Mega and Hallmark Events - Encouraging Tourism - Coursework Example

Mega and Hallmark Events Name Institution Name Date Word Count: 1923 Introduction Events are important since it is used as mechanism for engaging with audiences to participate in an activity. Events come in different forms and sizes. The government sometimes plays an important role while the society contributes to the success of the event. Across the world, events are held periodically while others are held annually, after two years or even after four years such as the World Cup. There are two common forms of events, which are mega and hallmark. The aim of this paper is to define mega and hallmark events and the role of events in encouraging tourism. In the case of a mega event, Barcelona 92 Olympic Games is used as an example while hallmark events, the example used is Mardi Gras that happens in New Orleans. Defining Characteristics The section defines mega and hallmark event and presents examples of both: Mega Event Mega Events are events that affect a region’s or city’s whole economies and broadcasted across global media. The events attract a huge audience because of the nations involved in the activity and also attract tourists. The attention is drawn to the host since it has to transform its infrastructure, placed under the media spotlight and create an attractive destination for future developments. Hosting a mega event helps the host to transform their city economically, socially and physically through the provision of necessary tools to advance the requirements of the region. The Barcelona 1992 is an example of a mega event that transformed the city through regeneration. Examples of the mega event include World Cup in football and Olympic games, and the paper uses the Barcelona 1992 Olympic Games as an example. Mega events have fixed duration when it comes to time basis and usually takes a shorter period. In the case of Barcelona 1992, the event was opened on 25th July and was closed on August 9, 1992 (Heeley 2011: 45). The event also attracts worldwide attention that there is measurable and sustainable economic outcome. Barcelona 1992 attracts participants from 169 nations who participated in different games. The event is not necessary premised on profitability but has an impact on the economy whether in infrastructural improvements or generating tourism. In addition, the mega event involves political decision-making and involves the participation of the government in the region where the event will be held. The Spanish government played an important role in marketing the venue and approaching different stakeholders to support Barcelona as the venue for the event. The approach of the government may be direct or indirect in drafting the approach in which the event should follow. The government will also stress the important of the event in economic terms. Mega event should not be annual or associated with a city but should have unique time. It should be understood that the purpose of the mega event is not to recognize a region but to create legacy about the region. Hallmark Event Hallmark Events “are those that possess such significance, in terms of tradition, attractiveness, quality or publicity, that the event provides the host venue, community or destination with a competitive advantage” (Gezt 2013, 44). The destination of the event and the images associated with the event are interlinked. Hallmark events are seen as ‘permanent’ components within their communities. The government does not play an important role, but the community and other stakeholders contribute to the sustenance of the activity or event. An example of such event is the New Orleans Mardi Gras. Mardi Gras involves celebrating with costuming, masking, dancing and signing (Karlin and Dunford 2009: 41). Mardi Gras is an annual event that is celebrated in a form of carnival and its starts on January 6 and lasts for two weeks. It is commonly done during the winter social season. The hallmark event does not involve many stakeholders, but it is aimed at attracting tourists and relating the event to the location. For example, attracting domestic and international tourists is the fundamental component that defines the way Mardi Gras operates. However, like the mega event, hallmark event is held within a given period, and most of the activities done are similar to some extent: the themes of the event. Moreover, hallmark events can attract support from local or federal governments since these governments’ aims to support any economic activity within its region. Role in Encouraging Tourism Events are important in encouraging tourism. There are some important components and functions that tourists have to see or understand before visiting a tourist destination. For example, security is important, and many tourists visit locations where their security is guaranteed. In addition, means of payments and means of movement around during the visit are important. Events then play an important role in ensuring and attracting tourists. For example, hosting mega events requires restricting of different processes within the city, and the restructuring usually attracts tourists. The section discusses how events play a crucial role in encouraging tourism. Infrastructure Development The Barcelona 1992 Olympic Games impacted positively towards the development of infrastructure and has been maintained since. New houses were built while new hotel with larger capacity were constructed (Heeley 2011: 46). The government played an important role since the government funded most activities during the period. The event was successful, and the government through revenues from tourism has continued to develop and maintain the region. More tourists are visiting the region annually, and it is attributed to the mega event. It may be argued that, without the mega event, Barcelona city’s economic and social activities would have been affected immensely. The increase in bed capacity, quality of hospitality and maintenance of these components has encouraged tourists to visit Barcelona. The Mardi Gras is a complete different approach to the Barcelona 92 when it comes to investment and contribution of the government. Mardi Gras is seen as a minor event that occurs in a given region because of historical hosting of the event (Karlin and Dunford 2009: 42). The event does not