Special Events Marketing

Abstract

Building a community's tourist industry requires the stimulation of a steady inflow of visitors, and visitors' purchase of local goods and services. Staging special events is one means to attracting tourists and earning tourism revenue. This paper analyzed the case of a county fair in western Colorado from a marketing perspective.     

Analytical Reflections on the Economic Impact Assessment of Conventions and Special Events

Abstract

Over the past decades, the growth of the convention and event industry has enhanced an awareness of its economic significance to local, state, and national economies. Accordingly, many industry and academic studies have introduced various methods for accurately assessing the direct and indirect economic impacts of conventions and special events. Among them, the input-output (I-O) model is widely used for the economic impact assessments. This article first reviews economic impact studies in the convention and event tourism sector and then discusses issues related to the I-O model framework.     

Residents' Participation in Events,Events Image,and Destination Image: A Correspondence Analysis

The Algarve, the most renowned Portuguese destination, is usually associated with its main tourist product, sun and beach. In 2007, the Portuguese government launched a program of events called Allgarve, intending to reposition the destination image. Conceived from the tourists' perspective, the Allgarve program was not initially welcomed by residents. Based on data from 384 questionnaires applied to residents in the region, this study examines the dimensions of the Algarve image and the Allgarve image, and shows how participation in Allgarve events is affecting both. The conclusions from this study reinforce the relevance of residents' participation in events in supporting repositioning strategies of a destination image.     

Defining Special Events in Galleries from a Visitor Perspective

Abstract

In an attempt to alter public perceptions of art galleries as elitist institutions, art galleries are shifting their directions to become more visitor focused. With contemporary policies being adopted to explicitly pursue access that is more equal and participation, new programs and strategies are being developed to make art galleries more appealing to people who would not normally visit them. One such visitor-focused strategy increasingly being utilized is the staging of special events. To document the impacts special events are having on art galleries, and to assess whether special events are enabling these institutions to achieve their aims of becoming more visitor focused and less “elitist,” it is important that these institutions develop an awareness of how their visitors understand and respond to such events. This study explores visitor perceptions of special events in art galleries using a qualitative methodology and has developed a set of categories that reflect those visitor perceptions.     

The Vancouver 2010 Olympics and leisure-time physical activity rates among youth in Canada: any evidence of a trickle-down effect?

Using nationally representative data from the Canadian Community Health Survey, we explored if the Vancouver 2010 Winter Olympics were associated with leisure-time physical activity rates among youth in Canada. No statistically significant changes were observed in the rate of moderately active/active youth in Canada or the province of British Columbia (BC) over the two-year time periods under investigation. At the regional level however, a significant increase in the rate of moderately active/active females from 2007–2008 (pre-event) to 2009–2010 (the year prior to the event and the year the event was staged) was observed in the Richmond, BC, health region (z = 2.05, p = .04). Previous conclusions that trickle-down effects do not occur are not supported by our data. Instead, we conclude that trickle-down effects may in fact occur, but may tend to be localised within certain communities (i.e. close to where Olympic events are staged) and among particular segments of a population.     

Using Events as a Mapping Concept that Complement Existing ROS Methods

The Recreation Opportunity Spectrum (ROS) methods have used static measures such as spatial zones for settings and activities. However, visitor perceptions, activities, and experiences are dynamic and not always localized within a single and static ROS zone. The ROS framework could be enhanced by methods that document common movements across time and space during peoples' recreation engagements. This paper adds movement as a third pillar to the ROS conceptualization. The purpose of this paper is to demonstrate the improved utility of event mapping methods over traditional ROS mapping techniques by comparing an ROS map with an event map derived from research in the Spruce Knob-Seneca Rocks National Recreation Area. Visitors were interviewed on-site using a structured instrument (n = 176). Six common events were mapped and compared with the ROS map. Results suggest that vectors, lines, points, and other symbols complement ROS polygons and better address movement during recreational events.     

ECONOMIC IMPACTS OF VISA RESTRICTIONS ON TOURISM: A CASE OF TWO EVENTS IN CHINA

Increasing attention has been paid to evaluate the impacts of large scale events on tourism demand. For providing policy suggestions, it should consider the economic impact of both events themselves and other factors. This paper evaluates the economic effects of visa restrictions on tourism as a result of the 1989 Tian’an Men Square Incident and the 2008 Beijing Olympic Games by using an innovative combination of econometric and computable general equilibrium (CGE) models. The results show that both events generated economic losses. The unexpected negative economic impact of the Beijing Olympics seems attributable to visa restrictions. Suggestions for the alleviation of the negative impact of visa regulations are provided.     

