The paper "Analyzing the Melbourne Cup as a Hallmark Event" is a perfect example of business coursework. It is critical to understand the importance of mega-events and hallmark events in tourism. Hallmark event often needs a relationship between even inseparably and the destination. On the other hand, the mega event needs a bid that is competitive in nature to win, and it is achieved with limited resources including time and budget. The characteristics that these two events possess are used to distinguish them. This essay will major on defining the different characteristics and roles they play in the tourism sector.
The differences will be based on a tourist attraction, the size of participation, national funding, branding, community, and infrastructure development. Regarding a mega-event focus will be on the 2010 world cup that was held in South Africa while analyzing the Melbourne Cup as a Hallmark event. A mega event requires a competitive bid to win ahead of other bidders from different countries; the event is limited in terms of costs and time (Frost, 2012:76). The winner of the bid who now becomes the host nation has the mandate to follow all the rules and regulations that are set by the owner of the event.
The factor that distinguishes mega event and hallmark event is size with the mega event being larger than the hallmark event. The participation in the mega event is larger, and this, therefore, forms the need for global media coverage. The main characteristics of the mega event that are determined by its size include budget, tourist attraction, and infrastructure. Besides, mega-events are essential to a country's economic development.
The tourist attraction is also promoted by mega-events, both international and domestic tourism. Tourism goes a long way to building a country’ s economy through exports and investments. The bidding process to win a mega-event is costly and risky since it requires a high level of cooperation both national and local governments. Nevertheless, the host nation can improve its economy if it can be able to attract more people who will provide more capital than the nation spent in the bidding process. It is rare to find small nations or cities in the bidding process since they do not possess enough resources.
Mega-events are always appealing to nations, as they possess the capability of attracting many tourists’ especially international tourists who would ensure that the nation recovers the capital is used in the bidding competition (Frost, 2012: 76). However, on some rare occasions, a host nation may fail to attract enough international tourists leaving the country in debt. It is also important to note that hosting a mega-event needs highly developed infrastructure for example hotels and roads or rail to be used by international tourists.
Developing the required infrastructure there is a need for the national government to provide funding. The brand of the mega event is essential compared to the host country, that is, a mega event that is highly regarded can be a major success even if the host nation is not popular. A mega event example is the 2010 World Cup that was held in South Africa. The brand that comes with the FIFA World Cup is huge as the event takes place every four years. The bidding process involved many countries, but underdeveloped countries were not included in the bidding war, as they do not have the resources to bid let alone to host the event.
One of the nations was Morocco, which South Africa beat by four votes to emerge victoriously. After winning the bid South Africa now the host had the responsibility to follow all requirements and rules set by FIFA who are the event owners. FIFA World Cup is a sports mega-event whose recent bidding process has become discrete because of its global impact politically and economically.
Besides, the strong relationship that has developed between sports and tourism has led to the growth of the tourism industry as a global economic force. Henderson (2010:61) defines sports event tourism as, “ a manifestation of sports tourism, which is a socio-cultural, economic phenomenon arising from unique interactions of people and place, and activity. ” Globalization aspects including homogenization, linearization, and commodification of culture have improved the growth of international tourism further. Therefore, the 2010 FIFA World Cup will remain in the history of the international sport as an important promotional event in South Africa regarding politics and economy.
The 2010 FIFA World Cup was the 19th time the event was hosted, and it attracted many tourists from all over the world especially soccer fans. The media coverage and global focus the even provides are massive, and this depicts the extensive brand the event has developed over the years. Half of the 2.8 million stadium seats were sold to international tourists; this shows how the nation was able to benefit economically. In preparation for the event, the South African government put in massive funds to ensure the infrastructure was developed including stadiums, roads, and hotels.
It is, therefore, important to note that the international tourists remember the 2010 FIFA World Cup because of the brand the event comes with rather than the location that it was hosted.
Asli, D. & William C. 2007, ‘Destination Image and Its Functional Relationships,' Journal of Travel Research, vol. 45, no. 4, pp. 413-425.
Frost, W. 2012, ‘Events and Tourism,' in Page, S & Connell, J (eds), The Routledge Handbook of Events, London, pp. 75-86.
Henderson, J., Foo, K., Lim, H. & Yip, S. 2010, ‘Sports events and tourism: the Singapore Formula One Grand Prix’, International Journal of Event and Festival Management, vol. 1, no. 1, pp. 60-73.
Narayan, P. & Smyth, R. 2003, ‘Attendance and pricing at sporting events: empirical results from Granger Causality Tests for the Melbourne Cup,' Applied Economics, vol.35, no. 15, pp. 1649-1657.