Events Planning and Policy Framework for Abu Dhabi - Research Proposal Example

Student Name: Tutor: Title: Events Planning and Policy Framework for Abu Dhabi Course: Events Planning and Policy Framework for Abu Dhabi Introduction Events and exhibitions have a significant role in promoting products and services and enhancing national economy of any country in the modern world. During a trade exhibition or promotional event, displayed product will be individually targeted by the audience. With their carefully focused profiles and purposefully gathered audiences, exhibitions provide opportunity for sale and marketing accurately and cost-effectively. Governments and economic development agencies focus on events and exhibitions to enhance national economy and increase sales of products and services. Exhibition visitors are pro-active buyers and top level decision makers representing governments, departments or companies. They make a conscious decision to attend, and set aside valuable time to check different product and service details in display and discuss all their concerns with the marketing team directly. It will not be easy to reach these decision makers except at events and exhibitions. We will find that the events and exhibitions are back bone of trade and economy. Governments and economic development agencies have to prepare necessary policy frame work to support and regulate events and exhibitions industry to ensure smooth organizing and running of every event and exhibition irrespective of its volume and nature. Governments should not consider events and exhibitions as a profit making business itself. Governments have to spend money and efforts to support events and exhibitions from one side, and formulate strong and supportive policies, rules and regulations to attract national and international events and exhibitions from other side. what does this mean and which should support the events and exhibitions industry and further benefit various supporting sectors such as construction, hospitality, airlines, transporting, shipping, tourism and leisure?. This detailed study will provide guideline for policy makers of events industry. The Aim of the Study What is the aim of the study? This study will focus on Event and Exhibitions Policies and Planning Basics. Rules and Regulations governing the organization and management of events are vital elements that may lead to success or failure of an event. The primary aim of this study is to find out how the event policies framework impact on organizing and managing events and exhibitions and up to what extend it will contribute to its success. For the purpose of this study, we are not considering the success of an event on the basis of benefits, profits or loss of an event organizer or participant only. The success of an event in our study will based on the success of certain industries related to the theme of each event, benefit of organizers, participants and visitors as well as benefits of various supporting sectors. All these results will lead to enhance the national economy which we are considering the utmost aim of events and exhibitions. Getz (2007) indicates that governments across the globe have increasingly focused on achieving the regional development through hosting major events. Notably, the positive economic outcomes and the support to sectors such as construction, tourism and leisure can create more employment. Consequently, it is important to formulate robust policies in order to effective and integrated functioning of all these sectors for organizing successful events. According to UAE Year Book (2007) “It is not surprising, considering its vibrant economy and strategic location, that the UAE is the destination of choice for international business meetings, incentive travel, conventions, trade fairs, events and exhibitions. So much so that this area of activity is now a major component of the country’s business and tourism expansion plans. With its huge purpose-built exhibition halls and luxury hotels boasting state-of-the-art conference facilities, the UAE provides a unique gateway to the Middle East and Asia. The addition to the equation of a solid infrastructure, a secure environment and diverse leisure opportunities helps to explain why the country attracts major global events.” Even though, Abu Dhabi is part of United Arab Emirates, it has been competing with other member states of this union to attract more events and it appears more emphasis provided for infrastructure development rather than actual policy formulation. In this regard, Abu Dhabi government focuses more on building its events industry through its present competitive and comparative advantages. For instance, Abu Dhabi National Exhibitions Company (ADNEC) has a comparative advantage through its location and most importantly it could achieve competitive advantage through its expertise of hosting major events. The entire UAE tries to become the events and tourism destination and the intensive competition between the different members of the union, the state with the better policy framework could bring the best from competitive intensity. According to Ziakas and Costa (2011a), the need for frameworks with the emphasis for wider factors such as government policies, marketing and tourism remain critical for the success in establishing an events destination. In the context of Abu Dhabi which acts as a strong location for International Defence Exhibition (IDEX) should be carefully reviewed as most of the events portrayed as bringing cultural impact as much as economic impact of it (Mair and Whitford, 2013). However, major problem on achieving the strategic objectives is the