, which are highly needed after the times of lock-
down and isolation due to the restrictions of the pandemic (Gradinaru 2021; Davies 2021;
Kádár and Klaniczay 2022; Roigé et al. 2021; Matzanos and Xanthacou 2021; Richards and
Londoño 2022; Ernszt et al. 2022; Formadi et al. 2022).
The crisis caused by the pandemic and its economic challenges have also forced des-
tinations and festivals to redefine themselves, rethink their mission, and prepare for the
unexpected. Several models have been developed to mitigate COVID-19 risks, drawing
on earlier research and lessons learned (Aldao et al. 2021; Hanstad 2012; Leopkey and
Parent 2009a, 2009b). Dragin-Jensen et al. (2022) proposed a model for event industry re-
silience, focusing on innovation, dividing it into three stages: sustaining, adaptive, and
transformative innovation (Dragin-Jensen et al. 2022).
Risks 2023, 11, 45 5 of 19
2.3. The Four Main Pillars of Effective Risk Management in PwC’s Model
Overall, the PwC Risk Management Model is a flexible and comprehensive approach
to managing risk that helps organizations make informed decisions about risk manage-
ment and allocate their resources effectively. By using this model, organizations can pro-
actively manage risks and build resilience to withstand future challenges. Furthermore,
the PwC (2020) was previously widely used for mitigating COVID-19 risks in different
settings in tourism and high-tech smart cities (PwC 2020; Petrova and Tairov 2022).
This model was reinforced to follow four key steps of risk management during any
crisis (Petrova and Tairov 2022). The four main pillars are as follows:
• Detect—the anticipation of challenges, threats, and hazards; reviewing the risk indi-
cators.
• Protect—strengthening vulnerabilities.
• React—responding efficiently and counteracting; applying risk mitigation.
• Restore—identification of key means of functioning at reduced capacity and apply-
ing lessons learnt for future management decisions.
3. Research Methodology
We applied a qualitative methodology to evaluate the supply side of our primary
research, which is a uniquely sensitive and effective approach for obtaining information
from interviewees in their own words. Our research included gathering the opinions of
19 event organizers (staff members) from May to September 2021, selected from the or-
ganizers of five events in the VEB2023 region, namely the Bakony Expo, the Hungarian
Film Festival, the Valley of Arts, the Veszprém Street Music Festival, and Bakony 200.
All the expert interviewees were members of the event management team and were
selected based on the recommendations from the main organizers, representing specific
areas such as program management, marketing communication, technology, logistics,
and hospitality. The expert interviews were conducted 1–2 weeks after the events and
focused on the organizer’s experiences with the already completed programs (as shown
in Table 2). The questions for the expert interviewees were systematically compiled using
a guideline that covered topics such as the introduction and changes related to the event-
related in light of the pandemic. During the analysis of the structured interviews, we par-
tially summarized their content and partially utilized the exact wording of the interview-
ees. While maintaining the anonymity of the interviewees, we did not mention their indi-
vidual opinions, but, instead, we summarized and evaluated the opinions of the festival
organizers using italics for the purposes of the research.
The questionnaire was completed by festival visitors during the events, while the
expert interviews were conducted with festival staff members approximately one or two
weeks after the conclusion of the festivals. In the year 2021, a questionnaire was adminis-
tered and supported by interviewers at five festivals onsite, motivating festival attendees
to participate in the survey and to gather information on visitor attitudes and sustainabil-
ity issues. The questionnaire was made available in both paper and online forms, allowing
for completion on-site or via the online interfaces of the events or the webpages of the VEB
2023 project and the University of Pannonia. Our online questionnaires provided a con-
venient and cost-effective way to collect data, as they could be easily distributed and com-
pleted by respondents. However, we noticed some limitations to online questionnaires,
such as the potential for low response rates in certain age groups. In certain cases, the use
of on-site (paper-based) questionnaires was found to increase effectiveness. The ratio be-
tween online and offline was 60–40%. A total of 1133 festival visitor questionnaires were
completed in 2021. The questionnaire consisted of 29 questions, including both closed and
open-ended questions. The closed questions utilized a Likert scale, either four or ten point,
to elicit clear positions from the respondents and eliminate neutral responses. Validating
the questionnaire involved a series of steps to ensure the accuracy and reliability of the
results.
