The Principles of the Event Tourism: Australia - Essay Example

Why are destinations so intent on attracting and developing event tourism? Introduction There are many activities, which can bring up tourism in any given area. Most nations in todays world are generating their revenues through tourism. This makes it a vital source of revenue for host countries gets foreign exchange from such tourists. More so, event tourism has been on the increase as it attracts people from every walk of life. Event tourism refers to the planning, development, and marketing of events as a tourist attraction and to their important image making, place marketing, as well as development. Event tourism is becoming popularly known since they take time after a given period, and they keep on repeating. This makes it possible to attract a large number of tourists depending on how the event is marketed. This paper will focus on event tourism in Australia. Australia has four major tourism events, namely National Runners Week, Shakespeare Festival and Thredbo Jazz Festival. It will then outline on the roles and actions that tourism agency can take in developing, stakeholders and discuss the value of event tourism to the host community. Roles and actions community of tourism agency can take in developing event tourism For any event tourism to be successful, there are actions and arrangements that have to be placed. This will deal with logistics, which are required for the event to meet its goals and objectives. Therefore, it needs much preparation early enough before the event. Some of the roles and actions of the tourism agency are discussed in the subsequent paragraphs. Tourism agency developing the event has the role of organizing the event. This will be done through an event organization, which will ensure that it stages the event in meeting its goals. Different event organizations exist, and they are different depending with the event being organized. For instance, Australian Open Tennis tournament Organizers deals with events, which relates to tennis (Cooper, Fletcher, Fyall, Gilbert & Wanhill, 2008). Secondly, the tourism agency plays the role of managing the event. This role entails developing long-term relationship with the clients and suppliers who are taking part in the event. There are many activities involved during the plan, which the host community has to deal with. Managing events will not only deal with pre-planning of the event, but also do follow up and make reviews, which can be used for future improvements (Falassi, 2007). Thirdly, the host community plays the role of staging the event, sound production, audiovisual production, lighting, catering, entertainment. Similarly, they may play the role of providing transport, security, communications, accounting services, and legal services (Getz, 2007). This is because the event tourism has become important and competitive, hence requiring proper arrangement in order to attract more participants. The success of the event tourism depends on the number of participants who are mostly influenced by the event organizers. One’s experience in an event determines his or her future attendance, hence the host community has to do their best to give the participants a positive experience. Similarly, the host community plays the role of educating, advancing and promoting the event. Publicizing the event through marketing is imperative since it makes people aware of the date and place of the event. This will intern increase the participation in the event and inclusion. Educating the public about the event is also vital because it makes people aware of what is expected as well as the important of the event (McDonnell, Allen, & OToole, 2009). This will make them inclusive in the event, hence promoting its success. Lastly, the tourism agency has to notify the relevant authority on the tourism event. Such events always attract people from all backgrounds, and there is a need to inform the government agencies so that they put measures in place to curb any un-eventuality, which might arise. Additionally, informing the government agencies will help in coordinating the activities through providing support such as intelligence information, security, social amenities that are essential in making the event successful (Fenich, 2007). Therefore, the host community has to do all these activities in advance to ensure the success of the event. Stakeholders involved The growing popularity of event tourism has attracted different stakeholders as they show their support for the industry. Government and corporate bodies have become part of the industry. The recent developments are that event tourism is not only mandated to meet the goals of the participants, but also to meet the government regulations, community expectations, sponsor needs and media requirements. The key stakeholders in event tourism include host community, participants, host organization, sponsors, media, and spectators (Allen, O`Toole, Harris, & McDonnell, 2011). Participants and spectators Participants and spectators are individuals for whom the event is intended and plays the role of ensuring success or failure. Therefore, it is important for event organizers to ensure that the