Abstract Previous studies do not systematically investigate complementarity and substitution effects of cultural participation and consumption in rural areas. Fairs, fiestas, and festivals, often performed in rural communities, have a substantial role in economic development. Nowadays, smartphones and the integration of global positioning system technology in mobile phones trace quantitative big data useful for studying complex systems and spaces. The present research analyses cultural events in the rural area of Gennargentu-Mandrolisai Mountain Community located in the Mediterranean island of Sardinia (Italy). This paper contributes to the literature at least in two ways. Methodologically, it analyses a complex cultural product that combines tangible and intangible cultural heritage. It explores complementarity and substitution effects between events within a coopetition setting. Empirically, it investigates consumption behaviour and tracks the inter-regional/inter-national cultural flows. An econometric analysis of a unique big dataset evaluates the supply-side market conditions that influence demand-side spill-over effects. This study has practical relevance and provides a valuable reference for policymakers in inner areas.
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