Risks 2023, 11, 45 6 of 19
We validated the process by reviewing its content and format to ensure it covered all
relevant topics. We conducted a pilot test with a small sample, followed by cognitive in-
terviews to understand how respondents interpreted the questions. After making neces-
sary revisions, we refined the process.
For the open-ended questions, respondents were asked to briefly explain their char-
acteristics and opinions, such as their experiences at the event, place of residence, origin,
and perspective on matters of sustainability. The question about event experiences re-
quired a more detailed explanation compared to the others. The closed questions also in-
cluded the option “Other” where necessary to accommodate specific responses that may
not have been considered during the questionnaire design. The 2021 Festival Visitor Ques-
tionnaire covered the following main themes and topics:
• The socio-economic data of festival visitors, including demographic characteristics
such as gender, age, education, and place of residence, as well as visitors’ happiness
index based on the subjective quality of life question.
• Characteristics of the festival visit, including whether it was their first time attending,
who they visited with, their mode of transportation, type of accommodation, length
of stay, eating and food shopping habits, and opinions on the available food offers.
• Sustainability indicators of festivals, including its environmental and social aspects,
such as water use, waste management, the importance of the local character of the
event, the usage of local products, perception of sustainability issues, and opinions
on sustainability initiatives at the events.
• Perception of the festival, including visitors’ views of the event and the level of mo-
tivation and attachment to the festival.
Table 2. The characteristics of the analyzed festivals in 2021 include the name, venue, timing, and
interviewees.
Date of Festival
Number of Visitors In-
cluded in the Question-
naire Survey
Position of Interviewees
BAKONY EXPO
Veszprém 22–24 May 2021 228
1. initiator, chief organizer
2. programs and operational organ-
izer
3. responsible for the construction
and technical matters
HUNGARIAN MOVIE
FESTIVAL
Veszprém, Balatonfüred,
Balatonalmádi
23–26 June 2021 254
4. project manager
5. program director
6. responsible for communication
7. responsible for technical matters
BAKONY200
cycling performance tour Bakony 27 June 2021 56
8. chief organizer
9. logistics, track designation
10. landscaping
11. administration, entry
VALLEY OF ARTS
Kapolcs, Taliándörögd,
Vigántpetend
23 July–1 August 2021 420
12. chief organizer, director
13. business director, logistics
14. communication
15. programs
VESZPRÉM STREET
MUSIC FESTIVAL
Veszprém
25–28 August 2021 175
16. chief organizer
17. organizer
18. director of Food Truck Show
19. expert responsible for child pro-
grams
Source: own compilation.
The study aims to answer the following research questions:
Risks 2023, 11, 45 7 of 19
Q1: From the perspectives of festival organizers, what were the most significant risks
and challenges encountered during the COVID-19 pandemic (in Hungary)? (Detect)
Q2: How serious has the impact of the pandemic been on the demand for festivals
and events, and is there potential to grow? How can sustainability efforts be strength-
ened? (Protect)
Q3: What was the response of festival organizers to these changes? What are the key
lessons and positive outcomes from these events? (React)
Q4: How is the future of festivals in the age of uncertainty? What part does manage-
ment play in tackling these risks and challenges? (Restore)
4. Research Results
The study analyzed the various aspects of festivals through the four key steps of the
risk management’ model: Detect, Protect, React, and Restore.
