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Event Management for the Tourism and Hospitality Industries
by Bonita M. KolbEvent Management for the Tourism and Hospitality Industries provides a theoretical and practical approach to teach students of Tourism and Hospitality the basics of planning, managing and evaluating all types of events. Chapters cover skills such as visitor segmentation, product analysis, developing a budget, promotion and after-event assessment. Special emphasis is placed on critical issues now facing event managers such as environmental sustainability and awareness of cultural diversity, technology and community engagement. The reader will learn the necessity of connecting events with the community heritage and culture to provide the local, personalized experienced desired by visitors. Each chapter covers a unique step in the planning process and corresponds to a section of a detailed event plan outline found at the end of the book that can be submitted as a semester-long assignment. Making use of international case studies in every chapter, this book provides real-world examples to contextualize the information given. This will be essential reading for all Tourism and Hospitality students with an interest in Events Management and Design, and for practitioners employed in tour companies, cruise ships, destination management organizations and cultural festivals.
Event Mobilities: Politics, place and performance (Routledge Advances in Event Research Series)
by Kevin Hannam Jillian Rickly Mary MostafanezhadEvents from a mobilities perspective attend to moments in which individual networks coalesce in place but are not isolated in their performance as they often foster far-reaching and mobile networks of community. In so doing, individuals travel from varying distances to participate in localized performances. However, events themselves are also mobile, and events affect mobility. Mobile events serve as contexts that provide meanings and purpose articulated in relation to, and as, a series of other social actions. They further highlight the role of the body and embodied practices in the performance of events. Building on Sheller and Urry’s (2004) seminal work Tourism Mobilities, the purpose of this book is to further develop event studies research within mobilities studies so as to challenge the limitations that dichotomous understandings of home/away, work/leisure, and host/guest play. Simply put, events are always already place-based and political in the sense that they can both inspire mobility as well as lead to various immobilities for different social groups. The title addresses everyday as well as extraordinary events, shining an empirical and theoretical lens onto the political, economic and social role of events in numerous geographic and cultural contexts. It stretches across academic disciplines and fields of study to illustrate the advantages of a mobilities multi-disciplinary conversation. This groundbreaking volume is the first to offer a conceptualization and theorization of event mobilities. It will serve as a valuable resource and reference for event, tourism and leisure studies students and scholars interested in exploring the ways the everyday and the extraordinary interlace.
Event Planning: The Ultimate Guide To Successful Meetings, Corporate Events, Fundraising Galas, Conferences, Conventions, Incentives and Other Special Events (Wiley Desktop Editions Ser.)
by Judy AllenThis bestselling all-in-one guide to the event planning business is back and better than ever, fully updated and revised to reflect the very latest trends and best practices in the industry. This handy, comprehensive guide includes forms, checklists, and tips for managing events, as well as examples and case studies of both successful and unsuccessful events. Judy Allen (Toronto, ON, Canada) is founder and President of Judy Allen Productions, a full-service event planning production company.
Event Planning and Management: Principles, Planning and Practice
by Ruth Dowson Bernadette Albert Dan LomaxLearn how to plan, deliver and evaluate successful events with this clear and comprehensive textbook which explores the latest developments in this challenging and fast-paced environment.Written by authors with extensive industry experience of working on a wide spectrum of events, this is an essential step-by-step resource for students and the next generation of event planners. Offering a well-rounded approach which introduces key models and theories as well as practical real-life insights throughout, Event Planning and Management offers a structured formula for all types of events, from their initial planning to final evaluation.Without assuming prior subject knowledge or experience, this fully updated third edition of Event Planning and Management provides a renewed focus on virtual and hybrid events, which is lacking from many other texts. Featuring real-world examples including The 2022 Commonwealth Games, Expo 2020 Dubai and The American Heart Association (AHA) conferences, accompanying online resources include lecture slides, activities, self-test questions and web links. This is an indispensable resource for students studying events-related modules, as well as early-stage practitioners and aspiring events managers.
