Event Management HM-402
Uttarakhand Open University 3
Events offer a unique form of tourist attraction, ranging in scale from small
community festivals, through to international trade fairs, and on to the largest of
global sporting events, such as the Olympic Games and the FIFA Football World
Cup. One of the key differences between events and traditional attractions is the
period of time over which they impact the host community or region. Events are
shortterm by definition, often lasting only one or two days, although some larger
events can last significantly longer (e.g. weeks for example Kumbh mela in India )
while fixed attractions tend to draw visitors seasonally, or over an extended period
When considering the scale and impact of events, they fall into four broad categories
Mega Events, Hall mark events, Major events and local events. The key factors
typically recognised as determining the perceived scale and impact of events are the
level of participation, audience/spectators, and media coverage; and the degree to
which an event generates significant international demand for each.
1. MEGA EVENTS: Events with international appeal and true global reach
typically fall into the categories of major or mega-events. Such events
have the potential to act as catalysts for local development, and to deliver
a range of economic, socio-cultural, environmental and other benefits
associated with image, branding, and expansion of the visitor economy,
just to name a few.
Mega-events, as the largest and highest profile of all events, invariably,
require the most significant and sophisticated infrastructure development,
are typically the most expensive to host, and given the competitive
bidding process for such events, typically take the longest time from
inception to delivery. They also tend to have the longest legacy period.
However, there are also very limited opportunities for cities and countries
to host these very largest of events. Problems of infrastructure, facilities,
transport and cross cultural issues are some of the limitations in the
organization of these events. Despite this, many countries continue to
view the investment of resources necessary to bid for and potentially host
these mega-events, as one that can provide commensurate returns.
For the largest of events in particular, the specific aims and desired
outcomes from a national perspective, may vary between potential host
candidates depending on their level of economic development, existing
infrastructure, identified security needs, plans for urban regeneration,
current and desired international image, maturity as a tourism destination,
and sustainability credentials, just to name a few. Therefore it is clear that
events provide different potential legacies, depending on the requirements
of the respective host city or country.
Getz (2005) defines them: ―Mega-events, by way of their size or
significance, are those that yield extraordinarily high levels of tourism,
media coverage, prestige, or economic impact for the host community,
venue or organization.‖ Another author, Hall, explains that mega events
owe their name to their size in terms of attendance, target market, level of
public financial involvement, political effects, extent of television
coverage, construction of facilities, and impact on economic and social
fabric of the host community (Allen et al., 2011).