1987 - Marris - The Role and Impact of Mega-events and Attractions on Regional and National Tourism...

8/18/2019 1987 - Marris - The Role and Impact of Mega-events and Attractions on Regional and National Tourism Developm…

1/12

The Tour ist ReviewThe Role and impact of mega-events and attractions on regional and national tourism developmentresolutionsTyrrell Marris

Ar ti cl e informat ion:To cite this document:Tyrrell Marris, (1987),"The Role and impact of mega-events and attractions on regional and national tourism developmentresolutions", The Tourist Review, Vol. 42 Iss 4 pp. 3 - 12Permanent link to this document:http://dx.doi.org/10.1108/eb057975

Downloaded on: 13 October 2015, At: 15:47 (PT)References: this document contains references to 0 other documents.To copy this document: [email protected] fulltext of this document has been downloaded 1264 times since 2006*

Users who downloaded this article also downloaded:Leo Jago, Larry Dwyer, Geoffrey Lipman, Daneel van Lill, Shaun Vorster, (2010),"Optimising the potential of mega-events: an overview", International Journal of Event and Festival Management, Vol. 1 Iss 3 pp. 220-237 http://dx.doi.org/10.1108/17852951011078023

Kostas Karadakis, Kiki Kaplanidou, George Karlis, (2010),"Event leveraging of mega sport events: a SWOTanalysis approach", International Journal of Event and Festival Management, Vol. 1 Iss 3 pp. 170-185 http://dx.doi.org/10.1108/17852951011077998

Judith Mair, Michelle Whitford, (2013),"An exploration of events research: event topics, themes and emerging trends",International Journal of Event and Festival Management, Vol. 4 Iss 1 pp. 6-30 http://dx.doi.org/10.1108/17582951311307485

Access to this document was granted through an Emerald subscription provided by emerald-srm:478385 []

For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors serviceinformation about how to choose which publication to write for and submission guidelines are available for all. Please visitwww.emeraldinsight.com/authors for more information.

About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of onlineproducts and additional customer resources and services.

Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on PublicationEthics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.

*Related content and download information correct at time of download.


2/12

The Role and Impact of Mega Eventsand At t rac t ions on Reg iona l andNat ional Tourism Developm ent

Reso lu t ions

by Ty r re l l Ma r r i s , London /Grea t B r i t a in

Now that we have reviewed the basic reports, thepublished special reports and the discussions ofthe wo rkin g gro ups let us see what can be h i g hl ight ed as a conclu sion. How has this Congressadvanced the science of tourism applied to mega-attractions and to mega-events?

Let me conclude our w ork wit h just seven mainpoin ts , inclu ding a proposal resolu t ion.

Firs t : Def ini t ions

Beginning as we must with the question of whatis a me ga-a ttraction and more especially a mega-eve nt, we can see that the re is more than oneway of defini ng it . One way is by volume , an otheris by some money measu re, and a th ir d way is inpsychological terms:

Volume = 1 million vis itsCa pital Co st = Ca $ 500 m DM 750 m

FFr 2,500 m) "Must See"

Repu tation = ) "Muss m iterle bt we rde n") "II faut absolument voir"

A def ini t ion by of volume could s t ipula te that ,for instance, at least one million visitors attend.A value definition could be the amount of revenueto the local i ty or a l ternat ively, as suggested here ,the capi ta l cost of con struc t ing fac i l i t ies . Thethird def ini t ion suggested is psychological , derived from the feelings of tourists going to theevent or at tra ct ion . If i t is so impo rtant tha t i tis on their "must see" l ist of things to visit , thentha t makes i t a me ga-attra ction or e ven t.

We need not take just one de fin itio n, we can usesome mixture according to what is most suitable.

Second: Motives

It is obvious that there are many motives forstag ing a meg a-event. Th at is the second mainpoint . Several contr ibut ions have s t ressed thatit is not merely for economic reasons or just tos t imulate a f low of tour is t s tha t governm ent , orlocal populations, put so much time and effortinto these major tourist phenomena. As this nextchart shows we can have much wider motives fors taging an event .

Harmony and ProgressEintracht und Entwicklung zum BesserenL'Accord et le Progrès

That contribution comes from the valuable remarks ofa developing co un try.

The follow ing rem arks are taken from a more generalview of motives, quoted in an earlier paper.

"Alth oug h the promoters put forward recognisedsocial and economic arguments, the hard evidenceis of prestige being the key to polit ical decisionsabout mega-at t ract ions , launched with mega-events" .

So those of us here who have a specialised interest intour i sm, or a bit more widely in economics and finance,do need to keep in mind the polit ical and social contextwithin which these huge flows of tourism are generated.

T h i r d : Impacts

Given the wide range of motives that there undoubtedlya r e , we now realise that there must be a similarly widerange of impacts. This next chart tr ies to define eightdifferent impacts. Because each has both positive andnegative effects, you could say that there are sixteenfactors to consider.

tour ism = amount , qual i tyeconomic = othe r ind us trie s: amounttechnical = other ind ust r ies : qua l i typhysical = environme nt , conservat ionsocial = family l in ks , habitscul tu ra l = t rad i t ion s , creedspsychological = pr i de , reputa t ionpol i t ica l = local , nat iona l , world-w ide

Just to explain: the mega-event or a t t ract ion wi l lobviously affect tourism. But i t affects i t in two ways.It alters the amount of tourism, of course, and it canalso affect the quali ty of tourism so tha t bette r h otelsor t ranspor t l inks and other services are developed.Not just more, also better.

The next impact is economic. That is to say inputs ofincome that expand other industries in the locality.

The third impact is called technical, meaning that thoseother industr ies a lso develop the qual i ty of thei r product for instance with improved computer techniquesand oth er know how .

Any mega-event or attraction must have an impact onthe environ me nt, j us t because it is so b ig . Tha t iscal led physical . I t can include conservat ion work.

The fifth impact is called social. Family l ife in thelocality and other habits are bound to be changed somewhat, not just while the event takes place but beforeand perhaps for years af terwards .

Cul tural impacts are more di ff icul t to descr ibe but certainly exist . When local traditions or beliefs are usedpa rtly to suppo rt a meg a-event, they m ight also be atr isk f rom the inf lux of fore ign t radi t ions .

What is i l lu stra ted here as a psycholog ical impact hastwo aspects to i t . Within the host locality, there willbe effects on pride or self confidence. Amongst the

3


3/12

gu est s, t here will be an increased awareness of thereputat ion of the host country.

The fin al impact l isted is po lit ic al. We must rememberthat that can be at the local level, or national, oreven for a whole co ntin en t, o r maybe world wid e.

F o u r t h : Measurement

The fourth main point concerns measurement.Measuring so many impacts presents a big challengeto our scie ntific s kil ls. I t is impressive to see fromthe work of this Congress how many atti tude surveys have been used, as well as the more tradit ional cost /b ene f i t and mu l t ip l ier technique s , inorder to attempt measurement. Nevertheless theproblem of t ime keeps making diff icu l t ies . Ty pic al ly ,that is because what we really should do is measurethe actual situation with the mega-event and compare that w ith a more theo retical situ ation if i t hadnot taken place. What might the situation be atsome poin t in the futu re? A nd what might havehappened without the event?

Despite the problems of measurement of each impact I suggest that the main question is not som u c h : how can we measure these impacts.

Probably the real question is, having measuredall we can: how do we combine such variedmeasurements together to reach a final sum.That problem is represented by this equation.

Putting such varied impacts together isex t remely d i ff i cu l t .

F i f t h : S t ra tegies

Tu rn in g to s t r a t eg ies , wh ich i s ou r f i f th po in t ,i t is good to see how often contributors haveshown that impacts can be made more positive.There are helpful l i s ts of do 's and don ' ts . Adefinite conclusion must be that well-informedplanning and scientific study of these mega-events can improve the result , even if we cannotmeasure i t exactly. The work of our Congressshould therefore be of posi t ive benef i t to s t ra tegies.

