The paper 'The Difference between Mega-events and Hallmark-events 'is a perfect example of a Management Case Study. Both Mega-events and hallmark events encourage tourism in several ways. According to Baxter & berries (1995), both Mega and hallmark events play a crucial role in enhancing people’ s living standards. Both events encourage major development works in the host countries. In addition, they enhance the injection of new money from other countries this, spurring the national economy (Baxter & berries, 1995, 67). Major development projects are usually initiated in areas where they are held, and this has in turn create jobs for local people.
The increasing guests' needs also pave way for such infrastructural facilities like superb roads, health amenities and schools. However, both mega and hallmark tourist events may have negative effects in terms of social and environmental issues, for example pollution and erosion of cultural values. This study distinguishes between a Mega-Event and a Hallmark Event, focusing on their defining characteristics and their role in encouraging tourism. The study specifically examines the Guy Fawkes Night as a hallmark event and the FIFA world cup as a mega event. The Difference between Mega-events and Hallmark-events The defining characteristics and examples of these events clearly bring out the differences.
Examples of hallmark tourist events include expositions, international sporting events, and major fairs that are held on a one-off basis or sometimes regularly. As the word suggests, mega-events are very large. Mega-events have great international significance and impact, for example, the FIFA world cup and the Olympics. The criterion for classifying events as either hallmark or mega is based on such aspects as size and type.
Hallmark tourist events specifically focus on the promotion of a specific region (Getz, Svensson, Peterssen, and Gunnervall, 2012, 56). Mega-events, on the other hand, are very large and take a longer time than hallmark events. Mega events leave long term legacies compared to the short term legacies of hallmark events. For instance, following a FIFA world cup, the infrastructure development for the event has long term benefits for the host city (Smith, 2012, 35). Preparation for hosting events involves major infrastructural development, for example, the building of arenas and stadiums. The FIFA world cup moves from one destination to another every four years, meaning that there is no regularity of visiting for mega-events.
For instance, it was held in France in 1998, 2002 in South Korea and Japan, 2006 in Germany, 2010 in South Africa and 2014 will be held in Brazil. Countries that have hosted mega events invest a lot in planning and setting up of all requirements. The process of bidding to host events is in itself costly. However, the lucrative nature of the events covers up for all the costs. The economic benefits for host cities of the FIFA soccer world cup come about due to accommodation services, transport, and merchandising.
Additionally, other attractions within host cities contribute to direct benefits. Indirect benefits with regard to tourism are those that take place before and after an event. Mega-events have huge economic impacts on the host countries not only due to tourism. Mega-events are usually rare occurrences for the cities or countries that host them. This is because there is very little chance of a mega event being hosted in the same city for more than one time.
Mega events lead to increased awareness of tourists due to media promotion, for example, television advertisements about visiting Brazil for the FIFA Soccer World Cup. In the 2010 FIFA World Cup, in South Africa, over 2.8 million seats were sold during the event. Half of the seats in such an event have to be sold to international tourists. This encourages tourists to visit the host countries of mega-events. The end result involves generating revenue that makes public funding of events justifiable.
Baxter, C & berries, M. 1995. An Annotated List of Birds of Kangaroo Island. National Parks and Wildlife Service. Australia, pp.67.
Frost, W., 2009. Projecting an Image: Film-Induced Festivals in the American West. Event Management, 12 (2), pp. 95-104.
Frost, W. and Laing, J., 2012. Strategic Management of Festivals and Events, New York: Cengage Learning, 12-15.
Getz, D., Svensson, B., Peterssen, R. & Gunnervall, A., 2012. Hallmark events: definition, goals and planning process. International Journal of Event Management Research 7(1), pp. 47-67.
Smith, A., 2012. Events and Urban Regeneration: The Strategic Use of Events to Revitalise Cities, London: Routledge, 30-85.