have a big impact on the economy of the country rather it targets only the New Orleans region. The Mardi Gras attracts tourists from different parts of the world and also attracts local tourists. Diversification in changes in parades during the Mardi Gras has continued to attract newer tourists while retaining the rest. The annual themes usually change but the activities remain similar or sometimes the same. Therefore, the features, activities, and functions have continued to attract tourists in attending the Mardi Gras festival. Information and marketing Marketing and provision of information are important in engaging and influencing the customers. Marketers employ different strategies in influencing the customers to attend functions based on the benefits associated with the function. In the case of Barcelona, the city was not attracting customers and tourists because few people knew about the destination (Heeley 2011: 44). The hosting of the Olympic Games changed the ideas and information about Barcelona since the information was able present unique features and characteristics of Barcelona. In addition, the region was visited by more than 121 nationalities meaning that more than 121 nations internalized the information regarding Barcelona. Hence, the event revamped the destination as a tourist destination. Barcelona has also continued to attract more tourists because the government has continued to invest in infrastructure and other developments that attract tourists. The Mardi Gras festival is a unique ceremony because it is the Christianity traditional history (Karlin and Dunford 2009: 41). Many people celebrate the occasion because the Christianity component and also as a means of enjoying food and drinks that are taking place. The entire festival is for enjoyment and tourists come to purchase the beads and other components that are sold during this period. The person involved in the festival wear clothes and mascots that illustrate different things and make the event eventful, and the event has continued to attract more tourists to the destination. Even though, instances of complaints exist when women show their breasts, the Mardi Gras has continued to attract tourists because of the ideological aspect e.g. Christianity and also the festivities (Karlin and Dunford 2009: 42). Socio-cultural Components of the Region Barcelona and New Orleans celebrations bring into consideration social and cultural components. Tourists visit a destination because of numerous factors, which includes social and cultural uniqueness of the region (Karlin and Dunford 2009: 41). The events and festivals also influence the nature and extent in which tourists can appreciate the services and products offered. Barcelona and Mardi Gras location and events have unique socio-cultural components that make it possible for the tourists to continue enjoying the destination. For example, Mardi Gras festival brings into consideration religion and traditional components in understanding the reasons why the events are done. Moreover, Barcelona city is attractive because of its sporting events, cultural practices, cuisines and other features that are important to the tourists. Economics Tourists are attracted to places where economic activities take place. Numerous economic activities exist during the carnival and the Olympic Games. The Barcelona 92 played an important role in rejuvenating the city because employment opportunities were created resulting in entrepreneurs starting their economic activities. Initially, Barcelona was a dormant city, there were few people visiting the town resulting in fewer economic activities, hosting the event improved the economic of the city, and a city that has viable economic activities usually attracts tourists. Tourists need comfortable and high-class hospitality, and this can be possible if there are investments and stable economy. Moreover, the tourists can purchase merchandise due to investments by the local communities or visit local hotels that prepare cuisines. The same case applies to the Mardi Gras event since economic activity is crucial in championing the way business activities are done and how the customers are attracted. Marketing Events are avenues in which different persons can be engaged. Mega events allow broadcasting of messages because mass media is involved and attracts a huge audience base. The audience base includes prospective tourists and the events engage the tourists and make the tourists plan to attend the event. Hallmark events allow local tourists to attend some of the functions because they may not afford international visits, and the local visits can compensate the international ones. Hence, events play an important role in ensuring tourists is attracted to a locality. Conclusion Events are important in attracting tourists and events come in different sizes. A Mega event is not frequent and requires investments. The investments are concentrated on the infrastructural development, and the government can also chip into ensuring the event becomes successful. The event also attracts mass media because of the participants of the event. Hallmark events are based on cultural, traditional or historical component and government in most instances is not involved. The local population arranges for the event with the purpose of attracting tourists. Events create the marketing approach of attracting tourists to an important destination location. Through hosting the events, the infrastructure is developed, a legacy is developed, which are crucial in ensuring tourists visit the location. For example, Barcelona was a dormant city but after the Barcelona 92 Olympic Games, Barcelona became an important tourist’s destination, and millions of people visit the region yearly. In the case of Mardi Gras, the event has been around for many years, and people have continued attending the carnival and the number of persons attending the event has continued to grow. Hence, events are important in attracting and retaining tourists and form a means of marketing in which thousands of people learns about the event and are attracted to the event. References Getz, D 2013, Event Studies, 2nd Ed., London, Routledge Publishers. Heeley, J 2011, Inside City Tourism, London, Channel View Publications Karlin, A and Dunford, L 2009, New Orleans, New York: Lonely Planet Read More