Event Planning and Management
by Ruth Dowson David BassettThe events industry is an exciting, innovative, diverse and highly challenging environment in which to work. Event Planning and Management offers a structured, practical approach to events, from the initial planning, to final evaluating stages. It introduces the key models and theories but focuses on the practical side of building and working with a team, choosing a location, creating a programme, dealing with stakeholders and sponsors, promoting the event, essential financial and procurement considerations and finally evaluating the event. Each stage of the process is fully supported with online resources, including templates, quizzes and podcasts to make up a complete event planner's toolkit. Balancing coverage of the key theory and models with essential practical guidance, tools and case studies from around the world, Event Planning and Management is an ideal handbook for students and practitioners alike. About the PR in Practice series: Published in collaboration with the Chartered Institute of Public Relations (CIPR), the PR in Practice series comprises accessible, practical introductions to day-to-day issues of public relations practice and management. The series' action-oriented approach keeps knowledge and skills up to date.
Event Planning and Management: Principles, Planning and Practice (PR In Practice)
by Ruth Dowson David BassettEvent Planning and Management, second edition, is an ideal resource for those seeking a step by step formula to plan and deliver a successful event. With the vital balance of professional experience behind them, the authors teach the next generation of event planners with unrivalled knowledge, ensuring an effective event process from start to finish. This book delivers practical understanding of the theory and practice needed to activate each stage of planning, from initial venue selection, budgeting and programme content, to managing stakeholders and sponsors, promotion, risk assessment, safety and post-event evaluation. Fully revised, the second edition of Event Planning and Management expands on managing events on the day, and explores the PR and experiential marketing boom for live brand experiences. Including updated real-world case studies from around the globe, it also features an invaluable toolkit of templates, planning checklists and budget sheets. Accompanied by a host of downloadable resources, this book is the ideal end to end resource for both event planning modules and certifications, plus busy marketing and PR professionals facing the new wave of live brand and customer experiences.
Event Planning Ethics and Etiquette: A Principled Approach to the Business of Special Event Management
by Judy AllenThe world of event planning can be alluring and dangerous at once-exotic locales, wining and dining, and people traveling without their spouses. In such situations the line between business and pleasure blurs and the nature of relationships gets cloudy. With a thoughtless act or a less-than-tactful word, long-lasting business relationships can be ruined forever. Beyond that, budgets are on the chopping block and competition for business is tight. In that environment, people often cut not just financial corners, but the ethical ones, too. There's a fine line between innocent perks and inappropriate gifts or kickbacks. Event planners today must navigate a minefield of potentially sticky situations that can easily blow up in their face. Without a professional code, lines of acceptable behavior are easily crossed. And what you do personally can hurt you professionally. Event Planning Ethics and Etiquette provides event planners with the companion they need to stay out of trouble, keep professional relationships healthy and profitable, avoid the riskier temptations of the lifestyle, and win business in a highly competitive market using ethical business practices. Explains how to establish policies and codes of behavior, in the office and onsite at events. Offers guidelines on when it is acceptable to accept a gift, what is acceptable, and what is inappropriate. Shows how to prepare yourself, as well as your staff, for what to expect, and how to handle the unexpected with business finesse. Covers business etiquette in event planning crisis management situations. Helps you to avoid putting yourself and your company at personal and professional risk. Features real-life examples and situations, and advice on how to handle them with poise and professionalism. Includes a list of "Event Planning Do's and Don'ts." Event Planning Ethics and Etiquette will be of value to the professional event planner; to event planning suppliers and clients working with industry professionals; as well as to those in related fields, such as public relations, administrative professionals, communications; and anyone in the hospitality, culinary, and travel industry.