‘Race’, sport and leisure: lessons from critical race theory

This paper presents and explores critical race theory (CRT) as an ontological starting point for the study of sport and leisure. CRT is based on five precepts outlined by Solorzano and Yosso that centre ‘race’ and racism, social justice, plurivocality, transdisciplinarity and challenge orthodoxies. There have been a number of recent criticisms and debates amongst leisure and sports studies writers that challenge their general focus of study as narrow and myopic. The five precepts have been fundamental to radical shifts in critical legal studies over the past fifteen years and have significance for the development of critical sport and leisure theory. CRT and ‘race’ critical perspectives are drawn out, clarified and their mutual agendas focussed. It is argued here that researchers and writers need urgently to centralize ‘race’ and racism as core factors in the study of social relations in sport if Birrell's optimism in the development of sport (and leisure) theory is to be realised.     

负面事件对旅游目的地的影响及应对策略——基于动态视角的实验研究

近年来,负面事件层出不穷,在网络媒体的推波助澜下,旅游目的地遭遇严重的形象危机。辨识负面事件类型,洞悉负面事件影响机制及动态变化,采取适配性应对策略,是化解旅游目的地负面事件危机的关键。文章基于信任理论和情境危机沟通理论,通过3个情境实验,从动态视角考察负面事件对旅游目的地的影响及应对策略。研究结果表明:旅游目的地负面事件包括能力型负面事件和道德型负面事件。其中,能力型负面事件通过能力信任降低旅游目的地评价,道德型负面事件通过善意信任降低旅游目的地评价。并且,相对于能力型负面事件,道德型负面事件的负面影响更大。能力型负面事件发生后,旅游目的地评价随着时间的推移缓慢回升,而道德型负面事件发生后,旅游目的地评价持续处于低位。根据负面事件的影响趋势,对于能力型负面事件,旅游目的地商家在事件发生第2天正面应对效果最佳;对于道德型负面事件,旅游目的地政府在事件发生第2天正面应对效果最佳。文章引入时间维度,为负面事件的影响及应对策略研究提供了新的视角,为旅游目的地危机处理提供了切实有效的措施。     

A History of Machine Gambling in the NSW Club Industry

ABSTRACT

This article documents a history of the NSW club industry, with particular emphasis on its evolution to a major contemporary operator of gaming machines at state, national and international levels. It argues that three conditions of club registration-their not-for-profit status, membership requirements, and social benefit objectives-have been instrumental for clubs in gaining and maintaining dominant rights to machine gambling in NSW. These three features of clubs traditionally have underpinned their legitimacy as major providers of machine gambling, reflecting prevailing government policy that linked legalised gambling to social benefit. However, the substantial revenues that accrued from machine gambling, amidst an absence of competition, fuelled an expansion of the club sector that was neither predicted nor planned, with many clubs growing dramatically in assets, membership and facilities. The original club goals of promoting and pursuing the social purpose and community benefit for which they were established became superseded by an emphasis on expansion, market share, and profits. More recently, increased competition for the gambling dollar, reflecting a shift in government policy towards economically driven stimulation and expansion of commercial gambling, has further entrenched the commercialisation of clubs in their machine gambling operations, subordinating their social agenda to economic interests. This change in focus by club management has diminished the social contract that exists for clubs to operate gambling for community benefit, the very basis of the clubs' legitimacy as major providers of machine gambling. Indeed, the implicit assumption that social benefit was built into club machine gambling has allowed the clubs to exploit their position of market dominance in a way that exacerbates the negative social impacts of their core product.     

‘The Trouble with Today's Young Ones…’

ABSTRACT

This article examines the challenges for Australian clubs in attracting and keeping the younger demographic. Using a case study approach written by a participant observer, and Waterman, Peters, and Phillips' Seven-S Framework, the issues and difficulties faced by one NSW coastal club are examined as they trialled two “youth market” specific products aimed at the under-18 segment. After less than 12 months, both products were cancelled and a decision was made by the board of directors to no longer target the “difficult” youth market. In examining the challenges faced by this club, it was found that the “troublesome youth” became a convenient scapegoat for the real contributors to the under-18's product failures. This article found that, while the initial strategy to target the youth market was sound, there was a lack of support from the other internal factors of structure, systems, skills, style, staff, and superordinate goals that contributed to the cancellation and thus failure of these youth-oriented products. It is useful to examine these failures from a strategic viewpoint as a means for other clubs to become more familiar with the pitfalls of targeting the youth market from the outset, instead of through the lens of hindsight.     

