EVENTTOURISM

87
8.1Introduction

es AgO, tourism was based only on three sectors

Untila
few
deca
Ourist attractions, Such as amusement parks, beaches, hospitality, transportation and entertainment
-

has ah museums, forts. But things have

with various

The
rism sector has
tourism
sectorabstracted everyone's mind to those
areas that were
changed. ave origin to the Event tourism industry. People travelled not yet to be tapped and
thisawarenessgave
only to
purpose, may
be: to attend
meeting, conference, workshop or an event enjoy and
holidays but also
they are the ones
to the growthof
busine

for of the
the destinations they had visited
who contributed

a whole. Event tourism is an

directly or
indirectly, developed the event
tourism i n d u
as
organized planning, development, and marketing of fairs
ime and also organizing
from time to time
nd
festivals special events to attract tourist who act as catalysts for
infhastructure a onomic grOwth of the city or
country.

82 Topology
of Planned Events
amazing variety of events. Depending on the purpose and circumstances, events can fall into
ThEr than one category; they can be measured as special event, mega event or hallmark event. In the same
more au of these events can also become news, depending on media coverage and other factors such as
wayc celebrity brand endorsement or due to a tag line or may be due to its objectives. Planned events
u e a good image of destinations, organizations and sponsors. According to Getz (2008), there are
can categories of planned events that can be found virtually in every culture and community and they are
cai
seven

Cultural Celebrations
Festivals, Carnivals
Commemoration
Political and State
Summits
Royal occasions
VIP visit
Arts and entertainment
Concerts
Award ceremonies
Business and Trade
Sports Competition
Meetings and conventions Spectator or participants
Consumers and trade shows Recreational
Fairs and market Sports for fun
Educational and Scientific Private events
Conference Weddings
Seminars Parties
Social gathering

(Source: Getz 2008)

Of the seven categories given above, six are public Events and one is private.
Cultural celebrations comprises of festivals, carnivals, religious and heritage events. These celebrations can
and tradition of a
Sometimes act as a key element in other types of events as they emphasize on the culture to a particular place
particular state or region. Political events such as visits by important personalities
abways afract a lot ofattention.Art and entertainment events are the events with performances and exhibitions
the
cOmmonly organized for making profit. These events include painting, sculpture, and handicraft, performing in
,frontSuch as music, dance, drama, storytelling and poetry-reading, which typically involves performers
of audiences.
and
trade covers a broad area of meetings, conferences, fairs, sales and markets,
consumer
a n d
shows. Educational and scientific events involve seminars, workshops, and conferences. These evenis
VOVd in learning processes and information exchange. Sporting Events or games played for rereational
 NN hane tvn hshlshtvd un tthe revivalnal vategy l'tutevximal plaves Miti.
c t e t a m th uthln Nnai ents h a wvklings, itlulay aties n anuiites i vari
t e hi h t n s and s he vlatne wwre te
8, Jepet of Bvents on Host Community
h e have hvn a he t Nnilne as nel ax wgative nyacts at evets enn a uond tmu
NININlit f the enent's wgansIs tu nanagr the pnitive mact nwe than the neuat wwwmty and t
euatie by anticipa
N Nhm akutth mg and tintng ultns befinvhanl Mavivally. the iyacts ut
ntyd un th Nas1s ant the wt eanngs heNAUe l revew gererated must jinstify thete
nls
d Ihvush, stal, cultural, politwal, cvonomw and enviOnwntal measures s n
udrstmatot bvaue guvermment pohic ies communly ackmw ledse them and aso plavl
NNn an even's nerall mqut vital pan

mpaetof
Events

Polieanl Evironmntal Scio-cultural Techo kog ical Boonomic

Tmpeot Tmpact Impact Inpat Inpet

Moe Intenaional Shared Sense of

Buil cding Foreign
mesten eyerience community exchange Gmaaione
prest ie idantity pride aing enployme
(Source: uthor)