Event Policy: From Theory to Strategy
by Malcolm Foley David McGillivray Gayle McPhersonAs the event management field expands, there has been an emergence of a distinctive ‘events’ policy field of study and a need for more advanced texts that look at this subject with a multidisciplinary research and theoretical orientation. Events Policy: From Theory to Strategy is the first text to embrace this new direction in the field of events management. Its main aim is to locate the phenomena of events (and festivity) within a theoretical and strategic framework and, in doing so, demonstrate the links between the development of events in policy-making and the theoretical exploration of the role of events as policy. Building on a strong coherent framework, the book explores the conceptual terrain in which events and festivities are located, evaluates the range of theoretical perspectives pertinent to the study of events policy, appraises the socio-economic and socio-cultural implications of event-led policies internationally and draws together the main theoretical and event policy issues for the future. It utilizes a good range of international cases, from Dubai, Singapore, New Orleans and Glasgow, to help demonstrate the relationships between theory and strategy, and includes useful features to help students understand the subject and deepen their knowledge of the events policy terrain. This groundbreaking volume will be essential reading for students, researchers and academics of events and other related disciplines.
Event Portfolio Planning and Management: A Holistic Approach (Routledge Advances in Event Research Series)
by Vassilios ZiakasCities and regions around the world increasingly capitalize on a series of events aimed at optimizing their reach and outcomes. How then can a series of different events be developed and harnessed? What are the conditions and the means by which synergies and collaboration among different events and their stakeholders can be fostered? This book for the first time explores how managers and host communities can synergize sport, cultural and other planned events in a portfolio in order to attain, magnify and sustain their outcomes. The incorporation of different events into a portfolio requires an integrative way of viewing the different community purposes that they serve in unison. This book elaborates on this holistic approach by developing an integrative theoretical framework for conceptualizing event portfolios, and examining their challenges and prospects as well as potential as tools for sustainable development. It therefore presents the foundations of event portfolio planning, the patterns of inter-organizational relationships within collaborative events networks that foster the conditions for community capacity-building and the requirements for the design and development of event portfolios. Topics are considered from varying perspectives and examples of emerging event portfolios from a range of geographical regions are integrated throughout. Uniquely providing a holistic framework for planning and managing a series of events this is essential reading for all those interested in Events Policy, Planning and Management.
Event Sponsorship
by Ian McDonnell Malcolm MoirThis introduction to Event Sponsorship provides students with an essential understanding of the important role of sponsorship in an event, how this can be gained and successfully managed to the benefit of both the sponsor and sponsee. The text starts with an investigation of the origins of sponsorship and then considers all important elements of Events sponsorship management. It considers what sponsorship is, its history and evolution, what its marketing uses are, how it can used efficiently; the benefits it can bring to an event; and how its results can be measured. It also considers other funding sources for events including government grants, crowd source funding and merchandising. To reflect changes in the way firms communicate with their customers, there is a strong focus on the use of social media, e – marketing and technology in sponsorship. The text uniquely considers topics of sponsorship from perspective of both the sponsor and the sponsee (the event) to provide a holistic view of the sponsorship process. Case Studies are integrated throughout to show how both small and large scale events have successfully gained and used sponsorship as well as potential pitfalls to avoid. Learning outcomes, discussion questions and further reading suggestions are included to aid navigation throughout the book, spur critical thinking and further students’ knowledge. This is essential reading for all students studying Events Management.
Event Sponsorship and Fundraising: An Advanced Guide
by Tom Lunt Eva NicotraSecuring sponsorship and other sources of funding for events is becoming increasingly competitive, making differentiation and delivery vital. Event Sponsorship and Fundraising explores this complex area of event management, drawing on both experiential marketing and consumer behaviour theories, and developing critical insights on the dynamics of successful event sponsorship. Its coverage includes professional guidance on prospecting for sponsors, brand activation and evaluation, as well as advice on relationship management, proposal writing and pitching to potential sponsors. Event Sponsorship and Fundraising places each of these concepts at the heart of the Integrated Marketing Communications Mix, alongside cutting edge literature on the topic. Written by two highly experienced industry practitioners, both of which now teach on two of the UK's leading event management degree courses, and supported by a comprehensive set of online resources, this book is an invaluable go-to resource for event management students, tutors and professionals alike.
