Social and Cultural Event
Discuss About The Tourism Cultural Business Sporting Events.
Every event is a distinctive activity and occasion with its distinctive aims and impacts. The impact of an event can be both favorable as well as unfavorable. If an event fails, it can be a catastrophe and can lead to humiliation whereas if an event is a success it can positively benefit its event planner (Quinn, 2013). The main objective of an event planner is to discover the key impacts of an event and manage them accordingly to accomplish its goal so that the overall impact of the event is favorable and positive for its event planner. Therefore, finally the success of an event totally depends upon the event manager maintaining a proper balance to achieve positive result (Allen et al., 2011). There are four key impact of an event: social and cultural, political, environmental and tourism and economic.
In this, people meet each other, share experiences, and knowledge and have a discussion. This helps in increasing the community participation, exchange of ideas and broadening cultural outlook. It is not necessary that every social event contributes positively sometimes these events can adversely affect the image of the event organizer. For example:- In case if any tragedy occurs at event ground then this can have a long lasting impact on the image of event organizer and participants (Tourismni, 2018).
Government plays a vital role in the event management process. An event gains the attention of visitors and media. This helps in providing economic benefits, creating employment opportunities and promoting business opportunities. Involvement of a country’s government in an event raises the profile of politicians (Allen et al., 2011).
These days most of the event planner aims at reducing the environmental impact on their events and focuses on making their events more eco-friendly. For example: – use of biodegradable and ecofriendly products. Event organizers consider these measures as an excellent financial as well as environmental sense (Visitmonmouthshire, 2018).
The income generated by an event contributes positively to the economic growth of a country. An outside visitor not only spends on an event but also spends a considerable amount on their travel, accommodation and goods and services in the city where an event is to be organized. Effective tourism policy results in attracting the large number of tourists and their longer stay. Apart from tourism generation, an event attracts media that helps in strengthening the profile of the host city (Wagen & White, 2018)
Political Event
Diwali celebration is prominent for Hindus in India. It is their cultural festival. One cannot think of celebrating Diwali without crackers. However, the problem caused by the use of these crackers can lead to serious health hazards. Even courts have interfered for the sale of firecrackers causing high degree of pollution in the environment. However, festival like Diwali cannot be imagined without firecrackers but from the point of view of public discomfort, health issues, and serious environmental issues, it is necessary that the use of firecrackers should be avoided. Though this festive event is encouraging social gathering, interaction, and cultural celebration positively but this kind of gathering is affecting the environment in negative way. No concern for environment while celebrating Diwali affects the environment adversely.
Musical concert of Miley Cyrus was banned in the Dominican Republic on the grounds of morality in the year 2014. This event was supposed to enhance social gathering of the people positively as the sale of the concert ticket was high. It was expected that the people from all over the world would come to attend the event and this will also enhance tourism but the act of Miley Cyrus, which was against the law, and customs of Dominican Republic affected the event negatively. So here, it can be said that due to the negative conduct of the performer the event was a failure. It is not always necessary that social events contribute positively. The effect can be negative also in case if it is not organized in accordance with law by the event organizer and performer (Allen et al., 2011).
With the development of cities, the role of public celebrations and events has increased considerably in day-to-day life. Events include festivals, shows, exhibition and many more. With our entrance in postmodern society the word event has taken a new meaning now, it is not only significant experience in itself but also a solid base of an individual and group (Bowdin, Harris, McDonnell & Toole, 2012). With the progressive development, the word event is used as a tool to generate revenue, enhancing goodwill and status and maximize benefits for a particular city where event is organized. Today every city wants a unique identity of itself, which differentiate it from rest of the world. In order to maintain a separate identity various city focuses on organizing events. Organization of an event emphasizes on inter cultural exchange ,improves managemet,reduces cultural boundaries between cities, attracts audience, improves living standard of city, partnership between different department, innovative activity generation, enhancing recreational and education opportunities and raises the profile of the city nationally as well as internationally. Event leaves a lasting impression on the people who became part of it (Richard & Palmer, 2010).
Environmental Event
As per Auckland Tourism Events and Economic Development (ATEED) 2013, an event draws the attention of visitors. Visitors plays a vital role in enhancing the economic success of a country, boosts tourism, increases the brand value and goodwill of the city, bring people from different communities together, attracts domestic as well as foreign investment and promotes exchange of ideas. An event makes city people feel proud and generate a sense of belongingness to the country. Auckland city has successfully hosted many high profile events and it has no shortage of excellent events. This helps the city in benefitting public as well as private sector of the city and improving the infrastructure facilities of the city like roads, railways and many more (Aucklandz, 2018).
More or less Greg Richard and Robert Palmer’s book and ATEED’s 2013 Major events of Auckland share common views together according to which an event provides a backbone support to the economic development of a country or city where it is organized. It has both productive as well as consumptive outcomes. Key ideas of both relates with each other. An event helps in revenue generation via attracting outside tourists who comes to the city for attending an event. They not only just spend on an event but also they spend a reasonable amount in their accommodation, food, and services. In case, if they are satisfied with the services of a country or city then they may extend their stay (Dwyer & Wickens, 2013). People from different cities come together and interact with each other. In addition, it focuses on providing various business opportunities to the city in which an event is organized. An event attracts the attention of the people. People from their busy schedule manage their time to make sure their presence in the event. This provides a break to the people from their busy routine and enjoys their free time in leisure activity. A well-organized event helps in establishing a high standard of living of the people and provides city with the tag of cool and attractive city. Proper media coverage given to an event attracts large number of audience and helps in gaining popularity. With the time, various cities have developed and diversified themselves. Today every city wants a tag of an eventful city as this not only helps in increasing the attractiveness of the city but also enhances the positive impact of the city. For example: The annual Tamworth Country Music Festival is Australia’s largest music festival, attracting around 50,000 visitors per day. Therefore, it can be said that directly or indirectly an event leaves a favorable impact on building a positive image of a city where it is supposed to be organized. The importance and value of an event has increased over the time as benefits of organizing an event is not just limited to an event organizer but it also benefits all the people of the country or city who are directly or indirectly associated with the event and leaves memories in the mind of people (Richard, 2017).
