International Perspectives of Festivals and Events : Paradigms of Analysis This page intentionally left blank International Perspectives of Festivals and Events : Paradigms of Analysis Edited by Jane Ali-Knight, Martin Robertson, Alan Fyall and Adele Ladkin AMSTERDAM • BOSTON • HEIDELBERG • LONDON • OXFORD • NEW YORK PARIS • SAN DIEGO • SAN FRANCISCO • SINGAPORE • SYDNEY • TOKYO Academic Press is an imprint of Elsevier Academic Press is an imprint of Elsevier 525 B Street, Suite 1900, San Diego, California 92101-4495, USA 30 Corporate Drive, Suite 400, Burlington, MA 01803, USA 32 James town Road, London NW1 7BY, UK First edition 2009 Copyright © 2009 Elsevier Ltd. All rights reserved No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without the prior written permission of the publisher Permissions may be sought directly from Elsevier’s Science & Technology Rights Department in Oxford, UK: phone (ϩ44) (0) 1865 843830; fax (ϩ44) (0) 1865 853333; email: [email protected]. Alternatively you can submit your request online by visiting the Elsevier web site at http://elsevier.com/locate/permissions, and selecting Obtaining permission to use Elsevier material Notice No responsibility is assumed by the publisher for any injury and/or damage to persons or property as a matter of products liability, negligence or otherwise, or from any use or operation of any methods, products, instructions or ideas contained in the material herein. Because of rapid advances in the medical sciences, in particular, independent verifi cation of diagnoses and drug dosages should be made British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data A catalog record for this book is available from the Library of Congress ISBN: 978-0-08-045100-8 For information on all Academic Press publications visit our web site at www.books.elsevier.com Typeset by Charon Tec Ltd., A Macmillan Company (www.macmillansolutions.com) Printed and bound in the USA 09 10 11 10 9 8 7 6 5 4 3 2 1 Contents Foreword vii About the Authors ix List of Contributors xvii Introduction xix Part One: Destination, Image and Development 1 Martin Robertson 1. Using major events to promote peripheral urban areas: Deptford and the 2007 Tour de France 3 Andrew Smith 2. Weymouth’s once in a lifetime opportunity 21 Deborah Sadd 3. Tourism and the Hans Christian Andersen bicentenary event in Denmark 41 Janne J. Liburd 4. Establishing Singapore as the events and entertainment capital of Asia: Strategic brand diversification 53 M. Foley, G. McPherson and D. McGillivray 5. The South Korean Hotel Sector’s perspectives on the ‘ pre- ’ and ‘ post-event ’ impacts of the co-hosted 2002 Football World Cup 65 Misuk Byeon, Neil Carr and C. Michael Hall Part Two: Community and Identity 95 Alan Fyall 6. Indigenous Australia and the Sydney 2000 Olympic Games: Mediated messages of respect and reconciliation 97 Leanne White 7. How festivals nurture resilience in regional communities 107 Ros Derrett 8. The Buon Ma Thuot coffee festival, Vietnam: Opportunity for Tourism? 125 Lee Jolliffe, Huong Thanh Bui and Hang Thy Nguyen 9. Tasting Australia: A celebration of cultural identity or an international event? 139 Graham Brown and Shirley Chappel 10. Festivals and tourism in rural economies 149 Emma H. Wood and Rhodri Thomas vi Contents Part Three: Audience and Participant Experience 159 Adele Ladkin 11. Commemorative events: Sacrifice, identity and dissonance 161 Warwick Frost, Fiona Wheeler and Matthew Harvey 12. Running commentary: Participant experiences at international distance running events 173 Richard Shipway and Ian Jones 13. Elite sports tours: Special events with special challenges 187 Michael Morgan and Richard Wright 14. The British pop music festival phenomenon 205 Chris Stone Part Four: Managing the Event 225 Jane Ali-Knight 15. A model for analysing the development of public events 227 Jörgen Elbe 16. Human resources in the business events industry 241 Krzysztof Celuch and Rob Davidson 17. Measuring the impact of micro-events on local communities: A role for web-based approaches 253 Geoff Dickson and Simon Milne 18. Post-modern heritage, chivalry, park and ride: Le Tour comes to Canterbury 265 J. Lovell 19. Towards safer special events: A structured approach to counter the terrorism threat 279 Alexandros Paraskevas Index 295 Foreword The nature of events, the nature of festivals and the nature of the event experience are changing far more rapidly than any of us in the industry could have imagined 10 years ago. The business of creat- ing excellent arts events, of enabling high profile and rewarding sport events and the art of ensuring successful business events cross our lives in many exciting ways. Understanding this great dynamic has ensured that the City of Melbourne has become a major international player in the field of events and has a comprehensive event portfolio. For Melbourne