An event hosted in a comnity usually has direet sOcial and cultural npacts on the
and sometimes on the host eommunities too. The impact can be in the type of
participants, to
good experiences
entertainment such as cultural festivals, sports events or concerts. Events have the latent power to
reint
the community pride, introduce new ideas and also to regenerate the traditions and culture
of the
community. But, it the event is not managed properly it can lead to unwelcome and even unplea
consequences such as disruption of the program, unruly behavior of the audience and damage to proRe
thereby afecting tourist statistics. Politicians have of late realized the importanee of organizing an even
raise the image of their eities and states as events normally gain media
exposure and also attract visitos
inerease evonomic benctits and job opportunities. Infact. polities plays aninportant role in hallmank eve
The environnental impact of event tourism on a host community or destination in tact starts
from
planning stage to the evaluation stageof every event. The event manager therelore has to draw up a bla
for erowd management. noise pollution, access and parking and most important, waste disposal. T
why event organizers have introduced the concept of "green events".
Tourism can boost community pride when visitors to a town/city find the place neat and clean with pru
cIvie amenities. Events not only attract audience, but also
shape world tourism patterns, highlighing
tourism destinations in the host cities or countries.
Many countrics host events to promote tourism. Barcelona in Spxain used the 1992 Olympics to projot
as a world-class city. In 1986, Vancouver in Canada adopted the sane sirategy with its Expo, and ronl
this in 2010 with the Winter Olympics. In India, Kunbha Mela, held every fourth year at four dte
places i.e. Nasik, Haridwar, Ujain, and Allahabad known as
(earlier one
Prayag)is ofthe
biggest c
EVENTToURISAN 89
only
Hindus of India
Hind but a
large number of pilgrims dressed in saffron
robes, tourist and
Hindus.
nals
orelgnnationa
Not
attend Kumbh Mela.
the.
he
takeholders in Events
Sta

event industry has fascinated different stakeholders. In other

words, all those who
in any event and feel involved in it, show their inclination to
The
1 2 sg
t rOwth

Imerest

me interLbe classified into many categories such as primary stakeholders who

classified
support the industry.
some
are a part of, or
Stakeholder
have
ders
can
the project, while secondary stakeholders are those who are not directly involved in
closely
connectedwith
Conneae aa keen
keen interest in it. They in turn are divided into public and private stakeholders.
have
but
project al. 2011, there is
et al. a relationship between these various stakeholders and the event
he Allen et
Acording
The event stry brings
industr these stakeholders all together because without them the industry
industry itself.
ilself
it function.
nor can
recognized,
cainot be
Media

Host communty Sponsors

Events

Coworkers Host organization

Participants or
Spectators

Allen J, O Toole, W, Harris, R.& McDonnell,I. 2011. Festival & Special Event Management.Australia: John Hiley & Sons)
(Source:

responsibilities
whose hostinginclude events such as those
Host Organization: These are organizations
roanized by community-based bodies and the government
and are not for profit. Other events may be for
that are organized by tourism agencies, and resort and facility
nrofit or economic development or those tool, free or less-priced but aimed at the
managers. These events are usually a community developmental
and sometimes at specific market segments.
widest possible audience
or tourism destinations inclined to brand themselves by providing
some
Host Community: Host communities
will be known in the world by organizing some particular event
form of tourism core product for which they
which has been described as short-term attractions for tourist or guest.
either in terms of
Sponsors: Sponsors in the event industry are individuals or companies that provide support
There has
money, services or other means, to events
and event organizations in return for specified benefits.
towards events as they consider
been an enhancement in the interest and in the opinion of sponsors these days
an event as a promotional tool in the marketing mix, a way of increasing
brand awareness and driving sales.
Medha: The global networking of media organizations and the instant electronic transmission of media images
Above all, social media such as Facebook, Twitter,
and data have virtually made the world as a global village.
IOU tube and Linkedin make events more modified and more interactive.
managers, crew
Workers: The term includes key managers, marketers, consultants, publicist, stage effective
as a team and be very
S,gatekeepers and even cleaners. For any event, they must all work
n
dispersing the vision of the event.
 90
EVENT MANAGEMENT AND MARKETING:
Participants or Spectators: These stakeholders
THEORY., PRACTICAL
Pa AP
are the ones for whom.
them depends its success or a failure. The event should
for a long time. The
keys to their enjoyment.
program substance,
give the
their access to
food and
the eventor
pants an expe
dri.
drinks, AeiPeRnceOACHheWSy wA
in
8.5 Event Tourism Strategies and Tactics facilities, entry an
Event tourism as a market division consists
who can be motivated to atternd events whileof
those people
who tra
el
taken into account in developing the away from home. A
strategies and to determine numbe of various plac es to :
like global financial environment, or at
international level what appronr signifiacKicacant taend
or demand, hoe
they will access complete information about the experienceCtions rend
that events bring along. Cities that want to
stay competitive need to and
event the across
to further lead to
continuity in the development of the event the Socjal
imnlemne social consuner
or
benefits that events can bring to destinations. industry
and event tourism stratte
and
help in capit auahir
Getz (2008) defines portfolio approach and shows
how
1) Occasional Mega Events (High tourist demand tourism and Evento
and
high value) ated.
2) Periodic Hallmark Events (High tourist demand
and high valuel
3) Regional Events (Periodic and
one-time), Medium tourist
4) Local Events (Periodic and demand
one-time), Low demand and low
Occasional Mega Events such as Kumbha Mela that value
Cricket World Cup where the cost is attracts a
huge numher oe.
enormous, necessitate
impact, good or bad. A mega event is not an annual event and government
is involvementeople, or Spon Ele
place. Hallmark voyager events are foremost fairs, related to the Big Events
expositions,
standing that are held on either an everyday or occurrence basis. artistic and specific
sporting ever
place wher
The
to provide the host
community with a chance to make it big in the main finoti ents of intn
In Regional Event the attendees are tourism market - almake
targeted
clock residential music festival in the
from a specitic
geographical place.
area. Taalhelia.
Shekhawati
beautiful town Mandawa which is famous for its region of Rajasthan. In the heart of nique atoz
a .