Event Studies: Theory, Research and Policy for Planned Events (Events Management)
by Donald Getz Stephen J. PageEvent Studies is the only book devoted to developing knowledge and theory about planned events. It focuses on event planning and management, outcomes, the experience of events and the meanings attached to them, the dynamic processes shaping events and why people attend them. This title draws from a large number of foundation disciplines and closely related professional fields, to foster interdisciplinary theory focused on planned events. This revised edition has been updated to reflect and examine a number of substantial and important new ideas. New to the fourth edition: New sections on the evolution of design theory, management, planning and marketing theory applied to events, sensory stimulation, leadership, and the nature of crises and security issues New content on critical event studies and what this means for research and practice, the life-cycle model for event programming, and an action plan for how events can be a positive force in sustainable cities New and additional case studies from a wide range of international events, and reviews of the evolving theory of contemporary research in Events Studies are included throughout This will be an invaluable resource for all undergraduate students of Events Studies throughout their degree programs.
Event Studies: Theory and Management for Planned Events (Events Management)
by Donald Getz Stephen J. PageFully updated and revised in its fifth edition, Event Studies remains the most comprehensive book devoted to developing knowledge and theory about event management and event tourism, focusing on the study of events, the event experience, and meanings associated with them. International in scope and embellished with useful figures and tables throughout, the authors carefully examine current forces, trends, and issues, including impacts of the pandemic. All the major types of planned events are profiled, with emphasis on their forms, functions, experiential dimensions, meanings, and values. This book’s framework encompasses antecedents, planning and design, outcomes and impacts, and the various patterns and processes that influence the events sector, including policy. New and expanded topics in the fifth edition include: • Content has been substantially reorganised to give much more attention to establishing theoretical foundations and advocating principles for the core management functions. • New content on gender studies, human rights, crisis management and resilience, sustainability, and events as agents of change. • Expert opinion boxes cover major issues: educational philosophy; technology and its impacts; human rights and mega-events; virtual events and agile management; trends in corporate events; happiness and well-being; event portfolios management; civic dramaturgy; event design; trends in communications, including new media; dynamic crowd management; overtourism; and event-sector recovery. • Additional chapters on design, policy, management fundamentals, planning and operations, event tourism, and the inter-related management challenges of risk, security, health and safety, and environment. This insightful volume will be an invaluable resource for all undergraduate students of events studies throughout their degree programmes.
Event Studies: Theory, research and policy for planned events (Events Management)
by Stephen J. Page Donald GetzEvent Studies is the only book devoted to developing knowledge and theory about planned events. It focuses on event planning and management, outcomes, the experience of events and the meanings attached to them, the dynamic processes shaping events and why people attend them. This title draws from a large number of foundation disciplines and closely related professional fields, to foster interdisciplinary theory focused on planned events. It brings together important discourses on events including event management, event tourism, and the study of events within various disciplines that are able to shed light on the roles, importance and impacts of events in society and culture. New to this edition: New sections on social and intangible influences, consumer psychology and legal environment, planning and policy framework to reflect recent developments in the field Extended coverage of philosophy and research methods and how they can best be used in event studies; social media as a marketing tool; and the class and cultural influences of events New and additional case studies throughout the book from a wide range of international events Companion website to include PowerPoint slides and updated Instructor's Manual including suggested lecture outlines and sequence, quizzes per chapter and essay questions.
