The Defining Characteristics of Hallmark and Mega-Events - Case Study Example

HALLMARK EVENTS AND MEGA-EVENTS Name Course Tutor Date Introduction The tourism industry is dynamically shifting from the olden day site seeing to the events. Following the increase in the number of events, the events industry has been able to blossom over the recent past. There has been a number of milestones that can be attributed to the increase in technology and the advancement of transport and communication networks. The government regulations aimed at retaining and promoting culture have been the corner stone of ensuring that the events industry performs exemplarily. Mega-events and Hallmark events have been used to market various countries and thus creating the urge of investors to invest in such economies (Tutsirai, 2011: 1& 47). As a result there has been an infrastructural as well as economic development in the destination countries. Most corporate organizations have also leveraged on hallmark events and mega-events as a unifying factor and as a platform to market the face of such institutions. The description of an event rather simple as it may seem. Events are public gatherings that have a driving factor embedded in the goals of hosts. The goals could be marketing, education, tourism, reunion, celebrations and entertainments that are either planned or randomly held through a given period of time (Tutsirai, 2011: 44). There are many types of events. However, the scope of this paper is hallmark and mega-events whose definitions are covered in the paper. This paper explores the defining characteristics of hallmark and mega events so as to distinguish the two and then evaluate the role mega and hallmark events have in tourism. Defining Characteristics of Mega Events and Hallmark Events Most authors have not been able in their literature to distinguish mega events and the hallmark events, with some of them stating that the two are one thing. However, there is a thin line between mega-tourism events and hallmark tourism events (Muller, 2015: 1). The difference comes in the definition and the structural characteristics of both. Definitions of Mega-Events and Hallmark Tourism Events Mega-events are defined as ambulatory occasions that take place in fixed durations and have the capacity to attract a multitude of visitors, have a large mediated reach, have extra large costs, and have the impact of transforming the environment and the host population at the same time (Muller, 2015: 12).Muller (2015) emphasizes that these events include the sport and non-sport events but excludes any recurring events that take place at the same location (12). The mega-events are often at times defined depending on the size, target markets, political effects, visitor attraction, expenditure and target markets. Yu, Wang & Seo (2012) identify World Expo 2010 that was hosted last in Shanghai as a mega event based on the multitude and worldwide attention it attracted (46). In much similar way as the mega-events that has drawn confusion in definition, hallmark events have also been defined differently in different literature (Tutsirai, 2011: 4). However, the outstanding definition of a hallmark event is that it is a one-time or recurrent event that occurs over a limited duration of time and has the key goal of enhancing awareness, appeal and profitability of the marketed tourism destinations with the view of long or short term plans (Tutsirai, 2011: 4). The events are unique based on their success, status and significance in attracting and creating interests (Getz, Svensson, Peterssen, & Gunnervall, 2012: 48). Characteristics of Hallmark and Mega-events There are many differences apart from the definition. To succinctly delineate the characteristics of the two events, it would be prudent to consider each separately. Hallmark Tourist Events Most hallmark events are often confused to be mega events simply because of their large size. However, there are underlying unique features that are tied to hallmark events. Hallmark events may be huge or small events that occur recurrently at the same venue in a maintained fashion (Getz et al., 2012: 47). This means that when the names of such events are mentioned, the notion of the destination comes into the mind (Getz et al., 2012: 48). In New Zealand, the city of Hamilton has been associated with a lot of events that have served as a destination exposure for the city (Getz et al., 2012: 49).Getz et al. (2012) further notes that, hallmark events are large enough but not to the sizes attained by the mega-events (48). Page and Connell (2012) suggest that even small events that repeatedly take place over the same venues have the qualification of being referred to as hallmark events based on their nature (106). Getz et al. (2012) outline some of the events that take place in Australia to be hallmark events such as the ones organized by the Melbourne Events Company each year. Some of the events are the Australia Formula One Grand Pix, Melbourne Cup Carnival and Melbourne Food and Wine Tasting Festival (Getz et al., 2012: 49). Page and Connell (2012) also identify the Indianapolis 500 car race as a hallmark event. Hallmark events could be those that mark the important anniversary such as those sport events in memory of famous sports men and thus occur one time (Getz et al., 2012: 50). However, in this case, the hallmark events will occur in the same venue repeatedly (Getz et al., 2012: 50). Hallmark events are iconic in nature and thus are important national symbols that have attached value (Getz et al., 2012: 51). When making arrangements for hallmark events volunteers may be allowed to participate. The hallmark events require no bidding process compared to the large mega-events that have to be bided for so that the highest bidder becomes the host (Getz et al., 2012: 56). Hallmark events may attract international visitors, however not at the same capacity as mega-events. When repetitively held in a given place, the host destination gets fame globally and many people tend to visit such areas as a move to enjoy the prestige of the hosts. The hallmark events planning process do not end at the time the event ends. Instead, the planners have to do follow-ups in order to evaluate the success and failures of the events for the successful of subsequent events (Getz et al., 2012: 50). However, this only applies for the multiple hallmark events that regularly occur and not the one-time events where the follow up is done when planning the next (Getz et al., 2012: 50) Mega-Events There are four major characteristics of mega-events: expenses, visitor attractiveness, media coverage, and transformative impacts that accrue. Mega events attract a huge number of tourists. Measuring the number of exact visitors who attend mega-events is usually hard (Muller, 2015: 4). However, some literatures indicate that a minimum of one million people are attracted to such mega-events (Tutsirai, 2011: 47). Most of the events are