Evaluating intangible cultural heritage: The case of cultural festivals

In recent years, the concept of cultural heritage has undergone a twofold change vis-à-vis adapting content. First, it has broadened the scope and nature of the tangible elements open to inclusion by reaching out beyond isolated examples thereof. Second, it has widened its range to incorporate goods that are also intangible and are able to express the idiosyncrasy of a particular group, reflect the recognition of an identity, or convey the value of a tradition. Cultural festivals thus provide one emblematic example of immaterial cultural heritage, since they are experience goods which expire at the moment they are produced and not only express artistic innovations in the field but also draw on previous cultural background, perceived as accumulated cultural capital. Based on this premise, the present paper seeks to posit a methodological proposal for evaluating cultural festivals, adopting a threefold analytical approach: calculating the value allocated by individuals, estimating economic impact, and gauging the efficiency of the managing institutions. Each analytical profile sets out the main problems and technical challenges, and reviews comparative cases. The conclusions to emerge from the study evidence the existence of increasingly refined and sophisticated techniques for dealing effectively with the hurdles to arise, yet also highlights the thus far scant number of applied case studies addressing cultural festival evaluation, particularly as regards efficiency evaluation and estimating economic value. The most immediate challenge is integrating the findings from the three analytical profiles so as to ensure the social and economic viability of these cultural projects.

► We posit a methodological proposal for evaluating cultural festivals as an example of intangible cultural heritage. ► We analyse three areas: value allocated by individuals, economic impact and efficiency of managing institutions. ► We highlight the lack of studies in intangible cultural heritage. ► We give some results of the market of cultural festivals in Spain.