Tourism and Economic Event
Social impacts of an event justify providing financial assistance and support for the organization of an event. These events serve as a base for recreational, mind refreshing activities and provide a perfect tourism experience. Organization of an event increases consumer participation, attracts participants from different parts of the world, unites different individuals from all over the world, and encourages brotherhood. Each individual experience differs from that of others in various aspects i.e. every individual has a unique and distinct experience in an event. An individual makes memories and interaction of an individual with other individual motivates them to strengthen cordial relationship and cohesion with each other. This sometimes creates a positive emotional energy among the audience attending a particular event. People can enjoy fun filled activities and can get satisfaction from an event. Socializing of people in an event helps in creating unforgettable memories, exchange of culture, gaining and sharing knowledge and enjoying leisure time activities. People take out time from their daily routine and monotonous schedule to participate in an event this helps in refreshing their mind and mood and promotes exchange of one’s ideas and information. Participants from various cities participating in an event help the city to generate revenue via tourism. Tourism experience of an individual can attract him towards the education system and aesthetic beauty of the city. Social benefits and impact of an event contributes significantly to the success of an event (Richards,Brito & Wilks, 2013).
Whereas the concept of social capital is a complicated concept as different people have explained it in different ways. Two leading theorists Putman and Coleman stressed that social trust along with cooperation produces common benefit for an individual. In general, social capital depicts the idea of connection within and between social networks. In other words, it helps in establishing a bond among human beings and developing sense of belongingness with each other. It influences an economy and suggests how an event can contribute significantly to the socio-economic development of a country. It focuses on the number of persons attending an event. The more the number of people attending an event the more will be the opportunity for public celebration, gathering, strengthening, and developing community resources. Large number of festival attendance helps in enhancing the social capital, sharing collective experiences and provides the participants with abundant opportunities to create valuable contacts. Social capital helps in establishment of new connections between attendees, performers, organizers, volunteers, stallholders, security personnel and many more. Sponsors of an event get publicity via an event, which helps, in promoting their brand on a large scale and establishing their goodwill. In addition, it helps in updating an individual about the resources of a community, promotes social unity, cooperation, and encourages optimum and effective utilization of community resources. Social media also plays a significant and vital role in promoting the social capital and spreading awareness among the community members as an effective media coverage helps in establishing a positive outlook about social capital. From the above it is evident that social capital has a positive impact in establishing new connections among human beings and cooperation between individuals helps in achieving common goals and mutual benefits.
Social capital give rise to social impact as gathering of people for attending an event provides people with an opportunity of sharing their knowledge and experiences and based on interaction among various people an organized event can enhance social impact in any form. It may be in the form of tourism expansion, education exchange, and business opportunities and so on. Therefore, it can be said that the term social capital and social impact of an event may sound different but actually, they are related with each other. It is social capital only, which gives rise to positive social impact, which is beneficial for the society in term of developing cordial relationship, mutual understanding, and social cohesion among the people and significant in socio-economic development of a country (Allan & Catts, 2014).
References
Allan, J., & Catts, R. (2012). Social capital, children and young people: Implications for practice, policy and research. Great Britain: Policy Press
Allan, J.,& Catts , S.W.(2014). Social capital: Maturation of the field of research. The Academy of management review, 39(4), 412-422.
Arcodia, C., & Whitford, M. (2008). Festival attendance and the development of social capital. Journal of convention and event tourism, 8(2), 1-18.
Aucklandz. (2018). Major events. Retrieved from: https://www.aucklandnz.com/about-ateed/about-us/what-we-do/major-events
Bowdin, G.,Allen, J.,Harris, R.,Mcdonnell.I., & Toole, W.O. (2012). Event management. New York: Routledge.
Dwyer, L., & Wickens, E. (2013). Event tourism and cultural tourism: Issues and debates. Abington, Oxon: Routeledge.
Lundberg, E.,Armbrecht, J.,Andersson, T.D. &Getz, D. (2017). The Value of Event. New York: Routledge.
Quinn, B. (2013). Key Concepts in Event Management. Croydon: SAGE.
Raj, R., & Musgrave, J. (2009). Event management and sustainability. UK: CABI
Richards, G,. & Palmer, R. (2010). Eventful cities: cultural management and urban revitalization. Great Britain: Routeledge.
Richards, G. (2017). Emerging models of the eventful city. Event management, 21(5), 533-543(11).
Richards, G., Brito, M.D., & Wilks, L. (2013). Exploring the social impacts of events. Abington,Oxon: Routeledge.
Tourismni. (2018). Impact of event. Retrieved from: https://tourismni.com/facts-and-figures/impact-of-events/
Visitmonmouthshire.(2018). Event impact management. Retrieved from: https://www.visitmonmouthshire.com/events-management/impact-management.aspx
Wagen, L.V., & White, L. (2018). Event Management: for Tourism,Cultural,Business and Sporting events. China: Cengage AU.
Yeoman, I.,Roberson, M.,Knight, J.A.,Drummond, S., & Beattie U.M. (2012). Festivals and Events Management. Great Britain: Routledge.
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