4.1. Detect–The Impact of the Pandemic on Festivals and Events: The Risks and Challenges of
Festival Organizers
In the first research question (RQ1), the main focus was on the challenges and risks
faced by festival organizers during the summer of 2021 due to the pandemic. Uncertainty
was the main challenge cited by the majority of interviewees. In Hungary, the easing of
epidemiological restrictions in May 2021, after 5 million people had been vaccinated, left
festival organizers with doubts about the feasibility of organizing events and the condi-
tions under which they could be held. The restrictions also meant limited access to culture
and programs, making them only available to visitors under strict conditions. This high
level of uncertainty created difficulty in predicting attendance at each event, leading to
uncertainties in ticket sales and the audience management process. There were questions
as to whether there would be an interest or, on the contrary, whether there would be a
mass influx (the initial limit for outdoor events was 500 people), which made the situation
unmanageable.
The changing epidemiological restrictions and the initial limit of 500 people for out-
door events made it challenging for festival organizers to manage the situation effectively.
The constant need to re-plan and adapt, such as adjusting dates, registering visitors online,
ensuring the necessary organizer staff, and purchasing supplies and souvenirs, added to
the stress and workload for festival organizers. Government measures (in Hungary and
Europe), as well as constant changes in organizational and epidemiological conditions in
response to the pandemic, made festival management more challenging. During the third
wave of the pandemic, international travel regulations and organizational conditions
were constantly changing, making it difficult to reorganize programs and performers.
This was particularly pronounced for festivals with foreign performers, as entry and exit
rules were frequently modified depending on the actual pandemic situation, resulting in
some foreign performers being unable to attend or being slow to respond to requests.
The interpretation of government regulations or compliance with the rules was a
challenge for many festival managers.. The legislative context was not clear, making it
difficult to determine whether a certificate of immunity was required or if there were a
restriction on events with less than 500 people. To address this, festival organizers had to
become more cautious and place a greater emphasis on health and safety. This involved
introducing new solutions for organizing events, such as demarcating the festival site and
implementing access gates, to ensure the event was as safe as possible.
In addition to the uncertainty and changes to organizational rules, the summer of
2021 posed another challenge for festival organizers, which was the increase in prices and
labor costs. One interviewee, a staff member of the Music Festival stated, “Labor costs have
skyrocketed, we have to pay double fees compared to two years ago, while we’re not earning any
more money. Everything has gone up in price in our region”. Additionally, there have been
additional costs to comply with epidemiological regulations, including creating hygiene
Risks 2023, 11, 45 8 of 19
and safety conditions, providing disinfectants, and designating staff responsible for com-
pliance. Festival organizers also faced a shortage of staff due to the increased workload.
However, despite these efforts, festival revenues decreased as the number of visitors was
limited by the epidemiological regulations. Figure 1 shows the challenges faced by festival
organizers.
Figure 1. The biggest challenges of COVID-19 for festival organizers. Source: own research, 2021.
4.2. Protect–Strengthening the Sustainability Initiatives of the Festival
• As we discussed in the theoretical part, the context of COVID-19 could represent an
environmental turning point. We aimed to assess whether it could strengthen the
sustainability efforts of festivals. To do so, we analyzed the attitudes and behaviors
of festival-goers toward sustainability, based on a sample of 1133 people. The results
of the demographic analysis of festival participants are presented in response to RQ2.
• Women outnumbered men at each of the five festivals, with a proportion of 63%
women to 37% men.
• The average age of festival visitors across the five festivals was 32.1 years, with a
wide range of visitors from 1 year old to 80 years old. There was only a slight varia-
tion, the Valley of Arts and the Veszprém Street Music Festival attracted a younger
crowd, with a lower average age of festival attendees. Likewise, the majority of festi-
val-goers were in the 18–30 age group (54%), followed by the 31–49 age group (32%).
Only 14% of festival attendees were over 50 years old.
• Looking at the educational level, the majority of festival visitors at all five festivals
had higher education (58%).
• On average, festival participants traveled 77 km to attend the festivals surveyed in
2021, with a regional impact as most visitors arrived within a 100 km radius. The
exception was the Valley of Arts Festival, which attracted visitors from an average
distance of 122 km (from Budapest).
