Prof. Dr. Wolfgang Georg Arlt
International Tourism Management

 

You are on www.arlt-lectures.com

Best viewed with Internet Explorer

 

 

 

ITM Bachelor 2. Sem
8035: Introduction Leisure & Event Management
           
 
 

 

 

 

    What are events?

     

     

    Event

    Occurs in public sector, not-for-profit sector, commercial sector

     

    Different Classification of the leisure and event activities:

    - By size: Mega - Hallmark - Major - Local/Community - Individual/Private

    - By sector: Sport - Entertainment - Art - Culture - Gambling - Outdoor activities - Tourism

    - By form: One-Time Event - Recurrent event - Fair - Festival - Regular / Occasional / Spontaneous Activity

     

     

     

     

     

    Celebrating:

    - group coherence

    - community pride

    - enjoyment

    - rite de passage

     

     

     

    Participation in events can be seen as situated on different points of a sliding scale between private and professional both from the point of view of the participant and from the point of view of the organizers.

     

    Lets decide for some events where they are on the scale:

     

    User point of view:

    ---------------------------------------------------------------------------------

    Private---------------------------------------------------------------Professional

    Organizer point of view:

     

     

     

    Forms:
    - special events - example: Soap Box Race

    "Ziel des Meldorfer Seifenkistenrennens: Das Ziel des Rennens ist es, den Teilnehmern und möglichst vielen Zuschauern große Freude zu bereiten und diese Attraktion für Meldorf zu erhalten."

     

    - mega-events - example: Rolling Stones concert

Rolling Stones concert in Halifax September 23, 2006

 


- hallmark events - example: World Expos, Olympic Games

 

   

 

 

- major events - Example: Kieler Woche

 


- "traditional" events - Example: Hohnbeer in Heide

                 

    - private events: Example Wedding Party / Hen Party

     

     

     

     

     

    Event industry point of view:

    Events offer a business arena, where millions of decision-making customers per year interact and engage, face-to-face with brands.

    Event attendees choose to be there, making events the truest representation of
    ‘permission’ marketing     available to brands, and one far removed from the intrusive
    ‘interruption’ marketing alternatives, such TV, radio, Direct Marketing or pop up advertising.

    Events offer multi-sensory marketing; the only business environment where customers can see, touch, hear, smell, even taste the product.

     

     

     

    Event: "Temporary destination":

         

     

        

     

     

    Fairs: Example ITB

    Fairs have a long tradition as trading and information platform.

    Even in times of Internet they are still important for B-2-B meetings.

    For B-2-C communication they are however loosing importance.

     

    Difference between other events and fairs:

    - Regular date (usually annually)

    - often long tradition:
       Leipziger Messe since 1165, Scarborough Fair (England) since 1161

    - connected to certain place/city (today sometimes exported or virtualized)

     

    Example Exhibitors' interests: FH Westküste at ITB

    20 sqm stand at "Science Hall".

    Goals of participation:

     Auftraggeber und Unterstützer:

     - FHW

     - Institut für Management und Tourismus (IMT) an der FHW

     - COTRI China Outbound Tourism Research Institute an der FHW

     - Förderforum FHW

     

    Ziele:

    Messeteilnehmer in Deutschland laut AUMA:

    Quantitative Ziele der Messebeteiligung  
    Bekanntheit steigern 90 %
    Neukundengewinnung 92 %
    Präsentation von Produkten / Leistungen 85 %
    Stammkundenpflege 88 %

     

     

    Umsetzung - Ziele Messeteilnahme FHW an ITB:

    Bekanntheit steigern:
    - Region Westküste S-H, FHW und Institute allgemein durch Stand, PR, Aktionen
    - Studiengänge FB Wirtschaft insbesondere

    Neukundengewinnung:
    - Studiengänge: Neue Studierende, neue Praktikumsgeber, zukünftige Arbeitgeber, zukünftige Lehrkräfte/Professoren
    - Institute: Neue Aufträge (Forschung/Beratung)

    Präsentation von Produkten / Leistungen:
    - Studiengänge: Studienmöglichkeiten, bisherige Achievements (z.B. wo arbeiten heute Absolventen), Mitgliedschaften (z.B. ITM bei ATLAS)
    - Institute: Publikationen (z.B. IMT-Schriftenreihe, COTRI-Produkte)

    Stammkundenpflege:
    - Studiengänge: Ehemalige, S-H Ministerium und Institutionen, aktuelle Studierende
    - Institute: Bisherige Auftraggeber, Partner

     

    Public organisations events: Example Anniversary of an university

    Not-for-profit organisations like universities have no direct, but indirect communication needs.

     

    Example Durham:

    "Durham University's 175th anniversary gave us the opportunity to recognise the University's successes over the past 175 years, to celebrate the contribution of students, staff and alumni, and to communicate a shared vision of the future with the wider community."

     

    Compare the possible goals of participating at a fair with
    organising an university anniversary.

     

     

     

Example FIFA Womens World Cup 2011

http://www.fifa.com/womensworldcup/index.html

 

 

  Contact: Prof. Dr. Wolfgang Georg Arlt FRGS
Bachelor and Master Program International Tourism Management
arlt@fh-westkueste.de, Office 2.018, Tel. 0481 8555-513
Consultation hours (during lecture period): Friday 10.00 - 11.00 h
home.gif