Bu t the re could remain a dilemma sometimes, because the strategy for getting the maximum localbenefit will not necessarily generate the maximumnat ional benef i t .

Summarising the strategies for improvement, manyof the suggestions are in effect to make mega-eventsmore like mega-attractions and to make attractionsmore l ike events . For ins tance, there are suggestions designed to prolong the positive effects ofevents so that they extend both before and afterthe peak activity. So they become more like a permanent a t t ract ion. Similar ly for a t t ract ions , theideas are to make them more like news-worthyeve nts , by an nouncing some new developmentsuch as a centenary or o ther sh or t term opp ort u n i t y.

S i x t h : Overall

Let me pu ll tog ethe r some of these strand s from ou rdiscussions and our pap ers , in to a s ix th idea .

An ove rall impression must be , as we conclude th isCongress, that we really knew more about mega-eventsand mega-at t ract ions than we real ised. However p erhaps we sti l l need a more general framework on whichto hang our thoughts. Drawing on what has gone beforele t us i l lus t ra te a mega-event or a t t ra ct ion l ike th is .

We can re gar d the meg a-event o r a ttra ctio n as a main massthat a t t ract s to ur i s ts , the char t marks i t wi th a capi ta l M.The main mass causes other industrial development besidestou r is t development . I t a lso creates or br ings other sa te ll i te tour is t a t t ract ions , and yet more development re la tedto those. So we have a main tour ist attr act ion or mass andsatell i te ones.

But tha t i s jus t a s ta r t . The mega-event or mega -at t ract ioncan be pa r t of the tour is t s t ra tegy for a whole co un try . Theoveral l s t ra teg y creates a complete ly sa t is fy ing journey forthe tour is t , who goes f rom one mega-at t ract ion to the next ,l ike th is .

The picture is not yet complete. Now that there are severalreally large attr acti ons for the to ur is t , we need some symbolto represent them all: to join them together in one vividimage. What should it be?

Because of course I am deve loping on the inte res ting ideasput forward by Hu Yangzhou let me il lustrate the need fora symbol wi th th is .

1st is a picture of a bronze head from thousands of yearsago, yet only recent ly discovered in China. On such discoveries, we now know, mass tourism may be founded.

4 Revuede tourisme . n°4,1987


4/12

O f c o u r s e , t h a t is a v e r y s i m p l i f i e d v i e w o f h o w t h ef a c i l i t i e s f r o m m e g a - e v e n t s o r a t t r a c t i o n s c a n b em a d e u s e f u l .

T h e p r i n c i p a l re s o l u t i o n f r o m t h i s C o n g r e s s , I p r o -p o s e , m u s t b e t h a t e x p e r t s t u d i e s s h o u l d b e c o n -t i n u e d o n h o w t o m a k e t h e b e s t p o s s i b l e u s e o f s u c hh u g e t o u r i s m p h e n o m e n a . T h e s t u d i e s s h o u l d c o v e rm a r k e t i n g , a s w e l l a s d e v e l o p m e n t ; t h e y w i l l b ed o n e w i t h p r o f e s s i o n a l i n t e g r i t y ; t h e y n e e d t o b ep u b l i s h e d .

S e v e n t h : F i n a l

S o l e t me f i n i s h w i t h o u r s e v e n t h p o i n t . We m u s tr e m e m b e r t h e o t h e r p a r t o f o u r C o n g r e s s h e r e i nC a l g a r y. A p a r t t h a t is j u s t as i m p o r t a n t as o u rp a p e r s ; j u s t as i m p o r t a n t as o u r d i s c u s s i o n s .

F o r w e h a v e s e e n h e r e , a l s o , t h e m a g n i f i c e n tr e a l i t y o f t h e c o n s t r u c t i o n o f a m e g a - e v e n t . T h ea c t u a l s e r v i c e s i n t h e m a k i n g . T h e a c t u a l c o nc r e t e p o u r e d . S u r e l y w e w e r e a ll m o s t i m p r e s s e db y t h e v a s t a m o u n t t h a t h a s a l r e a d y b e e na c h i e v e d h e r e , i n p r e p a r a t i o n f o r t h e C a l g a r yWi n t e r O l y m p i c G am e s n e x t y e a r. F r a n k K i n g ,c h a i r m a n o f t h e o r g a n i z i n g c o m m i t t e e f o r t h e s eg a m e s , t o l d u s o f t h e i r i d e a l : t o l e a v e a s al e g a cy " t h e s t a r t o f a l i f e - t im e o f o p p o r t u n i t y " .

D e a r c o l l e a g u e s , I p r o p o s e t h a t o u r f i n a l c o n -c l u s i o n m u s t b e : t o w i s h o u r h o s t s h e r e i nC a l g a r y a v e r y s u c c e s s f u l 1 98 8 : a t r u l y ' K i n g ' -s i z e d e v e n t .

Résolutions

r é d i g é e s p a r Ty r r e l l M a r r i s , L o n d r e s ( G r a n d eB r e t a g n e ) ( O r i g i n a l e n a n g l a i s )

P u i s q u e n o u s p o s s é d o n s à p r é s e n t t o u t e s l e s d o n -n é e s , à s a v o i r l es r a p p o r t s d e b a s e , c e u x p u b l i é ss p é c i a l e m e n t e t l e s r é s u l t a t s d e s d i s c u s s i o n s e n t r ele s d i f f é r e n t s g r o u p e s d e t r a v a i l , v e n o n s - e n a u xc o n c l u s i o n s . C e c o n g r è s a - t - i l p e r m i s d e f a i r e p r o -g r e s s e r l a s c i e n c e d u t o u r i s m e e n m a t i è r e d ' a t t r a c -t i o n s e t d ' é v é n e m e n t s "m é g a " ( g r a n d e a t t r a c t i o ne t é v e n e m e n t m a j e u r ) ?

J e v o u d r a i s c l o r e c e t t e s é a n c e a n é v o q u a n t l e s

s e p t p o i n t s e s s e n t i e l s d e n o t r e o e u v r e e n c o m m u n ,y c o m p r i s l a p r o p o s i t i o n d ' u n e s o l u t i o n :

1 ) D é f i n i t i o n s

E n t o u t p r e m i e r l i e u , p e n c h o n s - n o u s s u r la d é f i -n i t i o n d e s e x p r e s s i o n s " a t t r a c t i o n m é g a " e t t o u tp a r t i c u l i è r e m e n t " é v é n e m e n t m é g a " . Vo u s v e r r e zq u ' i l y a p l u s i e u r s m a n i è r e s d e l es i n t e r p r é t e r :D ' a b o r d , i l y a I e v o l u m e , p u i s l ' a s p e c t f i n a nc i e r e t e n f i n Ie f a c t e u r p s y c h o l o g i q u e . L e t a b l e a uc i - d e s s o u s v o u s e n d é n o m b r e le s p o s s i b i l i t é s :

Vo l u m e ( n o m b r e ) 1 m i l l i o n d e v i s i t e u r s ( m é g a )C o û t ( e n c a p i t a u x , $ c a n . 5 0 0 ' 00 0 ' 0 00 . - -p a r e x e m p l e ) D M 7 5 0 ' 0 0 0 '0 0 0 . - -

FF 2 '500 '000 '000 . - -R e n o m m é e " M u s t s e e "

" M u s s m i t e r l e b t w e r d e n "" I I f a u t a b s o l u m e n t v o i r "

L e v o l u m e i n d i q u e , p a r e x e m p l e , q u ' u n m i l l i o n d e v i s i

t e u r s a u m o i n s s ' e s t p r é s e n t é . Q u a n t a l a v a l e u r, i lp e u t s ' a g i r d u r e v e n u o b t e n u p a r la l o c a l it é t o u r i s t i q u eo u e n c o r e - c om m e s u g g é r é c i - d e s s u s - d u c o û t e n c ap i t a u x i n v e s t i s d a n s la c o n s t r u c t i o n d ' i n s t a l l a t i o n s a p -p r o p r i é e s . E n f i n , la t r o is i è m e d é f i n i t i o n , l e f a c t e u rp s y c h o l o g i q u e , s e b a s e s u r l 'i m p r e s s i o n d e s t o u r i g t e se u x - m ê m e s q u i o n t v u l ' é v é n e m e n t o u l ' a t t r a c t i o n e nq u e s t i o n . S ils l e f o n t f i g u r e r d a n s l a l i s t e d e s " I I f a u ta b s o l u m e n t v o i r " , c e l u i - c i d e v i e n t u n é v é n e m e n t ( o uu n e a t t r a c t i o n ) " m é g a " .