The sustainability-related consumption behavior of festival visitors was character-
ized by some environmental issues, such as the means of transportation, type of accom-
modation, dietary habits and food options available at the festival, the drinking water
Uncertainty and
unpredictability
Psychological
processing of a
pandemic (leaving
the crisis behind)
Loss of sense of
security
No unlimited
access to culture
Uncertainty of
visitor
management and
ticketing
Changes in
organisational and
epidemiological
conditions
Difficulties with
admission and
access
Extra workload -
replanning and
adaptation
Restrictions on
foreign
performers
More emphasis on
health security,
caution
Rising costs
General price
increase
Lower revenues
due to capacity
constraints (fewer
visitors, lecturers)
Staff shortages
Increased
financial burden
Risks 2023, 11, 45 9 of 19
consumption, the waste management, and the visitor attitudes towards environmental
sustainability:
• Looking at the means of transport, the majority of festival visitors (63%) arrived at
the festival by car. The second most frequently used means of transport was the bus
(17%). The proportion of visitors who arrived by walking was 12%, mostly from
within a 6 km radius. However, festivals with a predominantly local audience, such
as the Veszprém Music Street Festival and Hungarian Film Festival, saw a higher
number of attendees walking to the event. The other means of transportation used
included a combination of train and bus. The mean distance covered by train and bus
was 150 km and 110 km, respectively.
• The majority of festival visitors (50%) stayed at their place of residence and did not
use commercial accommodation during the event. Additionally, 9% of visitors stayed
with friends or acquaintances and 5% stayed in their own holiday homes. Camping
was the most popular form of commercial accommodation, with 25% of visitors stay-
ing there. Bed and breakfast and guest houses were used by 6% of visitors, while
hotels were used by only a few (3%) percent of those visitors surveyed.
• In terms of environmental impact, it is important to examine the festival-goers’ die-
tary habits, their satisfaction with the food offered, and how well a festival can cater
to their needs and preferences. Only a small percentage of visitors (7%) follow a spe-
cial diet, such as being fully vegan or vegetarian. A tenth of visitors eat meat only
once a week. Most festival visitors reported eating meat 2–3 times a week and a fur-
ther 27% eat meat almost every day. Two thirds of visitors to events had a mixed diet.
There was also evidence of a shift towards a more plant-based diet, with visitors pur-
chasing more non-meat options. For example, at one event in Veszprém, the availa-
bility of beef burgers, which have a high carbon footprint, was limited. Compared to
a regular weekday, a higher proportion of visitors (almost 10%) of festival visitors
opted for a vegan or vegetarian meal on a weekday.
• Visitors used a four-point scale to rate their satisfaction with the food options avail-
able at the events. On average, participants gave a rating of three, indicating that they
were satisfied with the choices and that they could find something to suit their eve-
ryday diets and food allergies, regardless of the event. When asked about their pre-
ferred eating habits, 20% of them did not care about the origin of the food, while 32%
of festival participants preferred local food when it was available, and nearly a quar-
ter always sought it.
• In terms of drinking water consumption habits, 17% of respondents indicated that
the issue is not relevant to them. However, access to tap water was deemed very
important at the event for almost two thirds of respondents (58%). Access to tap wa-
ter is important regardless of the distance from the place of residence. However, a
quarter of visitors (25%) purchased bottled water, with the average purchase being
2.5 bottles (0.5 dL). The largest proportion of festival visitors buying bottled water,
one third of them, bought 2 pieces of 0.5 dL bottles (mode). It was observed that a
greater proportion of visitors refilled their bottles at events that emphasized provid-
ing information about the availability of water.
• In terms of attitudes towards environmental sustainability, the majority of visitors
(88%) believe that proper waste management, including selective waste collection, is
crucial at events, as is access to free, drinkable tap water (84%). Environmental
measures at events are attractive to visitors, and some mentioned these initiatives as
a positive aspect in their feedback. However, only half of the visitors showed interest
in attending presentations or programs related to environmental practices and sus-
tainability during the festival (Figure 2).
Risks 2023, 11, 45 10 of 19
Figure 2. Measuring environmental sustainability attitudes. Source: own research, 2021.
