Better management activities pertaining to Event, festival and banquet management. Getz (1991) defines event tourism and management (pp xi-xii) ‘as the systematic planning, development, and marketing of festivals and special events as tourist attractions, development catalysts, and image builders for attractions and destination areas’. However he has gone on to warn that not all events need to be managed to exploit their tourism potential as “Not all events can play a significant role in tourism, and many traditional events are probably better left unexploited so as to preserve their cultural integrity’ (p xii).
Getz (1991) has also highlighted a conceptual framework for the analysis of events management in which he in intends to“develop a systematic approach to the planning, development and marketing of festivals and special events; provide practical planning and marketing methods and techniques; provide illustrated key concepts and methods; illustrate the potential benefits and costs of event tourism, along with ways to maximize benefits and prevent or ameliorate costs; explore the meaning of ‘specialness’ as it applies to festivals and events and to draw conclusions as to the research, planning and evaluation necessary to advance the field of event tourism. ”Getz 1991 in the review by Frank C University of Calgari 1991)Furthermore my paper explores a sound marketing strategy for festivals and special events and how it can be achieved. These factors will include the visitorexperience, tangible product, organizers and the social, cultural and natural environment. There are of course different types of events and the focus here is on banqueting based on social and cultural meanings and the perspective of the event manager. My work also explores the recent trends and consumer research with in the supply side perspective and the rapid growth in the number of events, their size, and the degree of professionalism which can make these events a success. I will also assess the business factors and government policy which are supposed to play an important role in the staging of events as well.
As Getz (1991) states. ‘It is the differences that are important for target marketing, and while some differences appear to be common to festivals and events in general, others vary from one event to the next’ (p 95). Another theme which I intend to further explore are the economic and social costs associated with event management and banqueting.
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