Generally, the paper "Mega-Event and Hallmark Event: Distinguishing Characteristics and Role in Tourism" is a perfect example of business coursework. The use of events in attracting masses has grown with countries and cities now fighting to host big events such as sporting activities and exhibitions. Also, the use of events features largely in most of today’ s tourism literature from top tourism journals, monographs, school textbooks as well as practical instruction manuals. Researchers are putting greater effort into defining the character and coverage of event tourism. Still, there is a realisation that events play a key role in promoting tourism destinations.
The tourism sector contributes substantially to the overall state of a host destination by creating jobs, directly and indirectly, attracting big infrastructural investment projects and enriching the people’ s culture by interacting with people from other parts of the world Getz (2008: 403) Events exist in varying forms distinguishable mainly by size, volume and impact (such as political events, business events, social-cultural events, and private events, among others. ). Also, the rationale for hosting events may differ. This paper looks at two major kinds of events: mega-events and hallmark events.
The focus is on the events’ defining and differentiating features and their role in tourism. Mega Events A mega-event is a key cultural event with a huge popular appeal and universal reference. Moreover, mega-events are superficially irregular, remarkable, and mainly extra-large. They have the capacity to send out advertising messages to billions of the global population through mass advertisements through the internet, newspapers, televisions that have huge viewership. Therefore, mega-events pull huge numbers of visitors and are for the most part linked to image-making or developmental roles for the host destination.
Mega-events put the host destination under the focus of the media. Getz (2008: 405) defines “ mega-events, by way of their size or significance, as those that yield amazingly high levels of tourism, media reporting, reputation, or economic impact for the host community, venue or organisation. ” Today each year at least one place on earth hosts a mega-event such as the Olympic Games, or World Cups. Role of Mega-Events in Tourism: A Case of Summer Olympics The remarkable nature mega-events is a proprietary means through which the neighbouring area derive positive as well as negative effects.
The events have the capacity to transform host destinations to active tourist hot-spots with huge gains for the community for several generations to come. Mega-events influence the local economy by attracting international attention to the host destination. The dimension of these impacts has not been fully established, but scholars have attempted to work out the economic gains realised from hosting a mega-event ever since the 1980s. Generally, in the past ten years evidence shows apparent prospective gains, both in terms of direct economic gains plus the intangible gains including varied non-quantifiable benefits such as greater patriotism, public pride, and country image.
A lot of host destinations have shown that the benefits to some extent overshadow the costs (Horne & Manzenreiter 2004: 190). Host destinations regularly perceive mega-events as viable profitable opportunities. The Summer Olympics is a top example of a mega-event. Cities all over the world keep bidding just to host the Summer Olympics. The staging of the Summer Olympics appeals to different sectors of the host destination. The destinations have a one-time chance to promote their local commodities to the international audience, leverage new investments, influence export trade opportunities and boost the tourism sector of the host country.
These factors trigger off both corporate involvement and support from the community (Horne & Manzenreiter 2004: 193).
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Getz, D. 2008. Event tourism: definition, evolution, and research. Tourism Management, vol. 29, no. 3, pp. 403-428.
Horne, J. and Manzenreiter, M. 2004. Accounting for Mega-events: Forecast and Actual Impact of the 2002 World Cup Finals on the Host Countries Japan/Korea. International Review for the Sociology of Sport, vol. 39, no. 2, pp. 187-203.
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