What Event Management Is Tourism Essay Example
What Event Management Is Tourism Essay Example

What Event Management Is Tourism Essay Example

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  • Pages: 12 (3190 words)
  • Published: October 3, 2017
  • Type: Case Study
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An event refers to a structured occasion that includes various gatherings such as meetings, conventions, exhibitions, and specific events like jamboree dinners. According to Getz (2005, p.16), events often involve multiple interconnected aspects. Furthermore, another definition of an event encompasses organized occasions like societal maps or sports competitions.

(Encarta, 2007) Every event has a subject or purpose, and it consists of a beginning and an end. There are different types of events such as festivals, celebrity appearances, and sporting events. (Watt, 1998) One notable global sporting event is the World Cup. In Chinese culture, the Jumping Festival holds great significance.

While events in companies can involve routine tasks like meetings and product launches, they also have a significant impact on society. The diagram above identifies four specific areas where events can have an impact: societal and cultural, physical and environmen


tal, economic, and political. One aspect of the societal and cultural impact is the promotion of community pride and shared experiences. Events play a crucial role in fostering social interaction and celebrating happy occasions. The Live 8 concerts held during the 2005 G8 summit exemplify this by pressuring world leaders to address issues such as debt relief for impoverished nations and fair trade regulations (Shone & Parry, 2004; Wikipedia, 2007). Furthermore, events also have physical and environmental impacts by serving as platforms for showcasing the environment, leaving behind infrastructural legacies, and raising awareness about the environment. A prime example of this is the Beijing 2008 Olympics which had a significant physical and environmental impact. Overall, events possess the power to influence society in various ways including socially, culturally, physically environmentally,economically,and politically.The future use of athletics locales like Birds

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Nest can be improved with the addition of new three tube lines that would enhance transit (Shone & Parry , 2004) .

On the other hand, there will also be some drawbacks including environmental traffic congestion, environmental damage, pollution, and traffic congestion.

  • Economic impact. There are several positive economic impacts. For example, the promotion of the destination by events will increase tourist visits to the place. Additionally, many jobs will be created by the events, and tourism revenue generated by the event will increase tax revenue. The London Notting Hill Carnival (2002) brought approximately ?93 million into London and supported 3,000 full-time equivalent jobs in the region. However, the costs of infrastructure can reduce spending in other areas such as education and healthcare - known as opportunity costs.
  • Political impact. Governments have played an important role in bidding for hosting and delivering major events due to the potential for social regeneration, international prestige, and job creation. Events have the ability to foster social cohesion, confidence, and pride.
  • ( Wood, 2002 ) The Beijing Olympics illustrate how they make society more cohesive compared to before. However, there are negative aspects such as the risk of event failure, lack of accountability, and propaganda intent.

    The Event

    There are four main stages for planning and delivering events: initial planning, detailed planning, event implementation, and post-event evaluation. Firstly, the initial planning phase consists of two parts: creating the event concept and assessing the event concept. Creating the event concept focuses on answering the five Ws (Why, Who, When, Where, and What) ( Goldblatt, 2005 ). Assessing the event concept involves conducting a feasibility study or a screening process to select the best concept.

    (Shone; A; Parry,


    The Planning of The Event

    Effective planning and organization are essential for the success of any event, regardless of its size. It is crucial to not underestimate the time required for decision-making and addressing various matters like seeking advice, obtaining permissions, coordinating with artists, and selling tickets. Therefore, it is recommended to initiate event planning at least three months in advance to achieve the desired outcome.

    The Event: The True Spirit of Unity In Malaysia with a cultural Diversity in Association With Lexus. Situated in Kuala Lumpur, The Pavilion holds great popularity in Malaysia as it attracts numerous visitors daily for shopping, entertainment, socializing, and more.

    The central location of the center tribunal makes it an ideal choice for hosting a multicultural event, attracting people from various parts of the city and tourists. This results in a broader reach compared to other venues. The diverse establishments within the center tribunal, such as stores, cinemas, and restaurants, appeal to individuals of all age groups. These numerous stores not only make it easier to secure sponsors for large events but also assist in promoting them. Furthermore, the convenient transportation options provided by the central location have previously contributed to successful events held here.