This attractive town majestic forts and beautifully Shekha

provides travelers with a sense of discovery at painted havel
festival in Jaisalmer that was started to entertain every step. Local events lite
foreign tourists who naturally wanted
places in Rajasthan as they can in the limited time at their disposal. In this to vict
local elements and three-day the a
heritage. event
There are four categories or levels of Events
that are organized in different
value. Once strategies are made, to attract
destinations need a policy formation ways to touristae
more
action. This is usually done put the stalegs
by the destinations' tourism organizations thatprocess
take the main
ormulating the event supportive policies. Event tourism respansihi
SWOT analysis of that strategies should be developed after d
place i.e. capitalizing on the destination's strengths, and correcting the
as well as for
realizing opportunities and warding off or minimizing threats in relation to evet wear tars
AS a result,
proper marketing is necessary to generate awareness and
Based on the vast number of attendance for smal
distribution channels present in the market and the
promotion and communication, there is an immense expertie urketir
communication strategy that opportunity develop incgama
to an

visited that particular

helps to grow event image and reaches tourists
who may may
place before.
EENT1OURISM
91
.ame
some
tactics for successtully promoting the event both Domestic and
there
are International
Lafact,
ourist:

Help from tourism Value for money

organization

Search engine Be mobilefiendly

optimization (SEO0)

Giving ohfers
Accommodalion
providers

(Source: Author)

Iist the event on Eventbrite which is a successful brand and well recognized SEO which means
1) cearching Google for events in a particular city has a good chance of stumbling across the event

page
a lot to promote the event by raising awareness on their
nContact tourism organizations that can help
high-ranking websites and social media channels.
etc. and their boards
3) Taking help from accommodation providers i.e. hotels, guesthouses use or
events and putting posters there.
lobby for promoting the
4)Create value for money and inform the tourist about the event that will give them an authentic
experience like some food or drink specialty.
regional
5)Have a mobile-friendly website for electronic bookings or ticketing.
offèr those who attending an event on first come first serve basis.
6) Giving some special are

8.6 Destination Marketing

Destination marketing is a type of marketing that promotes a destination (city, region, country) worldwide,
with an intention to increase the number of tourist. In other words, destination marketing is a sort of tourism

advertising a specific place. Unlike product marketing, where the products are delivered The role of
to customers

through distribution channels, in destination marketing consumers move to the destinations.

destination management in the expansion of sustainable tourism is extremely important. However, it is also
Vital to note that effective destination marketing has an equally crucial role to play in shaping the success of
reasons to visit, live and work.
the tourism sector. Great destinations are those places that offer plenty ofthat an increase in the number of
the fact
Ihe role of destination marketing is especially significant due to whole. A few other benefits of destination
VISTOr's promotes the tourism sector as well as the economy as a
narketing are increase in job opportunities,
an recruit new talent and scope for fresh investments, thereby
boosting Gross Domestic Product (GDP).
 EvENT MANAGEMENT AND MARKETING: THEORY, PRACTICAL

APPROACHES AND P
Investment Marketing

increased job Preservation of cultural

apporunites hertage

Benefis of Destination
Markeing
Recruit new talent More corporatle event
marketing

Gross Domestic Promoling community

Product (GDP) pride

(Source: Author)

8.6.1 Steps to a Successful Destination Marketing

Destination marketing requires a travel organization or regional marketing team to promote a
as a desirable tourist spot which involves highlighting the best attractions or
complete re
sight-seeing and thinos to
a particular region like rafüing, rock climbing etc. indicating the tour and activity companiesth
excursions, promoting the restaurants and food available where people can enjoy a fresh meal orlinam
delicacies of that area. Identifying and accordingly creating an effective marketing strategy is an imc
part of the process. To make destination marketing successful, following steps hould be followed:

Classification of target market

ldentify the motivational factor of customers for vacations ie.