Environmental Forecasting and Strategic Planning Practices in Country Clubs

ABSTRACT

This study was designed to determine the extent to which private country clubs utilize environmental forecasting in their strategic planning activities. Also identified were key environmental issues that affect the country clubs' ability to plan strategically within the constraints imposed by their boards and general memberships. General managers from four country clubs in North and South Carolina were queried using a combination of personal interviews and survey questionnaires. Three of the four clubs surveyed practiced strategic planning to some extent, utilizing a variety of influences and participants in the process. Human resource issues were a major concern faced by all of the clubs surveyed. Each club also rated economic, technological, and ecological issues as most important to their clubs' success.     

负面情感事件对一线服务人员情绪、满意及承诺的影响——以高交互服务行业为例

高交互性是服务行业的重要特征之一,服务过程中,服务人员会与顾客高频率接触,并通过与顾客的互动传递服务价值.在服务传递过程中通常会伴随出现一些情感事件,多为服务失败等负面情感事件,影响服务人员的情绪和满意.该研究在文献回顾的基础上,构建了高交互服务行业中情感事件对一线服务员情绪影响的模型,并以餐饮业为例对模型进行了实证检验,最终证实:管理者关怀导向和雇员的事件归因会对员工负面情绪产生影响,并最终影响其内部补救后的满意和情感承诺;同时,服务人员的情绪智力差异对模型起到调节作用.最后,文章阐述了研究结论与不足和下一步的研究方向.     

A Thematic Review of Australia's Club Management Magazine

ABSTRACT

This analysis of articles from 1993 to 2003 in Australia's premier club management trade magazine, Club Management in Australia (CMA), the publication of the Club Managers' Association Australia (CMAA), highlights a number of recurring key themes. These are: taxation legislation; employment relations and human resources; gambling, alcohol, smoking, and related social issues; club expansion, innovation and growth; and contribution to the community. This article analyses these themes and discusses the key forces driving change in these areas, while also identifying the viewpoints of club managers. It is concluded that empirical academic research into these themes and the issues pertaining to them is needed. This is especially true of gambling, smoking, and social issues, the effectiveness of new gambling and club-related legislation, and the contribution of clubs to the community. Further research will be required to test the validity of several of the arguments put forward by the CMAA in the articles reviewed.     

Strategic Management of External Change in NSW Registered Clubs

ABSTRACT

This research examines how clubs strategically manage change resulting from alterations in their external environment. Specifically, this paper aims to investigate the marketing implications of recent legislative change arising from restrictions imposed on advertising and promotion of club gaming in one Australian state, the most populous state of New South Wales (NSW). Managers of three northern NSW clubs situated adjacent to the southern Queensland (QLD) border were interviewed to obtain primary data for this investigation. Results show that legislation restricting gaming advertising, promotion and external signage has caused difficulties in marketing these three clubs whose core product is gaming machines. Short-term results of revised marketing strategies indicate that club member numbers are steady but spending is unpredictable. Visitors are harder to attract, particularly new visitors.     

An Exploratory Study of Waiting Lists in Private Clubs

ABSTRACT

To understand the status of waiting lists within the private club industry, 1,000 members of the Club Managers Association of America were randomly selected to receive mail questionnaires. The analysis of 163 completed questionnaires indicated that 69% of the responding clubs did not have waiting lists. The majority of clubs with waiting lists were over 50 years old, member-owned, tax-exempt, and had 500 to 1,000 members and gross revenues minus initiation deposits of between five and ten million dollars per year. Logistic regression revealed that the odds of having a waiting list were 10.68 times greater for a club that had a Membership Committee than for a club that did not have such a committee. Two other factors found to predict the existence of a waiting list were a general membership that understands the importance of sponsoring members, and members that sponsor new members at a rate sufficient to overcome attrition. The following waiting list trends do not bode well for club membership in general: (1) the number of clubs with waiting lists is declining, (2) waiting lists are getting progressively shorter, and (3) members-in-waiting stay on lists for a shorter period of time.     

Perceived Social Impacts of Tourism by Residents in the OTOP Tourism Village,Thailand

This study aims to investigate the impacts of tourism development at Baan Tawai, the first OTOP Tourism Village in Thailand, and to examine the relationship between demographic factors and Baan Tawai residents' perceptions of the social impacts of tourism development. Data were collected using questionnaires. The finding is that the residents positively perceive social impacts in term of job creation for women in the village. Additionally, they do not see any social changes brought in by tourism and do not think that tourism leads to an increase in prostitution, vandalism, burglary, or drug abuse.