    There are several reasons for selecting this venue: excellent value for money, attraction for patrons, targeting the desired audience, convenient transportation options, international exposure, and suitable site suitability layout and design.

    Careful consideration was given when choosing Marquee Kuala Lumpur as the venue due to the high number of attendees expected at the event. Marquee Kuala Lumpur is well-suited for accommodating such a large gathering. However, managing a large crowd requires taking into account several factors. Firstly, space

    availability plays a crucial role and The Pavilion offers ample room for the event. Additionally, it is important to assess whether the terrain's layout is grassy or uneven before finalizing plans. Moreover,the marquee's interior is entirely constructed from marble and has a lovely water fountain located outside.
    In addition, the event will feature a range of fun activities, focusing especially on the evening lighting. It is crucial to pay close attention to safety measures such as fire exits, entrance points, and crowd control within the venue to ensure accident prevention.

    The marquee has been designed and laid out perfectly for this event, which is filled with fun activities and the launch of a new car. The exhibition of the car and the endless events will take place in the marquee, including a screening gallery. Not many other venues in Malaysia can accommodate such a large screening gallery, thanks to the four additional levels that allow people to see the event from various angles.

    Site Plan

    The pavilion has been planned and designed impeccably. The event director has carefully decided where everything should be located. The site has a main entrance that leads to the central courtyard on the third level, where all the events will be held. The marquee is well-equipped with fire safety measures at multiple points and convenient restroom facilities for the audience and traffic.

    Crowd/Traffic Management/Parking

    Efficient crowd management is crucial to avoid conflicts and ensure the event runs smoothly. It is important to manage parking and traffic effectively as well.

    Everything must be taken into consideration, such as the crowd profile and other factors. When evaluating your site, consider how easily people can access it and what parking

    facilities are available. Unplanned and uncontrolled access and immersion to a site can lead to serious accidents. Will you need stewards to guide people to and from parking lots? Consider both traffic flows and pedestrian paths. How will you separate the two? Do you need to provide barriers or signs, or request a road closure to ensure safe access? If road closures, signs on the main road, traffic diversions, and/or the arrangement of cones are necessary, an application must be submitted for a traffic ordinance order and/or approval from the main road authority.

    How will vehicles be brought to the site by contractors? How will emergency vehicles enter and exit the site, and how will the clearance of emergency paths be ensured? It is important to provide sufficient signage and directions at prominent locations on the entrances. Additionally, it is advisable to inform local rail and coach companies about larger events to assess if their existing services are adequate. You may also need to coordinate with them for road closures or diversions. A traffic management plan, along with site maps, can help convey the arrangements effectively to all personnel working at the event.

    The Event's Unique Concept and Objectives

    The concept of this event plays a vital role in determining its success. What makes this event stand out is its integration of both cultural and corporate elements. Its primary focus lies in celebrating the diverse cultures of Malaysia, highlighting the country's unity and hospitality towards people from different backgrounds. Furthermore, this cultural event aims to foster stronger relationships between nations and their people while promoting a sense of global unity. The program will include various cultural events

    representing countries like India, China, and the Middle East. Additionally, Lexus has graciously sponsored the event and will be introducing their new affordable car model that boasts exceptional features.

    A Brief About the Company and the Need For a Patron

    Lexus is a renowned company in the car industry with a wide range of Cars and a global presence. It is popular among various audiences and has successful operations worldwide. However, it faces tough competition from other companies. In order to ensure the smooth running of any event, it is crucial to have a patron who can provide necessary capital and finances. Having patrons not only makes the event more interesting but also allows for the inclusion of different plans and exciting awards that can attract audience participation. Considering that this event is a combination of cultural and corporate elements, it is important to have a clear understanding of what they are.

    What are Cultural Events

    Cultural events are often linked to major events due to the media coverage they receive, which attracts a large number of visitors. These events are rooted in traditional customs or festivals. For example, major musicals like Phantom of the Opera generate significant tourism revenue for London's west end and are considered cultural events.