N e n o u s b o r n o n s c e p e n d a n t p a s à u n e s e ul e i n t e r p r é -t a t i o n ; i l c o n v i e n d r a i t p l u t ô t d e s ' a p p u y e r s u r u nc e r t a i n " m é l a n g e " e t d ' e n e x t r a i r e l e s é l é m e n t s le s p l u sp e r t i n a n t s .

2 ) M o t i f s

I I e s t c l a i r q u ' u n e f o u l e d e m o t i f s s e c a c h e d e r r i è r e l am i s e s u r p ie d s d ' u n é v é n e m e n t " m é g a " . ( C e s m o t i f s f o n tl objet d u p o i n t n u m é r o d e u x ) .

D a n s p l u s i e u r s a r t i c l e s o u c o n t r i b u t i o n s d e la p r e s s e , i la p p a r a i t q u e l e s a u t o r i t é s o u l e s p o p u l a t i o n s d ' u n l i e ut o u r i s t i q u e n ont p a s i n v e s t i le u r t e m p s e t l e u r s e f f o r t sp o u r d e s r a i s o n s u n i q u e m e n t c o m m e r c i al e s o u e n c o r e p o u ra u g m e n t e r l e n o m b r e d e s t o u r i s t e s . C o m m e I ' e x p l i q u e lep r o c h a i n t a b l e a u , le s m o t i f s p o u r m e t t r e e n a v a n t u né v é n e m e n t s o n t b i e n p l u s c o m p l e x e s :

" H a r m o n y a n d P r o g r e s s "" E i n t r a c h t u n d E n t w i c k l u n g z u m B e s s e r e n "" L ' a c c o r d e t l e p r o g r è s "

C e t t e c o n t r i b u t i o n r e s s o r t d e s o b s e r v a t i o n s - t r è s u t i l e s -f a i t e s d a n s u n p a y s e n v o i e d e d é v e l o p p e m e n t .

P o u r la s u i t e , i l s ' a g i t d ' u n e v u e u n p e u p l u s g é n é r a l i s é ed e s d i t s m o t i f s , f i g u r a n t d a n s u n j o u r n a l a n t é r i e u r .

" B i e n q u e le s p r o m o t e u r s a v a n c e n t d e s a r g u m e n t s s o c i o -é c o n o m i q u e s r e c o n n u s , i l e s t é v i d e n t q u e l e p r e s t i g e f a i tp e n c h e r l a b a l a n c e lo r s d e d é c i s i o n s p o l i t i q u e s t o u c h a n ta u x a t t r a c t i o n s e t é v é n e m e n t s d i t s " m é g a " .

C e u x d ' e n t r e n o u s q u i s o n t p a r t i c u l i è r e m e n t i n t é r e s s é sp a r le t o u r i s m e o u , d a n s u n s e n s p l u s l a rg e , p a r l ' é c o -n o m ie e t l es f i n a n c e s , d o i v e n t s e r a p p e l e r l e c o n t e x t es o c i o - p o l i t i q u e d a n s l e q u e l ce s é n o r m e n s a f f l u x d e t o ur i s t e s s o n t e n g e n d r é s .

3 ) Impac t s

E u é g a r d a u g r a n d n o m b r e d e m o t i f s e x i s t a n t s , n o u s p o u -v o n s n o u s r e n d r e c o m p t e q u ' i l y a a u t a n t d ' i m p a c t s . L et a b l e a u c i - a p r è s i l l u s t r e h u i t i m p a c ts d i f f é r e n t s . C o m m e

5


5/12

l e u r s r é p e r c u s s i o n s o n t d e s c ô t é s t a n t p o s i t i f s q u en é g a t i f s , n o u s p o u r r i o n s e n f a i t f a i r e é t a t d e s e iz ef a c t e u r s :

To u r i s m e = m o n t a n t , q u a l i t éE c o no m ie = a u t r e s i n d u s t r i e s : m o n t a n tTe c h n i q u e = a u t r e s i n d u s t r i e s : q u a l i t éP h y s i q u e = e n v i r o n n e m e n t , c o n s e r v a t i o nS o c i a l = r e l a t i o n s f a m i l i a l e s , c o u t u m e sC u l t u r e l = t r a d i t i o n s , c r o y a n c e sP s y c h o l o g i q u e = o r g u e i l , r e no m m é eP o l i t i q u e = l o c a l , n a t i o n a l , m o n d i a l

C e c i v i e n t à d i r e q u e l 'é v é n e m e n t o u l ' a t t r a c t i o n" m é g a " a f f e c t e r a b i e n é v i d e m m e n t I e t o u r i s m e .I I ( o u e l le ) l ' i n f l u e n c e r a c e p e n d a n t d e d e u xm a n i è r e s b i e n d i s t i n c t e s : I e n o m b r e de s v i s it e u r s a u g m e n t e r a s a n s d o u t e , m a i s a u s s i l aq u a l i t é c h a n g e r a - t - e l l e e n c e s e n s q u e l esh ô t e l s , m o y e n s d e t r a n s p o r t e t a u t r e s s e r v i c e ss e r o n t a m é l i o r é s . D o n c i l n ' y a u r a p a s s e u l e m e n td a v a n t a g e d e t o u r i s t e s m a is é g a l e m e n t u n eq u a l i t é s u p é r i e u r e d es p r e s t a t i o n s o f f e r t e s .

L e s e c o n d i m p a c t e s t d ' o r d r e é c o n o m i q u e ; i ls ' a g i t d e r e v e n u s q u i c o n t r i b u e r o n t a u d é -v e l o p p e m e n t d e n o u v e l l e s i n d u s t r i e s d a n s l al o c a l i t é .

L e t r o i s i è m e d i t t e c h n i q u e p o u s s e r a c e s n o uv e l l e s i n d u s t r i e s à s o i g n e r l a q u a l i t é d e l e u rp r o d u i t , p a r e x e m p l e e n a m é l i o r a n t le s t e c h -n i q u e s in f o r m a t i q u e s e t le " s a v o i r - f a i r e " .

To u t év é n e m e n t o u a t t r a c t i o n " m é g a " p r o v o -q u e r a u n i m p a c t s u r l ' e n v i r o n n e m e n t , t o u ts i m p l e m e n t d e p a r s o n a m p l e u r. J e n o m m e i c ile f a c t e u r p h y s i q u e : il p e u t ê t r e a s s o r t i d ' u np r o j e t d e c o n s e r v a t i o n a d é q u a t .

L e c i n q u i è m e im p a c t t r a i t e d u p o i n t d e v u es o c i a l . La v ie f ami l i a l e e t l e s cou tumes desh a b i t a n t s d e l ' e n d r o i t p o u r r a i e n t s e m o d i f i e rq u e l q u e p e u . C e c h a n g e m e n t n e s e p r o d u i r ap a s s e u l e m e n t a u m o m e n t d e l 'é v é n e m e n t , m a i sp o u r r a se f a i r e r e s s e n t i r d é jà a v a n t e t p e u t -ê t r e d e s a n n é e s a p r è s .

