Tourism, hospitality management sectors are interlinked to each other to some extent and it is argued that Tourism, hospitality management are interrelated and have many cross-relationship to cover the entire sector together. Tourism and hospitality are closely related but not mutually exclusive; as hospitality is the least concerned with providing the needs of tourists. The definitions of hospitality and tourism field falls under “travel and tourism”. It is sensible to study the linked sectors together in detail on strategy and operation level. This research describes and demonstrates the close interaction between the tourism and hospitality; and flexibility of the boundaries between the two.Also, describes the event management of Wimbledon (England)
Event plays a vital role in profiling of a country as it’s an attractive tourism destination. Events management not only covers tourism, hospitality of a country but has a various range of interest such as business, sports, arts, etc. Events are spikes in the tourism industry which was the case for Olympic Games, Rugby World Cup, and Commonwealth Games. If events are rescheduled for low-occupancy tourism period then this could be highly advantageous for the economy. Tourism, events competes for public funding including other activities related to social services, hospitality, health and education. But these activities involves larger budget when compared to tourism so it is hard to argue that tourism can be favored in the budget allocation over these activities. Skills in strategic planning, marketing, risk analysis, budgeting, cash flow planning and human resource management are required for both tourism and hospitality events management. Impact of tourism event increases the international tourism revenues and attracts the interest of governments who is seeking to maximize domestic. (Van der Wagen p. 22) Governments, local councils are significantly developing policies and procedures with the support of legislation. Legal compliance and risk management are defined for the event manager profession.
Event components in tourism includes below elements;
Accreditation
Accommodation
Communications
Ceremonies
Drug Testing
Food and Beverages
Hospitality Services
Media/ Office Management
Participant Management
Spectator Services
Transportation
In each of the above listed cases, considerable work has to be spent on planning and staging for a successful event. Events within tourism have the level of appeal, magnitude and complexity to well-design the event structures that could contribute to successful delivery. The structure and governance of event management are usually ‘silent’ when compared to the main program of the activities that are consumed. Usually, the elements of effective governance and structures are foundations to success. Successful events are not possible without a structure for planning. Effective communication, decision making and flexibility among event managers enable to deliver a successful event. Below sections are explained briefly in this research;
Concepts relating to event structures and good governance of event management are well-defined.
Theoretical dimension of event structures is outlined to enable the delivery of successful events, without identifying specifics of that structure.
Effective event structures principles are identified
Principles of event structures are identified and theoretical dimensions are applied to different types of events in tourism.
Below are the fundamental principles to facilitate the event structure for event management.
Event managers should have adequate knowledge of the guiding principles to take the decision about the most appropriate and effective structure for the planned event and avoid duplicate structure from another event.
Many government agencies take up the responsibility for managing large events such as WIMBELDON (England) Organizers of smaller events work with council whereas the organizers of sports, arts, tourism or business events work nationally with state bodies and federal. In case of major event an organization is formed to run and manage another periodic event. Promoters play a vital role in the organization and staging of certain major events. Event services are highly specialized and event security which is provided by specialist organizations such as Clean event or ACES (Australian Concert and Entertainment Security) Risk assessment and staffing solutions provided as a service to the event organizer. Management services provided by the business include party planners and wedding consultants.
