Event Tourism : Concepts, International Case Studies, and Research
Donald Getz, Ph.D.
ISBN: 978-1-882345-60-1
Softbound
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Preface
Acknowledgments
How to Use This Book
Chapter 1. Introduction to Event Tourism
Learning Objectives
Introduction
Five Big Challenges
Events and Tourism
What Is Event Tourism?
Why Study Event Tourism?
Links to Other Forms of Special Interest Travel
Careers in Event Tourism
Integrating the Elements of Event Tourism
Events as Instruments of Policy and Strategy
Justifications for Public Sector Intervention
Definitions and Typologies
Summary and Study Guide
Chapter 2. Demand and the Event Tourist
Learning Objectives
Introduction
The Demand-Side Approach
Trends and Forces
The Event Tourist
Why People Travel to Events
Serious Leisure, Social Worlds, and Involvement
The Event Tourist Career Trajectory
Summary and Study Guide
Chapter 3. Planning for Event Tourism: The Destination Perspective
Learning Objectives
Introduction
Who Does Event Tourism Planning and Development?
Development Roles of Government, DMOs, and Event Development Agencies
Comparative and Competitive Advantages
Supply-Side Approach and Strategies
Strategic Planning Process for Event Tourism
Research for Event Tourism Planning
Case Study EventScotland
Summary and Study Guide
Chapter 4. Development of Event Tourism
Learning Objectives
Introduction
What Is Development?
Marketing and Branding
Venues
Bidding on Events
Creating Your Own Events
Servicing Events
Facilitating and Growing the Events Sector
Leveraging Events, and the Legacy
Developing and Managing a Portfolio of Events
Case Study: Queensland Events Corporation and Gold Coast Events
Summary and Study Guide
Chapter 5. Creating and Marketing Events as Tourist Attractions
Learning Objectives
Introduction
Tourism Marketing Audit
Marketing Mix
Branding and Positioning
Creating a Tourist Orientation for Events
Research and Design for an Iconic Destination Ecotourism Event
Feasibility and Risk Management
Marketing Planning, and Measuring Demand
Segmentation and Selecting Target Markets
Marketing Strategies
Visitor Surveys for Market Intelligence and Evaluation
Packaging
Summary and Study Guide
Chapter 6. Sport Event Tourism
Learning Objectives
Introduction
The Fan: Motivation and Experiences
Athletic Participants: Motivation and Experiences
Major Studies of Sport and Sport Event Tourism
Development of Sport Event Tourism
Case Study: TransRockies Events
Sport Venues
Case Study of the Calgary Sport Tourism Authority
Summary and Study Guide
Chapter 7. Business Events (Meetings, Conventions, Exhibitions)
Learning Objectives
Introduction
Meetings and Conventions
Exhibitions
World’s Fairs (Expos)
Convention and Exhibition Centers
Attracting Business Events
Sales
Case Study: Visit Denver
Summary and Study Guide
Chapter 8. Festivals, Arts, and Entertainment
Learning Objectives
Introduction
Themes and Research on Festivals and Tourism
Festivals, Culture, and Urban Policy
Motivations to Attend Festivals and Cultural Celebrations
Large-Scale Surveys
Impacts of Festival Tourism
Case Study: Woodford—A Green Festival
Entertainment
Case Study: Edinburgh Festivals—Excerpts From the Edinburgh Festivals Impact Study
Summary and Study Guide
Chapter 9. Evaluation and Impact Assessment
Learning Objectives
Introduction
Evaluation Concepts and Return on Investment
What Is an Event Worth?
Measures and Methods for Evaluation
Evaluating Event Portfolios
Social and Cultural Outcomes and Impact Assessment
Environmental Outcomes and Impact Assessment
A New Paradigm for Event Tourism Evaluation
Summary and Study Guide
Chapter 10. Economic Impact Assessment and Cost–Benefit Evaluation
Learning Objectives
Introduction
Limitations and Misleading Presumptions of Event Economic Impact Assessments
Multipliers
Economic Impact Evaluation Process
Why Mega-Events Fail to Deliver the Promise
Evaluation of Costs and Benefits
Use and Nonuse Values
Summary and Study Guide
Chapter 11. Summary and Conclusions
Five Big Challenges
Future Scenarios
A Research Agenda
Final Study Questions
Bibliography
Index
“Event Tourism: Concepts, International Case Studies, and Research has been an immediate addition to the recommended texts for the undergraduate and postgraduate event studies topics taught here at Flinders University. The field of event tourism has not been so thoroughly and forensically examined before. In addressing that gap, Donald Getz has provided a consistently strong text that identifies a way forward for the academic research community, for event industry practitioners and for tourism and event organisations alike. Getz argues for a paradigm shift in thinking about how a portfolio of events can be used to deliver a range of positive impacts: socio-cultural; environmental; and economic. It is a compelling read and will become another classic event text alongside many of his previous works.”
Steve Brown
Head of Tourism
Flinders University
June 3, 2013
—–
“Donald Getz has produced a text that has been desperately needed in travel and tourism as well as in event management programs for some time. This is not only the first book connecting the fields of tourism and events, but it is a textbook that can be a valuable asset to event academics, practitioners, and students globally. Getz has succeeded in integrating the concepts and ideas from his previous book, Event Management & Event Tourism, along with the current research on tourism’s increasing awareness of the importance events play in successful tourism development.
This book is intended for use as a text and as such will be a great tool for both students and academics. This well-written text reviews the current literature and research in both fields and is an excellent teaching resource. One of the strengths of this textbook is with its organization. The early chapters in the text provide students with the knowledge and background to understand Event Tourism. The text, which is organized around the notion of supply and demand, gives students a logical way of understanding the event industry from an event producer’s perspective. Getz addresses the very important topic of documenting event impact from both social and economic approaches. In addition, he provides insights related to guiding students through the event evaluation process. This book will enable students to learn and be tested on chapter concepts. To focus the students with respect to the content in a chapter he provides learning objectives at the beginning of each chapter and concludes with a summary and study questions. Each chapter also includes useful case studies that help to explain and emphasize the concepts presented in each chapter. These case studies will assist instructors with developing assignments to further apply the material. Finally, the author provides supplementary readings and online resources on the topics covered in the chapters.
Overall, I would say any academic program in tourism and events should utilize this text in a course in Event Tourism in their curriculum if they want to ensure their students are prepared in one of the fastest growing segments of the tourism industry globally. I would recommend this book as a text to be used in Event Tourism.”
Kenneth F. Backman, Ph.D.
Editor-in Chief, Event Management
Professor, Clemson University
June 2013