Q u a n t a u s i x i è m e , l ' im p a c t c u l t u r e l , i l e s b i e nd i f f i c i l e à p e r c e v o i r , c e p e n d a n t s a p r é s e n c ee s t c e r t a i n e . L o r s q u e de s t r a d i t i o n s o u c r o ya n c es c o n t r i b u e n t e n p a r t i e à c r é e r u n é v é n em e n t " m é g a " , i l y a l e d a n g e r q u e d e s c u l t u r e sé t r a n g è r e s l e s i n f l u e n c e n t .

L ' im p a c t p s y c h o l o g i q u e , l u i , e s t d o u b l e : p o u rl a l o c a l i t é e t s e s c i t o y e n s , l ' o rg u e i l o u l a c o n -f i a n c e e n s o i p o u r r a i e n t s o u f f r i r . P o u r l esv i s i t e u r s , la r e no m m é e d u p a y s d ' a c c u e i ls u s c i t e r a u n e a t t e n t i o n p l u s s o u t e n u e e t u n ea t t i t u d e p l u s c r i t i q u e .

E n f i n , l e d e r n i e r c i t é t o u c h e a u p l a n p o l i t i q u e .R a p p e l o n s - n o u s q u e la p o l i t i q u e p e u t s e l i m i -t e r a u n i v e a u l oc a l o u a l o r s s e r é p e r c u t e r s u rt o u t I e p a y s , v o i r e l e c o n t i n e n t o u m ê m e l em o n d e e n t i e r .

4 ) E v a l u a t i o n s

E n e f f e t , l ' a p p r é c i a t i o n d ' u n n o m b r e d ' im p a c t s s i i m p o rt a n t r e p r é s e n t e u n f o r m i d a b l e d é f i p o u r n o t r e s a v o i rs c i e n t i f i q u e . I I e s t i m p r e s s i o n n a n t de v o i r , d ' a p r è s l e st r a v a u x e f f e c t u é s d a n s l e c a d r e d e c e c o n g r è s , à c o m -b i e n s ' é l è v e n t l es d i f f é r e n t e s m é t h o d e s e t a t t i t u d e s p o u rp r o c é d e r a u x é v a l u a t i o n s , à c o m m e n c e r p a r l es c a l c u l sc l a s s i q u e s t e l s q u e c e u x d e s c o û t s e t b é n é f i c e s , p u i sl es t e c h n i q u e s d e m u l t i p l i c a t i o n , e t c . I I r e s t e p o u r t a n tl e p r o b l è m e d u t e m p s . C est t y p i q u e , c a r en r é a l i t é n o u sd e v r i o n s c o m p a r e r l a s i t u a t i o n a c t u e l le c o m p o r t a n t u né v é n e m e n t "m é g a " a v e c u n e a u t r e - p l u s t h é o r i q u e -s a n s ce t é v é n e m e n t . Q u e l le s e r a - t - e l l e d a n s u n q u e l -c o n q u e m o m e n t f u t u r ? Q u ' e n e s t - i l s a n s l ' é vé n e m e n t ?

E n d é p i t d e la d i f f i c u l t é d ' é v a l u e r c h a q u e i m p a c t , j ep r o p o s e q u e la q u e s t i o n p r i n c i p a l e n e s o i t p a s c e l l ed u " c o m m e n t p o u v o n s - n o u s m e s u r e r c e s i m p a c t s ? "

L a v r a i e q u e s t i o n s e r a i t p l u t ô t : " c o m m e n t c o m b i n e rl 'e n s e m b l e d e r é s u l t a t s s i d i v e r s p o u r a b o u t i r à u nc h i f f r e f i n a l ? " , u n e f o i s q u e t o u t e s le s e s t i m a t i o n sp o s s i b l e s s e r o n t r é u n i s . L a p é r é q u a t i o n s u i v a n t e e nc e r n e l e p r o b l è m e .

I I e s t b i e n s u r e x t r è m e m e n t c o m p l i q u é de c o m b i n e ra u t a n t d ' im p a c t s d i f f é r e n t s .

5 ) S t r a t é q i e s

E n p a s s a n t à n o t r e c i n q u i è m e p o i n t , c ' e s t - à - d i r e a u xs t r a t é g i e s , j ' a i c o n s t a t é a v e c p l a i s i r q u e n o s c o l l a b o r at e u r s o n t m a i n t e s f o i s d é m o n t r é c o m m e n t r e n d r e le s i mp a c t s p o s i t i f s . I I e x i s t e à c et e f f e t d e s l i s t e s p r a t i q u e ss u r c e q u ' i l f a u t f a i r e o u n e p a s f a i r e . U n e c o n c l u s i o nd é f i n i t i v e s e r a i t Ia p l a n i f i c a t i o n b a s é e s u r d e s o li d e s i n -f o r m a t i o n s e t l ' é t u d e s c i e n t i f i q u e p o u s s é e e n v u e d ' a m é -l i o r e r l e s r é s u l t a t s d e c e s é v é n e m e n t s " m é g a " , m ê m e s ' i ln est p as p o s s i b l e d ' o b t e n i r d e s c h i f f r e s p r é c i s . N o t r ec o n g r è s d o i t d o n c a p p o r t e r l es é l é m e n ts p r o p i c e s àl ' é l a b o r a t i o n d e s d i t e s s t r a t é g i e s .

P o u r t a n t u n d i le m m e p e u t s u r g i r : la s t r a t é g i e u t i l i s é ep o u r g a g n e r u n m a x i m u m d e b é n é f i c e s p o u r la l o c a l i t én ' e n g e n d r e r a p a s f o r c é m e n t l e m êm e a v a n t a g e s u rl ' é c h e l l e n a t i o n a l e .

D ' a i l l e u r s , d e n o m b r e u s e s s u g g e s t i o n s v i s a n t l 'e n s e m b l ed e s s t r a t é g i e s p r o g r e s s i s t e s r i s q u e n t d e t r a n s f o r m e r d e sé v é n e m e n t s " m é g a " e n a t t r a c t i o n s " m é g a " e t l ' i n v e r s e ,c ' e s t - à - d i r e q u e l 'o n t e n t e r a , p a r e x e m p l e , d e p r o l o n g e ra r t i f i c i e l l e m e n t l e s e f f e t s p o s i t i f s d ' é v é n e m e n t s " m é g a "a u - d e l è d e l e u r s o m m e t ( a v a n t e t a p r è s ) , c e q u i e n f e -r a i t p r a t i q u e m e n t d e s a t t r a c t i o n s p e r m a n e n t e s . D e m ê m e ,u n e id é e d e m i e u x r e n t a b i l i s e r d e s a t t r a c t i o n s " m é g a "c o n s i s t e e n la m i s e s u r p i e d s d e q u e l q u e n o u v e a u t é àb r è v e é c h é a n c e , u n c e n t e n a i r e p a r e x e m p l e .

6 ) R é c a p i t u l a t i o n

P o u r c o m p o s e r m o n s i x i è m e p o i n t , j ' a i r a s s e m b l é q u e l q u e s -u n s d e s f i t s c o n d u c t e u r s d e n o t r e d i s c u s s i o n e t d e n o sé c r i t s .