Event Classification
Events can be classified in terms of the size of the audience, motivation of the organizer who runs the event, profile of the event audience where the event can be public or private or the other way could be profit or not-profit such as charitable events. During charities event, any excess funds raised for operating costs are allocated to the charitable clause. Usually, run Private events are usually done by invitation only for instance music producers who bring up the artist name run large music events such as Big Day Out that clearly motivates by profit. Neither it can afford to run a loss if the event or business is to be sustained. Key motivations for running events are economic, social and political. Also, economic benefits are derived out of events such as Wimbledon, Australian Open Tennis Championships and Melbourne Cup which mainly increases the domestic tourism and attracts a large crowd and media attention. Britain also has an international reputation over sports and many stages of international world-class events each year. The major events “The Championship” Wimbledon (1877) and test cricket (England Vs Australia) provides major benefits for local economies. Attracting large crowds and media attention creates a national identity that is most important to the country’s tourism appeal. This also creates a national identity which is important to the country’s tourism. Tourism and event can create job and encourages the growth in primary and secondary sectors of the industry. The money spend by the tourists circulates through as a country’s economy, also the money spend on attraction, restaurant, the event creates the job directly and also creates job indirectly elsewhere in the economy. Demand for local product increases as the tourists buy the food, merchandise, petrol and souvenirs that increase secondary employment. For instances; when the restaurant buys food items from local farmers, where he spends this money to purchase on other items. The Impact of an event can be positive and negative but related to economic, social and environmental.
Negative impact could be;
Social Impact - Drug been used at music events, drunken behavior, parking inconvenience.
Economic Impact –Cost spends on tax while providing infrastructure and services
Social and Economic Impacts –Displacement of ‘normal’ visitors eg. The World Youth Day
Environmental Impact – Damage and wastage to the environment.
Social Impact – ill-defined job opportunities due to oversupply of graduates.
Event manager works with different number of contractor’s which may include;
Venue Managers
Stage Managers
Employment Agencies
Rental Companies
Security Companies
Cleaning Companies
Risk management establishes the policies and procedures to be implemented in all workplaces to identify, analyze the potential risks and evaluate them. Some treatments are preventive for instance police on horseback, first aid emergencies, public liability insurance are compulsory for the event venues, workers compensation insurance are obligatory for all employers and it is essential to ensure that licenses are required and validated up to date. Local government acts and regulations that vary considerably differ from one area to another.(White p. 17)Below are ethics guide for event managers;
Maintain highest standards of professional conduct
Strive for excellence in all aspects
Legal and ethical means in all industry activities
Promote all practices which are the benefit to the profession and protect public against fraud and unfair practices.
Adequate and appropriate insurance coverage required for all business activities.
The industry standard for safety and sanitation.
Provide truthfully and accurate information with respect to the performance of duties.
A written contract stating all changes, essential information, services and products.
Tourism Management
Tourism and International travel industry have grown to support a vast and complex industry, to high fragment in its ownership and control, to have a wide diversity of destinations and products, and it is often divided into private and public sectors which is concerned with the planning and management of travel and tourism. Tourism includes the multitude of activities to form one of the world’s fastest growing international sectors.
The United Nations World Tourism Organization defines tourism as;
“Activities of persons travelling to and staying in the places outside their usual environment for more than one day but not more than one consecutive year for leisure, business or other purposes.”(Nigel p. 6)
Tourism such as visiting other cities or pilgrimages or states to trade exists throughout the history and it’s a highly structured sector of many economies. Its rise has been tracked by a number of authors that includes Page (2011), Gee (1997) and Humphreys (2012) (Gee p. 171). The growth of the tourism found to be phenomenal in its scale at both domestically in the development countries and international. It is resilient to political adversity and periodic economic. Both managerial opportunities and dilemmas have created a dynamic environment for both public sector and a private sector. Business management has approached to tourism studies for the development of tourism and growth in the services for the past 25 years(Evans p. 215) Tourism product includes characteristics such as how they are managed or relevant to the business-oriented study of tourism. The unique characteristics to travel and tourism products are highly distinctive.
Hospitality Management
Hospitality is recognized as largest industries, but it has the composite of diverse sub-sectors. The problem of delimiting hospitality (Ottenbacker p. 263) points out that there is still no accord on scope and exposure of this field. Under common usage, Hospitality industry is often associated with tourism industry but most of them relate hospitality with hotels and restaurants. Definition of hospitality argues that the hospitality industries are;
“Primarily consists of businesses that provide accommodation, food and beverage or some combination of these activities”
This research provides the definition of hospitality and provides an understanding of the subject matter.