ad hoc approach on economic development by the governments (Whitford, 2004). Therefore, this study intend to explore the broader issues related to planning and policy developments. Abu Dhabi is all set to act as the regional hub for events and tourism industry with its extensive exhibition facilities and infrastructure, two international airports within 25 km distance of the venue, major four international airports within a distance of around 150 km or less and very successful emergence of ETIHAD Airways with its base in Abu Dhabi connecting most of the world cities with UAE capital. Two major international seaports, wide range of road networks, most modern and advanced hospitality facilities and a state of the art exhibition and conference centre also highlight Abdu Dhabi’s position in global events map. Research Aims This research has a target that should be accomplished at the end of the process. The research aims to develop and explore the events planning and policy framework for Abu Dhabi, basic or theoretical, understanding how the events planning will help events’ partners, stockholders, organizers, domestic partners, and the study will look at the key elements of events planning and policy framework. The research will provide vital information for scholars interested in event planning and policy development with a crucial starting point in their careers. The study will also instigate debate on important elements of policy development and event planning. The research questions will be surmised into: 1. What is the fundamental development of events planning within UAE market? 2. How can events planning framework help the institutions or event’s organizations in developing understanding within UAE? Research Objectives There are specific objectives that this research will seek to accomplish at the end of the entire process. These objectives if accomplished will provide insight and crucial information that is important for event planning and policy development in Abu Dhabi. All stakeholders will benefit if these objectives are successfully attained. The formulated objectives for this research include: 1. To investigate and evaluate the fundamental of events planning within UAE or events organization or between event’s organizers within UAE. 2. To explore and describe key events planning model implemented by international partners or events international organization. ( Framework been adapted by the events international organizers ) 3. To identify and describe the role of events planning within events organization in UAE. 4. Identify and develop key factors thru primary research for events organization within UAE , or sustainability of events planning within UAE Literature Review Events are an important platform for businesses and governments to promote and market a product, an idea, nation or company. In regions where economies are hugely driven by accelerated population growth and oil revenues, events are to a large extent deployed as catalyst of enhancing social development and economic diversification. Policy formulation and framework affect event planning and organizing any given city in the world. This is the case in events of high profile magnitude like the case where Qatar is using close to USD 65 billion to host the FIFA 2022 football World Cup to the Middle East. Many Middle East businesses are investing about USD 1.89 Million in events annually hence making event management and planning an important activity than before. According to Godar and O’Connor (2001) festivals, conventions and congregations have for a long time been a means to social integration, knowledge sharing and interchange, as well as a vital element strengthening relationship growth among different communities with the aim of fostering an environment that supports social cohesiveness and collaboration. From time immemorial the emergence of festivals and organized events are well documented even before the collapse of Western Roman Empire that occurred in A.D. 476. The practice of events management and planning has been evolving and growing as a body of knowledge and formal discipline. Beginning from 1990s attempts to aggregate and streamline fragmented practices and theories commenced within academia being championed by a number of scholars but expediently attracted freelance practitioners and consultants (Gursoy, Kim & Uysal, 2004). This inner group of professionals initially studied the use of project management concepts in events organizations. Events- small or big-are successful when they are run smoothly, enough resources are offered to the participants, and the expectations of patrons are met fully. Kirchgeorg and Jung (2010) state that events management is broadly defined as the use of principles of project management to plan and deliver events in the form of projects. The same manner intangible intellectual property of organization, goodwill and brand, are widely acknowledged as assets that are highly valued, events can be similarly acknowledged with their success attributed to Return on Investment (ROI). An event is form of investment that has to be developed and managed at three different levels over time. These include management, organization and strategic levels. Every event is individually deigned, managed, planned, evaluated and delivered as a project (Jacobs, Samli & Jedlik, 2001). The important aspects at this level are risk management and project management. All tasks do with the events are planned and managed around the event since many events have fixed dates. Equally, ‘event management’ is a fast growing professional field in which tourists constitute a potential market for planned events and the