CHAPTER 2 LITERATURE REVIEW
2.2 Theories and Concept about Events Tourism
Many communities, businesses, organizations, countries, and destinations have engaged in the systematic development, marketing, and planning of festivals as attractive tourist destinations, motivation, and image to enhance tourism awareness (Getz, 1991). Event tourism is a significant business that many events have been increasingly held to generate benefits (Crompton & McKay, 1994; Wood, 2005), such as culture and sports agencies being established. The events tourism may extend economic importance to development and management (Smith & Peterson, 1988;
Zaei & Zaei, 2013) and appropriately organized to generate less negative impact (Brent Ritchie, 1984); events can be sighted as more sustainable than the other tourism development forms. The events are crucially cultural and bring host and guest contacts; the events tourism is viewed as a mass tourism market in a clear alternative (Getz, 1998; Theobald, 2012).
In addition, potential tourism, events, and festivals have been created by agencies or organizations, including the public and private sectors. Events assist in raising income, fostering the development of the community (Daniels, Norman, &
Henry, 2004; McMillan & Chavis, 1986; Mules & Faulkner, 1996), primarily provide the leisure opportunities and bring an excellent communication tool (with the sponsorships) (Silberberg, 1995). The attractiveness, specialness, and popularity of festivals through the events are close to the community’s capability and ability to achieve the valuable objectives (Getz & Frisby, 1988).
2.2.1 Types of Events
There are many types of festivals; the most common kinds of festivals are music, art, sports, and film festivals that are held to encourage participants and diversity. As a result, most local governments frequently support such events to the community and cultural development strategies. Moreover, food and wine festival has become globally popular which has a large scale, from the capital city to local festivals displaying cuisine regionally (O’toole, Harris, & McDonnell, 2005). The authors explained the type of festival or special events in the several categories such as size, mega-events, hallmark events, Major events, community or local events,
content or form, sports events, business events, and festivals (Johnny Allen, William O’Toole, Robert Harris, & McDonnell, 2008).
Significantly, the festivals are continuously growing, which happens in small or large cities by expressing distinctiveness and uniqueness through community celebrations, occasions, or festivals. Moreover, events have become a universal feature of presenting cultural food and being an industry component. According to previous explanations, the several types of events example should make more understanding evidently as follow:
1) Mega-events refer to a large size that affects the overall economies and reflects in global media, for example, FIFA World Cup, World Fairs, and Olympic Games (Johnny Allen et al., 2008). The mega-events are significant in terms of a high tourism level, prestige, media coverage, or especially, the economic impact of the venue, organization, and the host community (Getz, 2008). In contrast, this event type is described as “mega” by size in the target market area, attendance, level of public financial involvement, construction of facilities, and the impact on the social and economical of the host community (Hall, 1992).
2) Hallmark Events involve events that become recognized to the character or spirit of a region, city, or town. A limited time in a significant event can develop an awareness of the demand and profitability of tourism destinations for the short or long term.
This type of event relies on status, uniqueness, attracting attention, or creating interest, such as the Carnival in Rio de Janero, Tour de France, and Edinburg Festival (Brent Ritchie, 1984). Moreover, the hallmark events are described as significant events in terms of quality, attractiveness, publicity, and tradition. Finally, the events provide the host’s venue, destination, or community based on competitive advantages, such as the Adelaide Festival (Getz, 2008).
3) Major Events are the capable events of media interest and scale, of the media coverage with significant traveler numbers and economic benefits, such as the Queensland Music Festival or Australian Open tennis (Johnny, William, Robert,
& Ian, 2002). The significant events can drive tourism, have employment, and deliver a significant economic benefit for the region of each festival (Dredge & Whitford, 2011).
4) Community or Local Events refer to the communities creating host festivals with the main target local attendees, fun, entertainment value, and social as a primary stage. Most of these kinds of festivals usually produce a range of advantages and benefits, involving pride in the communities and a strong feeling of creating and belonging to a place. For those mentioned events, the local organization or governments encourage and support the festival as a part of the community and traditional development strategies (Johnny Allen et al., 2008), such as the Highland Games in Scotland (Brewster, Connell, & Page, 2009), and the Margaret River Wine Festival. These are promoted to the traditional region to gain the benefits from the visitor with the economic advantages (Getz & Brown, 2006). Moreover, Janiskee (1996, p. 404) defined the local events as fun family events that were identified as
“owned” by a community because of using the volunteer services from the local city or community. The examples of volunteer services from a host are parks, streets, venues, schools and were produced at the way of non-government organizations (NGOs) or the local government agencies. Janiskee also provided the idea that the community or local festivals can be a hallmark event to attract many visitors to a community. These events typically have the critical financial goals to fulfill the community sector.
5) Festivals are defined as simple themes, public celebrations, and festivals are rich in the cultural or traditional meaning that link to sociological studies between religion, festivity, and community (Falassi, 1987; Manning, 1993; McAloon, 1984). Festivals celebrate communities themselves and have been created to give host to share, to harmony, because the festivals can explicitly produce civic and frequently celebrate something that has a value in a community to foster pride (Theobald, 2012).
In addition, festivals can stimulate economic vitality and shape community identification (Hall, 2018).
Therefore, understanding the definition, concepts, and types of festivals or events will assist the business entrepreneurs, private or public sectors, and organizations gain the economic benefits because of the rich framework.
Significantly, the event is a festival that has the traditional meaning itself in the community; most festivals include food and beverage into the events because a food festival visiting has a significant component of the complete paradigm of
culinary and event tourism (Mason & Paggiaro, 2009). In addition, festivals are held in various societies that increase tourists’ intention and attractions as festival destinations (Getz, 1991, 1998, 2013).