Festival and Special Event Management 3eChapter 3Event Tourism Planning

Learning objectivesAfter studying this chapter, you shouldbe able to:Describe event tourism and the destination approach to event tourism planningConduct an event tourism situational analysis to create a foundation for goal setting and strategic decision makingDescribe the range of goals that a destination might seek to progress through an event tourism strategy

Learning objectives cont.List and describe organizations that might play a role in a destinations efforts at event tourism developmentDescribe generic strategy options available to organizations seeking to develop event tourism to a destinationList and discuss approaches to the implementation and evaluation of event tourism strategiesDiscuss the potential event tourism has to generate event tourism outcomes in small communities

Developing Events- A tourism strategyA deliberate effort by countries, cities, towns to utilize events as a tourism strategy to increase visitor arrivals

Developing Events- A tourism strategyGovernment support at all levels -from investment in specialist bodies charged with event-specific development, funding, infrastructure Policy development initiatives and legislation

MAJOR EVENT TOURISM ORGANISATIONSEvent organizations differs from country to country:Tourism promotional bodiesLocal Government and Chamber of CommerceConvention Centers and Visitor BureausTourism Commissions/agenciesFestival and Public Event BodiesGovernment Departments sports and Culture and event organizing companies

Benefits of a strategic plan

1. Coordination of events2. Tourism event capacity building that represent the best strategic fit for the areas overall tourism efforts and its current and projected business environment. The Time frame is usually 5-15 years

THE EVENT TOURISM STRATEGIC PLANNING PROCESS

Situational AnalysisPresent goalsPresent situation of stakeholders in the event area- tourism bodies, government agencies, community, major event organizersSWOT Analysis

Development of the event tourism goalsThe role event tourism is required to play in a destinations tourism development efforts will vary according to the overall tourism strategy that is being pursuedThis will impact on the issues of the destinations brand and position that the event strategy may be required to support

Common Goals are:1.Leveraging events for economic gain2. Geographic- dispersal of economic benefits flowing from tourism3. Destination Branding4. Destination Marketing5.Creating off season demand for tourism industry services6.Enhancing visitor experiences7.Catalyst for expansion and/or improvement of infrastructure8. Progression of a destinations social, cultural and/or environmental agenda

Creation of an event tourism organizational structureTo achieve stated goals and objectives it is necessary to allocated responsibility to one or more organizations.In some cases it is allocated to the body responsible for tourism developmentIn other cases multiple specific organization are involved such as festival committees and event organizations with specific skills .eg. sailing, regattas

MAJOR EVENT TOURISM ORGANISATIONSMajor event agencies Government tourism organisations Specialist event agencies

DEVELOPMENT OF AN EVENT TOURISM STRATEGY Existing event development- Event bidding- bidding to attract existing mobile events- World Cup Cricket, Olympics New event creation- events chosen must be in sync with the strategic needs of the destination

Strategy must consider what portfolio of events to pursue in order to deliver benefits for the destination eg. Festivals, sports, business etc. Events must be rated

Cost benefit AnalysisBenefits? Cost? Value?Use a rating scale1.Events of State significance2. Events of Regional significance3. Local Community special interest events

Balancing the impacts of events

Events have both positive and negative impactsPositive impacts must be developed and maximisedNegative impacts need to be addressed through awareness and interventionThe task of the event manager is to balance the impacts of events in the interests of all stakeholders

Social and cultural impactsPOSITIVEShared experienceRevitalising traditionsBuilding prideValidation of community groupsIncreased participationIntroducing new ideasExpanding perspectives NEGATIVECommunity alienationManipulation of communityNegative imageBad behaviourSubstance abuseSocial dislocationLoss of amenity

Physical and environmental impactsPOSITIVEShowcase environmentProviding best practice modelsIncreasing awarenessOf environmental issuesInfrastructure legacyImproved transport and communicationUrban renewal

NEGATIVEEnvironmental damagePollutionDestruction of heritageNoise disturbanceTraffic congestion

Political impactsPOSITIVEInternational prestigeImproved profilePromotion of investmentSocial cohesionDevelopment of administrative skillsNEGATIVERisk of event failureMisallocation of fundsLack of accountabilityPropagandisingLoss of community ownership and controlLegitimating of ideology

Tourism and economic impactsPOSITIVEDestination promotion and increased tourist visitsExtended length of stayHigher yieldIncreased tax revenueJob creationNEGATIVECommunity resistance to tourismLoss of authenticityDamage to reputationExploitationInflated pricesOpportunity costs

SummaryEvent managers must assess and balance the impacts of eventsEvents create social and cultural benefits, but may result in social dislocation if not properly managed

IMPLEMENTATION OF AN EVENT TOURISM STRATEGYFinancial support-- Grants, Sponsorship, Equity( Direct investment)

Ownership- Is it Tourism Body, Private Sector Bid development and bid support services- Organizations research, develop event proposal and make bids to sporting or professional organizations

IMPLEMENTATION OF AN EVENT TOURISM STRATEGYEvent sector development services include- research, training and education and partnerships and networks Coordination- Event Bodies act as a one-shop stop and act as the coordinating body looking at annual events on the calendar, clarify policies, consult and facilitate protocol services

Event/destination promotion services - Marketing and development of websites and collateral materials

Other-development of business plans, marketing, risk plans and networking with the media

EVALUATION OF AN EVENT TOURISM STRATEGYBasis of evaluation broad tourism goals and associated objectives established by a destination for event tourism.Data required for evaluation, e.g. data on event-related visitor flowsWhole of destination vs. event organization assessments

SUMMARYThis chapter has outlined a basic event tourism strategic planning model. Various tools and practices available to support efforts at event tourism planning have also been discussed.

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