tourism industry has become a vital stakeholder in their success and attractiveness. But not all events need to be tourism oriented, and some fear the potential negative impacts associated with adopting marketing orientation. In recent surveys it has been demonstrated that tradeshows have been the source of primary source of purchasing information, outdoing traditional means like articles in trade journals, advertisements, catalogues, manufacturer’s representatives and business associates. According to Biba (2010) at least seventy percent of trade show patrons purpose to buy one or more products being showcased by the exhibitors. Tradeshows, conferences and exhibitions are vital for many companies’ business strategies, whether to launch a product, increase sales or boost brand recognition and awareness. Gopalakrishna and Williams (1992) extrapolate that tradeshows need adequate effort and resources from the exhibitors and financial resources and time have to be dedicated for attending, organizing materials and covering for absence from the office. Exhibitions also require perseverance and stamina from visitors. The costs of being present and participating at international fairs are high and account for a huge budget of the sales budget of the company. Not much has been written and researched about event planning and policy framework for the city of Abu Dhabi in UAE. Social sustainability involves a variety of elements to facilitate future generations to possess the same or even more access to social resources as the prevailing generation. Having a transparent and ethical government that ensures fair laws with regards to human rights, social justice and labour laws is integral to realizing a sustainable and content society. Moreover, the residents have to feel that the gains of development are fairly distributed across the region and across society. Social sustainability also covers the essence to preserve a region’s environmental and cultural heritage, which strengthens residents with their history and environment. The promotion of creativity and education and living in harmony with other citizens is also important in creating liveable and agreeable society. Liveability is a significant characteristic in the success of Abu Dhabi Emirate (Dwyer, Forsyth & Spurr, 2005). Policies, developments and plans have to relate back on the consequences they will have on the lives of people, how citizens and visitors to Emirate will live, relax and work in towns, cities, as well as settlements and what open spaces and facilities will be needed to offer attractive and secure surroundings. Development policy, guidelines and regulations that are explicit will be utilized in evaluation of projects that have been proposed to see how they measure against key liveability characteristics like the public realm, community facilities and transportation. Standards of living that measure to the international standards have to be key to any development decision. Abu Dhabi has a unique chance of providing a special combination of elements in its urban identity; a safe and authentic, yet also an open and progressive Arab city. Found on the Arabian Peninsula close to the Arabian Gulf, Abu Dhabi emerges as the largest emirates that comprise of the United Arab Emirates (UAE). It comprises close to 200 islands. In Abu Dhabi traditional Arabian hospitality blends smoothly with ultra-modern technology and amenities in attractive new hotels and sparking event venues. Patrons arrive using the Abu Dhabi International Airport that currently has about fifty three airlines flying to/from eighty-five destinations in about 49 nations. The airport is being expanded and it will be ready by 2017 (Ali-Knight, 2008). The Abu Dhabi National Exhibitions Centre (ADNEC) is the largest conference venue in Abu Dhabi having seventy-three thousand square meters of event space. There are many varieties of hotel venues in Abu Dhabi that include desert resorts, city hotels, beach resorts, and luxury Bedouin camps. One of the most important attractions of Abu Dhabi is the Sheikh Zayed Mosque, this architectural work of art is one the world’s largest mosques, with a capacity for an astonishing 40,000 worshippers. It features 82 domes, over a 1,000 columns, 24 carat gold gilded chandeliers and the world's largest hand knotted carpet. The main prayer hall is dominated by one of the world’s largest chandeliers –10 metres in diameter, 15 metres in height and weighing twelve tonnes. The mosque's first ceremony was the funeral of its namesake, Sheikh Zayed, who is buried at the site. The 844-room Grand Millennium Al Wahda is the largest hotel with a meeting space of five thousand square feet. There are other new hotels that include Jumeirah, St. Regis Saadiyat Island Resort, and Regis Abu Dhabi. There are special event venues that include Zayed Sports City Stadium, Yas Marina and Yatch Club, Abu Dhabi Golf Club and Abu Dhabi Country Club. During planning events and meeting in Abu Dhabi it is crucial to keep in mind that local etiquette demands clothing to be circumspect; women have to avoid completely tight, short or revealing dressing, and hem lines have to fall just below knee at the minimum. Arms and should have to be covered especially in the course of the holy month of Ramadan. During this holy month, stores remain closed in the course of the day and are opened in the evening (Elsheshtawy, 2011). Alcohol can only be sold and consumed in restaurants, hotels, and other amenities that are licensed and patrons have to avoid loud conversation and rowdy behavior when there are calls to prayer. It is prudent to ask for permission before anyone takes any picture. It