6 Revue de tourism e, n°4,1987


6/12

Une impression d'ensemble au moment de la clôturedu congrès implique que nous sachions davantageau sujet des événements et attractions "méga" quelors de nos réalisations précédentes. Un encadre-ment généralisé nous permettrait pourtant de mieuxréf léc hir aux différents problèmes. Tout en médi-tan t sur ce qu i a été fait et di t , imaginons-nous unévénement ou une attraction "méga". L'esquisseci-dessous en trace les grandes l ignes:

Nous voyons ici que l 'événement ou l 'attraction"méga" est représenté par la masse principale,celle qu i att ire les tourist es ( vo ir le ttre M surIe tableau). Cette masse provoque l 'essor denouvel les industr ies , paral lè les au secteur tour i -stique. Elle est aussi à l 'origine de la créationd 'a t t ract ions secondaires (appelées "sate l l i tes") ,amenant, elles aussi, de nouveaux développe-ments dans la régi on . II y a donc l 'attra ctiontour is t ique pr incipale e t ses sa te l l i tes .

Ceci n est qu 'un débu t . L 'événement ou l 'a t t ra ction "méga" peut faire partie de la stratégie t o ur is t ique du pays tout ent ier. Cet te s t ra tégie " tot a l e " planifie les voyages et déplacements à l 'en-t ière sa t is fact ion du tour is te , af in qu ' i l puissese rendre d 'une a t t ract ion "méga" à l ' aut re ,comme nous Ie montre ce dessin:

L'image n est cependant pas encore comp lète;é tant donné qu ' i l y actuel lement plus ieurs a t t ractions touristiques assez importantes, i l nous fautaussi un symbole qui les réunisse toutes dans untableau vivant .

A quoi ce symbole ressemble-t-i l?

Je profite de cette occasion pour vous faire part

des idées réellement intéressantes qu'avance M. HuYangzhou. Le besoin de créer un symbole nous estdémontré dans la pièce ci-après.

I I s 'agi t d 'un buste en bronze, v ieux de plus ieursmilliers d 'années, découvert tout récemment en Chine.Nous savons a présent que le tourisme de masse peutêtre lancé à partir de-telles découvertes.

II s 'agit ici bien entendu d'une vue très simplifiée dece que l 'on po urr ait faire po ur exp loite r au mieux lesévénements ou attractions "méga".

Ce congrès m'amène à la conclusion suivante:

II faut poursuivre les recherches scientifiques afin detrouver comment met t re à prof i t ce prodigieux phéno-mène qu'e st le tourism e. Les études en ce sens dev ron tporter et sur le marketing et sur le développement.El les se feront dans un espr i t d ' in tégr i té profess ion-nelle et seront publiées par la suite.

7) Epilogue

J'en arrive au septième et dernier point. Evoquonsl autre pa rtie de notr e congrès ici à Calgary .

C est tout auss i important que nos t ravaux, d iscuss ionse t r appor t s .

Nous avons eu l 'occasion d'assister à une réalité prodi-gieuse: la réalisation d'un événement "méga" dont lesformes se concrétisent sous nos yeux. Nous ne pouvonsqu 'êt re imp ressionnés par l 'énormité de ce qu i a déjè étéachevé en vue des Jeux olympiques d'h ive r 1988 àCalg ary. F rank Ki ng , prés ident du comité d 'organisa -tion de ces jeux, s 'est confié à nous: leur désir à tousc'est de léguer à leur ville l 'oeuvre d'une vie entière,l 'hér i tage d 'un événement vra iment colossal . . .

Mes très chers collègues, j 'aimerais adresser un ultimemot à nos hôtes de Calgary: que l'année 1988 porte lesfruits de leurs efforts et que les Jeux olympiques àCalgary soient couronnés de succes'.

Resolutionen

red ig ie r t von Ty r re l l Ma r r i s , London /Grossbr it ann ien(Original in englischer Sprache)

Nachdem wir uns eingehend mit den Basisreferaten, denver öffe ntlic hte n Spezialreferaten sowie den Diskussionenin den Arbei tsgruppen befass t haben, wol len wir heraus-f i n d e n , welche Schlussfolgerungen daraus gezogen werdenkönnen . Inwiefern hat d ieser Kongress der Fremdenver-kehrswissenschaf t im Hinbl ick auf Grossveransta l tungenErkenntnisse gebracht?

Lassen Sie mich unsere Arbeit in sieben Hauptpunkten zu-sammenfassen, einschliesslich eines Resolutionsvorschla-ges .

7


7/12

E r s t e n s : D e f i n i t i o n e n

Z u n ä c h s t m ü s s e n w i r d i e F r a g e k l ä r e n , w as a l s G r o s s -a n l a ss z u b e z e i c h n e n i s t , u n d w i r k ö n n e n f e s t s t e l l e n ,d a s s es m e h r a l s e i n e D e f i n i t i o n s m ö g l i c h k e i t g i b t .E i n e M ö g l i c h k e i t b e s t e h t d a r i n , d a s Vo l u m e n z u g r u n d ez u l e g e n , e i n e a n d e r e , d a s G e l d a ls M a s s s t a b z u n e hm e n , e in e d r i t t e M ö g l i c h k e i t b e r ü c k s i c h t i g t p s y c h o l og i s c h e B e d i n g u n g e n . D i e n a c h f o l g e n d e Ta b e l l e v e r a ns c h a u l i c h t d i e s e M ö g l i c h k e i t e n .

Vo l u m e n = 1 M i l l i o n B e s u c h e rKa pi t a lk os ten = ca . $ 500 M DM 750 M

FF r. 2 '500 M

B e k a n n t h e i t s - ) " M u s s m i t e r l e b t w e r d e n "g r a d = ) " M u s t S e e "

) " I I f a u t a b s o l u m e n t v o i r "

E i n e a u f d a s Vo l u m e n b e z o g e n e D e f i n i t i o n k ö n n t e b e is p i e l s w e i s e e i n e Te i l n a h m e v o n m i n d e s t e n s e i n e r M i ll i o n B e s u c h e r n b e d i n g e n . E in e W e r t d e f i n i t i o n k ö n n t ed i e E r t r a g s h ö h e f ü r d e n e n t s p r e c h e n d e n O r t o d e r a nd e r e r s e i t s , w i e h i e r v o r g e s c h l a g e n , d i e f ü r d e n B a ud e r A n l a g e n e r f o r d e r l i c h e n K a p i t a l k o s t e n d a r s t e l l e n .

D i e d r i t t e v o r g e s c h l a g e n e D e f i n i t i o n i s t p s y c h o l o g is c h e r N a t u r u n d w i r d v o n d e n G e f ü h l e n d e rTo u r i s t e n , d i e z u e in e m A n l a s s g e h e n , a b g e l e i t e t .We n n d i e s e r A n l a s s s o w i c h t i g i s t , d a s s e r a u f i h r e r" m u s s m i t e r l e b t w e r d e n " - L i s t e a u f g e f ü h r t i s t , d a n ns p r i c h t m a n v o n ei ne m G r o s s a n l a s s .

Wir m ü s s e n n i c h t n u r e in e D e f i n i t i o n z u g r u n d e l eg e n , s o n d e r n k ö n n e n d i e j e w e i ls p a s s e n d e w ä h l e n .

Zweitens Motive

O f f e n s i c h t l i c h g i b t e s v i e l e G r ü n d e , e i n G r o s s e r e i gn i s z u v e r a n s t a l t e n . D ie s e s i s t d e r z w e i t e H a u p tp u n k t . E i n i g e B e i t r ä g e h a b e n b e t o n t , d a s s n i c h tn u r ö k o n o m i s c h e E r w ä g u n g e n o d e r d i e F ö r d e r u n gd e s To u r i s m u s d a f ü r a u s s c h l a g g e b e n d s i n d , d a s se in e R e g i e r u n g o d e r ö r t l i c h e B e v ö l k e r u n g e n s ov i e l Z e i t u n d K r a f t i n s o l c h e G r o s s v e r a n s t a l t u n g e ni n v e s t i e r e n . Wie a u s d e r f o l g e n d e n Ta b e l l e e r s i c h tl i c h i s t , k ö n n e n a u c h u m f a s s e n d e r e M o t i v a t i o n e nd a z u A n l a s s g e b e n .

