1st Edition

Tourism Events in Asia Marketing and Development

Edited By Azizul Hassan, Anukrati Sharma Copyright 2019
    208 Pages 17 B/W Illustrations
    by Routledge

    208 Pages 17 B/W Illustrations
    by Routledge

    The roles and impacts of planned events within tourism are of increasing importance for destination competitiveness. Tourism Events in Asia is a unique contribution to the understanding of the impacts of events in the development planning, promotion and marketing of destinations in the rapidly growing tourism market of Asia.

    Balancing theory and practical examples, the book analyses the tools and techniques of branding, marketing and media involvement as well as visitor motivations for successful tourism events in Asia. It reviews a range of different event types from dark tourism festivals, film tourism festivals, cultural heritage tourism festivals, food tourism festivals, business events, sports events; and meeting, incentives, conferences and exhibitions (MICE) and much more.

    Written by an international team of authors, this book is essential reading for anyone interested in the Asian tourism events market and will be a valuable resource for students and researchers of events, tourism, marketing and branding.


    Part 1: Tourism Events: Marketing Approaches in Asia

    1. Event Tourism in Asian Context

    Samik Ray

    2. Tourism Events in South Asia: Brief Profiling with Cultural Celebrations

    Muhammad Shoeb-Ur-Rahman, Karabi Kabir and Azizul Hassan

    Part 2: Tourism Festivals and Marketing

    3. Creating New Event Opportunities and Re-Creating Old Events in an Innovative Way: Case Study of Hadoti Region

    Anukrati Sharma

    4. Role of Ethnic Cultural Events to Build an Authentic Destination Image:

    A case of ‘Pohela Boishakh’ in Bangladesh

    Saadia Shabnam, Haywantee Ramkissoon and Afreen Choudhury

    Part 3: Tourism Festivals and Socio-economic Development

    5. Malana Heritage Village: The Gateway for Great Tourism Events

    Shikha Sharma

    Part 4: Tourism Festivals and Information Technology

    Chapter 6. Role of Information and Communication Technology in Marketing and Promoting Tourism Events of Rajasthan

    Shruti Arora and Anukrati Sharma

    Part 5: Tourism Festivals and Media

    7. Social Media Impact on Tourism Events: A case study in Jordan

    Albattat Ahmad, Salam Tadros, Karen Miranda-Fernandez

    8. Effectiveness of Social Media Sharing on Tourism Event Choice

    Bekir Bora Dedeoglu and Kemal Gürkan Küçükergin

    9. The Roles of Social Media in the Promotion of Traditional Cultural Tourism Events in Indonesia

    Desloehal Djumrianti

    Part 6: Tourism Festivals and Typologies

    10. Prominent and Innovative Tourism Events in Peninsular Malaysia

    Nor Aida Abdul Rahman

    Part 7: Tourism Festivals and National Identity

    11. National Identity and Dark Tourism: Symbolising the ‘Omor Ekushey February’

    Azizul Hassan

    Part 8: Resistance to Tourism and the Prevention of the Commodification of Culture

    12. Anti-Tourism Against the Commodification of Culture: Varf Chal (Pour Snow in Pit) / Zan Shahi (Kingdom of Women) Ceremonies in the North of Iran

    Amir H. Moghaddam

    Part 9: Tourism Festivals and Architectural Landscape

    13. Visitor Routes in Old City of Damascus with Implications and Strategies for Improvements

    Dimah Ajeeb

    Part 10: Tourism Festivals of Asia from Europe Perspective

    14. Northern Tourism: A Comparative Analysis of the National Parks of the Northern Territories of Canada and the Arctic regions of Sakha Republic (Yakutia)

    Elena Egorovna Totonova


    Azizul Hassan is a member of the Tourism Consultants Network of the UK Tourism Society and is currently working towards a PhD at Cardiff Metropolitan University. His main areas of research are technology-supported marketing in tourism; innovative marketing dynamics; destination branding in tourism; cultural heritage tourism; heritage interpretation; and sustainable management/marketing alternatives for cultural heritage industries. He is a regular reviewer of Tourism Analysis, the International Journal of Human Resource Management, the International Journal of Ecotourism, the eReview of Tourism Research (eRTR) and the International Interdisciplinary Business-Economics Advancement Journal.

    Anukrati Sharma is Associate Professor in the Faculty of Commerce and Management, University of Kota, Kota, Rajasthan, India. In 2015, she received Research Award from the UGC, New Delhi, on Analysis of the Status of Tourism in Hadoti and Shekhawati Region/Circuit (Rajasthan): Opportunities, Challenges, and Future Prospects. Her doctorate was on tourism marketing from the University of Rajasthan. Her core research areas are tourism, strategic management, law, general management and international business management. She is member of several professional bodies. She attended and presented papers in many national and international conferences.