Event Tourism and Cultural Tourism: Issues and Debates
by Larry Dwyer Eugenia WickensEvent and cultural tourism as a social practice is a widespread phenomenon of global socio-economic importance. The purpose of the book is to bring together current thinking on contemporary issues relating to the management and marketing of cultural events and attractions. The contributions to the book provide interesting perspectives on a number of topics including innovation in festivals, destination and event image, cultural events and national identity, religious festival experiences, effective management and marketing of events. The book is divided into two broad themes: event tourism and cultural tourism. The Cultural Tourism theme covers issues such as: socio-cultural and environmental impacts of tourism development; tourist experiences, motivations and behavior; development of cultural tourism; hosts and guests; Community participation; living heritage; and destination image and branding. The Event Tourism theme covers issues such as economic, socio-cultural and environmental impacts; tourist experiences, motivations and behavior; development of event tourism; event management and sponsorship; destination image and branding; and planning and marketing hallmark events.The book is in response to the increasing demand for empirically-based case studies on event and cultural tourism and will appeal to both academics and practitioners. Case studies are also ideal as teaching material for both undergraduate and postgraduate programmes internationally.This book is a special double issue of the Journal of Hospitality Marketing and Management.
Event Volunteering.: International Perspectives on the Event Volunteering Experience (Routledge Advances in Event Research Series)
by Karen A. Smith Tom Baum Kirsten Holmes Leonie Lockstone-BinneyVolunteers make important contributions across the spectrum of event settings, most visibly at high profile mega events such as the Olympic Games they are volunteers are lauded as ‘Games makers’, ’unsung heroes’ and the like. Less visibly volunteers are the heart and soul of community events and festivals, often undertaking multi-faceted roles from event leadership through to operations and ensuring that these celebrations are made possible in the absence of big budgets and professional event staff. This book is the first to showcase and advance international research into the volunteering experience at events, drawing on the work of key scholars in this field. Events of all sizes benefit from volunteer support but event volunteering research is frequently case study-based and individually these cases make a limited impact. This text brings together cases from around the world, specifically including those that expand theoretical and methodological boundaries. It features mega events like the 2012 Olympics and the 2011 Rugby World Cup, alongside music festivals and sports events. New areas that are examined include the benefits of event volunteering for students, the role of volunteers in social enterprise events and new methodological approaches to researching this phenomenon, specifically ethnographic and cross-national studies. This innovative book acts as a global source of key information for practitioners and researchers, an important text for students of event management and will provide stimulus for further work in this emerging area.
Eventful Cities
by Robert Palmer Greg RichardsProcesses of globalization, economic restructuring and urban redevelopment have placed events at the centre of strategies for change in cities. Events offer the potential to achieve economic, social, cultural and environmental outcomes within broader urban development strategies.This volume:* analyzes the process of cultural event development, management and marketing and links these processes to their wider cultural, social and economic context* provides a unique blend of practical and academic analysis, with a selection of major events and festivals in cities where ‘eventfulness’ has been an important element of development strategy* examines the reasons why different stakeholders should collaborate, as well as the reasons why cities succeed or fail to develop events and become eventful Eventful Cities evaluates theoretical perspectives and links theory and practice through case studies of cities and events across the world. Critical success factors are identified which can help to guide cities and regions to develop event strategies. This book is essential reading for any undergraduate or graduate student and all practitioners and policy-makers involved in event management, cultural management, arts administration, urban studies, cultural studies and tourism.
Events and Infrastructures: Critical Interrogations (ISSN)
by Barbara Grabher Ian R. LamondInnovative and the first of its kind, this informative and multidisciplinary book explores the socio-cultural significance inherent in event infrastructures.While mainstream event management literature addresses event infrastructures mainly through its operational relevance, this carefully compiled edited volume takes infrastructures as an analytical point in respect to its social, political, economic and cultural potential of the study of events. Borrowing from the ongoing social scientific debates on the geography, sociology and anthropology of infrastructures, critical questions are posed in relation to the event contexts. With references to events in Argentina, Malawi, Spain and the UK, among others, the volume combines an international perspective with a highly relevant subject for contemporary event management education.By bringing together theoretical as well as empirical readings on the question of event infrastructures from a critical point of view, the debates are relevant to practitioners and researchers as well as undergraduate and postgraduate students in the field of events, leisure, tourism, anthropology, sociology, geography and urban planning – among others.