• Visitor attitudes towards environmental sustainability were assessed in a question-
naire such as how they perceive the sustainability efforts at the events, how satisfied
they are with them, and what problems they identify (Figure 3). Results showed that
visitors were most satisfied with personal and public safety measures, as well as the
child and family friendliness of the festivals surveyed but rated accessibility much
lower. However, as shown in Figure 3, most visitors have no problems with access to
accurate information, fair service, venue accessibility, or noise levels, (scoring an av-
erage of 3.6). The main challenges they faced in terms of environmental sustainability
were the widespread use of single-use, non-degradable plastic utensils, insufficient
and separate waste bins at events, and poor hygiene conditions.
50.1
72.1
84.4
87.1
I am interested in presentations and programmes on
environmental practices/sustainability organised…
I find an event with environmental measures more
attractive.
I think it is important that free, drinkable tap water is
available at the event…
I think it is important to have selective waste
collection at the event.
Environmental sustainability attitudes (percentage of totally agree respondents)
Risks 2023, 11, 45 11 of 19
Figure 3. Assessing the sustainability efforts of festivals. Source: own research, 2021.
The social sustainability of festivals was analyzed by surveying visitors’ attitudes to-
wards the role of the event in their social lives and the community, as well as their interest
in local aspects of the festival. The festivals provided a good opportunity to meet friends
and acquaintances and spend time together. In addition, events are a good way to build
and activate the local community. They help to build a sense of pride among local people
and are also a good opportunity to raise awareness and image of the destination.
The social impact included an analysis of the visitors’ interest in the local character
of the event, and what they were most interested in (local products, local people’s daily
life, local attractions, or local food). The results (Figure 4) showed that visitors were most
interested in the local values, programs, and attractions available at the event or the sur-
rounding area and that they were interested in local food and drink. The people who vis-
ited the festival were least interested in local people’s daily life: two fifths of the visitors
were interested in the daily life and habits of the locals. 61% of visitors showed interest in
local food and drink, as well as local values and craft activities available at the event.
3.3
2.7
3.6
3.6
3…
3.7
3.6
3.3
3.6
3.6
3.7
3.1
I can always dispose of the
waste in the right place…
I do not come across single-
use, non-degradable plastic…
Access to the site was not a
problem
No noise, no disturbance
The event is accessible
(wheelchair, pushchair,…
I feel safe (crime, public safety)
I feel medically safe (accident,
health)
I find the hygiene conditions
(cleanliness, hand washing,…
The service providers are
correct (product quality,…
It is easy to get information /
information at the event.
The event is child- and family-
friendly.
I think the value for money of
the event is good.
Risks 2023, 11, 45 12 of 19
Figure 4. The social sustainability of festivals. Source: own research, 2021.
4.3. React–Changing Demand and Preferences of Festival Visitors from the Organizers’
Perspective
Demand for festivals and events has changed in the wake of the pandemic, but the
trends are unclear. Festival organizers overwhelmingly reported that there were no par-
ticular, specific demands from participants, but a growing interest in festivals as an op-
portunity to relax, have fun, recharge, and escape the effects of the pandemic. There were
only a few instances where visitors failed to adhere to the regulations or held the organ-
izers responsible for the restrictive measures.
There were many questions regarding the entry conditions for foreigners and chil-
dren that needed clarification. Some festival organizers reported that the uncertainty
around these conditions led to decreased attendance, as they received numerous inquiries
about the acceptance of foreign immunity cards and how children could attend the festi-
val. According to an interviewee: “we received a lot of questions about the foreigners’ immunity
card, what and how we accept it. Also, for a long time, it was not clear how children could come to
the festival.”
During the pandemic, audiences and visitors have been driven towards the online
world and electronic solutions such as working from home, distance learning, and home
offices. This shift has brought benefits in terms of online registration, making it easier for
participants to pre-register and become more informed and aware of festivals in advance.
One of the biggest advantages of the pandemic concerning online solutions has been the
adoption of contactless payment. The majority of festival visitors have requested cashless
payment options instead of using cash, and this trend is expected to continue in the future.