    Festivals within the events industry that involve the humanistic disciplines have a specific programme delivered with a clear intent. Cultural events, according to Bowdin (1999), can be classified as:

    - High profile cultural events aim to reach high standards, gain media coverage, attract a wide range of people, and generate high income.
    - Festivals celebrating a specific location bring people together to

    celebrate their local area, often featuring numerous local groups.
    - Art form festivals provide unique opportunities to experience a particular event and the associated art forms.
    - Festivals celebrating the work of a community highlight a specific group, such as a fundraising musical concert for the NSPCC, often including participatory workshops.
    - Calendar events are cultural or religious festivals, like Christmas in the UK. While traditional large-scale assemblies have declined, foreign influences have introduced carnivals and melas, enriching the diversity of festivals in the UK.

  • Amateur humanities festivals are a relatively large but low-profile sector that affects thousands of people.
  • Commercial music festivals are well-known cultural events that take place in major cities and even outside, such as Robbie Williams' performance at Knebworth.
  • What are corporate events?

    Nowadays, organizations need to be creative in order to compete in the globalized market. Corporate events require careful planning to avoid any mishaps that could damage the organization's image. The goal is to effectively coordinate the event and achieve their objectives, whether it be engaging the audience or facilitating a company gathering.

    The Impact of the Event

    Social and cultural impacts of events have several advantages, including fostering community pride and creating shared experiences.

    Events have a significant role in promoting social interaction and celebrating happy occasions, and they are even more important in society (Shone & Parry, 2004). For example, the Live 8 concerts occurred simultaneously in nine countries during the 2005 G8 summit at Gleneagles. The objective was to pressure world leaders to forgive the debts of the world's poorest nations, increase and enhance aid efforts, and negotiate fair trade rules (Shone & Parry, 2004).

    The Timing Of The Event

    The timing of

    an event is crucial as it must accommodate everyone's convenience, particularly the target audience. It is necessary to identify considerations such as when people typically gather and other relevant factors. This traditional cultural event will take place at the Pavilion Kuala Lumpur throughout the entire weekend starting on Friday, June 5th. The event will feature great refreshments, games, music, family activities, quizzes, plays, competitions, and a large artist market. Attendees can enjoy various dance events like belly dancing along with live music and a carnival atmosphere. The event is completely free of cost from June 5th to June 7th, 2010. Visitors can explore a wide variety of art pieces including paintings, sculptures jewelry among others.

    In this amazing location, the highlight of the event is its music show. The event holds great significance in society as it also aims to educate young children. This event showcases a variety of sunglasses and flowers from different cultures around the world, particularly in Asia, along with exciting entertainment. The festival schedule is as follows: On Friday, the event starts at 1700 hours and concludes at 2130 hours in the evening, while on Saturday, it will take place between 16:00 hours to 21:30 hours. The final day of Dogwood Festival 2010, Sunday, will have gates opening at 16:00 hours and closing at 21:00 hours.

    Marketing The Event

    Effective marketing plays a crucial role in ensuring the success of the event.

    The primary focus of this event is to achieve its goal, which involves bringing together various cultural cultures at the marquee while showcasing Malaysia's unity to the world. This can greatly benefit the tourism industry. Additionally, there will be a special highlight on

    the grand launch of Nexus SAHE, the latest car from Lexus. As this event will take place at the Pavilion, it is expected to attract a walk-in crowd. However, it is still crucial to conduct promotional activities in order to effectively market the event and accomplish its objectives. When promoting any event, there is often a discrepancy between promises made and actual expectations. It is common for attendees to spend money but not experience favorable results. Therefore, careful considerations must be taken into account as attendees may have concerns about this issue. The campaign design aims to attract and persuade individuals who come across the advertisement to attend the event.

    The most common methods of selling include inflaters, circulars, billboards, posters, radio jingles, email selling, internet streamers, and promotional ads with gifts. These methods create excitement among people, and if there is a teaser ad, it can also generate suspense and attract more people to participate. The cost of the event is crucial, as it cannot be conducted without sufficient funds. While there is a patron for the event, it is important to seek additional financial support through co-patrons and allocating booths to other advertisers. This helps cover some of the expenses, as the event is primarily funded by patrons and is entirely free for the audience.