environment for the participants and spectators is secured, comfortable and meets their needs to ensure success. Similarly, the event should be organized to connect with the emotions of the participants and spectators as it gives them a life experience. Host organization They have the responsibility of staging the event. They might comprise of a distinguished body with the responsibility of hosting the event as in the case of Australian Open Tennis Tournament Organizers in Melbourne. Host organization can be a government agency or non-governmental organization. Similarly, the host organization can host an event with the aim of commercial gains, economic development or as a form tourism business. Media Media is critical in publicizing the events in ensuring it becomes successful. Social media is useful in promoting events, therefore, attracting participants from far and wide and from all social backgrounds. Similarly, the media plays the role of promoting a positive image of the event with the purpose of attracting participants. Additionally, social media offers a platform where organizers can estimate the attendance before the actual event. Sponsors These are individual companies, which provide support in terms of money, services, or other forms in exchange with specified benefits. Sponsors are short lived, but maintain a long-term relationship with the organizers. They partner with organizers in case they want to achieve something that they cannot manage individually. Many organizations sponsor events in order to get the platform of promoting their services and products. Similarly, they sponsor events with the purpose of establishing relationship with the host community, organization with the aim of achieving corporate goals and objectives. Host community Host community is the destination, which provides tourism products that are known. They develop an event that has been described as temporary attractions. However, the host community may be having challenges, which can interfere with the events. For example, different forces within the host community may cause wrangles and delay the event. Similarly, climate changes and insecurity may also pose challenges to hosting an event. Values events bring to destination Event tourism is playing an important role and has both negative and positive impacts on the stakeholders. More so, event organizers gain in case the participation is good, and this enables them to meet their objectives. The impacts emanate from economic, tourism, physical, social, psychological, and political. Economic Impacts Event tourism has economic impacts on the host community because it creates employments. More people get opportunities in organizing events, offering logistics and movements, catering among other activities that offer employments (Alreck & Settle, 2005). Similarly, these events increase the labor supply to the host community or organization as they provide the required manpower in carrying out the activities (Fredline, Mules, Raybould & Tomljenovic, 2008). When many visitors arrive at a place, there is increased living standard since money flows, and everyone becomes happy. This makes them meet their daily needs, therefore, raising their standard of living. Despite the positive aspects of it, it also has negative impacts to the host community. For example, the large number of attendance puts pressure on the available commodities hence increasing the price (Fredline, Mules, Raybould & Tomljenovic, 2008). This will make the participants pay more than usual. Similarly, it can impact the organization when they have inadequate capital. Event tourism requires much capital to organize which may be a challenge to corporate organization. Additionally, the organization may experience challenges because of inadequate estimation of cost. It will have a negative impact on the organization if losses accrue. Tourism Impact The host community benefits from event tourism because it opens up the region and increases its awareness as a travelling destination. Similarly, it will lead to increased investment knowledge and commercial activity in the region, hence attracting investors (Hall, 2002). The positive experience of the clients will make the area becomes commercial hubs since many people will associate it with the event tourism. More so, it leads to the creation of new accommodation and tourist attraction. Many buildings will come up as alternatives to providing hospitality to a large number of participants. Lastly, there will be increased accessibility to the area since transport, and other logistics will be put in place to ease movement of people. However, there are negative tourism impacts of such events. It can give the region or host community a poor reputation in case it has inadequate facilities, inflated prices, or improper practices. Similarly, there can be negative reactions by the existing businesses due to the possibility of new competition for local government assistance and manpower (Veal, 2007). Event tourism comes with many challenges that might not go well with the community in case they are not included. Physical and Environmental impacts There are always constructions of new facilities, which benefit the locals