Exploring solutions for inclusivity to UK music festivals for people on low incomes through the lens of social tourism

Purpose To examine the issue of inclusivity at music festivals in the UK for people on low incomes (POLI) with festival organisers through the theoretical lenses of “capability” as a key to understanding poverty and “social tourism” initiatives as drivers for change. Design/methodology/approach Through action research, the issue of inclusivity at music festivals for POLI was identified and explored in terms of possible solutions allowing festivals to implement initiatives and then report and evaluate their actions. The methods involved interviews with two UK festival and event associations and one charitable organisation; two Ketso style online workshops with twelve festival organisers and six follow-up interviews. Findings Festival organisers were willing to consider initiatives to address the issue, acknowledging that inclusivity for POLI was wider than cost and could be attributed to psychological and social barriers in line with the capabilities approach. Current and potential initiatives were discussed and categorised using the model of social tourism. Some concerns were raised around challenges in effective implementation of such initiatives. Research limitations/implications The issue was only explored with festival organisers within the independent and public sectors and from the festival organisers’ perspective. Practical implications The action research approach has enabled festival organisers to learn from each other in terms of best practice in tackling inclusivity for POLI. Social implications Festivals within the UK are now increasingly offering schemes to make their festivals more inclusive for POLI. Originality/value The action research approach is a unique and transformative method with which to explore this important issue and produce impactful findings.