    All the costs mentioned are approximate to the best of my knowledge which would be suitable for this event.

    • The Site
    • Promotion
    • Decorations
    • Plans
    • Prizes
    • Assorted
    • So the total expenses are
    • And the estimated expenses

    Cardinal constituents of a successful event

    There are 7 cardinal constituents of a successful event: set up the Mission and Objectives for

    the event, human resources management effective leadership, fulfilling stakeholder demands, detailed planning, implementing the event and a good post-evaluation report. A clear statement of purpose and vision should underpin every statement.

    According to Bowdin (2006, page 124), a vision or mission statement outlines the overall goal that an event organization has set for itself. Aims, as based on the mission statement, provide more clarity on what the event aims to achieve (Bowdin, 2006, page 123). Events, such as the Olympics Games, rely on volunteers and can be seen as a labor-intensive product, as exemplified by the 1,700,000 volunteers involved in the 2008 Beijing Olympics. The key to a successful event lies in effectively planning and managing human resources. Bowdin (2006, page 144) stresses that meeting the needs of stakeholders such as the community, host organization, colleagues, and media is crucial for event success.

    According to Bowdin (2006, page 99), the personality and leading manner significantly impact the outcome of an event. Watts (1988, page 31) further states that event leadership styles play a crucial role in the event management process. Lastly, Goldblatt (2005, page 159) emphasizes the importance of implementing and evaluating the event. Implementation involves executing both plan A and plan B, with the latter being utilized in case of any accidents.

    Evaluation involves obtaining feedback from clients after an event.

    The Event Management Process

    The event management process consists of four main areas: initial planning, detailed planning, event implementation, and post-event evaluation. Initial planning can be further divided into two parts: developing the event concept and evaluating the event concept. Developing the event concept involves focusing on the "5 Ws" - Why, Who, When, Where, and What.

    (Goldblatt, 2005) Evaluating the event concept involves conducting a feasibility study or a screening process to select the best concept. (Shone & Parry, 2004) Detailed planning consists of five parts: objectives, situational analysis, financial planning, marketing planning, and operational planning.

    The importance of fiscal planning and good fiscal control is a significant part of the event management process (Shone, 2004). Venue selection is the most crucial decision in various events like wedding receptions and birthday parties. Operational planning encompasses all the necessary arrangements for an event, including staff, location, equipment, and catering (Shone & Parry). The marketing plan plays a significant role in the event planning process, as it centers around the 4 Ps: product, pricing, place, and promotion.

    The Important Aspects To Be Considered

    • Providing new and/or redeveloped lodging and locales
    • Identifying and creating opportunities for employment and business growth
    • Increasing public transportation and accessibility without interfering too much with everyday life
    • Improving the design of the urban environment by creating new exciting locales, protecting heritage sites, and securing safe, well-located public spaces
    • Protecting and improving the natural and cultural environments
    • Promoting efficient planning and encouraging investment, job creation, and business confidence

    My Role as an Events Organiser

    In an events environment, the role of an events organizer includes:

    • Researching the current market to identify opportunities for specific types of events
    • Communicating with clients to determine their specific needs for each event
    • Developing a comprehensive proposal for the event, including timelines, venues, suppliers, legal obligations, staffing, and budgets
    • Managing the budget for the event
      • You would also need to reserve a suitable venue

    for the events to be held.

  • An events organizer would also need to ensure that the insurance, legal, health and safety requirements are adhered to;
  • organizing venue management, caterers, interior decorators, contractors and equipment hire;
  • organizing facilities for car parking, traffic control, security, first aid, hospitality and the media;
  • Some events may require special guests to be present, so it is the events organizer's role to acknowledge and also secure the speakers.
  • They would also need to plan the room layouts and schedule the workshops.
  • Manage staffing requirements and staff updates.
  • The final aspect of the role of an events organizer is overseeing the disassembly and removal of the event and ensuring proper cleaning of the venue.

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