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Bacheors Thesis Talicja Wozniak

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Saimaa University of Applied Sciences Tourism and Hospitality, Imatra Degree Programme in Tourism and Hospitality Management Bachelor’s Thesis Alicja Wozniak Impacts of an Event on a Small Community Case: Jarocin Festival Thesis 2019 Abstract Alicja Wozniak Impacts of an Event on a Small Community – Case: Jarocin Festival. 32 pages, 2 appendices Saimaa University of Applied Sciences Tourism and Hospitality, Imatra Degree Programme in Tourism and Hospitality Management Thesis 2019 Instructor: Mr. Ilkka Lehtola, Lecturer Saimaa University of Applied Sciences Event tourism is a growing part of tourism industry. Nowadays many cities use events as the promotional tool. Therefore event impacts the municipality and community. Some of the big events are organized in small towns, where tourism is not well developed. The objective of this study was to find out the impacts of the event to a small community, based on Jarocin Festival. The case study is one of the most popular festivals in Poland, which is organized in a small town called Jarocin. Data for this study were collected by primary research method, and information found in secondary sources, including: internet, articles and studies. To com- plete the research, a questionnaire was carried out among event organizers, Jarocin municipality and community. The results of this research show what is the impact of the event on the host community and how Jarocin Festival impacts the town and its residents. Keywords: Impacts of events, Jarocin Town, Event tourism, Stakeholder. 2 Table of contents 1 Introduction ......................................................................................................4 2 Implementation of the research........................................................................6 2.1 Methods of collecting the data...................................................................6 2.1.1 Questionnaire structure.......................................................................7 2.1.2 Target group ......................................................................................7 2.2 Implementation of the research .................................................................8 3 Jarocin festival and community........................................................................9 3.1 Festival......................................................................................................9 3.1.1 Festival organizers ...........................................................................11 3.2 Community ..............................................................................................12 4 Events and tourism ........................................................................................13 4.1 Classification of events............................................................................13 4.1.1 Festivals............................................................................................14 4.2 Classification of tourism...........................................................................15 4.2.1 Festival tourism.................................................................................15 4.2.2 Event tourism....................................................................................16 5 Stakeholders of the event ..............................................................................16 5.1 Internal and external stakeholders ..........................................................17 5.2 Primary and secondary stakeholders ......................................................17 5.3 Direct and indirect stakeholders ..............................................................18 6 Impacts of the event on the host community..................................................18 6.1 Socio-cultural impacts. ............................................................................18 6.2 Economic impacts. ..................................................................................20 6.2.1 Financial flow....................................................................................21 6.2.2 Impacts on tourism and city promotion .............................................23 6.3 Environmental impacts ............................................................................24 7 Impacts of Jarocin Festival.............................................................................25 7.1 Socio-cultural impacts .............................................................................25 7.2 Economic impacts ...................................................................................26 7.3 Environmental impacts ............................................................................26 8 Impacts of Jarocin Festival on stakeholders ..................................................27 8.1 Impacts on public sector..........................................................................27 8.2 Impacts on local tourism industry ............................................................28 8.3 Impacts on non-governmental sector ......................................................29 9 Conclusions and recommendations...............................................................30 9.1 Summary of the results............................................................................30 9.2 Conclusions and recommendations ........................................................31 Figures..............................................................................................................33 References........................................................................................................34 Appendices Appendix 1 Questionnaire, original in Polish Appendix 2 Questionnaire, English translation 3 1 Introduction The main objective of the thesis is to study impacts of the event on community within the last three years. The reason for that is to produce the information which may be useful in developing the event or the area. The case of the re- search is ”Jarocin Festival”. It is a Rock music festival, organized in a Polish town called Jarocin, since 1980. The main reason why this topic was chosen is author’s interest in music events, which she visits regularly. The idea was cre- ated after visiting one festival, which is organized in the area which was totally unknown, before the festival started to be organized there. It seemed to be in- teresting that someone started an event in a small town, which no one knows, and it become successful. Then came the main questions: How did it happen? What was done by the town municipalities and event organizers, to rise the popularity and gain more visitors? How does it affect the town and community? After considering all those questions, author decided to find out the impact of the festival on this small community. To complete the research, three main aims are set. First of them is: To find the event impact on the public sector and government organizations. This part in- cludes general changes in the community and surrounding area based on the point of view of the town’s government, public organizations and event organiz- ers. As well it will describe the influence on the town’s popularity and tourism development. Second aim is: To evaluate economic impacts on tourism and hospitality business. The focus of this point is local tourism industry. For the research is important to find out how the event influences local tourism organi- zations (hotels, restaurants and other private businesses) which may benefit or lose because of the festival. This evaluation may help to develop local busi- nesses and show how to use the event to get more benefits. Third aim is: To find out the event impact to the third sector: non-government organizations and community. This point is going to present the impact on local citizens, as well as find out there are any non-government organizations taking part in the event, and if yes, what is festival’s influence on them. The study is based on four main questions, which clarify the research goal: First of all - How the event affects the tourism industry in town? The purpose of it is 4 to find out how the event impacts on the community and influences town’s economy. Second question is – What has changed in the area because of the event? It shows how the event affects the area development. Third issue which needs to be asked is - Who benefits from the event and how? So who really gets the profit and who may take profit in the future. Is it profitable for town’s municipalities, festival organizers, local businesses, residents or other organiza- tions? The last question is - What are the pros and cons of the festival. The an- swer may create the information how to develop the event, based on the knowl- edge about its advantages and disadvantages. To answer the objective, aims and research questions, author used primary and secondary data sources. Primary data were collected by qualitative research method. The information was gathered by making a questionnaire, which was sent to the recipients via e-mail, as well as some of the responses were col- lected personally. The study area is Jarocin town. The target group consists of the local government institutions, festival organizers, and local private busi- nesses. The sample size consists of 6 respondents. The sampling method used for conducting the research is non-probability sampling, as the respondents were selected purposefully by the researcher. The time frame of the study in- cludes last three festivals, years 2016 to 2018. Secondary data
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