Event Studies

We still need venues and they have to be marketed. There will always be events wanting to attract tourists. And bidding for one-time events will undoubtedly remain important. But the demand-side approach opens up numerous avenues of development and marketing that have little if anything to do with the prevailing emphasis on themes such as sports and business events. Destinations looking for competitive advantages will have to get started soon before they are left behind. The focus has always been in single events, selling venues to them, bidding on the, developing and marketing them. The future lies in portfolios of events, all managed together as assets achieving multiple goals for the host cities and destinations. If you think it's a challenge to organize or market one event, imagine the complexity involved in managing dozens or hundreds of events to satisfy numerous stakeholders! Features Chapters begin with learning objectives Chapters end with basic and advanced study questions The advanced questions are more suitable for assignments and essays Internet addresses and sources are provided throughout the text, especially with regard to organizations and evnets/destinations that are profiled; each case study is linked to additional references and photos Research Notes provide important findings from published sources on many topics discussed in the chapters; these should encourage students and practitioners to consult the research literature.