E i n t r a c h t u n d E n t w i c k l u n g z u m B e s s e r e nH a r m o n y a n d P r o g r e s sL ' A c c o r d e t l e P r o g r è s

D i e s e r B e i t r a g e n t s t a m m t d e n w e r t v o l l e n B e m e r k u ng e n ei ne s E n t w i c k l u n g s l a n d e s .

D i e f o l g e n d e n B e m e r k u n g e n w u r d e n e i n e r a l lg e m e in e r g e h a l t e n e n M o t i v a t i o n s ü b e r s i c h t , d i e in e i ne mf r ü h e r e n A r t i k e l z i t i e r t w u r d e , e n tn o m m e n :

" O b w o h l d i e Ve r a n s t a l t e r a n e r k a n n t e s o z i a leu n d ö k o n o m is c h e A r g u m e n t e v o r b r i n g e n ,f ü h r e n d o c h g a n z o f f e n s i c h t l i c h P r e s t i g eg r ü n d e z u p o l i t is c h e n E n t s c h e i d e n b e z ü gl i c h G r o s s a n l ä s s e n . "

D e s h a l b m ü s s en d i e j e n i g e n v o n u n s , d i e de m F r e m

d e n v e r k e h r e i n b e s o n d e r e s I n t e r e s s e e n t g e g e n b r i n g e no d e r s i c h e i n g e h e n d e r m i t W i r t s c h a f t s - u n d F i n a n z f r ag e n a u s e i n a n d e r s e t z e n , d em p o l i t i s c h e n u n d s o z i a le nU m f e l d , i n n e r h a l b d e s s e n d i e s e g e w a l t i g e n F r e m d e n v e rk e h r s s t r ö m e au s g e lö s t w e r d e n , b e s o n d e r e s A u g e n m e r ks c h e n k e n .

D r i t t e n s : A u s w i r k u n g e n

A u f g r u n d d e r v i e l f ä l t ig e n M o t i v a t i o n e n , d i e z w e i fe l lo sv o r h a n d e n s i n d , w i r d u n s n u n b e w u s s t , d a s s e i n e ä h nl i c h v i e l f ä l t i g e A n z a h l A u s w i r k u n g e n v o r h a n d e n s e i nm u s s . D i e f o l g e n d e Ta b e l l e v e r s u c h t a c h t v e r s c h i e d e n eA u s w i r k u n g e n a u f z u z e i g e n . D a j e d e s o w o h l p o s i t i v e a lsa u c h n e g a t i v e W i r k u n g e n h a t , k ö n n t e m an s a g e n ,d a s s s e c h z e h n F a k t o r e n z u b e r ü c k s i c h t i g e n s i n d .

To u r i s t i s c h e r A s p e k t = M e n g e , Q u a l i t ä tW i r t s c h a f t l i c h e r A s p e k t = a n d e r e I n d u s t r i e n : M e n g eTe c h n i s c h e r A s p e k t = a n d e r e I n d u s t r i e n : Q u a l i t ä tP h y s i s c h e r A s p e k t = U m w e l t , E r h a l t u n gS o z i a le r A s p e k t = f a m i l i ä r e B i n d u n g e n ,

G e w o h n h e i t e nK u l t u r e l l e r A s p e k t = T r a d i t i o n e n , G l a u b e n s b e

k e n n t n i s s eP s y c h o l o g i s c h e r A s p e k t = S t o l z , B e k a n n t h e i t s g r a dP o l i t is c h e r A s p e k t = o r t s g e b u n d e n , n a t i o n a l ,

w e l t w e i t

F o l g e n d e s s e i e r k l ä r t : G r o s s a n l ä s s e ü b e n o f f e n s i c h t l i c he i n e n E i n f l u s s a u f d e n F r e m d e n v e r k e h r a u s . D i e s g es c h i e h t j e d o c h i n z w e i e r l e i H i n s i c h t . D e r U m f a n g d e sF r e m d e n v e r k e h r s w i r d s e l b s t v e r s tä n d l i c h v e r ä n d e r t , u n de b e n s o k a n n d i e Q u a l i t ä t d e s F r e m d e n v e r k e h r s i n s o f e r nb e e i n f l u s s t w e r d e n , al s b e s s e r e H o t el s o d e r T r a n s p o r tv e r b i n d u n g e n u n d a n d e r e D i e n s t l e i s t u n g e n e n t w i c k e l tw e r d e n . N i c h t n u r d i e Q u a n t i t ä t , s o n d e r n a u c h d i e Q u a l it ä t d e r L e i s t u n g e n w i r d so m i t v e r b e s s e r t .

D e r n ä c h s t e E i n f l u s s b e t r i f f t d i e Wi r t s c h a f t . E s h a n d e l ts i c h u m E i n k o m m e n s w i r k u n g e n , d i e a u f a n d e r e l o k a l eI n d u s t r i e n ü b e r g r e i f e n .

D e r d r i t t e E i n f l u s s i s t t e c h n i s c h e r N a t u r , w a s b e d e u t e t ,d a s s j e n e a n d e r e n I n d u s t r i e n e b e n f a l l s d i e Q u a l i t ä t i h r e rP r o d u k t e v e r b e s s e r n , z um B e i s p ie l d u r c h d i e C o m p u t e rt e c h n i k o d e r a n d e r e s " K n o w h o w " .

J e d e r G r o s s a n l a s s m u s s e i n e n E i n f l u s s a u f d i e U m w e l t a u sü b e n , e b e n w e i l e r s o g r o s s i s t . M a n s p r i c h t d a b e i v o mp h y s i s c h e n E i n f l u s s . E r k a n n k o n s e r v i e r e n d e A r b e i t e ne i n s c h l i e s s e n .

D e r f ü n f t e E i n f l u s s w i r d a ls s o z i a l e r E i n f l u s s b e z e i c h n e t .O r t s g e b u n d e n e s F a m i l i e n le b e n u n d a n d e r e G e w o h n h e i t e nu n t e r l i e g e n ei ne m g e w i s s e n Wa n d e l , n i c h t n u r w ä h r e n dd e r A n l a s s s t a t t f i n d e t , s o n d e r n b e r e i t s v o r h e r u n d v i e ll e i c h t J a h r e d a n a c h .

K u l t u r e l l e E i n f l ü s s e la s s e n s i c h s c h w i e r i g e r b e s c h r e i b e n ,a b e r s ie b e s t e h e n s e l b s t v e r s t ä n d l i c h . We nn o r t s g e b u n d en e Tr a d i t i o n e n o d e r G l a u b e n s b e k e n n t n i s s e t e i l w e i s e d a z ub e n ü t z t w e r d e n , e i n en G r o s sa n l as s z u u n t e r s t ü t z e n ,k ö n n t e a u c h d a s R i s ik o e i n e r G e f ä h r d u n g d u r c h f r e m d l ä nd i s c h e T r a d i t i o n e n b e s t e h e n .

Was h i e r a l s p s y c h o l o g i s c h e r E i n f l u s s d a r g e s t e l l t w i r d .

8 Revue de tourism e, n°4,1987


8/12

zeigt zwei Gesichtspunkte auf . Innerh alb der gas tgebenden Region werden der Stolz oder das Selbst-bewusstsein beeinflusst . Unter den Gästen erhöhtsich das Bewusstsein in Bezug auf den Bekannt-heitsgrad und die Reputation des Gastgeberlandes.

Der le tz te aufgeführ te Einf luss is t pol i t i scher Natur, wobei dieser auf lokaler oder nationaler Ebene wirksam werden kann, sogar auf einem gesamtenKont inent oder vie l le icht wel twei t .

