Inderscience Publishers

The acculturation and commercialisation of thematic holidays in the globalisation era

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Days of observances and secular celebrations include festivals, remembrances of cultural ties, the honouring of nations and ethnicities and communal festivities representing attachments to people, places and things. These calendar 'holidays' have a commonality - they are based on a theme. Thus, an adept signifier encompassing the previously mentioned would be 'thematic holidays'. The introduction of a thematic holiday has generally begun through the migration of individuals, but the adoptions by the general public have resulted in the acceptance and purchases of consumable products associated and represented by the thematic celebrations. Corporations have been able to take advantage of these celebrations through sponsorship and commodification of the celebrations. This paper looks at the adoption of new and resurrected thematic holidays to understand why these celebrations are continuing to be added to our calendars.

Keywords: thematic holidays, acculturation, commercialisation, globalisation, immigration, ethnicity, calendar holidays, holiday celebrations

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