is important to adhere to the code of behavior while in Abu Dhabi to avoid any trouble. The present population of Abu Dhabi is about 1,495,000 and it is projected to grow to about 2,471,000 by the year 2030. Strategic vision of Abu Dhabi balances environmental, economic and social sustainability and growth, while acknowledging the open and competitive world where one wishes to be a leader. Abu Dhabi does not attract the same degree of attention like Dubai but in many ways optimism in business in the UAE capital is undergoing a similar resurgence as its neighboring emirate. The updated plan takes into consideration the changing economic climate as well as the projected population growth together with other factors. The framework emphasizes on Complete Sustainable Communities (CSC) to make sure that neighborhoods possess facilities that meet the daily needs of citizens like mosques, schools, and retail. Such suite of policies, manuals and regulations were not in place in 2007 but can be integrated into the updated plan that will benefit substantially from the rounded approach to community planning. The update is less concerned with expanding the city but more on application of smart growth practices to make the most use of land that is efficient where development has commenced or to rejuvenate the existing regions to make sure they are meeting the residents’ needs. Barker (2005) observes that it is automatic that the creation of new development will happen, but these have to be managed carefully. There will be restrictions on the unsustainable sprawl through amending the prevailing urban growth boundary to curtail increased infrastructure, environmental costs and community facility, and resulting cases of communities that are isolated. Abu Dhabi is shaping into a place that people do not only visit once from a trip in Dubai but into a destination to reckon with, and this is manifested into a number of cultural and tourism projects taking shape. A huge portion of the work is being led by Abu Dhabi’s Tourism Development and Investment Company. Abu Dhabi is targeting 3.1 million guests this year which will represent 11% increased as compared to last year. Guests’ population in 2013 was 2.8 million. Development like the Saadiyat Island will be a boost to the tourism market (O'Toole, 2011). UAE will host the Abu Dhabi Scent a high-degree meeting to gain momentum for the 23th September Climate Summit that will be convened by United Nations Secretary-General Ban Ki-moon. The meeting will also bring together ministers with leaders from finance, business, and civil society, with the aim of developing proposals for action and dictate how their respective countries, organizations and businesses can broaden their participation in initiatives that deepen and widen partnerships for the sake of delivering concrete action during the September Summit. Coming up with a stable enabling environment was crucial aspect of the UAE’s implementation of the Three Pillars Policy. In spite of the problems of implementing institutional and regulatory reform in a region that is relatively hostile environment, the UAE has managed to vastly achieve its goals. The first important aspect of the policy revolved around increased engagement between the private and public sectors. The well known illustration is the success by the UAE to position itself as a major green economy as well as a celebrated research center for various alternative energies. This illustration of a government initiative succeeded in bringing together the private sector while shaping public policy (Swanson, 2004). Corporate governance also falls among the Three Pillar Policy. Abu Dhabi and Dubai fast economic growth has led to liberalization of cities in many ways than one but not all of them are considered as positive. The federal government reacted to concerns regarding local cultural identity by putting up the National Arts Authority. This commission is in charge of preserving past heritages and nurturing local artists and creativity. Whereas the results of this and other similar efforts are evident through growing number of Emirati artists, architects, photographers, as well as designers holding wonderful exhibitions abroad and in the country; there are emerging concerns that the younger generation of Emirati are avoiding traditional values and culture in favor of apparently attractive and a more liberal western value systems. Considering the gluing power of the GCC regional grouping, it is amazing that these tensions have even dogged the UAE (Ali-Knight, 2008). The federal framework cannot be perfect in everything, but as people enjoy the gains of increased integration at a GCC degree, they should not the gains of integration in their own federal system. The Abu Dhabi government has published several important policies in recent times. 