Danielle lawes
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Danielle lawes

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Danielle lawes Danielle lawes Presentation Transcript

  • Generated by Foxit PDF Creator © Foxit Software http://www.foxitsoftware.com For evaluation only. Should cities adopt Event Tourism and Place Marketing techniques at any cost? Danielle Lawes Position Paper Two For The Economies of Cities and Regions
  • Generated by Foxit PDF Creator © Foxit Software http://www.foxitsoftware.com For evaluation only. What is Place Marketing? • Place as a product • Strategic approach • Competition for: – Tourists – Investors – Residents
  • Generated by Foxit PDF Creator © Foxit Software http://www.foxitsoftware.com For evaluation only. Why Place Marketing? • Globalisation • Economic Growth • City or Region’s Standing View slide
  • Generated by Foxit PDF Creator © Foxit Software http://www.foxitsoftware.com For evaluation only. Why Event Tourism? • Economic Activity • City Status View slide
  • Generated by Foxit PDF Creator © Foxit Software http://www.foxitsoftware.com For evaluation only. The economic benefits alone.... “Greatly oversold” (Dwyer et al, 2003) Authorities lose (Mules, Faulkner, 1996) At the expense of other cities (Dwyer et al, 2003) Bidding up the price (Gratton et al, 2006) Political propaganda (Chalip, Layns, 2002) Subsidised by proponents (Kasimati, 2003) Image benefits accrue elsewhere (Jennings, 1996) ...do not justify holding an event
  • Generated by Foxit PDF Creator © Foxit Software http://www.foxitsoftware.com For evaluation only. Event Successes • Enhance brand (Jago et al, 2003) • Other roles (Getz, 2007) • Broader Strategies • Not just Profit & Loss • Direct & Indirect (Dwyer, Forsyth, 2010)
  • Generated by Foxit PDF Creator © Foxit Software http://www.foxitsoftware.com For evaluation only. What does success depend upon? • “Damned if you do and damned if you don’t” (Halcomb, 2001) • Compatibility
  • Generated by Foxit PDF Creator © Foxit Software http://www.foxitsoftware.com For evaluation only. Should not be ‘at any cost’ • Both positive and negative impacts • NOT “a meaningless race in which winners and losers remain static over time” (Greene et al, 2007) • Harness the benefits • Complement the place’s brand