Mega Events and Hallmark Events - Coursework Example

Name of student Name of instructor Literature Date Mega Events and Hallmark Events Introduction According to Shanghai manual (2010), mega events refer to the events scene on world-wide bases. In other words, mega events are those that are larger than the average events. Briefly, the term “mega-events” is simply referring to events that have or are able to attract large audiences while at the same time having economic impacts as well as social impacts (Bladen et al. 2012). On the other hand, hallmark events are defined are defined as major recurring and one-time events that take a limited duration of time but also having social, political, and economic impacts. Apparently, the difference between mega events and hallmark events has been debated by various scholars over the last few years. The following paper wishes to discuss the difference between mega events and hallmark events and their characteristics in relation to tourism. Overview of Mega Events and Hallmark Events Mega events are those that are larger than the average event. According to Shanghai manual (2010) mega events refer to the events scene on world-wide bases. Bladen (2012) defines larger event as being large scale events which are internationally sponsored as well as being public entrepreneurship activities that engage long-term multi-sector firms in the nation or city hosting the event. According to Bladen the main goals of mega events are supporting overall regional and local development as well as advancing universal principles and values in meeting global challenges. In other definitions, the term 'mega-event' has been used to refer to events that are taking place for the media audiences at a global level and also those that are carrying, long-term and significant positive effect to the public (Hall 2015) . In this way, the term “mega-events” is simply referring to events that have or are able to attract large audiences while at the same time having economic impacts as well as social impacts to not only at a national level but also at a regional and global level. Although there are major differences between mega events and hallmark or large events, it must be emphasized that one of the main differences between the two is the size and the magnitude of their impacts to social and economic aspects. Notably, the unique characteristics or difference is that mega events are mostly scene on worldwide scales and has its impacts felt at four levels which include the global, national, regional, and local areas (Bladen et al. 2012). Some of the main example of mega events includes the FIFA world cup, Olympic Games and political summits due to their impacts on social, political and economic spheres. Apparently, one of the common features among these global events is that they seem to grab the attention of the audience from across the world as well as ensuring that people come together in a unique social ways thus playing a critical role of creating social impacts including impacting the society economically mostly at the local level. In fact, therefore has been debate on the kind of economic and social benefits that those countries that have already organized mega events impact especially after the events are over. On the other hand, the social and economic impacts of hallmark events are usually not felt at a global level but mostly at the local, national and also regional level (Bladen et al. 2012). In this case, some of the examples of hallmark events include the Notting hill carnival and the Glastonbury festivals, which may have or attract global media audience but only have regional impacts on economies, thus creating a bid difference between them and the likes of FIFA world cups or Olympic Games (Hall 2015). Notably, many people argue that mega events as well as hallmark events are critically important to the tourism and hospitality since they bring people and the world together through organization of not only memorable but also enjoyable events that play an instrumental role of bringing social impacts to the entire world as well as attracting positive impacts the economy including more revenues for the nations and regions from where the event has been held. At the same time, one of the key features of mega events is that all these events are always organized in different nations or regions which help in again bringing people together including ensuring that each member of the team or party that is being represented in the event come together for the tournaments or games (Bladen et al. 2012). For example, FIFA and Olympics games are able to bring groups of people and institutions from different countries to compete including discussing important issues and fats of their countries or regions, which make them be referred to as “global events”. Notably, unlike the hallmark events, the main limitation of mega events is they are mostly not organized on annual basis but only after 4 years, meaning that maintaining the social as well as economic benefits that have been achieved during and immediately after the event is hard. Characteristics of Mega Events and Hallmark and Their Impact on Tourism Under the perspective of tourism, hallmark events are major expositions, fairs, sporting and cultural events of international status and which are usually held on a one off or a regular basis. The main objective of hallmark events is to ensure that the host nation is provided with a chanced of securing the high prominence in terms of the share of the tourism markets. Critically important to note is that regional or international prominence can only be gained after considerable environmental and social costs. In this way, there are several important features that emerge when one examines hallmark events (Bladen et al. 2012). However, the definition of the “hallmark events” has generated controversies especially when this term is associated with tourism. The standard and the most used definition of “hallmark events” was given by Ritchie in 1984, who defined these events as major recurring and one-time events that take a limited duration of time and which are developed specifically to enhance the appeal, awareness as well as profitability of a tourists destination in long and/or short term. According to him, the success of hallmark events is