business or leisure trip

Matching the tourism resources and products with target market

Study the competitors i.e. how same type of destinations are

marketed

Develop the innovative and appealing tourisnm strategy

Implement the tourism marketing strategy timely and monitor ine

result
(Source: Author)
 93
ENTToURISM
tion marketing can
arketing campaign can be done with the help of general public and sometimes some brand
tourist:
Thedestinati
ambassadorsare u s c d topromote a particular destination and to attract
eting India to the
For marketing India world-"Innovating Incredible India".
Asia", a pleasant blend of several
ational ievel, Malaysia promoted "Malaysia, Truly
is as
and dense forests; adventure,
)At s cuitures and a varied topography with hills, beachesa spectacular sight with different
with delicious culinary delights;
ete lisure and fun toppedThis
campaign has been a showcase for the country as complete
omance a
Icir celebrations.
ultures and their

package
3)PromotngRajasthan
han Tourism? Jaane kya dikh jaaye".
Bachchan
"Khushboo Gujarat Ki" tourism campaign starring
4) Marketing campaign for Giujarat state is
taeketing campa
thal cxplains the heritage and religious sites in Gujarat.
interesting facts about
is "Feel the spark of Life".
Himachal Pradesh, the line used for marketing campaign
S) Promoting Him
to be focused
of the tourism industry. Therefore destination tourism marketing needs
the lifeblood ideas for promoting a particular
destination
and preferences. There are various creative
are
cs
likes
raeds wants,
a center of attention foreign and
domestic tourist. For instance, use of
or country by creating staff
o tate
can be a food item, hotel accommodation,
something special about it it
-

has
influencer. Every place most of mobile tourism marketing by adopting
Online

so it's better to highlight that feature. Make the

clothing:
services or cloth
towards mobile users
atttude
fmendly
in positioningthe destination as a
beautiful and attracting brand, the role of destination
markcting helps
over an extended period of time.
Atination
sure its sustainability
is tomake
tourism
managemet
consumes and contributes to the
creation of information. Now, the
influencing the way society
Moha is with
to market destinations and comect potential
consumers.
and social media especially
kifies ate using the Internet in which destination marketing organization can engage the customers is through
The most important activity medha. Even media can highlight on current
events and campaigns
and videos through various
dislaving photographs comments, vidcos and photographs
of trips to destinations on
their blogs,
or people can post
in aparticular placewebsites that free promotion to various
destinations.
gives
sacial networking
Traditional Events
87 Cultural Events, Heritage Tourism, Food Tourism, Moderm and location and
brushwood of tourism towards the
cultural heritage of the
Heritage Tourism is one of the also include cultural, historic and natural
resources. World
historical tourism can
historic places, heritage tourism. When a
and historical monuments are the core of heritage
Heritage location, Heritage railways unique cultural and
to various places of world,
he comes across many beautiful places having historical
travels
person
have old temples, palaces, forts, and caves etc. that have a long
traditional features. Several places such as statues or buildings, but
can be
are not only physical
and mythological legacy. These objects is also known
fairs and festivals, rites and rituals. Cultural tourism
intangble such as literature, manuscripts, cultures. Culture is very important
as Heritage tourism. Peopie are inquisitive
about foreign lands and their
tactors which attracts tourists to a particular destination.
Cutural tourism gives an insight into:

1) The way of life of the people of distant land.

region.
2Dress. jewellery, dance, music, architecture of a particular
3) Their custom, traditions, values and belief.
4) Fairs and festivals.
5) Food and Culinary deiights.
 TICAI. AP
AND
MARKETING:
THEORY,
PRaCT

plori..
MWWA ANDYiA
and
rious past and
M1ANAGEMENT
tourist.
st. It has a
there a1e
monuments and
forcign
s
m e s m e r i z i n o

tee
be fore he tourist buheridut g Me,
EVENT
to
ofler of. The
to proud before
o4 mmuch
can
be sacrifice
has and
India Indians

in

histurists. Efona
many
courage
Because

arcas, tihe t
respect heritages conservation.
this sorrow,
In culural
of joy, the
and story for
heritage
problems
for
historncal
their
recap
c o n c e r n

that creates special

zo
great up of
routes
cuntry

proTEW
the is a
there heritage a n d setting
in India a r e :
urhamzation c o n s t r i c t e d s t r u c t u r e s

and heritage
d e s t i n a t i o n s

cnerchncnts
of tourism
4
c o n s e r v a t i o n

heritage
made for important
he Some
Pradesh)
development.
(Uttar

1) Taj
Mahal inAgra Rajasthan Tughlaqabac
ad fort in Delhi
castle in tomb,
and
Mandawa