overflowing with people to an extent that the host has to locate the venues differently for the safety concerns of the visitors. The visitors in mega events usually have different destinations. For example, Common wealth Games draws visitors for different competitions, resulting to a single visitor or group having up to even four tickets (Muller 2015: 2). The number of receipts sold depends on the duration. The World Expo 2010 in Shanghai sells more tickets since it runs for six months (Muller, 2015: 3). Mega-events are not held in one place as reflected by the World expo that has been held in 16 countries since being unleashed in 1851 in London (Yu et al., 2012: 46). The visitors also come not only for the event but other businesses as well such as innovation, education and vacations. Most consumers of the mega-events do not actually have to travel when the events are on. This is because they have the ability to leverage on the chance presented in the communication media such as TVs (Tutsirai, 2011: 47). The mega-events attract media coverage from international backgrounds each trying to make sure that the broadcast of the events reach their home countries (Tutsirai, 2011: 4). The media has to register with the organizers to be permitted to air the events. This is meant to create attention and emotional attachment to the events and also makes a point of marketing the destination. The core goal of mega-events is to brand the host country and facilitate infrastructural development (Tutsirai, 2011: 44). Some of the mega events such as World Expo, Rugby World Cup and FIFA World Cup are normally aired in channels accessible throughout the world (Tutsirai, 2011: 47). The host city brand and the mega-event brand have to merge so that the attraction of visitors is ensured (Yu et al., 2012: 47). The process of organizing a mega-event is long and can even be ten years depending on the number of mini-events within it. The phases include the bidding stage where the potential hosts are encouraged to apply. The second is the planning stage where after being awarded the go ahead to host, preparations are made (Tutsirai, 2011: 34). The other stage is the staging phase where the event is held. The staging phase actually takes week to months after which the post event phases where normalcy in the venue is achieved through removal of all the structures that were added (Tutsirai, 2011: 38). A country that hosts the event can never host it in the next year since the bid would have already been awarded to another host (Tutsirai, 2011: 47). This brings in a difference between hallmark and mega events. The issue of the same venue is not persistent with mega-events. When held in different locations coordination and proper communication has to be given to both the participants and the visitors. Unlike the hallmark events that are overseen with the national or local bodies the mega-events are overseen with international events bodies such as FIFA, BIE and IOC (Yu et al., 2015: 48). Role of Mega-events and Hallmark Events in Tourism Historically hallmark and mega-events have been associated with tourism. As earlier stated the two are tourist sport events that have a variety of objectives the main one being the attraction of visitors. The events enable the exchange of culture among the host communities and the huge number of visitors drawn from all over the world. The proponents of mega-events and hallmark events outline that the core reason of its institution was to solve the problem of seasonality in the tourism sector (Getz et al., 2012: 50). The diversity of culture is experienced when such events are being aired and is a chance for the host and visitors to learn from each other. This promotes the tourism sector in a variety of ways. The World Expo in Shanghai draws participants from various destinations that have the agenda of sharing culture, innovation and education among others (Yu et al. 2012: 48). All these goals in one way or the other strengthen the tourism sector of the host country. The events complement the old travel tradition in tourism (Getz et al., 2012: 50). The participants also take some time off to visit the host country so as to explore the richness in structure, culture and other tourist attractions. The countries that host such events are able to get revenues from the tourists who visit not only the event but also special places in towns such as parks. The revenue is then ploughed back in destination marketing through branding of the host country with the core values in the country. The employment in the tourism industry also expands during such events. There are various professionals such as doctors, emergency response teams, guides, security officials, taxi drivers and translators among others (Getz et al., 2012: 64). This increases the viability and stability of the tourism industry. The infrastructural developments meant to attract investors in the real estate sector. This boosts the capacity to accommodate event more individuals than it would have been without such events (Getz et al., 2012: 64). Hallmark and mega-events are of particular significance in the tourism industry in that they enable the branding of the host countries as well as creating a good image for the nations (Getz et al., 2012: 57). The media coverage additionally markets the host destination appealing and luring more people to visit the destination after such events have ended. Conclusion Other than the difference in definition and size, there are specific differences that differentiate between mega-events and hallmark events as have been shown in the paper. The difference is in the duration of the event, the repetition of the event, the media coverage of the events, costs incurred, the phases of planning, and the impacts that each has on the economy and the host population. Worth to note is the fact that the mega events and hallmark events are forms of sport tourism attractions that were instituted to supplement the seasonality of the traditional travel form of tourism. There are myriad of contributions and therefore roles that mega events and hallmark events have in the host country’s tourism sector. As can be seen therefore, there is a very huge difference in mega-events and hallmark events. Bibliography Getz, D., Svensson, B., Peterssen, R., & Gunnervall, A. 2012, “Hallmark Events: Definition, Goals and Planning Process”. International Journal of Event Management Research, 7(1/2), 47-67. Muller, M. 2015, “What makes an event a mega-event? Definitions and Sizes”. Leisure Studies, 2(1), 1-16. Page, S. J., & Connell, J. 2012, “The Routledge Handbook of Events”. Hoboken: Taylor & Francis. Tutsirai, S 2011, “Mega-Events Or Hallmark Events; Rugby World Cup 2011 On Auckland’s Infrastructure, A Report for Industry Project CONS 7819”, Unitec, New Zealand. Yu, L., Wang, C., & Seo, J. 2012, “Mega event and destination brand: 2010 Shanghai Expo”. International Journal of Event and Festival Management, 3(1), 46-65. Read More