2009 was a years that was wholeheartedly dedicated to implementation after the guidance of the president of UAE and the ruler of Abu Dhabi. Commencing with the first ever Policy Agenda that was first published in 2007-2008, the government then published an urban planning policy that was comprehensive dubbed the Abu Dhabi Strategic Plan 2008-12 that had strategic plans for over twenty individual government entities in line with the vision of Emirate of Abu Dhabi presented in the original plan. In defiance of the laissez-faire approach used by the neighboring Dubai; Abu Dhabi integrates a top-down policy of planning, as well as the institutional framework (Anwar & Sohail, 2004). Emanation of the ruling family and the government consist of a significant element of the cultural policy of Emirate. Advisory bodies, financing funds, and governmental institutions are chaired by members of the ruling family and consulting the local population is not a common practice. The main goal of Abu Dhabi Vision 2030 is diversification of the economy of Abu Dhabi away from being dependent on hydrocarbons. Other industries like education, tourism, media and aerospace have been identified as having the potential to contribute to the growth of Abu Dhabi’s economy and offer a balanced and diversified economic mix. The Abu Dhabi Urban Planning Vision 2030 offers the needed physical infrastructure like buildings, transport and utilities; and facilities like Research and Development facilities, colleges, as well as new homes for workers from these industries, to facilitate Abu Dhabi to emerge successful in the new industries and gain a diversified economy. Economic sectors comprising of a diversified mix will result into an economy that is more sustainable and less affected by changes in prices of crude oil and depends less on finite oil resources in Abu Dhabi. Abu Dhabi Vision 2030 offered a roadmap for the diversification and development of Abu Dhabi that guide both the private and public organizations in the present time (Whitford, 2004). Consequently, substantial progress is already being realized in every of the laid down long-term policies. Under the stewardship of the Urban Planning Council (UPC), the plan for Abu Dhabi 2030 provides guidance on the development of the urban environment of the Emirate. The General Secretariat is in charge of overseeing the performance management framework and policy of the Government of Abu Dhabi and liaises will other government entities they are delivering on the overarching policy agenda and their strategic plans. On the economy, the Department of Economic Development is working with key private and public organizations to make sure that plans and policies pointed out in Economic Vision 2030 are implemented effectively and efficiently. The Abu Dhabi Council of Economic Development (ADCED) is keeping on with its work of supervision of implementing special economic projects besides offering a forum for dialogue between the private and public sectors. Abu Dhabi government worked hard in 2009 in overseeing planning for several main international events that helped to expand the international profile of the Emirate (O'Toole, 2011). Like many nations globally, UAE and Abu Dhabi have spent have spent time focusing on the impact of the 2008 economic downturn and how to diversify the economy. Founded respectively in 2006 and 2007, the ADCED and UPC are agencies of the government that are responsible for the planning of strategies of urban development as well as economic advisory in the city of Abu Dhabi. These agencies work together having complementary roles that they play in the Emirate’s development. The laid down cooperation make sure there is successful completion of the long term vision of the government through integrating knowledge to educate policymakers in the formulation of individual policies, blueprints and plans that represent multidisciplinary facets that is the backbone of a sustainable future for the Emirate of Abu Dhabi (Klotz & Lynch, 2007). Their work gave birth to the defining and publishing of the Abu Dhabi Vision 2030 Master Plan that is an inspiring document that define cultural policymaking in the Emirates. When it comes to policy making in Abu Dhabi culture plays an important role in the final decisions that are arrived at prior to publishing a policy or a framework of implementation. There is knowledge gap about event planning and policy development that needs to be addressed through further research. This proposal for research seeks investigate and develop the events planning and policy framework for the city of Abu Dhabi, theoretical or basic, understanding the manner in which events planning will assist the events partners, organizers, stockholders, domestic partners, and the study will focus on the important elements of events planning and policy framework. Methodology The methodology outlines the scientific procedures and tools that will be used in gathering, analysis and interpretation of data collected during the research. This research will apply the interpretivist approach. Bevir and Kedar (2008) explain that interpretive approach relies hugely on naturalistic methods like observation, interviewing and analysis of existing text during the research. These methods permit substantial dialog between the researchers in the field and the respondents with whom they interact for the purpose of collaboratively constructing a reality that is meaningful. In many cases qualitative methods are applied and meanings emerge from the research process. Angen (2000) observes that Interpretivist positions are based on the theoretical belief that reality is fluid and socially constructed. Consequently what is known is always negotiated within social settings, cultures, and relations with other people. It is important to define the sample population that will be used in the course of this research. Respondents in this research will include event organizers, domestic partners, stockholders, events partners, consults, and government agencies like security department and city planning. Among the mentioned respondents a manageable sample will be selected randomly but considering critical issues like gender, age and geographical location in order to get a wide view about event planning and policy formulation in Abu Dhabi (Lawson & al Naboodah, 2008). The research will use questionnaires and in-depth interviews to collected qualitative data. Quantitative data will collected through observation, interviews, online