Integrated Approach
A more integrative approach is helpful to give the obvious commonalities at a strategic level. The approach will include the sectors tourism, hospitality together as many companies get integrated from a range of different organizations of different sizes. Tourism, hospitality covers various below features for management;
Service-based products
Scope for international
Reliance on human resources for successful delivery
Intangible and perishable products
Rapidly changing mean of distribution
Tourism and Hospitality Event Management Proposal and Operational Plan of Wimbledon (England) The event proposal covers all the aspects of the planned events from the concepts to risk analysis, budget, human resources, marketing strategy and evaluation strategy. This was considered as an opportunity to develop an area of tourism, hospitality and can include other areas such as business, entertainment, sports, etc. The Tourism and Hospitality Event Management event of tourism and hospitality of Wimbledon (England) provide the scope to illustrate the ability to plan in detail. The following are the guidelines for the detail for the event proposal;
Comprehensive and multifaceted even plan
Dedicated and Diverse event budget
Wide range of stakeholders
Multiple administrative and operational components
Events that considers difficult during events are included below;
Outdoor event, no infrastructure
New-concept Event
Event with tourism impact
Event with hospitality impact
Event with operational or logistical challenges
The report was submitted in the report format that matches the folder containing relevant appendices. The details that appeared in the main report was decided by the management and included as an appendix such as overall risk management plan, budget, and volunteer advertisement as it should be read by a sponsor, clients or government body. It was more detail than usual with flawless and easily readable.
Event Concept
During this section, the event concept was described that could happen at Wimbledon as the reader should have a clear picture of the event before moving on to planning details. An element that was covered in the event concepts are;
Event Name
Event Type
Aims
Measurable Objective (Audience Size)
Timing/ Duration
Main purpose of the Event and Overview
Event Feasibility
Justification for the event was summarized covering the following as an overview for the reader;
Stakeholders and Agencies
Management responsibility for the event
Major Stakeholder and Agencies
Marketing Strategy
Financial Management Strategy
Event Impacts with respect to Social, Environmental, Economics
Overview of Risk Management Plan
Overview of evaluation Strategy
Gantt Chart monitoring all macro-level plans, detailed timelines
Event Approvals and Consultations
Described relevant compliance issues and insurance requirements as below;
Council
License for Liquor
Security/ Police
Building
Health
Environmental
Entertainment
Music Licensing
Insurance includes Public Liability
Contracts for Service
Marketing
Marketing Event product was carried out;
Competitive analysis
Planning and Market Analysis was carried out on
Customer Segmentation
Meeting audience needs
Price and Ticket Program
Consumer decision-Making
Overview of Event promotion
Financial Management of the Event held at Wimbledon
More than one budget model was presented on different assumptions justifying both income and expenditure that includes different ticket pricing, choice of indoor/ outdoor venue. For financial operation, we provided the following;
Financial Procedures to meet the relevant statutory and internal control requirements
Source of income that includes capital funding requirements, grants, ticket sales, merchandising, sponsorship, merchandising, etc.,
Budget with itemized expenses is presented in detail
Cash-flow Analysis
Methods for approval and payment of accounts
Cash handling with relevant control systems
Strategies used for communicating financial objectives and systems.