Vier tens: Messverfahren und Messwerte

Der vier te Hauptpunkt bet r i ff t Messwerte undMessm ethoden. Wenn man soviele Ein flüss e messenw i l l , bedeutet dies für unsere wissenschaftl ichenFähigkei ten e ine grosse Herausforderung. Wennman die im Ve rlau f dieses Kongresses geleisteteArbei t bet rachte t , i s t es beeindruckend zu sehen,wievie le Verhal tenss tudien sowie auch t radi t ionell e re Kos ten /Nutzen- und Mul t ip l ika to r t echn ikenangewendet wu rde n, um Messungen zu erhal t en.Dennoch bereitet uns das Zeitproblem noch Schwier igkei ten. Dies is t darum typisch, wei l wir e igentlich einen Vergleich zwischen dem Messergebnisder aktue llen Situation mit dem Grosse reignis u ndeiner eher theoretischen Situation, bei der dasEreignis n icht s ta t tgefunden hat , z iehen so l lt e n . Wie könnte die Situation irgendwann in derZu ku nft aussehen? Was wäre wohl gesche hen,wenn das Ereignis nicht stattgefunden hätte?

Trotz de r Schw ier igke i t , jeden Einf luss zu messen , schlage ich vor, dass die Hauptfrage nichtso sehr folgende sein sollte: Wie können wir diese Einflüsse messen?

Vermutl ich muss die r icht ige Frage folgendermas-sen lauten, nachdem wir alles uns mögliche gemessen haben: Wie können wir so unterschiedlicheMessungen mite inander in Verbindung br ingen,um zu einem Endergebnis zu gelangen. DiesesProblem wird durch die folgende Gleichung verd e u t l i c h t .

Es is t ausserordent l ich schwier ig , so mannigfache Einf lüsse mite inander zu verbinden.

Fünf tens : S t ra t eg ien

Wenn wir uns unserem fün f ten Pu nkt , den Strat e g i e n , zuwenden, i s t es gut zu bemerken, wievie le Autoren aufgezeigt haben, dass Einf lüsseposi t iver ges ta l te t werden können. Es s tehenhilfreiche Listen mit 'so sollte es gemacht werden 1 und 'so sollte es nicht gemacht werden' zurVerfügung. Eine klare Schlussfolgerung is t d ie ,dass gute Planungen und wissenschaf t l iche Analysen dieser Grossanlässe das Resultat verbessern können, auch wenn wir nicht zu genauenMessungen in der Lage s i n d . Unsere Kongressarbei t sol l te daher diesen Stra tegien in posi t iver Weise dienen.

Aber es könnte zuweilen ein Dilemma zurückb le iben , wei l d ie Stra tegie , d ie e inen gröss t -

mögl ichen lokalen Nutzen br ingt , n icht unbedingteinen grösstmöglichen nationalen Nutzen erzeugt.

Wenn wir d ie Verbesserungsst ra tegien zusammenfassend betrachten, kommen wir zum Schluss, dass viele Vorschläge dahin führen, dass Grossanlässe v i e lmehr a ls Riesenat t rakt ionen, und umgekehrt At t raktionen mehr als Anlässe betrachtet werden. So bestehen beispielsweise Vorschläge, die positiven Auswirkungen von Anlässen sowohl vor deren Durchführung a ls auch über den Zei tpunkt der Hauptveransta l tungen hinaus zei t l ich auszudehnen. Auf dieseA rt w erden s ie mehr zu e iner permanenten A t t ra kt i o n . A ehnl iches gi l t für At t ra kt i on en , d ie man dadurch sensationeller machen möchte, indem man irgend etwas Neues aufzieht, wie zum Beispiel einenhunder ts ten Jahres tag oder e ine andere kurzfr is t ige Gelegenheit .

Sechstens: Zusammenfassung

Lassen Sie mich einig e Ge dan ken , die wie rote Fädendurch unsere Diskussionen und Darlegungen führ ten,in einer sechsten Idee zusammenfassen.

Nach Beendigung des Kongresses drängt sich uns alsGesamteindruck die Tatsache auf, dass wir tatsächlichmehr Kenntnisse über Grossveransta l tungen und-at t rakt ionen hat ten a ls uns bewusst war. Wir benöt igen jedoch sicherlich einen noch weiter gespannten Rahmen, um unsere Gedanken einfliessen lassen zu können.Mit Hilfe unserer erworbenen Kenntnisse wollen wirein Grossereignis folgendermassen darstellen:

Wir können die Grossveransta l tung oder -a t t rakt ion a lsHauptmasse ansehen, die Touristen anzieht, was in derTabelle mit einem grossen M bezeichnet is t . Die Hau ptmasse veru rsach t neben der Frem denverke hrsentwicklung wei tere industr ie l le Entwicklungen. Ebenfal ls schaff tode r b r in g t s ie we it e re Sa te l l i t en -Fremdenverkehrsa t t r ak -tionen mit s i c h , und als Folge davon wiederum Weiteren twick lung . Also haben wi r e ine Haup t f remdenverkehrsa t t r ak t ion oder Massen- und Sa te l l i t en -At t r ak t ionen .

Aber das is t ers t der Anfang. Die Grossveransta l tungoder -a t t ra kt i on kann Tei l e iner Frem denve rkehrss t ra tegie eines ganzen Landes s e in . Die Gesamtstrategieschaff t für den Touris ten, der von e iner Grossveransta ltung zur anderen re is t , e ine für ihn vol lkommen zufr iedenste l lende Reise , wie nachfolgend veransch aul icht .


9/12

Das Bi ld is t noch nicht ganz fe r t ig . Da dem To ur is ten je tz t e inige wirkl ich grosse At t rakt ionen geboten werden, benötigen wir ein Symbol, das sie allever t r i t t : Wir fügen s ie zu e inem lebendigen Bi ldzusammen. Wie könnte es aussehen?

Dazu mache ich mir die wirklich interessanten Gedankengänge von Hu Yangzhou zu eigen, um dasgesuchte Symbol wie folgt darzuste l len.

Es handelt sich um ein Bild eines Jahrtausende alten Bronzekopfes, den man gerade vor kurzem inChina gefunden hat. Wie uns nun bekannt ist , kannder Massentour ismus auf derar t igen Funden aufgebaut werden.

Selbstvers tändl ich is t d ies e ine sehr vereinfachteAns icht darü ber , wie aus den Einr ichtun gen vonGrossveransta l tungen Nutzen gezogen werdenkann .

Die Hauptfolgerung dieses Kongresses, so schlageich vor, sol l te dar in bestehen, dass wei terhin Exper t isen hins icht l ich bestmögl icher Ausnützungeines so riesigen Fremdenverkehrsphänomens unternommen werden. Diese Studien sollten sowohldas Market ing a ls auch die Entwicklung beinhalt e n ; s ie werden mit profess ionel ler Inte gr i tä tdurchgeführ t und so l l t en ve rö ffen t l i ch t werden .

Siebtens: Schlussfolgerung

Lassen Sie mich mit dem siebten Punkt schliessen.Wir müssen auch nicht die andere Seite unseresKongresses hier in Calgary vergessen. Eine Seit e , die genauso wichtig ist wie unsere Referate;genauso wicht ig wie unsere Diskussionen.

Denn wir haben auch die fantastische Wirklichkeitin Bezug auf die Vorbereitung eines Grossanlassesmite r lebt ; wir haben die Arb ei ten vo r Ort beobachtet. Selbstverständlich hat uns die enorme Summe,die bishe r zusammengebracht worden is t , um dieOlympischen Winterspiele 1988 vo rzu be re ite n, sehrbeeindruckt . Frank King, der Präs ident des Organisationskomitees dieser Spiele, fasst deren Sinnwie folgt zusammen: Die Spiele sollten "den Beginneiner lebenslänglichen Chance" als Vermächtnish in te r l a s sen .

Liebe Kollegen, ich schlage vor damit zu schliessen , dass wir unseren Gastgebern in Calgary einsehr erfolgreiches 1988, e inen wirkl ich 'King-sized1 An lass , wünschen .

