STRATEGIC EVENT TOURISM MANAGEMENT

SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMN224954
Module Leader Nick Davies
School Glasgow School for Business and Society
Subject Tourism and Events
Trimesters
  • B (January start)
  • A (September start)
  • C (May start)

Summary of Content

This module will provide students with a theoretical and practical understanding of the strategic role of events in shaping policy and developing sustainable tourist destinations. The module will draw upon case studies of events and festivals, including sporting events, cultural celebrations and business events with varying levels of national and international influence. The module will firstly examine the rationale for utilising events as a strategic driver of tourism at a local, national and international level. Drawing on Glasgow as an example of a events-led destination and the teaching team's research experience and expertise the module will focus on case studies of major events such as the Glasgow 2014 Commonwealth Games, MTV European Music Awards 2014 and European Championships 2018 amongst others. Students will develop an understanding of the competitive bidding environment, reflecting upon the complex bidding process undertaken to secure major events. Management of events for social, economic, environmental and tourism benefits will be examined. The module will then evaluate the various impacts that events can have upon the host destination (both positive and negative). Students will develop a theoretical and practical understanding of how these impacts can be measured and evaluated reflecting upon the appropriateness of techniques currently utilised to evaluate suggested benefits. Finally, the module will critically reflect upon the future of major events within sustainable tourism strategies.

Syllabus

Events as a Driver of Tourism Event Tourism Strategies (e.g. sport tourism, MICE, cultural festivals) The Bidding Process Impacts, Politics and Policy Measuring Impacts: understanding aims and objectives Measuring Impacts: what to measure and how Managing Economic Impacts (e.g. accommodation spend, employment, etc.) Managing Socio-Cultural Impacts (e.g. volunteering, cultural infrastructure, etc.) Managing Environmental Impacts (e.g. waste management, transport strategies, etc.) Managing Tourism Impacts

Learning Outcomes

On successful completion of this module, the student should be able to:1. Develop a critical understanding of the role of events as a sustainable strategy for developing destinations2. Develop a critical appreciation of the competitive event bidding environment3. Develop a critical understanding of the various impacts which events may have on a destination and its stakeholders

Teaching / Learning Strategy

This module will be taught via a traditional lecture and seminar approach in order to allow students to gain a theoretical understanding of the subject area. Students will be able to access relevant readings and support materials via GCU Learn. Case studies and guest speakers will be utilised throughout this module to underpin and embed learning in a practical setting. Students will have the opportunity to undertake relevant field trips. The module will be assessed through a single summative assessment. This will focus on the strategic management of an event to achieve social, environmental or tourism impacts for the host destination. It is envisaged that students would include how the impacts might be measured and could develop evaluation tools (e.g. questionnaires) as a component of this assignment - allowing them to put theory into practice. As a formative piece of work, students will be asked to undertake a case study reflecting on the success or failure of an event bid of their choice or considering an event tourism strategy. This will allow them to demonstrate their understanding of the event bidding process or event tourism strategy in practice.

