EXPLORING EVENT TOURISM STRATEGIES - A CASE STUDY OF FOUR NORDIC TOURISM ORGANISATIONS

Detta är en D-uppsats från Göteborgs universitet/Graduate Business School

Sammanfattning: As tourism is one of the fastest growing industries today, thus within thetourism industry events are getting more and more important. People havebecome more interested in events of all kinds, and will travel far away toparticipate in events that they find interesting. Events can offer variouseconomical and social benefits for destinations, and therefore destinationmanagers can and should employ events effectively in a tourism role.It has become widely accepted that every community and destination needsto adopt a long-term, strategic approach to event tourism thereby planningand development in order to realise the full tourism potential of events. Thisstudy was launched as a response to the lack of studies on how eventtourism strategies are actually used in destinations. The study was directed tofour Nordic tourism organisations, and the aim was to explore how theseorganisations work strategically with events.The main findings of the study indicate that although tourism organisationshave increasingly realised the potential and importance of events, the extentto which events are used strategically in tourism organisations varies. Sometourism organisations have integrated events deep into their overall tourismstrategies, and events form their own business area and have their ownbusiness strategy. In other cases events are included in the overall tourismstrategies, however, the work with events is rather haphazard and otherbusiness areas are prioritised.At the end of the study a model that describes how event tourism strategydevelopment in tourism organisations can be seen to follow certain stages isdeveloped. In relation to the model, the study suggests that the stage towhich tourism organisations have come in relation to strategic event tourismmanagement depends on factors such as the ownership structure andresource base of tourism organisations, city involvement in relation toevents, and the capacity and events infrastructure of destinations.

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