Festival Tourism: Advertising the Western North Carolina Tourist Industry Through Cultural Performance in the Cherokee Indian Fair, the Rhododendron Festival, and the Grandfather Mountain Highland Games Public Deposited

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Last Modified
  • June 17, 2020
  • McKnight, Jr., H. Brent
    • Affiliation: College of Arts and Sciences, Department of History
  • With the rise of the American middle class in the early twentieth century, tourist boosters had new opportunities to market attractions to a broader and larger swath of the population than just the very wealthy. Two factors aided tourist boosters’ efforts to build a more robust tourist economy in western North Carolina and cater to the larger group of possible tourists: improved transportation and new forms of leisure. While improved transportation made it possible for the tourists to come and new focuses in leisure provided opportunities into which the tourist industry could expand, officials and tourist boosters in western North Carolina cities still needed attractions and ways to publicize the region to potential tourists. This thesis argues that festivals emerged as an important mechanism to both entertain tourists and advertise the broader region as a tourist destination.
Date of publication
Resource type
Rights statement
  • In Copyright
  • Funding: None
  • Leloudis, James
  • Bachelor of Arts
Honors level
  • Honors
Degree granting institution
  • University of North Carolina at Chapel Hill
Graduation year
  • 2016
  • English
  • 108

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