Humayun's
2) Masjid,
B h u b a n e s w a r

Jama in
Red fort, Udayagiri
3) Khandagiri
and some
exhilarating ever

such as the
Jain
caves
at
of Odisha,
which hosts
Festival Mukteswara Dance FestivaKne
4) heritage Beach
the Puri
5) The
prosperous

the Car
Festival,
ancient wealth, heritage
to
Festival,
Dance
the country's
a steady inflow
and safeguard s0 as to
ensure
and
for every prokge
assets importasst
Therefore,
to preserve
to protect
heritage lourism is very sa
elaborate plan the monument.
draw up an i n f o r m a t i o n to
appreciate
tourists, thereby
cre creating job opportunit for the
sufficient s e r v i c e s to
and local
authoritiee l
them with sale goods
and
of National shoule allot fa
income generation
by for development. i n n o v a t i v e projects that
nre
imperative
are
drivers
as well as for
conve
the develorme
heritages cultural heritage have been
Cultural
conserving the heritage
assets
nto mega hxte
for maintaining
and Some
sustainable way. of attraction for tourist like:
in a an
of cultural heritage and which
also proves
42 Kms. from Jainur
and are well
maintained
in Rajasthan, around Built abour
(Village Samode) architecture, whiich is an excellent
1) Hotel Samode Palace
of
Indo-Saracenic

that includes suites

amalgama
is a splendid proof accommodation
isplays
architectural styles. The
world-class luxury and ne
years ago,
of Indian and Mughal furnishings and having cilites s
décor, artifacts,
royalty with its business spaces.
pool, spa, and
swimming in Kerala where the houses Are d
as a
a heritage stays divided
Coconut Lagoon
Resort (Kumarakom), Villas. Here tourist can spotmi
2) Heritage
Private
Mansions, and Pool
Heritage Bungalows,
Siberian Stork, Darter,
Heron, Egret, and Teal.
birds such as the called the "France of India". The n
Pondicherry. Pondicherry is also
3) Palais de Mahe in Tourists are lured here because of its n
surrounded by authentic
French culture and heritage.
cuisines and its immense tea
that is reflected in the architecture, buildings,
cultural history more than picture-perfect.
this destination
pristine beaches make
Numerous
them so that it gives us as
As these heritage sites are symbols
of our history, everyone should identify
of pride. Cultural heritage is a mirror of
the traditions.
The hospitality of Indians is wellknowr
India's recognition as a tourist destination is ever-increasing. honored 1
over the world. Atithi Devo Bhava' is a motto of hospitality in
India. In India, people feel *
share their meal. Indian cuisine is considered to be one of the distinctive cuisines of the Worid. Inu

charm because India is a land of miscellaneous religions, customs, festivals, culinauy

has bigconditions.
a
climatic Each region has its own cuisine using different combination of spicesu
methods of cooking.
ure
In today's market, Food, Tourism, and Culture all these three are the keys to S u c c e s s of
success ot a global
actnn
people visit various places, be it for leisure or for business purpose, eating food is an es l
everyone, not just to satisfy the hunger but also to relish a different meal representuga
Dal Baati Churma in Rinai
Bir e
Rajasthan, Sadya a traditional vegetarian feast of Kerala, Hydera
-
 . a olass of wine. lt is a way of nteractng with the culture and hcTitage of a fcgion

and
and unforgettable.
unnque

ood tourism or culinary tourism otfers tOArIsts an

these eating cxpericnces,
/ x ° T I ¢ N C e

the with ith

plac
into the new
taSte of
rising, and will ultimately transform food tourism
hhas been gradually
drink that are
tourism, food tourism focuses on eulinary experience food and
t d
u a t h e n t t
In
niereSInlike comnOn tou

Puable
rend. Unlikc

vith sightseeing.
According to the Ontario Culinary Tourism Alliance (OCTA). culinary
ailablenod as "any tourism knowledge and experience in which one learns about, appreciates,
A a l l .

be
e x p l a i n e

drink
that
that highlights
highlie the local, regional, or national cuisine, heritage, culture,
an and
food
st
ANNISues t e c h n

ques"
i o u

the World Tourism Organization, in Oct. 2016, the

c u l i n a r y

ditin
or

Clobal Report on Food Tourism by

ing
third of his/her holiday
to nds around a a
budget on food. Food tourism can therefore be part
visito.
s p e n d s

Jerge
fering a holistic experience
destination strategy, offeri
t o u r i S t
to

of food tourist or the motives and behaviors of tourists

and their attitudes and
itferent types
dif
may
be
and eating are
based on four types:
tor food
ere
refèrences tor
comfortable in a destination.
They
T}
Recreational
prefer miliar foods to feel safe and
-

laidback, preferring simple and rustic food places over gourmet

hey are relaxe and
)
Existential
)
and fancy.
and readily accept the latest foods, flavors. and cooking techniques.
enerimental They are trendy -

