Event tourism in event management course

How to create event tourism

1. © 2010 by McGraw-Hill Education (Asia)
Event Tourism
Chapter 3

2. © 2010 by McGraw-Hill Education (Asia)
Ta Prohm temple at Siem Reap,
Cambodia
Nature has been the key
factor behind the destruction
at this temple -what
concerns would you have
regarding the environment
about an outdoor event at
your location?
How would you suggest
ways in which to protect the
environment throughout
the event?

3. © 2010 by McGraw-Hill Education (Asia)
Chapter objectives
Explain what event tourismis and its challenges
Understand seasonality and factors in devising an
event portfolio strategy
Understand the various resources needed to host
events
Recognise how events can affect destination value
Examine the different kinds of event impacts on
destinations

4. © 2010 by McGraw-Hill Education (Asia)
Event Tourism
Events are staged by the destination to appeal
to, and benefit, domestic and international
tourists
The visitor will look for tangible and intangible
benefits and experiences from the visit
Events should consider the tourism experience,
expectations and value chain

5. © 2010 by McGraw-Hill Education (Asia)
Tourism seasonality
The destination may see an imbalance from
visitor surge to sudden decrease. Events can be
seen as a strategy to help overcome this
Events should be designed around slack dates in
the tourism calendar
Events can be linked to certain calendar dates
due to cultural or weather issues and therefore
unmovable –yet other events such as MICE can
be moved around

6. © 2010 by McGraw-Hill Education (Asia)
Event resource management
Events will require a large amount of
resource commitment such as:
Natural resources
Man-made resources
Human resources
Financial resources
Heritage and cultural resources
Political resources
Additional equipment and services

7. © 2010 by McGraw-Hill Education (Asia)
Following market trends
The events industry continues to increase with
greater competition from traditional to hybrid
event forms. There is a need for the event to
stay relevant and attractive
More hospitality events and hosting means
alternatives for guests who have limited time
Recurring events in particular need to
constantly adapt and enhance the programme
each year

8. © 2010 by McGraw-Hill Education (Asia)
Destination image
The event must produce favourable impressions to
its target audiences
Unique and enhanced events can break through the
promotional clutter with more attractive messages,
and receive greater prominence
Destination image shifts can be achieved only when
the event image attributes align with the needs,
wants and motives of the potential participants

9. © 2010 by McGraw-Hill Education (Asia)
Event magnitude
As the event
magnitude increases,
the destination has
the potential to
receive even greater
exposure, legacy
benefits and increased
trade and tourism
Tourism demand will
increase with event
size
Destination value
HIGHLOW
Tourism
Demand
HIGH
Mega
events
Hallmark
events
Major
events
Community
or local
events

10. © 2010 by McGraw-Hill Education (Asia)
Event types
Mega event: Olympic Games and FIFA World Cup
Hallmark event: A major event that becomes
synonymous with the destination
Major events: Annual or one-off events committing
larger amounts of resources in destination
marketing budgets
Community events: Based on local cultural,
religious, traditional or neighbourhood events. May
vary on visitor appeal

11. © 2010 by McGraw-Hill Education (Asia)
Event impacts
As well as planning and staging events,
consideration must be given on the potential
positive and negative impacts (and resulting net
effect)
Impacts, whether expected or unexpected,
needed to managed
Developing an event agenda can mean
additional resource commitments, which needs
to be studied in terms of potential impacts

12. © 2010 by McGraw-Hill Education (Asia)
Impact assessment
Assessment of event impacts and influences
normally evolve around:
Economics
Society
Politics
Technology
Environment
Legislation

13. © 2010 by McGraw-Hill Education (Asia)
The economics
Impacts
Commitment to venue construction
Displacement from other social projects
Cost to local people
Visitor expenditure & displacement effect
Leakage
Price gouging
Influences
Currency exchange rates
Access costs and taxes

14. © 2010 by McGraw-Hill Education (Asia)
Social
Impacts
Visitor behaviour
Traffic congestion
Crowding out effect
Commodification of events
Community development
Social trends
Influences
Health concerns
Rallies and demonstrations
Community image

15. © 2010 by McGraw-Hill Education (Asia)
Political
Impacts
Recognition and enhanced profile
Trade and commerce
Management
Influences
Rallies and demonstrations
Travel advisories
Changes in government and systems of government
Relationship with other countries

16. © 2010 by McGraw-Hill Education (Asia)
Technological
Impacts
Communication
Technological advancement
Influences
Internet
Convention technology
Mobile phones
Growth of low-cost carriers
Transport innovations

17. © 2010 by McGraw-Hill Education (Asia)
Environmental
Impacts
Environmental strain
Waste management
Species awareness
Increased energy use
Influences
Weather conditions
Pollution

18. © 2010 by McGraw-Hill Education (Asia)
Legislative
Impacts
Venues and infrastructure
Legal documents
Influences
Permissions to proceed
Contractual obligations

19. © 2010 by McGraw-Hill Education (Asia)
Impact measurement
Most impacts can be evaluated based on
empirical research
It is possible for impacts to have dual results
Factor analysis of social and economic impacts
can identify groups of dimensions, which can
then be acted upon, if required
Central to impact assessment is community
support