Economics of EST 1_Demand

1、LEI2004Lecture Wk 5Economics of Events and Sport Tourism 1: DemandTodays sessionTo review the classification and significance of various types of event and sport tourists To understand the enabling and constraining forces shaping trends in event tourismTo examine the consumer decision process for ev

2、ent and sport touristsDefining Event Tourism (Getz, 2013)Event tourism is travel to attend events, both on the part of dedicated（专注的） event tourists who are motivated to travel for specific events, and other tourists who attend events while away from home.A tool to achieve a range of macro- and micr

3、o-level goals: planned events used as tourist attractions, catalysts（催化剂）, animators（动画家）, image makers and place marketersIncrease in tourist appeal of a destination and rise in tourist income the multiplier effect乘数效应）Creation of jobs and improvement in infrastructure（基本设施）Creation of social benef

4、its (cohesion（凝聚）, sense of community（社区意识） and civic pride公民自豪感)Creation of environmental benefits (more environmentally-friendly facilities, beautification （美化）of areas)Urban regeneration / gentrification（神十化）Process includes bidding on（竞标）, facilitating（促进） and creating events, and the management

5、 of portfolios（档案） of events as destination assets.Festivalisation and Eventful CitiesThe public and third sectors have been using festivals for social and cultural reasons as well as tourism and place marketing purposes.For many cities, festivals have been the preferred tool in development, renewal

6、（更新）, repositioning and branding. So much so that the term festivalisation has been coined（创造） to describe the trend for cities to exploit the image and attraction power of their cultural sectors.Event Tourism TrendsAlthough unmeasured, there has been a huge increase globally（全球地） in the number and

7、variety of events and in events venues.More and more event-specific development, bidding and marketing agencies are appearing; more tourism agencies now recognise the critical importance of eventsEvent Tourism TrendsEvents are powerful branding and marketing tools or corporations, leading to the ter

8、m live communicationsDiversification of the product is occurring, from a traditional emphasis on business events and sports towards all-encompassing event portfolios that also feature arts, cultural and lifestyle eventsThe role of globalisationGlobalisation has created a world stage for events throu

9、gh the growth of event destinations and internationalisation of events via enhanced media and digital forms of transmission, sometimes resulting in audiences (actual and virtual) of millions.Forces Impacting Events and Sport TourismCONSTRAINING约束约束 PROPELLING推进推进 Climate change; energy supply, event

10、 costs; political turmoil（政治动乱）; recessions; anti（反对的）-globalisation values; poverty（贫穷） and disparity（不同）; health concerns; water/food shortages（不足）Globalisation; the economy; technology; migration（迁移）; population and economic growth; ease of travel; competition among destinations and corporate ins

11、trumentalismTourism MotivatorsMotivator GroupTypes of MotivatorsApplicable to Event and Sport Tourism?PERSONALVisiting friends and relatives, making new friends, need to satisfy others, cost-consciousness（意识）（意识） if on very limited incomeEMOTIONALNostalgia, romance, adventure, escapism（逃避（逃避现实）现实）,

12、fantasy（幻想主义）（幻想主义）, spiritual fulfilment（精神上的满足）（精神上的满足）PHYSICALRelaxation, suntan（晒黑）（晒黑）, exercise and health, sexCULTURALSightseeing, experiencing new culturesSTATUSExclusivity, fashionability, obtaining a good deal, ostentations（炫耀）（炫耀） spending opportunitiesPERSONAL DEVELOPMENTIncreasing knowl

13、edge, mastering a new skillAdapted from Swarbrooke and Horner (2007) Defining Sport TouristsSport TourismTourism SportSoft definitionIndividuals who travel for active participation in recreational sportIncidental（偶发的） participation in a sporting activity purely because of convenienceHard definitionI

14、ndividuals who actively or passively（被动地） participate in a competitive sport eventActive or passive participation in competitive or non-competitive sport as a secondary enrichment to a holidayAdapted from Robinson and Gammon (2007)Defining Sport TouristsMotivesGoalSocializationInteraction（相互作用） and

15、enhancement of human relationshipsPerformanceAesthetic（美学） and physical pleasure derived（推断） from the grace and artistry （艺术）of movement of competitorsExcitementMental action and exploration derived from uncertainty of participation and spectacle（精彩的表演） of associated activitiesEsteemSense of achieve