61.7
44.3
60.9
71.7
61.9
64.2
81
I am interested in the local values and heritages available at
the event or in the destination (places of interest,…
I am interested in the life and customs of local people living in
the area around the event.
I am interested in local food and drink at the event.
The event is a good opportunity to raise the awareness and
image of the destination.
The event is a good opportunity to boost the sense of pride of
local residents.
The event is a good opportunity to build the local community
and activate local people.
I like to participate in events, because it's a good opportunity
to meet friends and acquaintances, to be together.
Social sustainability attitudes (percentage of totally agree respondents)
Risks 2023, 11, 45 13 of 19
4.4. Restore—The Positive Outcomes of the Pandemic for Festival Organizers
The pandemic period has brought about several positive changes for festival organ-
izers in terms of sustainability. Many organizers reported a shift towards a more environ-
mentally conscious mindset, which has reinforced efforts toward environmental sustain-
ability. These efforts include implementing a refillable cup system, reducing or prohibit-
ing the use of plastics in catering, implementing a selective waste collection system,
providing drinking water to fill bottles, promoting the use of public transportation, and
offering vegetarian food options. The pandemic situation has forced both visitors and or-
ganizers to be more conscious and aware. Visitors are paying greater attention to health
and safety, and organizers have reported a shift in mindset and organization, often to-
wards a more economically sensitive, frugal approach. “Popular festivals tend to focus on
building everything up. However, with the older festivals, we sit down and start talking about the
principle of less is more.”
The pandemic has transformed the range of programs offered, highlighting the local
character and promoting a more familiar atmosphere and, in many cases, more conscious
use of outdoor spaces. A sports event organizer reported that the event drew more visi-
tors, and the organizer of a film festival noted that it was able to hold many premiere
screenings. Outdoor, community film viewings have also become more popular, partly
due to health and safety concerns, but also “because the outdoor cinema is experiencing a re-
surgence”. The pandemic has also resulted in an increased proportion of national/local
performers (e.g., 95% of performers are domestic), which has been well received by audi-
ences. It has also led to a “democratization process” towards the rural areas: “It is a lesson
that COVID-19has also contributed to the democratization process towards rural population, as
we tend to be at the forefront of everything in the country, including events.” (Interviewer)
The pandemic has had several positive outcomes. The audience appreciated the ef-
forts of the organizers to make events possible despite the challenging circumstances. Sev-
eral festival organizers reported feeling appreciation and love from the audience and a
sense of emotional fulfillment in their work. “We felt only great gratitude and love from the
audience. Finally, it is possible to come.”
4.5. Restore—The Future of Festivals in the Age of Uncertainty
The interviewees in the study concurred that they had effectively navigated the first
three COVID waves and had adapted to rapidly changing circumstances in a resilient
manner. Festival organizers anticipate future changes and evolutionary trends in the fu-
ture:
• “Normalization” is expected, with medium- and small-scale events having a bright
future, as “they are expected to thrive”.
• In the future, quality and modern technology will be key, and the online world will
play a larger role in festivals and events. Technical support will be a crucial factor for
success.
• The risk communication strategy must be perceived and considered.
• Health issues and (public) safety will become even more prominent: “Although safety
has always been an important issue, the pandemic has made it even more crucial. This is also
a key aspect in maintaining visitors’ attendance and encouraging return visits to our event”.
• A wide range of risk mitigation measures must be utilized and adapted by the festival
organizers to ensure public safety.
• Opinions are divided on sustainability efforts. On the one hand, economic survival
may push them into the background as cost reduction becomes a priority. On the
other hand, they stressed that it was finally time to rethink everything—including
sustainability. In their view, they are moving towards reuse, reducing waste and re-
cycling, energy efficiency, and more conscious design. “Greening is more about produc-
ing less municipal waste, turning off the lights. We can’t use a Molino again in its original
Risks 2023, 11, 45 14 of 19
function, but we can put it on the counter on the other side and get a clean surface–we recycle.
Tap water can also be drunk while bottled water will remain due to profitability.”
