The purpose of this paper is to determine the extent of online communication by festivals regarding their sustainability practices using Cultivation Theory as the framework to determine perceived value creation.,A mixed method approach was utilized to achieve data triangulation through a content analysis of websites, content analysis of social media sites as well as interviews.,Findings indicated that 64% of festivals did not communicate any sustainable practices through their websites and only 6% communicated via social media. The most common sustainability practices communicated were waste management and sustainable transportation, yet few festivals engaged in effective, consistent and sufficient marketing of initiatives to festivalgoers. Best practice festivals (having communicated 5.47 initiatives or more) were found to have been significantly more likely than non-best practice festivals to be music festivals and have been in operation longer. Best practice festivals were also more likely than non-best practice festivals to have sustainability engrained into their corporate philosophy via a communicated sustainable vision and mission. Interviews revealed that most festivals did not have a designated role responsible for all sustainable initiatives and the responsibility was often taken on by volunteers or festival organizers. Festival organizers that communicated sustainability initiatives efficiently, consistently, and sufficiently perceived these efforts to benefit the festivals value amongst festivalgoers and host communities. Propensity to communicate sustainability initiatives was found to have been impacted by awareness, categorization, timing, policy and funding.,While the findings are limited to the country of Canada and the extent of communication on websites and social media platforms as well as those festivals who participated, interviews helped to overcome these limitations as they gained an understanding of what was undertaken but not necessarily communicated.,The findings generated from this study could be used as a guide for establishing a benchmark for festivals regarding sustainable communication as well as strategies for overall corporate responsibility. Content regarding sustainability at festivals is scarce, as is information on festival communication. As a result, this paper seeks to understand the sustainable initiatives that are being communicated by festivals.,This is the first time Cultivation Theory was used within a tourism context and may be a useful tool to determine value creation. Through Cultivation Theory, festival organizers believed to have the ability to impact perceived value of the festival by implementing efficient, consistent and sufficient communication of sustainability initiatives.

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塑造我们对现实的看法：加拿大节日的可持续发展交流

本文的目的是使用文化理论作为确定感知价值创造的框架来确定节日在在线交流方面的可持续性实践程度。采用混合方法通过对网站内容进行内容分析来实现数据三角剖分对社交媒体网站以及采访的分析表明，有64％的节日没有通过其网站传达任何可持续的做法，只有6％的节日通过社交媒体传达。传达的最常见的可持续发展做法是废物管理和可持续运输，但很少有节日能向节日游客进行有效，一致和充分的倡议营销。最佳实践节（已沟通5。与非最佳实践节相比，有47项或更多的倡议被认为是音乐节的可能性更大，并且运行时间更长。与非最佳实践活动相比，最佳实践活动也更有可能通过沟通的可持续性愿景和使命将可持续性纳入其企业理念。采访显示，大多数节日没有指定角色来负责所有可持续发展举措，而责任通常是由志愿者或节日组织者承担的。节日组织者有效，始终如一地传达了可持续性倡议，并充分意识到了这些努力，从而使节日爱好者和主办社区之间的节日价值得到了好处。人们发现，传达可持续性倡议的意愿受到了意识的影响，分类，时间，政策和资金。虽然调查结果仅限于加拿大国家/地区，并且网站和社交媒体平台以及参与活动的节日的交流程度很高，但访谈有助于克服这些局限性，因为他们了解了这项研究产生的结果可作为建立节日可持续发展基准以及整体企业责任战略的基准的指南。关于节日的可持续性的内容很少，关于节日交流的信息也很少。因此，本文旨在了解节日正在传达的可持续性倡议。这是在旅游环境中首次使用耕种理论，它可能是确定价值创造的有用工具。通过培养理论，节日的组织者相信他们有能力通过实施有效，一致和充分的可持续性倡议交流来影响节日的感知价值。