16、ment derived from a challenge that increases mastery（精通） of a particular sport activityDiversion（消遣）（消遣）Desire for mental wellbeing and escape from day-to-day routines（例程） and stressorsAdapted from Funk (2008)Switchers: They would have visited the area anyway, but the event(s) prompted（促使） them to c

17、hange the dates of their visits. Their total spend cannot be attributed to the event.Defining Event TouristsDedicated event tourists: They travel specifically because of an event; it is the main purpose of their trip, so their spending in the area can be counted （认为）as an economic benefit of the eve

18、nt.Casual (and accidental) event tourists: Already in the area and attend accidentally or because it is something to do; often taken to events by their hosts (e.g. family or friends). The event has not motivated their trip, their total spend cannot be attributed to the event.Adapted from Getz (2013)

19、 and Crompton (1999, cited in Gelan, 2003)Defining Event TouristsLeisure-motivated event tourists are seeking unique, personally and socially rewarding experiencesOne of the fastest growing markets is for participation events (amateur（业余） athletics and lifestyle pursuits（追求）)Business-motivated event

20、 tourists often combine pleasure with businessFriends and families often accompany event touristsMany visitors can be motivated to attend events while travelling for other reasons.Demand for Events Direct Demand: All the people who travelled because of an event are events tourists consisting of part

21、icipants, exhibitions, suppliers, officials, sponsors, the media, producers (staff and volunteers), paid performers, and spectators（观众）. their attendance and travel are generated specifically be the event; they are key target segments.Dedicated event tourists are what destination events need to surv

22、ive, and are often the target of event managers looking for additional demand. Demand for Events Induced Demand: Events, and in particular, large one-time events can generate a positive image of a destination that leads to additional visits before, during, and after; this is induced demand. It occur

23、s more for mega-events because of enormous（庞大的） media coverage; the halo effect（晕轮效应） is similar to the image-enhancement and branding roles that an event tourism portfolio aims to generate. Casual event touristscan further support the growth of the local area, but cannot be relied upon 100%. Event

24、Tourism Consumer Decision-Making ProcessNeeds and motives personal and interpersonal, seeking and escaping, intrinsic or extrinsicBenefits sought （寻找）Generic or event specific; alternatives (i.e alternatives)Information search the influence on marketing, past experience, referrals（推荐）Decision to att

25、endconstraints overcome, first time or repeatThe Event Experiencesatisfaction and future intentions, career developmentAdapted from Funk (2008) and Swarbrooke & Horner (2007)17Considerations in decision-makingUniqueness: opportunities to experience something different (e.g. major entertainers or int

26、ernational sports celebrities)Socialising: opportunities for family outings, meeting and seeing people, party atmosphereLearning: opportunities for authentic（真实的）, experiences, interpretation providedParticipating in an event, viewing friends and relatives who are participatingTourist motivationsInt

27、rinsic motivation relates to ones own needs and desires, not what others want.Extrinsic motivations occurs when a behaviour or activity is done to please someone else, meet obligations, or a reward.Attending an event might be done for reasons of personal development (e.g to learn something new; for

28、aesthetic enjoyment, or because family or friends expect it). Often a combination of intrinsic and extrinsic motivation will be foundFor corporate events and exhibitions, it might be that only extrinsic motivations apply for attendance at the actual event (i.e) it is required by the boss or for busi

29、ness purposes. However, the rest of the trip may include a family holiday or short break for pleasure. Mixed motives are very common in this way. Tourist motivationsAt any given event there will be people who came because they felt a need, others who were obligated（有义务的） in some way, and still more

30、who were just curious or looking for diversion（消遣）. This gives rise to the marketing concept of generic（一般的）（一般的） versus（对）（对） targeted benefits. Tourist motivationsLeisure substitutionThe theory of leisure substitution suggests that if a person cannot do one thing; another will be chosen that provi

31、des similar psychological experiences, satisfaction and benefitsThis is true mainly for social experiences where the activity, setting or event is of secondary concern. Events offering targeted benefits for highly involved person are less substitutable than those offering only generic benefits.The p

32、ush-pull dichotomy (Crompton, 1979, cited in Funk, 2008)Motivations to attend eventsPersonal benefits of hedonic（快乐的） enjoyment (e.g novelty, escape, fun) achievement through meeting challengesSocial interaction with family, staff and other visitorsWider symbolic meanings derived from shared cultural values. Event CareeristIf events are memorable, assigned（分配） profound（深厚的） personal and social meanings or somehow transform the individual then this will encourage loyalty （忠心）or development of an event career. The event careerist may be constantly engaged（保证） in evaluation and plan