because they remain after the event. Regions and organizations that host event tourism always improve the local infrastructure (Hall, 2002). This benefits the local and other stakeholders as they remain with them. Moreover, such events help in preserving of heritage. It becomes continuous events, hence acting as a preservative. Despite all the benefits, event tourism leads to ecological damage because of the new repairs and there are many participants who put pressure on the few available natural resources. It also leads to change in a natural process and architectural pollution (Cook, Yale & Marqua, 2010). The large number of participants recorded causes overcrowding as they overwhelm the existing infrastructures. It results to others being destroyed and others over explored or overused. Social and Cultural impacts Event tourism increases the level of local interest and participation in the event since they see the benefits. It also leads to strengthening of regional traditions and values, which are expected for any society. Lastly, it will increase the bonding and unity of the host community and the participants since they have a shared goal (Brunt, 2007). However, its disadvantage includes commercialization of activities, which are of a private nature due to demand. Such events are associated with increased crime and social dislocation. Similarly, it leads to changes in the community structure as some locals get carried away and leave their families behind (Hall, 2002). Psychological impacts The host community increases their pride and spirit leading to their psychological well-being. It also leads to increased awareness of non-local perceptions since they are in a new area and learns through interactions. However, the host community may suffer from culture shock. There can also be misunderstanding between the participants and the host community, which might lead to hostility (Hall, 2002). Political impact It will enhance the international recognition of the regional and its values. The foreign participators will recognize the values practiced by the host community, which is important for social relativism. The event planners will gain new skills (Gratton & Taylor, 2005). Its negative political effects may include economic exploitation of the locals to satisfy the few elites. The nature of the event can also be changed to satisfy the values of the few elites. More so, the event may not achieve its aims since the elites may use it to polarize their ideology (Hall, 2002). Conclusion Event tourism is an important activity that regions should embrace. All stakeholders need to contribute when organizing such events to ensure it meets its goals Stakeholders such as host community, sponsors, media, host organization and participants and spectators should work in ensuring success of the event. Similarly, the host community has the essential role to play. It has the role of organizing the event, managing, and staging the event. It also educates and promotes the event as well as notifying the authority of their plan. Besides, there are many benefits which results from event tourism. It has a political impact because it will put the region in the international arena making it acquire recognition. There are also negative political images incase the few elites hijacks the event for self-interest. Additionally, the event increases the pride of the host community and brings economic and social benefits. It strains the physical environment because of the limited resources and creates a culture shock to the host communities. Despite the negative impacts it may have, its benefits outweighs the demerits. References Allen, J., O`Toole, W., Harris, R. & McDonnell, I. (2011). Festival & Special Event Management. Australia: John Wiley & Sons. Alreck, P. A. & Settle, R. B. (2005). The Survey Research Handbook. (2nd ed). Chicago: Irwin. Brunt, P. (2007). Market Research in Travel and Tourism. Oxford: Butterworth-Heinemann. Cook, R. A., Yale, L. J., Marqua, J. J. (2010). Tourism: the Business of Travel. (4th Ed.). Canada: Pearson Education Limited. Cooper, C., Fletcher, J., Fyall, A., Gilbert, D. & Wanhill, S. (2008). Tourism, Principles and practice. Essex: Pearson Prentice Hall. Falassi, A. (2007). Time out of time: essays on the festival. Albuquerque: University of New Mexico Press. Fenich, G. (2007). Meetings, Expositions, Events & Conventions. New Jersey: Pearson Prentice Fredline, E. Mules, T., Raybould, M. & Tomljenovic, R. (2008). Sweet Little Rock and Roller: The Economic Impact of the 1998 Wintersun Festival. Griffith University, Gold Coast. Getz, D. (2007). Event management and Event tourism. New York: Cognizant Corporations. Gratton, C., & Taylor, P. D. (2005). Impacts of Festival Events: a Case study of Edinburgh, in Tourism and spatial transformations: Implications for Policy and Planning. Wallingford, UK: Ashworth Hall, C. M. (2002). Hallmark Tourist Events: Impacts, management, and planning. London: Belhaven. McDonnell, I., Allen, J. & O’Toole, W. (2009). Festival and Special Event Management. Milton, Jacaranda: Wiley Publications. Veal, A. J. (2007). Research Methods for Leisure and Tourism: a Practical Guide. London, Financial Times Management. Read More