Taxation information
Statement of Income
Risk Management
Establish the Context
Identified the risks
Analyze the risks
Evaluate and treat the risk
Operational Planning
Operational and logistical challenges of the events were provided in more detail about the site and services required;
Site/ Venue maps and plans
Logistics and schedule
Services
Water
Electricity
Transport includes air travel, access to venue
Traffic Management
Closure of Street
Notification of affected businesses, etc.,
Diversions
Support Vehicles
Parking
Access for Disability
Marshaling
Impact of local traffic
Catering
Facilities
Providers
Food Safety Plan
Environmental management and Wastage
Toilets
Waste Management
Noise
Water Pollution
Cleaning
Event Promotion
Developing a website, publicity campaign, advertising in the press, broachers, internet advertising, news, radio and television advertising were used for promotion plan. The cost, current and timing for all these strategies were elaborated;
Advertising
Public Relations
Event program design and printing
Website Design
Event Staging
Staging that covers all the performance, entertainment or competition aspect of the event and most theatrical terms were used. For instance, stage manager takes up the responsible for the stage during the show been performed. It clearly explained how the event will be delivered to the audience, finishing with the production schedule. Events related to tourism and hospitality also requires similar considerations that include stage manager and production roles. Following were considered during event staging;
Décor
Theme
Layout/ Seating
Stage
Special effects/ Lighting
Sound
Entertainment
Production Schedule
Place/ Distribution
Tickets were distributed as part of the package tours, selling tickets or at the venue. Event product is produced, distributed and consumed at the venue. Good Seating, excellent visibility, easy parking, cleanliness and provision of facilities were arranged. The following Ps used for the Wimbledon event;
Product
Associated Events
Entertainment
Prizes
Décor, lighting, Special effects
Parking
Transpiration
Staffing
Price
Price for admission
Free tickets for sponsors and exhibitors
Promotion
Sports Magazines
Print News
Direct Mail
Place/ Distribution
Accommodation
Tourist Attraction
Ticket Purchase
Type of venue
Event Ethical Issue
Following Ethical industry practice was not allowed in the Event.
Payment of commissions
Overbooking
Subcontractors not meeting standards
Exploiting Volunteers
Unsociable behavior
While running the events for under 18s, control of above activities is essential. The following International Special Events Society code of ethics was followed during the event at Wimbledon;
Protect the public against fraud and unfair practices
Legal and ethical means alone used
Adequate and appropriate insurance coverage done for all the business activities.
Industry standard maintained for safety and sanitation
Sponsorship
The event held at Wimbledon was subsidized by sponsorship with marketing plans linked to sponsorship. The sponsor had a partial control over the event so that it doesn’t influence the marketing and operational planning. Our sponsors were happy to provide funds to support the event and sales of their products. Our sponsor also provides the value-in-kind support which means free goods and services were provided by the sponsor with the expectation that this will be a bottom line benefit. Newspaper sponsor provided free advertising space for us. Some of the sponsors made use of the event and took the opportunity to promote their new product. The event also aimed at developing customer awareness and loyalty. During all the situations the marketing message was consistent with the event and was very clear to the audience.
Conclusion
The event was differentiated by looking at the various variables such as Purpose/ objectives, Scope of the event, Nature of the audience, Marketing and distribution channels involved, Key stakeholders, and key elements of staging. Unique characteristics of tourism, hospitality services distinguish it from physical goods. Events within tourism have the level of appeal, magnitude and complexity to well-design the event structures that could contribute to successful delivery. An event at Wimbledon was promoted by tourism bodies and information offices at minimal costs. Tourism, hospitality industries human resource management uses a strategic and issue-drive approach to improve the performance.
Works Cited
Barrows, P. T. (2012). Introduction to Management in Hospitality Industry.
Evans, N. (2012). A Strategic Business Perspective. In The Sage Handbook of Tourism Studies (pp. 215-234).
Gee, C. Y. (1997). The Travel Industry.
Harrison, R. J. (2005). Hospitality strategic Management: Concepts and Case.
Nigel, E. (2015). Strategy and strategic objectives for tourism, hospitality and event organizations. In Strategy and the tourism, hospitality and events contexts (p. 6).
Ottenbacker, M. R. (2009). Defining the Hospitality Discipline; A Discussion of Pedagogical and Research Implications. In Journal of Hospitality and Tourism Research (pp. 263-283).
Van der Wagen, L. (2010). Establish Event purpose, objective and scope. In Events Management for tourism, culture, business and sporting events (pp. 22-35).
White, L. V. (2010). Event Industry Technology. In Events Management for tourism, cultural, business and sporting events (pp. 17-19).
