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1 Introduction
Rural communities, in Australia, have undergone significant social, demographic and economic changes in response to harsh climatic conditions, declining agricultural commodities and producers' terms of trade, outmigration and reduced servicing ([6] Budge, 1996; [8] Cawley, 1994; [10] Cloke, 1996; [16] Fraser et al. , 2005; [26] McKenzie, 1994; [31] Productivity Commission, 1999). As a consequence, rural residents are struggling, emotionally and psychologically. In this context, events within rural communities provide important social and recreational opportunities for the community to come together. However, the planning and organization of events relies increasingly on the involvement of multiple stakeholders with differing agendas.
Rural communities are pressured to be self-sufficient in event planning and organization. However, event organization processes are hindered by an availability to recruit and retain individuals. Many rural residents supplement farm incomes by working off the farm, reducing the amount of time available for other activities ([34] Reid, 2008). Long distances and the cost of transport further inhibit residents engaging in the event-planning process.
The purpose of this paper is to apply a stakeholder theoretical management framework to identify event stakeholders, monitor satisfaction and ensure retention within rural events. Developing sustainable organizational approaches to event planning assists event organizers in identifying stakeholder groups, understanding their needs and satisfaction. Event organizers are able to monitor, and if necessary, improve stakeholder relationships to develop events reflective of heterogeneous nature of rural communities, resulting in greater social benefits for residents. Facilitating positive stakeholder relationships retains event participation, which is beneficial for rural communities constrained by limited numbers. Importantly, individual and community capacity building assists rural towns developing their own opportunities rather than relying on external support and funding. Furthermore, events showcase the community to others who may be encouraged to relocate.
2 Literature review
Population declines have been focused around inland and rural Australia, which has experienced consecutive years of drought ([1] ABS, 2010). Declining populations lead to, amongst other things: reduced demand for goods and services and their subsequent removal; decreased employment opportunities; further outmigration; and stagnating or falling property prices causing "entrapment" for residents seeking funds needed to relocate ([6] Budge, 1996; [16] Fraser et al. , 2005; [37] Smailes, 2000).
Rural outmigrants are dominated by the 15-35 age group ([31] Productivity Commission, 1999)....