EVNT3005 Lecture 3: EVNT3005 Week 3
Document Summary
Week 3: event strategies and portfolios- lecture notes. Strategy sets the direction and scope of events or a single event over the long-term. It should achieve competitive advantages for the event, attract resources and meet the needs of markets to fulfil stakeholder expectation. Growth strategy product or development or diversification, market penetration or expansion. Consolidation strategy maintaining existing event offerings. Retrenchment/divestment strategies reducing the scale of an event, but add value to its components, or cancelling all or part of an event. Destination-level event strategies: short and long term objectives, desired event portfolio and strategies for a city, region or country, tourism benefits. Individual level event strategies: corporate strategies, business strategies, action plans. Events contribute to tourism in a number of ways: bring in visitors, contribute to destination image, help to address seasonality, economic impact. Many countries and cities are now competing to host events.
