Event Tourism

Chapter 3

© 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?
© 2010 by McGraw-Hill Education (Asia)
 Chapter objectives
 Explain what event tourism is 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

© 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

© 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
© 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
© 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
© 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

© 2010 by McGraw-Hill Education (Asia)

 Event magnitude
 As the event
HIGH magnitude increases,
Mega the destination has
events
the potential to
Tourism
Hallmark
receive even greater
Demand
events exposure, legacy
Major
events
benefits and increased
trade and tourism
Community
or local
events
 Tourism demand will
LOW
Destination value
HIGH increase with event
size

© 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

© 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

© 2010 by McGraw-Hill Education (Asia)

 Impact assessment
 Assessment of event impacts and influences
normally evolve around:
 Economics
 Society
 Politics
 Technology
 Environment
 Legislation

© 2010 by McGraw-Hill Education (Asia)

 The economics
 Impacts
 Commitment to venue construction & maintenance
 Displacement from other social projects
 Cost to local people
 Visitor expenditure & displacement effect
 Leakage
 Price gouging (Price skimming creates a negative
impression)
 Influences
 Currency exchange rates
 Access costs and taxes (visa application cost)

© 2010 by McGraw-Hill Education (Asia)

 
Social
Impacts
 Visitor behaviour
 Traffic congestion
 Crowding out effect (negative sentiments among residents due to the
exclusion the community from the event)
 Commodification of events (change the old way of living)
 Community development (increase the sense of community belonging)
 Social trends (look for a healthier and more active lifestyle. Most event venues
can have wi-fi access. Asia becomes more brand-conscious, it affects event
design, positioning and sponsorship)
 Influences
 Health concerns
 Rallies and demonstrations
 Community image

© 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
© 2010 by McGraw-Hill Education (Asia)
 Technological
 Impacts
 Communication

 Technological advancement

 Influences
 Internet

 Convention technology

 Mobile phones

 Growth of low-cost carriers

 Transport innovations

© 2010 by McGraw-Hill Education (Asia)

 Environmental
 Impacts
 Environmental strain
 Waste management
 Species awareness
 Increased energy use
 Influences
 Weather conditions
 Pollution

© 2010 by McGraw-Hill Education (Asia)

 Legislative
 Impacts
 Venues and infrastructure
 Legal documents
 Influences
 Permissions to proceed
 Contractual obligations

© 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

© 2010 by McGraw-Hill Education (Asia)