Cultural events and festivals contribute to the recognition of the organisers, places and creative workers. Festivals are events that take place on a regular basis, are dedicated to a specific topic or group of stakeholders and aimed at attracting visitors. Measuring the success of a festival is a multidimensional construct because it is built by the views of the audience, exhibitors, media, financiers, associates and the organisers themselves. This scientific book was created driven by the desire to establish a methodology for measuring the satisfaction with EU-China festivals.

This scientific book contributes to the study of the specifics of international festivals aimed at the publishing sector and analyses the 2nd EU-China International Literary Festival held in 2018 in the Chinese cities of Shanghai and Suzhou. The EU-China Literary Festival is conceived as the interaction of European and Chinese authors with Chinese audiences and the promotion of European culture in Chinese metropolises. The EU-China International Literary Festival is held twice a year in China, and a number of events bring together Chinese and European Union authors. The Festival programme is aimed at Chinese audiences, and events take place in two Chinese cities.

The aim of the scientific book is to present the process of developing a research methodology for measuring the success of international festivals, establish preconditions for a broader application of the established and tested methodology, and to ask the audience and experts whether the Festival has achieved its goal, mission, and vision. The research methodology measures the views of three groups of stakeholders of The EU-China International Literary Festival (n = 72): Chinese Festival visitors and two groups of authors representing experts for the Festival under consideration (i.e. European and Chinese authors). As the audience was able to follow the Festival at the venue (n = 2,305) or online (n = 110,710), views on the Festival were collected from members of all aforementioned groups, they were analysed and guidelines and recommendations for raising the quality/success of the Festival were developed.

The proposed methodology represents a useful material for future researchers of festival phenomena in developing a multidimensional instrument to measure the success of a festival. By applying the proposed methodology, researchers are able to find out the views of the authors (exhibitors), the audience and the organisers of the Festival on the festival dimensions. This makes an additional contribution to the promotion and popularisation of EU literature and authors, the chosen theme of the Festival, the group of stakeholders, and encourages cross- cultural cooperation.