Event Impacts part 1


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This presentation outlines the impacts international events have for individuals, communities and organizations.

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Event Impacts part 1

  1. 1. Event Impacts Part 1 Practicewww.bournemouth.ac.uk
  2. 2. Learning ObjectivesAt the end of this session students should be ableto:• Reflect on the meanings of events for individuals in different societies• Identify the practices of business, communities and countries which have been influenced by the popularity of events• List and evaluate the positive and negative impacts that events have on individuals, organizations and communitieswww.bournemouth.ac.uk
  3. 3. Conceptualizing Event Impacts (1) Socio/Cultural Political Physical and Tourism and Environmental Economic Adapted from: Bowdin et. al (2011)www.bournemouth.ac.uk
  4. 4. Conceptualizing Event Impacts (2)• Triple-bottom Line - a systematic framework for measuring and reporting the events performance against economic, social and environmental parameters, to determine negative or positive impacts on the host community (Fredline et al., 2005)www.bournemouth.ac.uk
  5. 5. Conceptualizing Event Impacts (3) Countries Cities Communities Organizations Individuals Adapted from: Ferdinand and Shaw (2012)www.bournemouth.ac.uk
  6. 6. What do Events Mean to Us? Sites where individualsOpportunities can come together toto appreciate connect with other to achieve a sense ofcritical enhanced identity andmilestones: to find meaning  For example, weddings, birthdays, graduations, anniversaries and cultural and religious observanceswww.bournemouth.ac.uk
  7. 7. Consider the Burning Man Festival ….• What does it take produce an event which provides a sense of enhanced identity and deep spiritual meaning?www.bournemouth.ac.uk
  8. 8. Profound loss Pure wonderment A combustion of the id Release from restraint A stripping of the selfPurification A loss of direction Crucifixion Adrenalized joy Sacrificewww.bournemouth.ac.uk
  9. 9. www.bournemouth.ac.uk
  10. 10. The Meanings of Events Can Also Change …• Modern day events represent the evolution of societies, communities and individuals• The original significance and perception of some events have shifted: Gay Pride parades’ sexual politics have given way to family fun and festivities The symbolism behind Trinidad and Tobago Carnival has shifted from rebellion to a message of freedom and self-expressionwww.bournemouth.ac.uk
  11. 11. Events in Organisations• Create linkages• Disseminate information• Provide motivation and opportunities for celebration• Brings people together from different countrieswww.bournemouth.ac.uk
  12. 12. Event Marketing Event marketing survey findings published by the Event Marketing Institute in 2010 The top three rated marketing tools for building customer relationships are: 1. Event marketing 2. Social marketing 3.Web marketing The marketing tools that give the best ROI are: 1.Web marketing (40% of respondents agree) 2. Event marketing (22% of respondents agree) % of marketers who rank the future importance of events as increasing has risen: From 29 % in ‘09 to 36 % in ‘10 34 % of respondents plan to move to an experience- driven portfolio within the next three to twelve months, while 31 % say they have already done sowww.bournemouth.ac.uk
  13. 13. Events in Communities Religious and cultural These events can: festivals can play an • Reinforce shared identities important role in • Evolve new meaning, through the integration of uniting communities cultural influences comprising of ethnic • Help to achieve a and cultural minorities cosmopolitan character that can be promoted as a positive feature to external audienceswww.bournemouth.ac.uk
  14. 14. But be warned they can also …• Reinforce cultural and ethnic stereotypes• ‘Comodify’ culture• Highlight cultural differences which can increase cultural/ethnic/ racial tensions• ‘Disneyfy’ community landscapes• Reduce cultural events to ‘exotic products’ to be bought and soldwww.bournemouth.ac.uk
  15. 15. TO BE CONTINUED …www.bournemouth.ac.uk
  16. 16. References • Bowdin et. al. (2011) Events Management. Oxford: Elsevier Butterworth-Heinemann • Ferdinand, N. and Shaw, S. (Eds). Events in our changing world. In N. Ferdinand and P. Kitchin (Eds.) Events Management: An International Approach (pp. 5- 22). London: Sage Publications • Fredline, L., Raybould, M., Jago, L., & Deery, M. (2005). Triple bottom line event evaluation: A proposed framework for holistic event evaluation. Third International Event Conference, the Impacts of Events: Triple Bottom Line Evaluation and Event Legacies. Sydney, July 2005.www.bournemouth.ac.uk
  17. 17. Further Reading• Shaw, S. (2007). Inner city ethnoscapes as cultural attractions: Micro-place marketing in Canada. In M. Smith (Ed.), Tourism, Culture and Regeneration (pp.49- 58). Wallingford: CABI• Sherry, J.F. & Kozinets, R.V. (2007). Nomadic spirituality and the burning man festival. Research in Consumer Behavior, 11, 119-147• Tull, J. (2012). Event evaluation. In N. Ferdinand and P. Kitchin (Eds.) Events Management: An International Approach (pp. 173-196). London: Sage Publicationswww.bournemouth.ac.uk
  18. 18. For Next Time …• Ferdinand, N. and Williams, N. (2011) Event staging. In S. Page and J. Connell (Eds.) Routledge Handbook of Events (pp. 42-44). Abingdon: Routledge• Greenwood, D.J. (1989). Culture by the pound: An anthropological perspective on tourism as cultural commoditization. In V.L. Smith (Ed.) Hosts and guests: The Anthropology of Tourism (Second Edition) (pp. 171- 185). Philadelphia: University of Pennsylvania Press.• Waitt, G. (2008). Urban festivals: Geographies of hype, helplessness and hope. Geography Compass, 2 (2) 513- 537www.bournemouth.ac.uk
  19. 19. KEEP IN TOUCH … http://facebook.com/Ms.NicoleFerdinand @evntmgtwww.bournemouth.ac.uk