The paper 'Mega-Events and Hallmark Events' is a great example of a Management Case Study. In recent times, there has been a shift towards the study of events and their importance in the field of tourism. Events have grown to be more common today, hence, attracting attention from researchers as they seek to understand the importance of events in the tourism academy. Indeed, events feature predominantly in most of today’ s tourism literature from top tourism journals, monographs, school textbooks as well as practical instruction manuals available. This clearly shows that literature on events is at present one of the most prolific of any area of tourism studies.
Researchers have put great effort into defining the character and coverage of event tourism (Getz 2005: 20). Event tourism is defined as organized planning, development and promotion of planned events to attract tourists as well as for their benefits to enhance marketing, image-making, and development. Events exist in different forms distinguished particularly by size, volume, and impact. The rationale for hosting events may differ, but they are commonly limited in their duration. The most common events are sporting events.
Others include business events, social-cultural events, political events, and private events, among others. Mega-events and Hallmark events are two key types of events. The focus of this paper is on these two events, for the most part from a sporting perspective. I discuss their defining differences and the role they play in supporting tourism (Getz 2007: 213). Mega Events Roche (2000: 1) defines mega-events as, major cultural (business and sport) events with a spectacular, mass popular appeal and worldwide connotation. This definition is at the moment widely used.
Other features of mega-events are that they are superficially discontinuous, exceptional, international, and basically outsized in composition. In this case, Mega refers to, events that have the capacity to send out promotional messages to billions of the world’ s populace. Typically modern-day mega-events have noteworthy outcomes for the host-city, state, or country where the event is staged. They as well catch the fancy of extensive media-coverage. Although a mega event is planned, as a minimum, on one occasion every year somewhere on the earth, these events are remarkable occasions for the host-cities, states, and countries.
Examples of mega sporting events include the Summer Olympic Games, FIFA World Cup, Rugby World Cup, Winter Olympic Games, Cricket World Cup, and British/Irish Lions tour (Burbank 2002: 180). Role of Mega-Events in Encouraging Tourism The plea for hosting a mega event, in particular a mega sporting event, has gone up considerably over the past two decades. The spectacular nature of these events can be branded as a key vehicle for engendering positive as well as a negative bequest for host cities along with the neighboring area.
The impending gain from hosting mega-events has the capability of transforming cities to active tourist hot-spots and impact the neighboring community for several generations to come. Mega-events have an effect on not only the local economy but also generate global attention for the host country, taking into account numerous direct along with indirect impacts (Horne & Manzenreiter 2004: 194). Apparently, the dimension of these impacts remains unknown. Even though scholars have tried to compute the economic benefits resultant from hosting a mega-event ever since the 1980s, on the whole, it is in the past decade that the discussion with reference to the prospective gains, both in terms of direct monetary gains as well as the intangible gains (together with diverse non-quantifiable benefits such as enhanced as public pride, patriotism and country image), stepped up.
The benefits (be they tangible or intangible) of mega-events look like worthwhile. Considering the fact that a lot of countries bid to host these events, it is implied that the benefits, for the most part, overshadow the expenses (Burbank 2002: 186).
Burbank, M.J. (2002). Mega-events, Urban Development, and Public Policy. The Review of Policy Research 19(3): 179-202.
Getz, D. (2005). Event Management and Event Tourism. 2nd edn, Cognizant, New York.
Getz, D. (2007). Event Studies: Theory, Research and Policy for Planned Events. Elsevier, Oxford.
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, 39(2): 187-203.
Ritchie, B. J. R. (1984). Assessing the Impacts of Hallmark Events: Conceptual and Research Issues. Journal of Travel Research, 23(1): 1-11.