Visitor Economy Product Dynamics

Learning Outcomes

a) Define the rationale for, and purpose of, an event within the context of the visitor economy.

b) Describe the impacts of events within the visitor economy and the broader environment.

c) Identify the relationship between other industries in the visitor economy and key stakeholders in the events industry

d) Identify the strategic tools required to plan events in relation to developing the visitor economy

Assessment Brief:

There are two components that form part of this assessment

1. (Assessment 3) Prepare a report of 2000 words due in week 10 worth 40%

2. (Assessment 4) Make a presentation of that report in either week 10 or 11 worth 20%

Assessment 3 (Research Report)

Your task is to select and engage with an event that will be taking place within the next 8 weeks.

Plan to attend the event and interview as many key people involved or participating in the event as you can.

Even if the event is taking place immediately or in 8 weeks time, start researching as much about the history, present and future potential of the event as possible.

You are to place yourself in the event organiser role and you main goal is to plan how the event can better achieve its objectives and to better integrate this into the visitor economy.

You will analyse where the event stands now and create a plan for its future.

Your plan should at least address the following -

Present -

Overview of the event (type of event, audience, location, purpose)

How the event currently supports the visitor economy

Anticipated benefits of the event (social, environmental and economic)

Possible negative impacts of the event (social, environmental and economic)

Description of the key stakeholders

Description of how other sectors in the visitor economy support the event

Government support, if any, for the event

Future

Conduct a SWOT, C-PEST, Porters' 5 Forces analysis

Construct a marketing plan integrating the 8P's into a unified strategy

Attracting more of the intended audience locally and internationally

Integrating their visitation to the visitor economy (local community, businesses, sponsors, transport, government, travel agencies, hotels, retailers etc)

What adjustments and updates need to be made to theme, venue, size etc.

How can technology and social media be better utilized

New revenue streams for the event (from audience, sponsors, in-kind arrangements, grants etc)

Stakeholder engagement (a more exhaustive look at potential stakeholders and how their interests can be better met through this event).