The document introduces international events management, emphasizing the importance of understanding global changes and cultural differences that impact event organization. It outlines key characteristics of international events, strategic planning tools, and the role of tourism, sponsorship, and technology in the event management landscape. Additionally, it discusses global forces that affect events, such as security concerns and economic factors, while highlighting the significance of competition and resource management in this field.

1. International Events
Management
An Introduction

2. Learning Objectives
At the end of this session you should be able to:
• Describe what it means to take an international approach
to events management.
• Identify key changes in the global environment, which
are impacting events and event organizations.
• Use strategic planning tools to identify and analyze the
environment in which international events take place.
• Understand how event organizations can formulate
strategic responses to global changes.
• Appreciate how culture and customs can dictate how
event organizations operate.

3. International Events
“...large-scale events which attract
international audiences and media
attention and meet a variety of
economic objectives for the
destinations in which they are
hosted.”

4. Key Characteristics
• Explicit focus on attracting international
audiences
• Have significant impact on their host
communities (e.g.
Social, political, physical and
environmental and tourism/economic
impacts)
• Attract international or global media
attention
• Have specific economic imperatives

5. An International Approach
to Events Management
• Tourism
International • International sponsorship
activities • International programming
• Differences in laws, technology & politics (PEST)
Intercultural/ • Differences in cultural values (Hofstede,1991), customs
country issues (Morrison and Conaway, 2006) communication styles
(Hall and Hall, 1990)
International • Sustainability
• Electronic ticketing, blending of virtual and live
standards/ media, start of the art facilities
practices/issues • Health and safety standards

6. Is SUP 11-City Tour An
International Event?
“In Friesland Holland 220
Km through 11 Cities in
Five Days. Unique
experience based on an
ice skate tradition since
1909.”
(SUP11-City Tour, n/d)

7. International
Globalization
Event
Environment Global Forces
Affecting Events
Local Forces
Affecting Events
Stakeholders,
Resource
Availability &
Competition
Cultural
Differences
SUP11-City
Tour

8. Communication Styles
Context Space
Information
Time
Flow
Hall and Hall, 1990

9. Cultural Differences
Acceptance/rejection of hierarchical or unequal
Power Distance
distributions of power in organizations and society.
Acceptance or avoidance risks in everyday life.
Uncertainty
Avoidance
Weather or not individuals see themselves as
Individualism
integrated or separated from social groups and free
or restricted by social pressure.
Weather or not masculine and feminine roles are
Masculinity/
separated and how un/favourably society looks
Femininity upon aggressive and materialistic behaviour.
Willingness or unwillness to put off immediate
Time
gratification in favour of long-term goals
Horizon
Adapted from: Hofstede, 1991

10. Other Cultural Values
Religion Humour
Early socialization and Food and eating
family structures behaviour
Small-group Work ethic
behaviour Education system
Public behaviour Traditions
Leisure pursuits and History
interests Social class
Holidays and structure
ceremonies

11. Local Forces
Political Economic Social
Technological Environmental Legal

12. Local Forces
Political Economic Social
Stability of government Price levels Local culture and
Political regime change Wage levels practices
Technological Environmental Legal
Level of internet Local weather patterns &
penetration potential for extreme VISA and work permit
weather conditions requirements
Quality of internet
access Health & Safety Laws

13. Event Stakeholders
Co-
Power Networks
operation
Gate Community Partner-
keepers Reps. ships
Public
Negotiators Sector Alliances
Managers
Coalition- Tourism Colla-
builders Suppliers borations
Trust-
builders
Identity
Adapted from: Getz, 2007
builders

14. Event Resources
Human
Physical
Financial
Competitive Advantage
Adapted from: Getz, 2007

15. Considerations &
Responses
RESOURCE EVENT ORGANIZATION
CONSIDERATIONS RESPONSES
• What alternative • Secure resources from many
resources are available? sources
• Store resources for hard times
• Is there a competitive or
• Reduce the need for resources
symbiotic relationship (e.g. through cost reductions)
between resource users? • Influence resource providers
• Is long-term supply (e.g. through government
guaranteed? lobbying)
• Are the same resources • Work collaboratively with
events requiring similar
required every year? resources (e.g. sharing
venues, staff and other event
inputs)
Adapted from: Getz, 2007

16. Competition
• CHALLENGES • OPPORTUNITES

17. Globalization
A term which refers to a number of
processes which have enabled
companies, products, people, mone
y and information to move more
freely and quickly around the world.
(Morrison, 2006)

18. Global Forces
Political
Economic
Social
Technological

19. Global Forces
• Recent terrorism activity (such as the 9/11,
7/7) have intensified concerns about terror
Political attacks at events, which in turn have led to
increased security costs.
• The global financial crisis has made companies
Economic more cautious about their spending on events.
Many have cut-back.
• Global aging populations mean that event
Social managers need to design events with older
attendees in mind.
• Virtual meeting technologies are an increasing
Technological source of competition for live events.

20. International Tourism &
International Events
• Increases in tourism
numbers have
facilitated an increase
in the demand of
events of all
types, especially:
– Cultural events &
– Business meetings
and conferences

21. Developments in Internet
Technologies & Live Music
• Live music has
become the saviour of
musicians and music
companies since
illegal downloads
have severely
depressed the sales
of recorded music.
Check out Music Concerts
and Festivals – UK

22. Increase in International
Organisations & MICE
• Today the worldwide
MICE market is worth
about £400 million
thanks in large part to
the proliferation of
international
organisations.

23. References
• Ferdinand, N. and Wesner, S. (forthcoming) The International Event
Environment in N. Ferdinand and P. Kitchin (Eds.)
• Hall, E. & Hall, M. (1990) Understanding Cultural Differences. Yarmouth:
Intercultural Press.
• Hofstede, G. (1991). Cultures and Organizations: Software of the Mind.
New York: Mc-Graw-Hill.
• Keynote (2010). Music Industry. Keynote [online] Retrieved from
https://www.keynote.co.uk/market-
intelligence/view/product/2324/music-
industry?highlight=music&utm_source=kn.reports.search
• Mintel (2010a). Music Concerts and Festivals – UK. Mintel [online]
Retrieved from
http://0academic.mintel.com.emu.londonmet.ac.uk/sinatra/oxygen_acad
emic/search_results/show&/display/id=479850

24. References cont’d
• Morrison, J. (2006). The International Business Environment: Global
and Local Market Places in a Changing World (Second Edition). New
York: Palgrave Macmillan
• Thomas Cook Retail Limited (n/d). Key dates. Thomas Cook Retail
Limited [online] Retrieved from
http://www.thomascook.com/about-us/thomas-cook-history/key-
dates/
• Towner, J. (1996). An Historical Geography of Recreation and
Tourism in the Western World 1540-1940. Chichester: John Wiley.
• Trennert, R. A. (1993). Selling Indian education at world's fairs and
expositions, 1893-1904. American Indian Quarterly, 11(3), 203-220.
• UNWTO (2010). UNWTO World Tourism Barometer. 8 (3), 1-64.

25. Activity
• In two groups of three:
– Highlight the aspects of the event that make it
international
– What have the event organizers done right or wrong
in terms or their international approach?
– Suggest ways in which you could improve the event
organiser’s international approach
– Display your answers in poster form