Social Sustainability in Musical Events: From the Conceptual Model to the Empirical Model

Abstract The conceptual model of social sustainability in musical events was developed and presented in a social analysis exercise using theoretical-practical methods to obtain relevant conclusions about its effects on the social sustainability of a tourist destination and its positive impact on prosperity. After analyzing key indicators of social sustainability from the perspective of the destination's inhabitants, tourists, and experts in the tourism sector, it was possible to draw the necessary conclusions to design the conceptual model, as well as its advantages and disadvantages. Thus, there was a starting point for the analysis of social sustainability in this type of event from which to advance in the practical development of the conceptual model by carrying out the empirical contrast. This paper intends to use as a basis the conceptual model to contrast it doing annual surveys focused on social sustainability as those carried out at the time of the initial development of the model; surveys about the degree of acceptance from residents designed to measure opinions about the social impact of the event. Through the data obtained from the surveys during three time periods in a row, it is pretended to contrast the validity of the model with the passage of the different editions of the music festival, analyzing the coincidences and deviations produced among the analyzed periods. The residents of the destination should obtain an improvement in their standard of living thanks to what the socially sustainable event brings them. Finally, after answering the hypotheses set, aspects related to the robustness and durability of the model, as well as the evolution of the prosperity of the destination and the temporal influence of the festival on that prosperity, can be detailed. The contrasted model of social sustainability in musical events will be useful to managers of tourist destinations, who will be able to organize this type of events with the knowledge of the implications that the model reveals, both positive and negative, at the level of commitment with the inhabitants of the destination and the contribution they make.