Page 108 - DMGT304_EVENT_MANAGEMENT

Unit 4: Marketing and Promotion of the Event

Notes
procedures. The linkages between the various departments within the organization
required to handle events and the flow of this information between them is the focus of
event management. (Bhe et. al., 2004). Event management and event marketing have
emerged over the past decade as a vibrant sector of the tourism and leisure industries. The
number, diversity and popularity of events have also grown throughout this period. As
the number of events increase, there is a growing realization about the continuing need to
develop event management professionals who are able to create, organize, and manage
events (Arcodia and Reid, 2005).

Based on the above-mentioned dimensions and focusing on the event management and
event marketing literatures, this paper aims to understand the how to manage and market
the events successfully and fully satisfy participants.
Literature Review
Events are leisure activities and work possibilities for people. Events bring people together
and make them have good time. They enhance the quality of people's life; they can provide
significant economic benefits and can also provide revenue for special projects.

Regardless of size, events require a high degree of planning, a range of skills and a lot of
energy (Hillary Commission for Sport, 1997). According to Andersson and Wesslau (2000),
when using events, companies get the possibility to have their own-right to the consumer
during the duration of the event. This means that if a company manages to get the consumer
to attend the event, the distortion from the competitors will be gone or at least minimized
during the duration of the event. Also, events contain tangible elements, such as food,
beverages and other products sold or given away, but are essentially a service in that they
consist of intangible experiences of finite duration within a temporary, managed atmosphere.
As with all services, this experiential "product" is produced and consumed simultaneously,
is highly heterogeneous and very difficult to store or control (O'neil et. al., 1999).
Ticketing

Ticketing an event is an immensely complex task, involving millions of tickets. Hence,
ticketing is one of the most significant programs of mega events like Olympic Games
(Thamnopoulos and Gargalianos, 2002). The ticketing that regards customers becomes,
directly and indirectly, a critical factor for the success of the event and, consequently, it
must be set up and realized in more and more professional and coherent way with the
context of which it is to be situated. With regards to this, an evolved and more advanced
definition can be proposed for the meaning of ticketing: "a whole of activities, (programmed,
organized and controlled) that start from the input of the strategy of the event (objectives,
targets, service concept) and come to being through price integration, distribution and
communication of tickets in order to obtain the attendance of people, in amount and
quality, suitable to favor the attainment of its objects and goals, that the various stakeholders,
wish to meet with the same event" (Cherubini and Iasevoli, 2007).
Transportation
In traffic management terms a special event is any planned activity that is holly or partly
conducted on a road, requires multiple agency involvement, requires special traffic
management arrangements, and may involve large numbers of participants or spectators.
The definition also applies to events conducted in their own venue if the event requires
special traffic management arrangements and multiple agency support. From a traffic and
transport perspective, a special event needs to: ensure the safe separation of event patrons,
participants and volunteers from traffic, and manage the reduced capacity of the road system,

Contd....

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