1st Edition
Event Management for the Tourism and Hospitality Industries
Event 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.
- Meeting Changing Event Visitor Expectations
- Creating visitor events
- Visitor motivation
- Visitor expectations
- Creating an event with community support
- Assessing the Community for Event Potential
- Necessity of planning
- Finding ideas for events
- Determining the central event theme
- Analysing available supporting products and services
- Determining Event Goals and Objectives
- Assessing community support and internal resources
- Assessing external trends
- Mission and values
- SWOT analysis
- Targeting the Event Visitor Segment
- Event attendance decision making process
- Visitor segmentation strategy
- Determining the visitor segment to target
- Importance of psychographic visitor characteristics
- Researching Potential Visitors
- Researching desired visitor benefits
- Using descriptive and exploratory research
- Finding research participants
- Conducting descriptive surveys
- Conducting exploratory focus groups and interviews
- Developing the Budget and Setting the Price
- Expenses and revenue
- Setting the price
- Creating the budget
- Additional financial issues
- Creating the Event Experience
- Venues and routes
- Developing the event package
- Visitor participation
- Theming food and beverage
- Managing the Event
- Addressing security, social and health concerns
- Event management process
- Developing the agenda
- Hiring event staff
- Branding and Event Promotion
- Marketing and events
- Communicating event features, benefits and values
- Branding the event
- Social media and branding
- Promoting with Traditional Media
- New media model
- Use of media to motivate purchase
- Advertising and public relations
- Sales incentives and personal selling
- Connecting with Social Media
- Earned and shared media strategy
- Content marketing purpose
- Content marketing process
- Assessing social media effectiveness
- Assessing Event Success
- Closing down the event
- Event visitor assessment
- Financial and economic assessment
- Community and environmental assessment
Appendix: Event Plan Outline
Biography
Bonita M. Kolb, PhD is Professor Emeritus at Lycoming College in the United States. She currently resides in St. Augustine, Florida, where she is actively working in the hospitality industries.
