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
“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
Robert N. Miranda, Publisher/Chairman Lori H. Miranda, President/COO
P.O. Box 37 Putnam Valley, NY 10579 USA
Physical location (not able to accept mail at this address): Clara Court Cortlandt Manor, NY 10567