Why Are Destinations So Intent on Attracting and Developing Event Tourism - Essay Example

Why Are Destinations so Intent on Attracting and Developing Event Tourism? Discuss Their Main Goals and the Associated Value of Event Tourism With Reference To Corporate and Public Events Abstract Events are identified as an important consideration for the development of the tourism sector in Australia. The tourism industry of Australia with the assistance of different events comprising business events, festival events and special events improve the attractiveness of destinations. In this context, developing brand value of destinations assists in building event tourism. Event tourism plays an effective role towards the development of economic conditions, infrastructure and business operations of Australia in an immense manner. In this respect, two important events that include ‘Australian Tourism Exchange’ (ATE) and ‘Queensland Music Festival’ (QMF) are seemed to be important events attracting global tourists immensely. The events assist in developing the economic conditions of the economy along with community. Introduction In the present scenario, tourism is determined as an important and rapidly developing industry. The industry is also a significant contributor towards the economic development of a country or region. In this regard, events are identified to play an effective role for the development of other business sectors that include hotel industry, trading operations and restaurant business among others. There are various types of events organised which include festival events, sport events, business events and special events for making destinations attractive. Presently, the people are interested towards events and on the basis of which they travel in different locations. Event tourism is responsible for the meeting different goals of an economy in relation to social, environment and economic aspects (Service Skills Australia, 2011; Stokes & Jago, 2007). In a similar perspective, event tourism is a significant aspect, responsible for the development of the economy of Australia. Organising events in different regions of Australia will assist in promoting products along with services of Australia in an enhanced manner (Stokes, 2003). In this regard, there are various events organised in Australia with the aim of attracting visitors from global context which include the ‘Australian Tourism Exchange’ (ATE) and Queensland Music Festival among others in order to develop the economic conditions of the country. With these considerations, the essay emphasizes the role of community in developing the event tourism in an enhanced manner. Additionally, the goals ad value of event tourism in respect of corporate and public events are discussed. Event Tourism Tourism is one of the most important revenue generating sectors in Australia. It is identified as a significant contributor towards the growth along with development of the economic conditions of the country. In Australia, the tourism sector is accountable for the building the economy in a sustainable manner. Additionally, the sector is responsible for improving employment rate and trade operations to a large extent. The tourism sector is seemed to depend on various factors that include tourism products, tourism services and events. In the present scenario, the development as well as growth of the tourism sector is mainly based on events. Respectively, there is a relationship between events and tourism. Consequently, event tourism is determined as a process of planning, marketing along with development of planned events with the intention of attracting tourists from global context. The target market segment of event tourism comprises individuals willing to travel with the aim of attending events for various reasons that include culture, business and leisure among others. In this purview, the sustainable development of event tourism is dependent on sporting events, cultural events, business events and regional events (VTIC, 2010; Stokes, 2003). Contextually, events are identified to play an effective role for the development of tourist destinations in an immense manner. The tourism sector works in an aligned way with event management organisations engaged with different cultural, festival and sporting activities. Moreover, adequate measures are undertaken with the aim of ensuring that events are executed with better considerations towards the environment and the society. Measures are also undertaken to develop an eco-friendly environment in order to attract tourists and make a country an attractive location for organising events. In this context, event tourism plays an important role for the development of social, environment along with economic condition of the country (VTIC, 2010). Subsequently, event tourism is identified to play an effective role towards the development of Australian economy and tourism sector. Events are identified to develop the tourism sector but on the other hand, they are recognised as an important source affecting the environment of a country to a certain extent due to pollution, traffic congestion and waste among others. Event tourism is also seemed to affect the socio-cultural aspects of the country in relation to the ethical practices, social beliefs along with cultural norms that are followed in a community in order to meet the needs as well as requirements of tourists. Additionally, antisocial behaviour towards visitors might adversely affect tourism sector and communities. In this regard, the tourism industry is required to adopt appropriate measures with the intention of organising different events in an effective manner (Gawler, 2009; Getz, 2005). Goals and Value of Event Tourism In the present tourism sector, event tourism is identified as one of the most essential factors from two different perspectives which include destination as well as consumer. The consumers can be termed as the key stakeholder for