EVENT IMPACTS

CONCEPTUALIZING
EVENT IMPACTS - 1
Socio-cultural
Political
Physical and
Environmental
Tourism and
Economic

CONCEPTUALIZING
EVENT IMPACTS - 2
People
Planet
Profit  Triple- bottom line – a
systematic framework for
measuring and reporting the
event’s performance against
economic, social and
environmental parameters, to
determine negative or positive
impacts on the host community.
(Fredline et al., 2005)

www.bournemouth.ac.uk
CONCEPTUALIZING
EVENT IMPACTS (3)
Countries
Cities
Communities
Organizations
Individuals
Adapted from: Ferdinand and Shaw (2012)

WHAT DO EVENTS MEAN
TO US?
•Opportunities to
appreciate
critical
milestones:
 For example, weddings,
birthdays, graduations,
anniversaries and cultural
and religious observances
Sites where individuals
can come together to
connect with other to
achieve a sense of
enhanced identity and
to find meaning

The Meanings of Events
Can Also Change …
Modern day events
represent the evolution
of societies, communities
and individuals
The original significance
and perception of some
events have shifted:
The symbolism behind
Trinidad andTobago
Carnival has shifted from
rebellion to a message of
freedom and self-
expression

EVENTS IN
ORGANISATIONS
• Create linkages
• Disseminate
information
• Provide motivation and
opportunities for
celebration
• Brings people together from
different countries

EVENT
MARKETING
Event marketing survey findings published by the
Event Marketing Institute in 2010
The top three rated marketing tools for building customer relationships
are:
1. Event marketing 2. Social marketing 3.Web marketing
The marketing tools that give the best ROI are:
1.Web marketing (40% of respondents agree)
2. Event marketing (22% of respondents agree)
% of marketers who rank the future importance of events as increasing
has risen: From 29 % in ’09 to 36 % in ‘10
34 % of respondents plan to move to an experience-
driven portfolio within the next three to twelve months, while 31 %
say they have already done so

EVENTS IN
COMMUNITIES
These events can:
Reinforce shared identities
Evolve new meaning,
through the integration of
cultural influences
Help to achieve a
'cosmopolitan' character
that can be promoted as a
positive feature to external
audiences
Religious and
cultural festivals
can play an
important role in
uniting
communities
comprising of
ethnic and
cultural
minorities

BUT BE WARNED THEY
CAN ALSO …
• Reinforce cultural and ethnic stereotypes
• ‘Comodify’ culture
• Highlight cultural differences which can increase
cultural/ethnic/ racial tensions
• ‘Disneyfy’ community landscapes
• Reduce cultural events to ‘exotic products’ to be bought and sold