3) with innovative meus, smart designs, and elegant service. They travel
They seek out restaurants life with fine cuisine and love to be pampered.
nersonal indulgence.,
the to experience good
atraction, hotels and tour operators can promote certain cuisines or
is a growing tourist
As
food touris dwide
by organizing regular tours focusing on cuisine. For example, Four
countries or worldw
dishes in certain
a private dinner for tourists at the local food market where
Hotel in Hangzhou, China, arranges
Seasons
is available. Social media plays a role in stimulating the tourists
Shanghainese and Cantonese
named Taste Trekkers is designed for foodies who love
dt in and enthusiasm for exotic food. A website
love food. They are a society that includes chefs, winemakers, brewers, food
el and travelers who
hcers. food tour operators, food and travel writers, tourism professionals, and other local food experts

o give the inside scoop

on all delectable things.
Benefits
8.7.1 Food Tourism
Rural communities that depend on agriculture as their major source of income stand to gain directly from
food tourism. Rural areas are incorporating local food into the tourism product. Growing and selling one's
owa products are cost-effective and earn income. Increased consumption of local foods by visitors, benefits
the local economy a great deal. It would be a great idea to include Food Tourism, while planning and
implementing the strategy in regard to cultural and heritage touris1m. Food tourism can benefit the region or
country and society concerned in the following ways:
)The mumber oftourists interested in tasting exotic dishes may increase.
2) More sales in various other sectors (like hotel rooms, transportation)
3) Getting more media coverage because of variety of meals available.
4) A new competitive advantage or unique selling proposition (i.e. unique food and drink)
)
Gienerating more tax revenue to the government.
0ncreased community awareness about tourism in general.
reased community pride about, and awareness of the area's food and drink resOurces.
 THEORY. PRACTI
TICAL APPROAGOACHES
MARKETING:

AND
MANAGEMENT

ands for more

uthentic"
EVENT demand
AND
tourism Ourcanist actact
visitor
to
96 catering destination. Food
by
Food plays a
motivate
role in
tourists
tourism

to both
travel
and visit
a
particular

o r Intao
experaienkueey
as
ational level, vanost
destination.
can
of a at National
promotion culture or heritage
in the food, the ordinary life and
tourist
mooreat wandinter
while promoting
great way
to break
from
There discover the true uhadtiuwa
Atracting
and
fèstivals
are a
and interesting
folklores. ere are
traditional events
modern
events

its cultural heritage,

foreign
spirituality
tourist. For
instance,
visit seel.
mbha Mela) and
isit seeking
spiritual Varanasi, Ma
that lies in
more
that attract n u m b e r of foreigners
places a big

the National entre forsolace

that
various pilgrim

Vrindavan (Holi) are

among
the places
Dance
held at the Nas
Festival is held
Mudra performances
1) An annual
in Mumbai. The
summer event,
festival usually
comprises
as well
film previews,
as
wonderful

lectures and discussions Periorming

otography, dance, s-

and
exhibitions,
the
International Festival
Mango Festival that celebr
#h.

popular events, ewildering variety mangoes,es the

A bew
2) New Delhi's
most
the omnipresent
Indian mango.
msic. dance and cultural pertormances comnleta ven the t.
king
tropical fruit, T r a d i t i o n a l music, dance and
unusual ones.
complete the
ofRain. sthan. It
atmosphere.
Alwar is the
foremost
offairs and festivals is celet
festival held in alues and colorful cu:
traditional valu
3) Matsya showcase the the reo
crate toit.oftraditional
all pomp and show to
attraction of the
festival is its
colorful processions, arts and Tegm.syrt
major folk music and
dance programmes.
cultural exhibition,
into new, dynamic formats. Older
are evolving
event planning and event particingntts
events and
But now,
technology is giving both planners chance to gow
and
an event are
on the wane
work. Some modern and traditional events are
revisitthe underlying
ideas about how event
technology it 1s easier to plan and.
organized ti
conduct a unique a
different way i.e. with the help of
also but in a
for the tourist.
especially
Because ofshorlo
event
graceful changing of life events.
hosted a vast number ge of tune
The 21st century has already festivals like holior
or.diwali; they just want to cele
don't wait for the
busy schedule, many people world the term modern event is introduced. There is so much that xwill neve
thinghappen. So in today's Ihe most iconic and modern evento
on the world. are:
influence and impact
forgotten. Such is their "Millennium".
celebrate year 2000 as
1) In starting people
The hottest epochal musical event,
Magnetic Fields held in Shekhawati region in Raiasthan tm
2)
for visual as well as sensory delight
comprising three epic days of music, art, food andmaci,
to its name pulling in horis
newest kitsch carnival to hit
the music market, MagnetiC lives true
crowds to its spectacular venue.
contemporary acts and
Fashion Week (BFW) organized every year
in the IT capital of India, a fashion evert
3) Bangalore for Indian designers. Tocomne
was started in 2009 and based on the idea of festive platform
maximum exposure to buyers, and media.
the Indian fashion domain the BFW enables
8.8 Sports Events and Tourism
generating of employment and revenu
Sport is one of the biggest industries worldwide in terms
events have a very realistic potential of attracting tourist and to generate media exposurc trategies a