Characteristics of Hallmark and Mega-events There are many differences apart from the definition. To succinctly delineate the characteristics of the two events, it would be prudent to consider each separately. Hallmark Tourist Events Most hallmark events are often confused to be mega events simply because of their large size. However, there are underlying unique features that are tied to hallmark events. Hallmark events may be huge or small events that occur recurrently at the same venue in a maintained fashion (Getz et al.

, 2012: 47). This means that when the names of such events are mentioned, the notion of the destination comes into the mind (Getz et al., 2012: 48). In New Zealand, the city of Hamilton has been associated with a lot of events that have served as a destination exposure for the city (Getz et al., 2012: 49).Getz et al. (2012) further notes that, hallmark events are large enough but not to the sizes attained by the mega-events (48). Page and Connell (2012) suggest that even small events that repeatedly take place over the same venues have the qualification of being referred to as hallmark events based on their nature (106).

Getz et al. (2012) outline some of the events that take place in Australia to be hallmark events such as the ones organized by the Melbourne Events Company each year. Some of the events are the Australia Formula One Grand Pix, Melbourne Cup Carnival and Melbourne Food and Wine Tasting Festival (Getz et al., 2012: 49). Page and Connell (2012) also identify the Indianapolis 500 car race as a hallmark event. Hallmark events could be those that mark the important anniversary such as those sport events in memory of famous sports men and thus occur one time (Getz et al.

, 2012: 50). However, in this case, the hallmark events will occur in the same venue repeatedly (Getz et al., 2012: 50). Hallmark events are iconic in nature and thus are important national symbols that have attached value (Getz et al., 2012: 51). When making arrangements for hallmark events volunteers may be allowed to participate. The hallmark events require no bidding process compared to the large mega-events that have to be bided for so that the highest bidder becomes the host (Getz et al.

, 2012: 56). Hallmark events may attract international visitors, however not at the same capacity as mega-events. When repetitively held in a given place, the host destination gets fame globally and many people tend to visit such areas as a move to enjoy the prestige of the hosts. The hallmark events planning process do not end at the time the event ends. Instead, the planners have to do follow-ups in order to evaluate the success and failures of the events for the successful of subsequent events (Getz et al.

, 2012: 50). However, this only applies for the multiple hallmark events that regularly occur and not the one-time events where the follow up is done when planning the next (Getz et al., 2012: 50) Mega-Events There are four major characteristics of mega-events: expenses, visitor attractiveness, media coverage, and transformative impacts that accrue. Mega events attract a huge number of tourists. Measuring the number of exact visitors who attend mega-events is usually hard (Muller, 2015: 4). However, some literatures indicate that a minimum of one million people are attracted to such mega-events (Tutsirai, 2011: 47).

Most of the events are overflowing with people to an extent that the host has to locate the venues differently for the safety concerns of the visitors. The visitors in mega events usually have different destinations. For example, Common wealth Games draws visitors for different competitions, resulting to a single visitor or group having up to even four tickets (Muller 2015: 2). The number of receipts sold depends on the duration. The World Expo 2010 in Shanghai sells more tickets since it runs for six months (Muller, 2015: 3).

Mega-events are not held in one place as reflected by the World expo that has been held in 16 countries since being unleashed in 1851 in London (Yu et al.

Read More