The paper entitled "Distinguish Between A Mega-Event And A Hallmark Event " is a wonderful example of a Management Assignment. Hallmark events include events that are defined with the spirit of a region that they become identical with the names of the regions and acquire extensive awareness and recognition. Saayman (2012) defines hallmark events as recurring or major one-time events of restrained duration established principally to promote the appeal, productivity, and awareness of tourism destination in the long or short term (154). Hallmark events depend on their timely importance, status, and distinctiveness to attract attention and create interests.
Examples of hallmark events in Australia include Adelaide Arts Festival; Royal Easter Show and Melbourne Cup (Veal, Darcy & Lynch 2015:315). A mega-event, on the other hand, is not a yearly event, but of fixed duration and takes place on a short term basis and holds a high profile and a global interest besides measurable and sustainable economic upshots. Mega-events are so big that they influence whole economies and resound in the international media. Examples of mega-events include Paralympic Games and the IAAF World Championships.
Drawing from the 2000 Sydney Paralympic games as a mega-event, and Melbourne Cup as a hallmark event, this essay distinguishes Hallmark and Mega-events with a particular focus on their defining features and roles in promoting tourism Hallmark events are viewed as being of high quality, distinct and among the best form and perpetually drawing media attention and international attendance. They happen annually in the same location and are synonymous with the destination in which they take place. Melbourne Cup is a good example of a hallmark event.
The Melbourne Cup brings together fashion, celebrities, elite horses, glamour and entertainment that demonstrate one of the Globe’ s richest horse racing festivals. The Melbourne Cup event is identified with the spirit of Melbourne and has become tantamount with the name of the region. Melbourne Cup has gained extensive awareness and recognition in Australia. The event is a recurring event that is of restrained duration and performed to promote appeal, awareness, and productivity of Melbourne on a short-time basis. According to White and Frew (2013: 219), the Melbourne Cup also referred to as ’ the race that stops a nation’ is viewed as an Australian institution.
The event takes place on the first Tuesday of November every year. Melbourne Cup attracts millions of persons. During the annual event, the city of Melbourne demonstrates its tourist attractions and destinations. The friendliness, ability and cultural diversity are demonstrated during the event. The event attracts sporting, film and music celebrities and encourages different modes of dressing as well as a variety of cuisines. The Melbourne Cup is one of the events that are crucial and translate into a considerable share of tourists visiting Melbourne.
The event attracts tourists and media attention thereby reinforcing Melbourne's position not only in Australia but also in the world. The Melbourne Cup allows Melbourne to gain immense exposure as a tourist destination. Just like other hallmark events, Melbourne is a mark of authenticity and quality for Melbourne. Melbourne Cup enhances the appeal, profitability, and recognition of Melbourne as a tourist destination. According to White and Frew (2013: 219), the Melbourne Cup is viewed as the oldest hallmark event in Australia that involves the community leading to the development of integrity overtime besides reflecting the fun-loving temperament of Australians.
The event promotes talents; provides entertainment and carries promotional advantage. The fact that the Melbourne Cup attracts both local and international tourists, the event holds positive economic influence. The capacity of the event to exert a pull on tourists to Melbourne and the entire state of Victoria is a key driver of economic advantages for the state. The event attendees spend millions of dollars on fashion items, foods, and beverages. The distinct social and cultural importance of the Melbourne Cup draws scores of visitors to the event. Besides economics benefits, Melbourne Cup encourages spending in the hospitality industry with a large number of tourists boosting the hospitality industry in Australia.
The hospitality and dining package sales augment before, during and after the event. Overall, the event triggers a rise in hospitality sales driven by an increased number of tourists. Similar to other hallmark events, Melbourne Cup depends on its uniqueness, timely significance and status to attract local and international attention besides creating interest. The Melbourne Cup is a recurring event of limited duration and is identified with the very temperament of Melbourne and its citizens.
Melbourne Cup brings large tourist revenue along with a powerful sense of international recognition and local pride. The Melbourne Cup demonstrates the tradition, quality and attractiveness of Melbourne. Mega events encourage tourism. According to Li and McCabe (2013:388), mega-events have become of major interest to tourism researchers because of their potential to generate long-term socio-cultural, economic and destination image effects. The legacy of tourism is viewed as one of the most essential reasons for cities and nations that host mega-events.
The economic effects of mega-events are measured using direct expenditures linked to the events that include investment in the construction of stadiums and the impacts of the event such shifts in GDP ( Gross Domestic Product). The 2000 Paralympic Games held in Sydney, Australia is a good example of a mega-event that had enormous economic impacts for Australia. The 2000 Paralympic Games were the second biggest sporting event to be held in Australia following the 2000 Olympic Games. The event involved eleven days of competition and brought together four thousand elite disabled athletes from one-hundred and twenty – two countries along with two independent athletes from East Timor.
The athletes competed for 550 gold medals in eighteen sports (ABS 2005:380). According to (ABS 2005:380), the Paralympic Games ticket sales nearly doubled the early targets of organizers with over one million tickets sold. Veal, Darcy, and Lynch (2012:315) assert that for an event to qualify as a mega-event, it should have at least one million visitors and over 500 dollars in capital investments. In this regard, the 2000 Paralympic Games qualified to be a mega event. Mega-events are so large that they hold an impact on the entire economy of a nation and attracts global media.
Nations qualify to host mega-events following competitive bidding. These events are targeted at the global tourism market and are identified as mega by virtue of their size with respect to attendance, public financial involvement level, the degree of media coverage, target market, construction of facilities, impacts on the economy and social fabric of the host and political effects. The construction of stadiums and other sporting facilities in preparation for the 2000 Paralympic Games that followed the Olympic Games cost the government Australia several billions of dollars.
According to Saayman (2012:154), the capital cost of mega-events should surpass 500 million dollars with a positive reputation. The event should be of limited duration with a great effect on the host community in terms of publicity, tourist volumes, visitor expenditure, and positive image. The entire event streamed live in most local and international media. The 2000 Paralympic Games just had a distinct one-time temperament and occur place annually.
The Paralympic Games happen every four years and involve a major international multi-sport event involving athletes with different physical disabilities. The 2000 Sydney Paralympic Games created tourism opportunities. The event attracted a large number of tourists, which translated to a huge amount of revenue. The hospitality industry that includes transport companies, hotels, restaurants, and lodging gained enormously from the event. The 2000 Paralympic Games changed Sydney and other Australian cities into active tourism hot spots. The mega event boosted Australia’ s hospitality and retail sector during the games with tourist locations sales increasing.
Mega events attract a large number of tourists and nations bid to host them because they hold international significance, create popular appeal and dramatic character. They are lucrative prospects that put in a nutshell huge potential intangible and tangible benefits for host communities. Mega events do not only come with direct momentary gains but also intangible gains that include image promotion. According to ( Li and McCabe 2013:189), Paralympic Games are socially and economically beneficial to hosts with respect to Paralympic-linked tourism expenditure, investment in venues and related facilities, exports and foreign investment legacies. Conclusion Events refer to temporary occurrences, either unplanned or planned.
They entail organized occasions such as conventions and meetings. All events are temporary in temperament and last for a limited duration. They are scores of ways of categorizing events that include content, size, and form. The size of an event depends on the number of attendees. Mega-events and hallmark events are examples of events with a sizeable number of people. However, the two events are different. Drawing from Melbourne Cup, hallmark events entails events that are identified with the spirit of a region and become tantamount with the region while mega-events global in scale and so large with huge economic and social impacts.
However, the two different types of events attract tourists, boost tourist expenditure and capture media attention, promote the image of the host and earn increased revenue to the host cities or nations.
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