impacts to host nations or destinations. This is the reason why most government even
destination marketing programs have been oriented towards it. Sports tourism means ua
region, state and country to another in order to watch a sports event it could be a i a "
Com

Super
The establishment of Indian Premier League (PL) in Cricket, T-20 World cup cricket, Indianthe
theider
id
(Football), Hockey India League and Pro Kabaddi League are certainly changing une
sports, underlining the importance of sports tourism.
 97

rmous business potential in India. Big sports events, such as Commonwealth Games,
At the
of attention for number of tourists and sports enthusiasts.
m h a s cnorm

ereate a center
KCCuketWorldCup the
increase number of tour operators and agents specializing in servicing
ket e been an divisions to
this
urticular
particulk
tourist sector. A majority of tour operators have set up separate
Knts of sports
tourism.

olentialof
of
ential Tourism:
v orSports Games and Cricket World
the types
three
It includes hallmark events such as the Olympic
ap
There
are
Event Tourism- variou favourite game or competition. These sport
visit various places to watch their
Event

Sporhich
in which
people
people
Cup draw.
are a big for
events
sport tourism, individuals travel to take part in sporting events
Sport Tourism - In active
2) Ac tennis and surting.
example gol1, like National
Sport Tourism
Tou This includes traveling to famous sport-related attractions
alaia
-

Sport
Nostalgia

3) Sports Museum.

in the fields of marketing,

in India has outstanding business potential, mainly
industry time to
the
norts industry
sports
or apparel, and sports
medicine and tourism. Therefore, this is the
sorship. exporting of
Overall
goods in sports can upgrade to sporting
that corporate houses that are already engaged
tha so
ideal opportunity
sports may consider this sector as
easy an
investment

yet involved in
houses not
ake i l e business
discover whether the sports industry can in fact be the next big thing for
ventures
It's:time to
activities.
torCSR
India's economy.