5. Conclusions and Implications
As a way to enhance the innovative aspect of the study’s findings compared to pre-
vious researches on the PwC model, we emphasized the wider context and significance of
the results by providing additional background information. Our findings offer insights
into the adoption of risk management models for sustainability. The results also have
practical implications and offer recommendations for festival organizers.
The results of the study can inform future research on sustainability in the festival
industry by highlighting the challenges and successes of adopting risk management mod-
els for sustainability.
Based on the professional interviews, it can be said that the organizers have learned
a lot from the experiences of the past period. The need for flexibility, quick adaptability,
creativity, and resilience was the most frequently emphasized. The pandemic situation
and the uncertain economic challenges have led to increased use of online solutions,
which can be adapted to the world of festivals through communication, registration, and
contactless payment. It has been discovered that events can also be organized online and
that these events can sometimes attract more foreign and local visitors. However, the dig-
ital world cannot replace the personal and shared experiences that are integral to the fes-
tival experience.
It was also noted that trust in staff has become more important and that a positive
mindset is essential to keep the event industry thriving. The lesson learned is that event
managers must exercise more caution when organizing festivals and that it is prudent to
make decisions with a long-term perspective. The pandemic situation has reinforced the
need to communicate constantly both with staff and the public by keeping them informed
of the constantly evolving conditions. One of the interviewees reached a surprising and
contrasting conclusion from past practices: “It is not necessary to continually come up with
something new”, as visitors often seek familiar experiences. It was also revealed that, in the
context of music festivals, inviting foreign performers is not mandatory as Hungarian per-
formers are capable of “shouldering the event”. It was noted that “it cannot be stated that
having foreign performers is not necessarily required”. Open-air festivals and events have
demonstrated their compatibility with COVID-19 measures, as the crowd is spread out,
resulting in a geographically dispersed concentration of visitors.
In general, the pandemic and its resulting circumstances have also led to several pos-
itive developments on both the organizer and visitor sides that promote sustainability.
The heightened awareness and willingness of key organizers have resulted in an expan-
sion partnership, the greater involvement from local communities, businesses, and sup-
pliers.
The use of risk management in (more) sustainable festivals has become increasingly
important in the post-pandemic era, as the events industry faces new challenges in ensur-
ing the health and safety of attendees. Effective risk management strategies can help pre-
vent the spread of diseases like COVID-19, increase public confidence in the festival in-
dustry, and reduce the environmental impact of large-scale events. The integration of
technology and data analysis in risk management can enhance its accuracy and efficiency,
while a risk-based approach can improve decision-making and ensure the long-term via-
bility of events. In the context of sustainable festivals, risk management can also help or-
ganizers make informed decisions about event planning, operations, and sustainability
initiatives (organizers can assess the potential environmental impacts of an event and im-
plement measures to mitigate them).
Additionally, sustainable festival risk management can include emergency planning
and responses, such as developing contingency plans in case of natural disasters, public
health emergencies, or other unexpected events. This helps to ensure the safety and secu-
rity of attendees and protect the reputation of the festival industry. In conclusion, the use
Risks 2023, 11, 45 15 of 19
of risk management in sustainable festivals after COVID-19 is crucial for ensuring the
health and safety of attendees, promoting sustainability, and ensuring the long-term via-
bility of events in a rapidly changing landscape.
Overall, the study’s findings can lead to the formation of best practices and effective
strategies for managing sustainable events and provide recommendations for festival or-
ganizers and industry stakeholders to enhance their efforts in promoting sustainability in
the industry.
6. Future Studies
The shift in approach is steering festivals away from a linear economy towards a cir-
cular economy, which will be the focus of our future research. We aim to chart the extent
of regional supplier involvement and their cooperation at festivals and examine the waste
management process at one festival as a model. This will allow us to devise strategies to
minimize the environmental and waste impact. It is evident that the success of festival
organizers’ sustainability and greening efforts relies heavily on educating attendees to
become more environmentally conscious and changing their attitudes. Our future re-
search will continue to study the development of sustainability efforts in events, with spe-
cial emphasis on the outcomes of implemented measures. A particular focus will be on
social sustainability, including involvement of local communities, promotion of local
pride, enhancement of local attachment to the festival, raising awareness, and improve-
ment of social- and psychological well-being.