event tourism. Moreover, the other key stakeholders include the hotels, restaurants, and different business owners such as travel agents and governmental bodies that ultimately derive multi-faceted benefits from the staging of an event (Getz, 2012). Consequently, in order to fulfil the desired aims of these stakeholders, event tourism is organised in accordance with different goals and allied value, which are described hereunder. Events as Attraction In the tourism sector, events play an effective role in attracting tourists from international context on the basis of their attractiveness. In the similar concern, organising different cultural events and sporting events among others have assisted in retaining local consumers, which can be highlighted as one of the key values of such activity. Contextually, events acting as an important attraction aspect might assist the tourism industry of Australia to mitigate seasonality problems, by spreading the demand of events geographically in the country. In this context, development of destinations is based on different factors that include attractiveness, tourism potential and scale of operation. Additionally, events that are organised in different communities should be supported with adequate resources relating human capital, natural resources, financial resources and political considerations. Subsequently, the goal of events will be to increase the number of visitors and their length of stay. In this respect, the utmost goal of events should be to develop a balanced as well as manageable portfolio with the aim of accomplishing multiple needs of event tourism (Pearce, 2013; Getz, 2012). Events as Animators In the present competitive business scenario, events organised in different communities of Australia play an important role towards the development of event tourism. In this regard, communities having museums, heritage sites, resorts, shopping centres, theme parks and historic districts are identified to attract a large number of tourists. Correspondingly, communities organising events with better interpretive features are able to build attractiveness and pleasing atmosphere for tourists. In this context, events organised assist the tourism sector in developing event tourism (Getz, 2012). Event and Place Marketing Presently, events are determined as an important consideration for the development of the tourism sector owing to the values along with features that are presented by communities. In this regard, events aid in developing a positive image of communities. Event organisers are also determined to adopt different policies in order to organise events with due consideration towards social and environment factors. Moreover, events are identified as quality-of-life enhancers as well as attract an immense number of tourists and investors. Contextually, marketing or presenting events in an attractive manner is of immense value assisting in developing the brand image of the destinations (Getz, 2012). Events as Image Makers Events are an important activity towards building an image of hosting community as a preferable destination for travellers and tourists in relation to cultural events, festival events and business events among others. Events organised in communities attract the attention of global media, which in return assists in promoting the features and the activities among others that are associated with the events. In this respect, promotion of events through media services on a global context assists in attracting local, national along with international tourists. Subsequently, developing the image of events will ensure in building the importance of destination, which in turn can ensure positive impact on event tourism (Getz, 2012). Events as Catalyst Events organised in different communities play a significant role towards the development of infrastructure that include transportation and communication among others. Organising events also aids in developing trade along with business operations in hosting communities through the development of hotels as well as restaurants. Additionally, events are accountable for renovation of urban areas with the assistance of investments that are procured from sponsors and investors of events (Getz, 2012). In this respect, it can be comprehended that events play an effective role towards the development of destinations owing to the unique features along with activities that are promoted. Subsequently, based on attractiveness, events assist in building the importance of destinations and creating better value for the development of community and economy. Examples of Event Tourism The Australian Tourism Exchange (ATE) The ‘Australian Tourism Exchange’ (ATE) is one of the largest business-to-business events organised on an annual basis. It is a premier trade event organised in Australia with the aim of offering better tourism products for the tourism market situated on an international basis. In this trade event, buyers from both eastern along with western regions participate with the aim of meeting Australian sellers in order to purchase tourism offerings. The corporate event is organised for four days on the basis of which business appointment schedules are made. Additionally, the event is organised with the intention of retaining the competitiveness of the tourism sector of Australia. The major objective of organising the event is to attract international as well as national tourists. Moreover, the event ensures in generating adequate revenue for the development of the economy. Besides, the event is identified as an important tourism attraction for leisure as well as business meetings. The event assists in developing the tourism industry through the development of business relationship. The event aids in building an effective linkage between tourism providers of Australia and distribution network on a global context. The global tourism buyers are offered with various tourism products which