surveys, mailed questionnaires, government records, business records and historical recordings. Opinion polls will be conducted through social media networks like Twitter, Facebook, Google hangout and Yahoo! the target population will be within Abu Dhabi and other international partners involved. The research will commence the outlining the research design and followed by preparation of questionnaires. A pilot study will be used to test the questionnaires and remove any ambiguous or leading questions that may alter the response of the participants. Control groups will also be used to test accuracy of questions in the questionnaire towards achieving the intended purpose of collecting both qualitative and quantitative data. The data collected will be coded, analyzed, interpreted and presented. The data will be interpreted using likert scales, regression lines, and spreadsheets. The results will be represented by use of line graphs, bar graphs, divided circles, pie charts, shaded graphs and other appropriate data presentation means. A final comprehensive report will be prepared and presented to the sponsors and other stakeholders involved in facilitating the research work. Follow up to the research will be done later. Ethics in research Ethics refer to moral values or principles that govern the conduct of the researcher during the research. Researchers owe it to their clients, profession, and respondents to maintain high ethical standards to make sure that the information and the function are not disputed in anyway. The researchers should have informed consent from the respondents before the start of the research. The participants have to understand fully their role in the research and what risks are involved in order to make choice whether or not to participate in the research as explained by Sales and Folkman (2000). No one will be hoodwinked or misled into taking part in the research without is clear understanding and consent. Anyone taking part in the research will have to do it voluntarily without being pressurized by the researchers. It will be paramount to maintain confidentiality in the research and only reveal what will not jeopardize or victimize the position of the participant. Assurance of confidentiality will give participant the confidence to take part in the research. Revealing personal information about the participants will be unethical and uncalled for and may scare other people from taking part in any research. The privacy of the participants has to be respected throughout the research. The participants will be informed on how the information they provide will be used during and after the research. The researchers will have to avoid being biased, stereotyping or using leading questions during the research to preempt results. Any unorthodox methods employed to twist the response of the participants will be deception. Conclusion The knowledge gap concerning Abu Dhabi events planning industry and policy framework calls for further research to exploit potential and exposes the challenges and bottlenecks that faces organization. This research targets to investigate and develop the events planning and policy framework for the city of Abu Dhabi, theoretical or basic, understanding the manner in which events planning will assist the events partners, organizers, stockholders, domestic partners, and the study will focus on the important elements of events planning and policy framework. Hosting of major events is being used by many nations to promote and market products and services from those nations. Abu Dhabi is an attractive destination for visitors particularly from the Middle East and Europe. Important and major global events have been hosted in Abu Dhabi. Research assists will thoroughly trained on their role on the field and the way to amicably interact with participants without causing discomfort that may lead to dishonesty or concealing of certain vital information. Ways of overcoming personal biases will be discussed as well as the proper use of scientific tools used for gathering in this research. Ethics during the research will have to be observed by all research assistants. This research will go a long way towards equipping event organizers and the government as a policy developer with important information on event management and policy development. All stakeholders involved in event management will be involved in the research but it will consider the budget and time frame available. This researcher will further provide invaluable information to scholars on event management in the Gulf region and beyond. Investors will consider the lucrative nature of the opportunities that are found within Abu Dhabi and its environs. The research will be successful if there is total cooperation between the research assistants and participants. Morality and ethical behavior will be observed throughout the research. References Ali-Knight, J. 2008, International Perspectives of Festivals and Events: Paradigms of Analysis, Elsevier, London. Angen, MJ. 2000, Evaluating interpretive inquiry: Reviewing the validity debate and opening the dialogue, Qualitative Health Research, 10(3) pp. 378-395 Anwar, S.A & Sohail, M.S, 2004, Festival tourism in the United Arab Emirates: First-time versus repeat visitor perceptions. Journal of Vacation Marketing, 10: 161-170. Barker, J. 2005, The sincerest form of flattery, The Economist, 64-65. Bevir, M. & Kedar, A. 2008, Concept formation in political science:  An anti-naturalist critique of qualitative methodology, Perspectives on Politics 6 (3): 503-17. Biba, E. 2010, Exhibiting changes, B to B, 95 (8), 16. 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