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Event management trends in Asia (Chapter 1) - Coggle Diagram
Event management trends in Asia (Chapter 1)
Events: essentially an assembly or reunion of people for private or public celebration, ritual or remembrance
Types of events
Political
events hosted by national and state governments
displays of military forces
MICE
meetings
incentive travel
conventions
exhibitions
Arts
concerts and performances used to showcase local or international paintings, crafts, drawings, sculptures, dance, music, songs, and costumes
celebration events such as award ceremonies with a particular focus on the arts
Recreational
for sporting events or outings
social activities or games
Cultural
various festivals based on religion, culture, and local traditions
held at multiple settings such as museums, heritage sites, temples, and churches, town and village squares, and open grasslands
Special
opening and closing ceremonies, and award ceremonies
beauty pageants
product launches
fundraising and charity events
Sports
competition between participants on land, air or water
high involvement of event stakeholders such as participants, spectators, sponsors, media and the government
Private
birthday, weddings, anniversaries, parties, and various other social gatherings
state funerals and events created around days of national mourning and remembrance
Categories of tourism events
intentionally developed to include visitors
unintentionally become popular with visitors
initiated and developed for tourism or hospitality
exclude visitors
International event audiences
segmentation
first time visitors
repeat visitors
spends more money
stays longer
behaviour
satisfaction
motivation(why people attend events)
ethnic groups
nationalities
Challenges in developing events
health scares and personal hygiene
conservation
economic crisis
infrastructure
civil unrest, war, political instability, domestic disturbances and tensions
policy and legislation
visa restrictions
lack of event knowledge
event evaluation: allows for more informed decisions towards greater efficiency and more positive results to be made
internally-driven reasons
determine whether event management functions have achieved expected outcomes
understand who attends the event to determine who else can be targeted
identify and address problems and challenges
determine worth of the event to its workers and volunteers
engender accountability
determine whether and how the event can remain viable and become sustainable
determine whether goals and objectives have been met
externally-driven reasons
determine event's level of impact on tourist arrivals
determine event's level of impact on business and other related industries
determine level of media interest and coverage
satisfy accountability requirements
determine whether event satisfies the expectations of community stakeholders
determine level of awareness of sponsors' products/services
determine worth of the event to its patrons
event types and evaluation tools
economic development --> economic impact assessment
catalyst transformer of socio-cultural landscape --> social impact scale analysis
tourism product --> visitor exit survey
sustainable development --> environmental impact analysis model
image maker --> content analysis
conducting event evaluation
most suitable approach for conducting the evaluation exercise
select model(s) for evaluation
focus of evaluation
develop appropriate instruments and data collection strategies
determine the purpose
collect and analyse data and findings
prepare and disseminate event evaluation report
formulate and implement decisions for improvement
What to evaluate
event elements
source of info on the event
number of times attending
attendees address
patron satisfaction
demographics of patrons
quality and impact of event program
size of groups
quality of merchandise
number of patrons
food and beverage
event organisation elements
income and expenditure
cash flow
volunteers perceptions working on the event
human resources
level of investment
nature and quantum of resources
sponsorship dollar
event context elements
community perceptions
level of media coverage
impact on events
media value
impact of events
interest and presence
nature and amount of local suppliers used
event evaluation approaches
quantitative: counting complex data sets as well as attendance levels, info sources and event activities
financial approaches
profit, loss and debt
patron expenditure
gate receipts
cash flow
economic approaches
tax
visitor expenditure
employment
triggered economic activity
qualitative: utilises open-ended to allow for in-depth responses and focuses on capturing opinion and attitudes on matters such as reasons for attending the event, benefits sought, level of satisfaction, stakeholder attitudes, etc.
non-financial and non-economic approaches
net value
stakeholder perceptions
intangible costs and benefits
economic and market factors