depended upon the status, uniqueness, as well as the significance of creating interests and attracting attention (Bladen et al. 2012). Therefore, it is important to emphasize that hallmark events are different from the attractions that are normally promoted by the tourism industry since it is not a seasonal or continuous phenomena. In fact, in most cases the hallmark events are strategic responses to the problems that are posed by the seasonal variation in demands for the tourist industry. Apparently, mega events and hallmark events have been seen as means through which tourist attraction can be put in the limelight (Hall 2015). In his observation Ritchie noted that hallmark events should be understood as events that play a pivotal role in showing abilities to focus international and national attention on tourist destinations. At the same time, Mules and Burns have argued that the significance of scale in hallmark events cannot be ignored especially when it comes to the benefits that are accrued (Baum 2009). in this way, they note that hallmark events are always expected to bring back large external benefits that are widely distributed , thought the cost of organizing such events is so high that they are mostly funded by wholly or partially by the public monies. In reference to both events and their association with tourism, one of the main features is that the key demand that is generated by these events is mostly not from events’ demand for the demand of other related services, which are typically food, entertainment, transport, food, and accommodation (Bladen et al. 2012). As noted above, the main objective of hallmark events is to ensure that the gap in demand on services that are associated to tourism is filled during and after the event. Although this may not be the case always, experts warn that the host nation may end up incurring a lot of expenses which it may never be recovered if the host nation recovers, it may take a long time. Therefore, it is advisable to the host city or nation to ensure that cost-benefit analysis is effectively conducted to benefit fully and reap back the profit. On the same breath, it has been observed that the demand on the services or even the hallmark events themselves is usually organized for short period as noted with the mega events as well (Hall 2015). The period for this demand may be a single day to several weeks. Connectively, since the production of services may not be done ahead of the times of these events and then be stored, there is always typical “peaking” problem which are experienced by the players in the main service industries that have been mentioned above. At the same time, peaking influences not only the level but also the distribution of the benefits that are being received. Further, compared to the mega events, the net impact of redirection of local funds towards the preparation of hallmark events is relatively small (Bladen et al. 2012). In most instances the major benefits from hallmark events are generated from of new funds that come from outside the nation or region through different ways, specifically export of services and goods. However, this is also the same when it comes to mega events since the objective is to attract as many foreigners as possible into the country who would then go ahead and buy services or products related or not related to the events themselves. Notably, both hallmark events and mega evens are taken as avenues through which nations and individuals show their iconic cultural practices that would then sell their nations or regions. Company brands also take this opportunity to promote their products and services. In fact by their nature, hallmark events are iconic. In this way, iconic events are those that are able to gain Mythic status in a culture, based on the newsworthy and being followed by the extensive interpretation as well as exploitation in political and social arenas (Bladen et al. 2012). Therefore, under hallmark and mega events, the organizers have to ensure that they continue to attract media attention and try and enter into the realm of popular if not political discourse. However, it needs to be membered that the “cultural icon” is the most pertinent concept in these events. In this context, it has been argued that the culture industries have been able to make good use of planned events such as hallmark events and mega events to advertise their art (Damster & Tassiopoulos, 2016). Mega events and hallmark events, which are also iconic needs to embody valued traditions, which plays an important role of conveying cultural meanings as well as the identity of the host nation or region. By doing this, the local community or host nation will be able to gain the "mythical standing" through media attention, longevity, and positive reputation. The importance of mega events and hallmark events to tourism of the host nation or region cannot be underestimated (Bladen et al. 2012). In recent years, Event-tourism has been one of the main focuses for both developed and developing nations and regions. Notably, nations have come to understand the importance of hosting such events in order to attract local, regional and international tourists. In fact, countries are taking the opportunity of hosting mega and hallmark events to market their wild life, culture, industries, technology, among others. Evidently, the importance of these events in relation to tourism can be observed on how nations fight to be chosen as the host of Olympics, FIFA world cup, trade and political summits among others. Conclusion Based on the above discussion, it is clear that mega events and hallmark lead economic and social impacts at local, regional and national levels. However, nations need to consider the cost versus benefits before organizing such events. References Baum, T. (2009). People and work in events and conventions: A research perspective. Wallingford, UK: CABI. Bladen. C, Kennell. J, Abson. E, Wilde. (2012). Events Management: An Introduction. Routledge Damster, G., & Tassiopoulos, D. (2016). Event management: a professional and development approach. Lansdowne, Juta Academic. Hall, C. M. (2015). Hallmark tourist events: impacts, management and planning. Chichester. Wiley. Shanghai Manual, (2010). A Guide for Sustainable Urban Development in the 21st Century, p.3 Read More