on the sport industry. The facility

of
in recent years have made a huge impact where their
enthusiasts. Once they know when and
advancemen
zical has come as a boon to sports
tickets online an idea of the cost and time they
need
booking tions are going to take place, they will get
and competitio
ganmes has not tourism to uncover a place in the technological
only managed
avourite Sports
to attend the events.because
o inve of it.
enlarged
but t has
industry,
restricted to hilly areas or beaches or resorts.new-fangled generation tourists
The
ns
Vacations are no longer
which is why sports tourism seems to
be gaining so much
active vacationing,
ore inclined towards 2017 report by Technavio, a leading market research company
with global
eronition. As per an August at a value of $I trillion in the global travel and tourism industry. Some ofthe
stands
everage, sports tourism tourism market as identified by industry experts at Technavio are:
rends in the global sports and FIFA World Cup, have gained
events such as the Olympics, Cricket World Cup
)Sporting number of sport tourist and their being willing
due to the sharp increase in the
immense recognition, has made it easier to get sponsors for
to watch sports events. This trend
to visit faraway places corner of the world.
revenue from every nook and
various games and generate
a few could afford. But,
decade ago, sports tourism was regarded as a luxury which only
2) About a
tourism is also growing. High end products
with the increase in people's spending capacity, sports business at the
have become more affordable, making
it easier for the masses to be a part of the
global level.
an active life. As hectic work
schedules leaves little
3) There has been a growing preference for living have got to be physically
to vacation in places where they
time for physical activities, people prefer
more active.
for sport
low-cost airlines make it affordable
4)Globe-trotting has become a lot more easily as many
tourists to explore the sporting destinations in the world.
 98 EVENT MANAGEMENT AND MARKETING: THEORY, PRACTiC A APPROACHES ANDP
8.9 Festival Tourism AES AND PLANN
Festivals attract tourists and generate festival tourism. 1ourists are
of the most is the exotic culture and traditions of
attracted hy
one important a particular many
oresented during the events. People want to attend
similar interests, and learn more about the world.
the events that are
of unusual
sual atatmosphere,
or sta0
m
te Aements, d
ti
o country
Because of the tourist attraction, these festivals are regarded as contributino si meet peor)
economic development of the country. These festivals have a major
tourism to the host communities. The event organizZers are noW
impact on the ficantly to the
presenting
make the annual functions or fairs more attractive to the visitors and historicolopmen
host cities by holding festivals in community settings.
thereby creatino Jhural thereS u,
Indian culture is a mosaic of customs, fairs and festivals which reflect the faith ad
Indians celebrate more fairs and festivals than probably the total number
tableaus from the different states of the country symbolize unity in in
devotion of the
a
diversity of the year. The
India is perhaps the only country in the world where business
transactions are inter ntry. coldoriork i
processes such as the Rajasthan host International Folk Festival (RIFF) which the rwoven with socializati
annually in Jodhpur under the joint auspices of Mehrangarh
giving a platform to folk performers from India and abroad.
Museum Trust and
Jaipur government
Virasat Found
Likewise Sonepur in Bihar is famous for the huge volume of business
turnover amidst
undation
and enjoyment. Camel races, horse races and coW races are
organized. social celebration
Another well-known festival is the Carnival of Goa, a relic of
Portuguese heritave in I
festival is celebrated with great joy and enthusiasm on the magnificent
beaches of ia. This spin
for three days and four nights in which there is singing, The Goa.
tourist attraction.
dancing and merrymaking and:all thisfestivities go
makes it ab
Fairs and festivals with their quaint appeal attract tourists and have thus made
calendar too. their mark in usdtounsn.
The fairs and festivals in India be divided in three
can
categories.
1) Religious fairs and festivals such as Dusherra, Diwali, Id, Christmas.
2) Secular or Social festivals such as Independence Day, Republic Day, Book fair,
3) Promotional festivals such as mango festivals, desert
festivals, and kite festivals are
attract tourists. organizalt
4) Cultural festivals- Like Konark Dance Festivals,
of Gwalior etc. Mahabalipuram Dance Festival, and Tansen Fesiv
As a result of the efforts made
by the Government of India's Tourism Department, the Indian Tourisr
Development Corporation (ITDC) and other national tourism organizations to
various countries, more and more popularize Indian festival
foreign tourist are taking in these festivals.
part
According to the magazine
Travel Trend Today (T3), the
study of festivals and events is now a vital a
creative area of tourism research
the Yamuna, Ganges and Saraswati
enquiry. The Kumbh Mela festival which takes place at the
contuent d
rivers is the largest gathering of
pilgrims in the world. A large
foreign tourists attend the festival.. In 2012, more than 120 million (12 crore) people T
is considered to be the attended
largest number in any Kumbh in Allahabad so far. In 2013-14 the the eve
festival saw in all 2.5 lakh tourists out
of
Kau
Mishra,
whom 37 cent
per were international travelers, acco
Secretary (Tourism, Devasthanam
Management and Pilgrimage), and Gov. of
ua
EVENTToURISM

Cance Of fairs and festivals motivates people to travel. This

the happens
sieextra holiday for people to plan an outing and promotion done ways, when
in two
to destinations to attrac
benefit tourism thus
j v a l sp r o v i d e

festivals
Fairs and
t h et o u r i s t s

as those of Pushkar, Surajkund and Kutch

such as
ral fairs such are famus nk
Cude Traders, big and small, who put up stalls there, cagerly wait for theonlytourists in thebuat als
in India
w o r l d w i

o fe a r n i n g m o r e .
hop
ioats festiv
2) Religious festivals like Durga Puja, Diwali and Christmas are cagerly looked forward to by those
belonging to the community concerned that
they may plan their vacations.
so

Id in various Indian cities are fast becoming popular especially among youth in
usic festivals held
uh-Continent, and the cities concerned have ensured a place for themselves in the Indian
the.
tourism map.
al fairs provide a source of revenue to the native community as they provide them a platfom to

displ. their products before a bigger number of potential buyers.

Self-assessment Questions

How can the media be "managed" to promote a destination through events?

What roles and specific actions can a community or tourism agency take in developing
event tourism?

What its benefits?

Define Destination Marketing.
are
3
and its benefits?
4)Explainfood tourism
How cultural events, festivals and heritage or food attracts tourism?

A Explain Sports tourism. What are the varioustypes of sports tourism?

7) What are various steps involved in destination marketing?

tourism and events related?
8) How are
9Who are the various industry? Explain
stakeholders in event
an event both for Domestic and International
10) What are the tactics for successfully promoting
tourist?