Turning Winchester (UK) Into an Eventful Children City: Investigating the Creation of a Webtoon Festival

Abstract

The issues surrounding the scholarship on children-inclusive events management are explored in depth to provide a context for this chapter. Focus then turns to the city of Winchester in the United Kingdom as a case study for potential events aimed at this age group. Through a synthesis of the findings from a thorough new research study along with emerging theories in narrative and storytelling as experience co-creation, a proposed design for a new event is put forward. It is hoped that this approach in the academic literature will encourage other researchers to include innovative proposals in their synthesis and conclusions. Finally, additional considerations of integrating city branding with a wider regional branding are explored through ethnobotany. Lessons are drawn from an example of brand management based on a city event for children in Scotland.

Citation

Mansfield, C. and Seraphin, H. (2023), "Turning Winchester (UK) Into an Eventful Children City: Investigating the Creation of a Webtoon Festival", Seraphin, H. (Ed.) Events Management for the Infant and Youth Market, Emerald Publishing Limited, Leeds, pp. 101-118. https://doi.org/10.1108/978-1-80455-690-020231014