Events and The Social Sciences
by Hazel Andrews Teresa LeopoldAs the events management field expands as an area of study, there is a need to move beyond the business and marketing-driven approaches which dominate the literature towards a more advanced conceptual analysis and understanding of events from a socio-cultural context. This book addresses this need by examining intersections between the social sciences and the emerging field of events management. It applies and specifically contextualises social science theories within the discourse of events to provide a greater understanding of the significance of events in contemporary society. It first outlines the value of approaching the study of events from a social science perspective, and then moves on to an in-depth exploration of relevant theories exploring topics such as identity, culture, consumerism, representation and place. It concludes with a summary of each chapter and a discussion of ways in which events can be further explored through the lens of the social sciences. The book features international case studies based on a variety of event types ranging from sports events, religious and cultural events and community events, which are used throughout to address contemporary issues and show theory in practice. 'Think Points' are integrated into each chapter to encourage the reader to reflect on theories, and each chapter concludes with summary points, further reading and links to useful websites to consolidate learning and further knowledge. This book will provide upper-level students, academics and researchers interested in events, as well as those from related social science disciplines, with a robust socio-cultural conceptual analysis of the subject and a greater understanding of the significance of events in contemporary society.
Events and Sustainability
by Michael Hughes Jack Carlsen Kirsten Holmes Judith MairIncreasing concerns over climate and environmental change, the global economic and financial crisis and impacts on host communities, audiences, participants and destinations has reinforced the need for more sustainable approaches to events. Sustainability now features as part of the bid process for many mega-events, such as the Olympic Games, as well as significant regional and local events, where the event organisers are required by funding bodies and governments to generate broader outcomes for the locality. This book is the first to offer students a comprehensive introduction to the full range of issues and topics relevant to event sustainability including impacts, operating and policy environments, stimulating urban regeneration and creating lasting legacies, as well as practical knowledge on how to achieve a sustainable event. Taking a holistic approach drawing on multidisciplinary theory it offers insight into the economic, socio-cultural and environmental impacts and how these can be adapted or mitigated. Theory and practice are linked through integrated case studies based on a wide range of event types from mega events to community festivals to show impacts, best practice and how better sustainable practice can be achieved in the future. Learning objectives, discussion questions and further reading suggestions are included to aid understanding and further knowledge; additional resources for lecturers and students including power point slides, video and web links are available online. Events and Sustainability is essential reading for all events management students and future managers.
Events and the Environment
by Robert CaseMany of our planet’s support systems are in crisis. Climate change, resource shortages and environmental pollution threaten our economy and lifestyles. Society as a whole needs to adopt policies that can meet these challenges. The ever expanding event industry is no exception. Anyone involved in organising and managing events needs to understand the complex relationship between events and the environment so that they can implement sustainable management practices. This is the first book to provide a thorough exploration of the multi-dimensional relationships between events and the environment. It achieves this by not only critically evaluating the positive and negative impacts on the environment but also by reviewing the ways the events industry uses the environment as a resource and how the environment helps to shape events. It traces the evolution of the concepts of sustainability and sustainable development and the implementation of environmental legislation. It offers insights into how sustainable measurement practices can be incorporated into the planning, management and monitoring of events and concludes by reflecting on some of the future environmental issues that still need to be resolved within the industry. It illustrates these ideas with a wide range of case studies at a variety of scales and geographical locations on all the earth’s continents. To encourage reflection on the principal themes and promote critical thinking, there are discussion questions and links to further reading in each chapter. This book is essential reading for students of Events Management.
