Danielle lawes

507 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
507
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Danielle lawes

  1. 1. 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
  2. 2. 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
  3. 3. 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
  4. 4. Generated by Foxit PDF Creator © Foxit Software http://www.foxitsoftware.com For evaluation only. Why Event Tourism? • Economic Activity • City Status
  5. 5. 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
  6. 6. 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)
  7. 7. 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
  8. 8. 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

×