Social sustainability in musical events: from the conceptual model to the empirical model

A musical event has an evident impact on a destination, and residents’ opinions should be considered when measuring the sustainability of these events, as they should obtain an improvement in their standard of living thanks to what the socially sustainable event brings them. The social sustainability conceptual model previously developed was constructed after analyzing key indicators of social sustainability; the model has been used as a starting point for the analysis of social sustainability in this type of event from which to advance in the practical development of the model by carrying out the empirical contrast. This paper intends to contrast the validity of the conceptual model analyzing annual surveys focused on social sustainability; surveys about the degree of acceptance from residents designed to measure opinions about the social impact of the event. The data obtained from the surveys during the passage of three different editions of the music festival allowed the additional analysis of the coincidences and deviations produced during the analyzed periods. Finally, after answering the hypotheses set, the validation of the model, measured by its robustness and durability, as well as the evolution of the prosperity of the destination revealed by certain variables, affirms that socially sustainable musical events have an important effect on the society and the destination prosperity where they are held. 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 event 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, as well as for society’s knowledge about the benefits of these events.