Events and Urban Regeneration: The Strategic Use of Events to Revitalise Cities
by Andrew SmithIn recent years, major sporting and cultural events such as the Olympic Games have emerged as significant elements of public policy, particularly in efforts to achieve urban regeneration. As well as opportunities arising from new venues, these events are viewed as a way of stimulating investment, gaining civic engagement and publicizing progress to assist the urban regeneration process more generally. However, the pursuit of regeneration involving events is a practice that is poorly understood, controversial and risky. Events and Urban Regeneration is the first book dedicated to the use of events in regeneration. It explores the relationship between events and regeneration by analyzing a range of cities and a range of sporting and cultural events projects. It considers various theoretical perspectives to provide insight into why major events are important to contemporary cites. It examines the different ways that events can assist regeneration, as well as problems and issues associated with this unconventional form of public policy. It identifies key issues faced by those tasked with using events to assist regeneration and suggests how practices could be improved in the future. The book adopts a multi-disciplinary perspective, drawing together ideas from the geography, urban planning and tourism literatures, as well as from the emerging events and regeneration fields. It illustrates arguments with a range of international case studies placed within and at the end of chapters to show positive outcomes that have been achieved and examples of high profile failures. This timely book is essential reading for students and practitioners who are interested in events, urban planning, urban geography and tourism.
Events and Well-being (Routledge Critical Event Studies Research Series.)
by Allan Stewart Jepson; Trudie WaltersThis book is the first to take an in-depth examination of events and well-being, adopting a much-needed critical approach to the study of events. It uses empirical case studies to help us better understand how events foster positive well-being or counter negative well-being for event organisers, participants, spectators, volunteers and even non-attending local residents. While researchers have long understood socialisation as the major motivation to attend contemporary festivals and events, it is only just being acknowledged that well-being is also a key motivator. Those researching in the field of event studies are yet to clearly articulate "the how, why, where, and impacts of socialisation." This multidisciplinary book draws together empirical research across a range of event types and sizes, from music festivals to mega sports events, to provide a nuanced understanding of their contribution to the well-being of individuals and communities. Case studies are drawn from around the world and apply a diverse range of theoretical lenses to the conceptualisation of well-being as it applies to events and methodologies used to achieve research aims and objectives. This significant volume will be valuable reading for students and academics in the fields of sport studies, critical event studies, queer studies, cultural studies, tourism, music, sociology and end-of-life studies.
Events as a Strategic Marketing Tool
by Dorothe Gerritsen Ronald Van OlderenExperiences, encounters and events have come to play an ever-growing role in marketing as their impact is more fully understood. As a profession, however, event marketing is still a relatively new field, with most available literature covering practical project management rather than the strategy behind including events in a marketing campaign. Addressing this gap, Events as a Strategic Marketing Tool reviews the way organizations utilize events to connect with their visitors. It covers the development of the experience economy, the step from strategy to concept, event design and touchpoints. Written in an accessible style, it also considers the areas of marketing within which experiences play a role, such as branding, relationship marketing and city marketing. Concluding with a chapter on effect measurement and evaluation, Events as a Strategic Marketing Tool provides an engaging resource for both students and professionals interested in leisure, tourism and events. Including a wealth of internationally relevant examples, it gives a thorough insight into the way events can help reach strategic marketing goals.
Events as a Strategic Marketing Tool (Tourism Studies)
by Dorothé Gerritsen Ronald van OlderenEvents have come to play an ever-growing role in marketing; by connecting products and services with experiences and vice versa, producers can create important added value. Events as a Strategic Marketing Tool, 2nd edition describes how events can be used as a strategic tool in marketing practices. Fully updated and with new case studies throughout, this second edition reviews the way organizations use events to connect with their visitors. It covers the development of the experience economy, the steps from strategy to concept, event design and touchpoints. It also considers the areas of marketing within which experiences play a role, such as branding, relationship marketing and city marketing. Concluding with a chapter on effect measurement and evaluation, and including a wealth of internationally relevant examples, the book gives a thorough insight into the way events can help reach strategic marketing goals. With coverage of a wide range of marketing areas, the book also includes content on cutting-edge topics such as neuromarketing, providing students with a comprehensive introduction to using events as part of the marketing mix. Contains numerous international examples that showcase the variety of ways that events can be used A wealth of images illustrate the theory, helping students to visualize concepts and improve understanding. This new edition provides an engaging resource for both students and professionals interested in leisure, tourism and events.