include theme parks, touring operations and transport facilities among others (Tourism Australia, 2014). Queensland Music Festival (QMF) Queensland Music Festival (QMF), public event is organised with the aim of experiencing musical excellence. The event is organised with artists from different regions from both national as well as international context. The major objective of the event is to bring music from different walks of life. Additionally, the event is organised in order to bring together communities and visitors from international context so that they are able to experience diverse cultural along with social aspects of Australia in an immense manner. In this respect, the music event aids in attracting visitors and artists with the objectives of promoting the cultural aspects of different communities, thus developing attractiveness amid tourists. Subsequently, the economy attracting large volume of tourists is able to develop other business sectors that include hotel industry, restaurants and trade operations (Queensland Music Festival, 2013). Event Tourism Plan In Australia, different events are organised with the aim of building the economic along with tourism sector of the country in an adequate manner. Different business, sport and festival events are organised which include ‘Australian Mountain Bike Association Cup’, ‘National Runners Week’, Shakespeare Festival, ‘Melbourne Grand Prix’ and ‘Thredbo Jazz Festival’ among others (Janeczko et al., 2002). In this regard, plan in relation to event tourism should be based on three important factors that include destination vision, goals and objectives. Contextually, the events organised should be based on the vision of the destination i.e. type of events. Subsequently, the goals and the objectives of the events should be in accordance with events’ type. Correspondingly, the events are organised in Australia with the intention of accomplishing the desired objectives successfully and accordingly increasing the attractiveness of the destinations. In terms of an example, different events are organised in the state of Newcastle, Australia in a structured manner with the aim of developing an effective brand value of the destination through the features and the activities presented through the events (Newcastle, 2012). In this respect, preferred destinations assist in developing event tourism significantly. Event tourism is organised with the prime objectives of meeting the requirements of shareholders. The shareholders associated with these events include management of events organisers, sponsors and investors among others. In this respect, event tourism aids in developing destinations with better values in relation to features, activities and customer base (Allen et al., 2012). Conclusion It can be recognised from the foregoing discussion that in the present scenario, tourism sector is required to conduct operations competitively for better sustainability and profitability. Presently, event tourism has been of immense importance owing to changing preferences of tourists. The tourists are mainly attracted towards events for their unique features and services. In Australia, tourism sector plays an important role towards the development of economic conditions and trade operations in an immense manner. There are different events that include business events, sport events, festival events and special events organised with the aim of meeting the objectives of the tourism sector and developing the economy. The development of event tourism is based on the attractiveness of destinations. In this context, the attractiveness of destinations is dependent on the goals of event tourism which include attraction, animators, place marketing, image makers and catalyst. The accomplishments of the goals of events will facilitate in building an effective destination assisting towards the development of event tourism. In this regard, ATE and QMF among others are important events organised with the aim of meeting the needs of tourism sector. The events aid in developing the value of destinations in relation to features and attraction on the basis of which tourists are attracted. References Allen, J., O’Toole, W., Harris, R., & McDonnel, I. (2012). Festival and special event management. Singapore: John Wiley & Sons. Gawler. (2009). The social and cultural impacts of tourism. Retrieved from http://www.gawler.sa.gov.au/webdata/resources/files/5_Gawler_Impacts_Tourism.PDF Getz, D. (2012). Event studies: Theory, research and policy for planned events. New York: Routledge. Getz, D. (2005). Event management & event tourism. Sydney: Cognizant Communication Corporation. Janeczko, B., Mules, T., & Ritchie, B. (2002). Estimating the economic impacts of festivals and events: A research guide. Research Report, 1-32. Newcastle. (2012). Experience Newcastle. A plan to Develop Tourism and Events for Newcastle 2010 - 2012, 3-79. Pearce, P. L. (2013). Initiatives for the development of tourism in tropical Australia. The Cairns Institute, 1-48. Queensland Music Festival. (2013). Our vision is to transform lives through unforgettable musical experiences. Retrieved from http://www.qmf.org.au/public/public/?id=154 Service Skills Australia. (2011). Tourism, hospitality and events. Environmental Scan 2011, 1-38. Stokes, R., & Jago, L. (2007). Australia’s public sector environment for shaping event tourism strategy. International Journal of Event Management Research, 3(1), 42-53. Stokes, R. L. (2003). Inter-organisational relationships for events tourism strategy making in Australia states and territories. Griffith University, 1-330. Tourism Australia. (2014). The Australian tourism exchange. Retrieved from http://www.tourism.australia.com/events/australian-tourism-exchange.aspx VTIC. (2010). Victoria’s tourism and events industry strategy 2020. Retrieved from http://www.vtic.com.au/sites/default/files/Victorias%20Tourism%20and%20Event%20Industry%20Strategy%202020.pdf Read More