Indicative Reading

Core Texts Funk, D. (2012) Consumer Behaviour in Sport and Events. Marketing Action. Oxford: Butterworth-Heinemann. Getz, D. (2012) Event Studies: theory, research and policy for planned events. Second Edition. London: Elsevier. Getz, D. (1997) Event Management and Event Tourism. New York: Cognizant Communication. Grix, J. (Ed) (2014) Leveraging Legacies from Sports Mega Events: Concepts and Cases. Basingstoke: Palgrave Macmillan. Higham, J. & Hinch, T. (2009) Sport and Tourism. London: Routledge. Horne, J. & Manzenreiter, W. (Eds.) (2006) Sports Mega Events: Social Scientific Analyses of a Global Phenomenon (Sociological Review Monographs). Oxford: Blackwell. Mallen, C. & Adams, L. (2012) Event Management in Sport, Recreation and Tourism: Theoretical and Practical Dimensions. Oxford: Butterworth-Heinemann. Robertson, M. (2006) Sporting Events and Event Tourism; impacts, plans and opportunities. Eastbourne: LSA. Shipway, R. & Fyall, A. (Eds.) (2012) International Sports Events. Impacts, Experiences and Identities. London: Routledge. Additional Reading c5kerlund, U. and Mfcller, D.K. (2012) Implementing tourism events: the discourses of Umee5's Bid for European capital of culture 2014. Scandinavian journal of hospitality and tourism, 12(2), pp.164-180. Andersson, T.D. and Lundberg, E. (2013) Commensurability and sustainability: Triple impact assessments of a tourism event. Tourism Management, 37, pp.99-109. Backman, K.F., Backman, S.J., Uysal, M. and Sunshine, K.M. (1995) Event tourism: An examination of motivations and activities. Festival Management and Event Tourism, 3(1), pp.15-24. Deery, M., Jago, L. and Fredline, L. (2004) Sport tourism or event tourism: are they one and the same?. Journal of Sport & Tourism, 9(3), pp.235-245. Ferdinand, N & Kitchin, P. (2012) Events Management: an international approach. London: SAGE. Getz, D. and Page, S.J. (2016) Progress and prospects for event tourism research. Tourism Management, 52, pp.593-631. Getz, D. (2008) Event tourism: Definition, evolution, and research. Tourism management, 29(3), pp.403-428. Getz, D. (2012) Event studies: discourses and future directions. Event Management, 16 (2), pp.171-187. Higham, J. & Hinch, T. (2004) Sport Tourism Development. Clevedon: Channel View Publications. Mackellar, J. (2014) Surfing the Fringe: An Examination of Event Tourism Strategies of the Bleach Festival-Coolangatta Queensland. Event Management, 18(4), pp.447-455. Mariani, M.M. and Giorgio, L. (2017) The "Pink Night" festival revisited: Meta-events and the role of destination partnerships in staging event tourism. Annals of Tourism Research, 62, pp.89-109. Ritchie, B. & Adair, D. (2004) Sport tourism: interrelationships, impacts and issues. Clevedon: Channel View Publications. Roche, S., Spake, D.F. and Joseph, M. (2013) A model of sporting event tourism as economic development. Sport, Business and Management: An International Journal, 3(2), pp.147-157. Stokes, R. (2008) Tourism strategy making: Insights to the events tourism domain. Tourism management, 29(2), pp.252-262. Todd, L., Leask, A. and Ensor, J. (2017) Understanding primary stakeholders' multiple roles in hallmark event tourism management. Tourism Management, 59, pp.494-509. Wang, C., HE, H., Xia Q. and Lu, L (2013) Study on the impact of mega-event on tourism image of host site: A case study of 2010 Shanghai Expo [J]. Geographical Research, 6, p.020. Weed, M. (Ed.) (2008) Sport & Tourism. A Reader. London: Routledge. Weed. M. & Bull, C. (2009) Sports Tourism: Participants, Policy and Providers (2 nd ed.). Oxford: Butterworth-Heinemann. Yuan, Y.Y. (2013) Adding environmental sustainability to the management of event tourism. International Journal of Culture, Tourism and Hospitality Research, 7(2), pp.175-183.

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: -433-1b7 Communication -1 and -1 presentation skills b7 Interactive -1 and -1 group skills b7 Problem solving skills b7 Ability to reflect -1 on -1 practice b7 Ability to -1 plan -1 and manage -1 learning b7 Self-Confidence b7 Self-reliance -2b7 Awareness -1 of strengths -1 and -1 weaknesses -1b7 Creativity -1 and Innovation b7 Independence -1b7 Regard for -1 others -433-3b7 Time Management -1b7 Commercial -1 awareness

Module Structure

Activity Total Hours
Independent Learning (FT) 90.00
Assessment (FT) 24.00
Lectures (FT) 12.00
Seminars (FT) 24.00

Assessment Methods

Component Duration Weighting Threshold Description
Individual Coursework n/a 100.00 50% Individual Coursework 3000 words