to maintain its prominent position in the events industry amid increasing competition from other leading cities, we must draw upon knowl- edge in this field and stay abreast of changing market trends. Texts such as this play an important part in providing access to the growing body of knowledge that now exists in the events field and will help us maintain our competitive edge. Brendan McClements Chief Executive Officer Victorian Major Events Company Limited This page intentionally left blank About the Authors Jane Ali-Knight is an affiliate of the Centre for Festival and Event Management at Napier University. Responsible for the development of the Festival and Event Management programme at Napier University, Edinburgh, she is currently teaching and working in event tourism in the UAE. She has presented at major international and national conferences and has published in the areas of wine tourism, tourism, festival and event marketing and management. She is on the editorial boards of the Journal of Vacation Marketing , International Journal of Event Management Research and the World Journal of Managing Events , and has also been a Special Edition Editor for Event Management . Graham Brown is Professor of Tourism Management at the University of South Australia. He gained his PhD from Texas A& M University. An enduring interest in the management of festivals and events has included studies that range from an examination of a clown festival in Bournemouth, England and a wine festival in the Okanagan Valley, Canada, to an event to celebrate a solar eclipse in outback Australia. Mega-events have not escaped his attention and he has published widely on the relationship between tourism and the Olympic Games with a particular focus on the role of corpo- rate hospitality. Thanh-Huong Bui is a PhD student at Department of Tourism, Leisure, Hotel and Sport Management at Griffith University, Queensland, Australia. Her tourism related expertise has been the result of 12 years industry experience as well as teaching and policy consulting. She is a former lecturer of Faculty of Management and Tourism – Hanoi University. Her PhD research interests cover anthropology of tourism, tourism development in Southeast Asia, particularly in Vietnam and youth tourism. Misuk Byeon is a candidate for the PhD degree at the Department of Tourism, University of Otago New Zealand. She has completed both a Postgraduate Diploma in Tourism and a Masters of Tourism at the University of Otago. Prior to academia, Misuk has acted as an interpreter at two major international sporting events, the 1986 Asian Games and the 1988 Seoul Olympic Games after she gained a BA (Thai Language) at HanKuk University of Foreign Studies in South Korea. She also worked as an Operation Manager for the Travel Company in Thailand for nearly seven years. Misuk’s research interests are mega-event impacts and management, travel behaviour, destination marketing and management, and hospitality management and marketing. Neil Carr (PhD, University of Exeter) is a Senior Lecturer in Tourism at the University of Otago. His research focuses on leisure and tourist behaviour. In particular, Neil’s research is focused on young people, university students, children, families, and non-humans (particularly dogs) and their owners. In addition, Neil has undertaken research into visitor safety and education, and gender differences and gendered identities within the pleasure environment. Neil has published over 35 peer-reviewed x About the Authors papers in a variety of academic journals and edited books and is on the editorial boards of three jour- nals, including the Annals of Leisure Research . Krzysztof Celuch joined the meetings industry as a tour leader for a number of DMC’s in 2000 following a short career as an event coordinator in the SPA centre. In 2004, he joined MICE Poland magazine as a journalist and over a period of three years, pub- lished more that 50 articles about the meetings industry. Following five years as a student he joined Meeting Professionals International and The Society of Incentive and Travel Executives. In February 2006, he got a scholarship from the Women’s Leadership Initiative and decided to start his PhD studies in Warsaw University. Krzysztof has spoken at numerous events including SITE’s ESNEP conference in Warsaw, SITE’s seminar in EIBTM Barcelona and Future Leaders Forum in Frankfurt, Pattaya and Warsaw. He is a chairman of MPI POLAND CLUB Steering Committee. He currently works with the Warsaw Convention Bureau as a Project Manager. He is also a lecturer in business tourism in the University of Economics and Computer Science based in Warsaw. He is also the organiser of the IMEX/MPI Future Leaders Forum in Warsaw. Each year he launches annual Warsaw Meetings Industry Report on current and future develop- ments in the conference meetings industry in Warsaw.