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Analysis for Isle of Wight Food Show - Essay Example

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Topic: SWOT Analysis for Isle of Wight food show (case study) 1.0 Overview of the event marketing environment – Situation Analysis Event marketing environment is very competitive in the UK with such events as Taste Festivals, which are held at various places to celebrate local culinary talent…
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Analysis for Isle of Wight Food Show
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Download file to see previous pages Wiley Events has been the leading event organising company in the IOW. Micro-environment 1.1 The Isle of Wight (IOW) Food Show The IOW has organised the food show for the 3rd time, generally taking place in the first weekend of May. The IOW food show is jointly organised by Isle of Wight Tourism, Isle of White Chamber of Commerce, the Island Traders’ Association and Wiley Events. It is a two-day event taking place from 1pm to 6 pm. Entry to the festival is free as per the Needles Park pay per attraction policy. Exhibitors are charged ?200 for the services rendered to them. Venue of the food show is Needles Park, Alum Bay in the North West of the island. Various stakeholders to the food show include accommodation providers, event organisers, transporters, visitor attractions, the local council and DMO. 1.2 Wiley Events Wiley Events has been the leader in the line of bespoke event management since 2001. Teddy Toddington and Pippa Powell, the partners of Wiley Events carry 20 years experience in event organising. Both are experts in their own right and divide job functions as per their acumen in different event management functions. Wiley is also into advisory role of offering consultancy services to other companies particularly in the areas of sales, operations and administration. 1.3 Isle of Wight Tourism There are 21 specific touring sites, as identified by tourism data. Caravan sites also organise touring and camping, capturing 8% visitors of the event market. Summer is the peak season of tourism in the IOW when occupancy rate is 80%, which reduces to 37% in the spring and 19% in the autumn season. There are 60 worth-seeing sites, as per the Attractions Mini-guide 2005 and places of interest could be 200, as taken from the Tourism Baseline Audit 2003. Macro-environment 1.4 The Isle of Wight – Tourism destination – economy, social, cultural trends, physical environment, business environment Measuring 23 miles by 13 miles, the Isle of Wight boasts of near about 2.6 million visitors each year with an approximate tourism spend of ?352 million a year, tourism being 24% of the Island’s GDP and the first tourism destination to encourage quality and supervised stay facility; Once reaching to the Isle of Wright, one finds the transport infrastructure fully customised for visitors’ comfort. Cultural trends include such events as Taste Festivals, which are held at various places to celebrate local culinary talent. Business environment is very competitive with the Isle of Wight remaining on the top by getting awards for organising festivals, just to name the winning of music festival as the ‘Best Major Festival’ while the award for ‘Best Medium Size Festival’ was cornered for the third year consecutively. Business on the island depends on the initiatives of the stakeholders to use tourism as a tool to re-energise the economy. Success in leveraging this tool can be doubtful if only the traditional niche area of the tourism portfolio is given attention by focussing just on summer holiday customers and coach and school group market. To reap the benefit, investment on facility and quality staff provision is mandatory otherwise actual contribution of tourism in the local economy would slow down. Negative outcomes can appear in traffic snarls to the displeasure of local people and affecting environment and standard of living. Businesses won’t be able to expand to raise the quality benchmark. Public sector can withdraw support if any of the symptoms ...Download file to see next pagesRead More
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