The document provides an introduction to international events management, focusing on the characteristics and strategic planning tools necessary for managing large-scale events that attract global audiences. It discusses the impact of globalization and various environmental factors on events, including cultural differences and resource considerations. Additionally, it outlines the challenges posed by security concerns, financial constraints, and evolving technologies in the events landscape.

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

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)

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

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

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

11. Local Forces
Political Economic Social
Technological Environmental Legal

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

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

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

15. Considerations &
Responses
RESOURCE
CONSIDERATIONS
• What alternative
resources are available?
• Is there a competitive or
symbiotic relationship
between resource users?
• Is long-term supply
guaranteed?
• Are the same resources
required every year?
EVENT ORGANIZATION
RESPONSES
• Secure resources from many
sources
• Store resources for hard times
• Reduce the need for resources
(e.g. through cost reductions)
• Influence resource providers
(e.g. through government
lobbying)
• Work collaboratively with
events requiring similar
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,
money 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
attacks at events, which in turn have led to
increased security costs.
Political
• The global financial crisis has made companies
more cautious about their spending on events.
Many have cut-back.
Economic
• Global aging populations mean that event
managers need to design events with older
attendees in mind.
Social
• Virtual meeting technologies are an increasing
source of competition for live events.
Technological

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/musi
c-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 groups of two to 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