Having social connections and spending time with friends is important for mental
and emotional well-being and should be a sustainable habit because it helps foster a sense
of community, provides support and companionship, and can also contribute to overall
happiness and satisfaction with life.
7. Lessons of the Pandemic from More Sustainable Festivals’ Point of View–Summary
and Limitations
In our primary research, we explored the challenges and lessons posed by the pan-
demic from the perspectives of festival organizers and festival visitors at five festivals held
in the VEB2023 region in 2021.
First, we researched what kind of difficulties were caused by the pandemic situation,
and how this has affected sustainability efforts in the VEB2023 region. Our research has
also revealed that the entire event management profession has been severely impacted by
the pandemic both financially and mentally. The organizers’ consensus was that the big-
gest difficulties posed by the pandemic were its unpredictability, the need to constantly
adapt to changes in health regulations, the frequent need for re-planning, and the result-
ing increased financial, human resources, and mental strain.
Our second research question looked at how demand for festivals has changed due
to the pandemic. The organizers felt that there was a growing need among visitors to re-
charge themselves, get out of their homes, and socialize after the prolonged lockdown
caused by the pandemic. No unique, specific demands from visitors were reported due to
the pandemic. Online applications such as online registration, and cashless payment were
welcomed; however, some attendees reported that epidemiological measures such as a
slower entry system caused some tension.
For the future of festivals, a positive outcome of the pandemic is that festival organ-
izers have become more cognizant of the challenges, more receptive to sustainable solu-
tions, and more adaptable in managing risk and uncertainty. This newfound awareness
and flexibility will be reflected in management decisions as well. Festival organizers re-
ported a preference for locally sourced, smaller-scale, human-centered, family-friendly,
and/or multi-generational events utilizing local performers. This trend will support the
social pillar of sustainability.
This study came with certain limitations to the research on sustainable initiatives and
risk management in festivals, such as the lack of standardization in terms of framework
Risks 2023, 11, 45 16 of 19
used to assess sustainability and risk management in festivals, making it difficult to com-
pare findings across studies. Additionally, time constraints and the complexity of festival
can all impact the accuracy and reliability of research findings. Furthermore, the different
cultural context and environmental conditions can limit the scope and scale of the studies
by impacting the prioritization of initiatives, regulation, and policies. Limited data avail-
ability can also limit the generalizability of findings and hinder the development of new
and innovative solutions. However, despite these limitations, ongoing research efforts are
crucial in advancing our understanding of the role of festival in promoting sustainability
and managing risk and can provide valuable insights into the ways to improve festival
operations.
Author Contributions: Conceptualization, K.L., K.F. and I.E.; methodology, K.L., K.F. and I.E.; soft-
ware, K.F.; validation, K.L., K.F. and I.E.; formal analysis, K.L., K.F. and I.E.; investigation, K.L., K.F.
and I.E.; resources, K.L., K.F. and I.E.; data curation, K.L., K.F. and I.E..; writing—original draft
preparation, K.L., K.F. and I.E.; writing—review and editing, K.L., K.F. and I.E.; visualization, K.L.,
K.F. and I.E.; supervision, K.L., K.F. and I.E.; project administration, K.L., K.F. and I.E.; funding
acquisition, K.L., K.F. and I.E. All authors have read and agreed to the published version of the
manuscript.
Funding: This publication/research has been supported by t he Nat ional Research, Development and
Innovation Office through the project nr. 2019-1.3.1-KK-2019-00015, titled “Establishment of a cir-
cular economy-based sustainability competence center at the University of Pannonia”.
Institutional Review Board Statement: Not applicable.
Informed Consent Statement: Not applicable.
Data Availability Statement: Not applicable.
Conflicts of Interest: The authors declare no conflict of interest.
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