事件管理教學課件：IEI-W10 - lecture 2_up

1、Cutural Events & FestivalsNCUK Week 10 Lecture 2Y2S1-EVM-IEI1SLOCultural Events and FestivalsI1Define culture, the arts and leisure and explain their relationship to events using appropriate examples.I2Explain the link between events, image, and identityI3Explain the key factors in developing cu

2、ltural events and festivalsY2S1-EVM-IEI2CategoryPositiveNegativeEconomicDirect incomeMultiplier effectEmploymentLoss-making eventsIncreased prices for localsOpportunity costsTourismEnhanced destination imageExtension of tourism seasonRisk of reputation damagePhysicalNew facilities and infrastructure

3、Regeneration of rundown areasEnvironmental damageOvercrowdingCongestionSocio-culturalSocial opportunities for localsImproved social networksCommodification of cultureAntisocial behaviourDissatisfaction with event imageTable 13.7Summary of event and festival impacts Source: Moscardo 2008Y2S1-EVM-IEI3

4、CategoryPositiveNegativePsychologicalEnhanced sense of communityExcitementPrideConflictRegional community developmentEnhanced skills for volunteers and participantsSupport for other regional products and servicesConflict with other regional activitiesY2S1-EVM-IEI4Table 13.7Summary of event and festi

5、val impacts Source: Moscardo 2008Melbourne Food and Wine FestivalY2S1-EVM-IEI5Cultural Events and Image Successful cultural events do enhance the image of the destination Now in its 24th year (2016), the Food and Wine Festival highlights why Melbourne is a world-class gastronomic destination, attrac

6、ting visitors from across Australia and around the globe.Y2S1-EVM-IEI6Kawhia Kai FestivalY2S1-EVM-IEI7Cultural Events & Identity Considered one of the top Maori attractions in New Zealand, the Kwhia Kai Festival is a prominent reason that sets travellers on a mad quest to book flights tickets to

7、 the country. The cultural event like Kawhia Kai Festival in New Zealand enhances the sense of community and the local pride.Y2S1-EVM-IEI8Programming and Marketing Cultural Events & FestivalsY2S1-EVM-IEI9Programming Cultural Events and Festivals Although the idea of programming is used across th

8、e events industry, the term is used in a specific way for cultural events and festivals. It describes the process of choosing and presenting a set of events that are joined together by venue, content or organization. Y2S1-EVM-IEI10ProgrammingY2S1-EVM-IEI11Programming Cultural Events and Festivals Pr

9、ogramming in this manner should be distinguished from the concept of developing a programme for an event, which involves assembling the elements of event design for a single event within a theme (e.g. Getz 2005; Sonder 2004; Allen et al. 2008)Y2S1-EVM-IEI12Factors Considered The authors explain that

10、 the programme for a single event depends on: The expectations of audience The constraints of the venue and the infrastructure The culture of the client and the main sponsors The availability of elements of the staging and their relationship to each other The logistics The creative intent of the eve

11、nt teamY2S1-EVM-IEI13So what kind of consumers do we target for cultural events and festivals?Y2S1-EVM-IEI14Figure 13.3 Cultural consumers Source: Adapted from Kolb 2005Y2S1-EVM-IEI15Distinguish via examplesY2S1-EVM-IEI16Summary Link between cultural events and image of destination Social identity a

12、nd cultural events Key factors of developing cultural events Programming and understanding cultural consumersY2S1-EVM-IEI17SLOTourism and Leisure EventsJ1Explain how tourism and event tourism are linkedY2S1-EVM-IEI18Reading List Bowdin et al Ch4Y2S1-EVM-IEI19Hallmark Events Identified with the spiri

13、t or ethos of a town, city or region that they become synonymous with the name of the place Provides destination with a competitive advantage. Event and destination can become inextricably linkedY2S1-EVM-IEI20Dubai Shopping FestivalY2S1-EVM-IEI21Burj-ul-Khalifa （Ber J Kalifa）Y2S1-EVM-IEI22Events &am

14、p; the City Images associated with events can be transferred to the host community or destination, leading tourism agencies to increasingly include events in their destination positioning or branding strategies (Getz, 2010)Y2S1-EVM-IEI23Destination Branding A destinations brand can be thought of as

15、the overall impression, association or feeling that its name and associated symbols generate in the minds of the consumers Such efforts depend greatly on local community support and on the cultural and strategic fit between the destination and the event conducted there. (Jago et al, 2003)Y2S1-EVM-IE

16、I24Tourism Statistics, SingaporeY2S1-EVM-IEI25Events & Tourists Tourists are an essential component of the audience of events. Most importantly, as people who, by definition, come from outside the city, tourists are the only participants who inject additional revenue to the city through event ex

17、penditure. (Richards & Palmer, 2010)Y2S1-EVM-IEI26Destination/Place Marketing Destinations often use the opportunity provided by events to progress their overall tourism promotional efforts. Including a range of destination marketing organisations being established to further this aimY2S1-EVM-IE

18、I27STB (Singapore Tourism Board)Y2S1-EVM-IEI28Event Tourism Strategy - Grants The Leisure Events Fund (LEF) supports high quality events that strengthen Singapores profile and position as a compelling leisure destination, drive visitor spend, and develop the key tourism and tourism-related industrie

19、s (e.g. Arts & Entertainment, Sports, Retail & Dining). (Singapore Tourism Board)Y2S1-EVM-IEI29Eventful Cities Events are making cities fashionable and cool places to be. Eventfulness, however, should not be an aim in itself, but a means of improving the city and making it more attractive an

20、d liveable.(Kirby, 2004)Y2S1-EVM-IEI30Nevada 2006 most eventful city in USY2S1-EVM-IEI31Victorian Christmas Nevada City ClassicY2S1-EVM-IEI32Summary The link between events and tourism industry Importance of destination branding and marketing Government influence and strategies on event tourismY2S1-EVM-IEI33Part 2Essay WorkshopY2S1-EVM-IEI34Essay question Use examples to explain key features and objectives of MICE events, also, describe the trend in meeting industry. 20 marks 35Feedback on your MICE essay- Time limit (Unfinished within 35 mins given)- No/limited/Non-specific exa