Repor t o f the Engl i sh speak ing g roup onthe Conference themeGroup Chairman: Dr. Norber t VanhoveGroup Secretary and Rep orter : Dr. Stephen F. Wit t

In t roduc t ion

It was decided that four aspects relating to the Conference theme should be discussed:

1. Definitions2. Impact3 . Market ing4. Methods of enhan cing the bene fits and

reducing the negat ive effects

1. Def ini t ions

The problem of how to define mega-events and mega-attractions and the l ink between the two was considered.It was noted that events are attractions and hence therelevant distinction should be between site attractionsand event a t t ract ions . These a t t ract ions can be c lass i -f ied as natural , man- ,made or socio-cul tura l , and thedetermination of whether or not an attraction is megamay be influenced by its Classification. For example,a natural mega-attraction such as the Victoria Falls inZimbabwe would sti l l be regarded as a mega-attractioneven if polit ical circumstances caused a substantialreduct ion in vis i tor numbers . By contras t , i f peoplestopped go ing to Disney land it w ould no longer be amega-at t ract ion.

At t ra ct ion s exer t a gravi ta t ional inf luence on vis i to rf lows to par t icular des t inat ions , and this gravi ta t ionalinfluence should be emphasised and thus the definitionsof mega-events and mega-attractions given in the basicrepor t by Brent Ri tchie and Ju Yangzhou should bemodif ied acco rding ly. I t was a lso fe i t tha t the ab i l i tyto a t t ract worldwide publ ic i ty noted in the paper byKarl Socher and Paul Tschur tschenthal ter should appearin the de f in i t ion .

Established methodologies exist for evaluating sitea t t ra ct ion s , but event a t t ract ions are more di ff icu l tto deal w i t h , and hence it was decided that attentionshould be focussed pr imari ly on events . The dis t in-guishing feature of events is the temporary nature ofthe growth in vis i tor numbers .

A special report by H. Bos, C. Van der Kamp and JacZorn en tit le d 'Eve nts in Holland' addressed the def in i-t ional problem, and concluded that an event shouldpossess 3 character is t ics :

1. I t is an organise d ha ppening2. It has some purpose3. It is temporary in nature

These authors also presented a l ist of possible criteriafor fu r th er Class i f icat ion, such as vis i t or num bers , ad -rniss ion pr ice , ta rget g rou p, and so on .

10 Revue de tourisme , n°4,1987


10/12

2. Impact

The problem of how to evaluate the impact of mega-events before they take place was highl ighted. Cost-bene fit analysis is an established m ethodology th atcan be applied to this area, b ut a major d iff ic ul tyin carrying out such an evaluat ion is how to fore-cast the outcome. A range of possible future valuesfor the var ious quant i ta t ive factors may be t r ied inthe analysis to y i e l d , s ay, an op tim istic , a mostlikely and a pessimistic outcome. T his cou ld thenbe supplemented by an analysis of the qualitativecosts and benefits. I t was also noted that most ofthe exis t ing l i tera ture on evaluat ing the impact ofmega-events relates to expo st evaluations r ath erthan ex-ante evaluations based on forecasts.

A specia l repor t by Mart inus Kosters ent i t led'Big Internat ional Events of Tal l Ships and thei rCoastal Sisters ' noted the possible impact of aninternational maritime festival such as Sail Amsterdam; in 1985 the 1000 pa rtic ipa tin g ships at tra c-ted more than 4 million spectato rs over a periodof 6 day s. S uch events tend to be low -bud get as

general ly the infras t ructure a l ready exis ts , butvis itor s have a considerable impact on the localeconomy as they spend in resta ura nts , onShopping, and so on.

A special report by Stephen Witt and ChristineMartin entit led 'Measuring the Impacts of MegaEvents on Tourism FIows' pointed out that inorder to carry out such measurement i t is neces-sary to eliminate the effects of other factors whichinfluence tourism demand. This may be determinedafter the event through the use of econometricmodeis. Previous studies relat ing to wo rld expo -sit ions suggest that such mega-events can reducetourism outflows from the host country by as much

as 50%, and increase tourism inflows by a similarorder of magni tude. By contras t , Kar l Sochernoted th at the 1976 Winte r Olympic Games in I nn sbruck caused an increase in tourist nights spentin In nsbruc k du r in g that year bu t a decrease inthe Tyrol because of ant ic ipated overcrowding andhigher pr ices . The fol lowing year, however, t o urism demand in the Tyrol recovered and increasedmarkedly. The importance of examining the impactof mega-events not just on the host city, but alsoon the surro und ing region and the count ry as awhole , was stressed.

The effects on developing countries were alsodiscussed. Ainsw orth O'Rei l ly presented a specia l

repor t ent i t led 'The Impact of Cul tural Hal lmark/Mega-Events on National Tourism Development inSelected West Indian Countries ' , which examinedthe impact of t radi t ional i s land cul tura l events ontourism development and how national, touristboards and hoteis use these events for promo-tional purposes. The problem of the possibledi lut ion of the basic t radi t ions and cul tures wasn o t e d . A special report by Jafar Jafari and Gan-Hoan Jeong entit led 'Tourism Expectations fromthe Seoul Olympics: A Korean Perspective' dealtwith the views of South Korean tourism experts(practit ioners and academics) and media editorson the impact of the Olympic Games. Initial sur-

vey findings suggest that an increased awareness ofKorea is anticipated, which is strongly expected tostimulate the demand for Korean products in general,not just tou rism . The Olympics are regarded as amajor pub lic relations op po rtu nit y to coun ter Korea'spoor tourism image; the survey respondents thoughtthat Korea 's t radi t ional cul ture should be promotedrather than its economic achievements.

The group fe l t that the appropr ia te dis t inct ion shouldnot be between developed and developing countries,but ra ther in terms of the s tage of tour ism development reached. For example, Kenya and parts of theCarribean are developing countries which have reacheda high stage of tourism development, whereas SouthKorea is fast approaching developed country Statusbu t is at a low stage of tourism d evelopme nt. RikMedlik proposed the hypothesis that the lower thestage of tourism development for a co un tr y, thehigher the impact of mega-events (at least in relativeterms) . Countr ies or regions which are t radi t ionaltourism destinations absorb mega-events more readilythan newcomers to tourism.

3. Market ing

A special report by Joseph Kurtzman and John Zauharentit led 'New Vistas in Marketing Mega-Events ' dealtwi th the concept of composi tes . A polar isa t ion act iv i ty,such as a me ga-eve nt, whic h draws peo ple, is made upof composites, and whereas marketing has traditionallybeen directe d towards the polar isa t ion act iv i ty i t se l f ,the authors suggest that i t should be targeted more towards the composites. For example, the composites expected from tourists attending the Olympic Games willvary according to generat ing country, and thus cul tureshould be taken into account in market ing to di fferentgroups of potent ia l tour is ts .

The group fe i t that event organisers tend to be produc-t ion or ie nte d, and i t would be preferable i f proper market research were done in order to meet consumerwishes.

The concept of product l ife cycle was considered in thecontext of mega-events . Events usual ly Star t a t the local level, and may progress to achieve regional, national,and eventually international importance. The last stageis necessary in o rde r to be classed as a meg a-event. Inorder to take an event into the mega category commer-cialisation, Organisation and marketing are essentialing red ien t s .

1. Methods of enhancinq the benefits and reducing thenegative effects

The objectives beh ind Staging mega-events vary acco rdingto the type of event and host population. Thus some costsand benefits will be specific to particular events and loca-tions whereas others will be common to all events. Theviews of the Community need to be taken into account inorder to ful ly und ers tand the costs and bene f i ts . O ppo rtunity costs may also be relevant in certain cases; i t isnecessary to examine whether similar objectives could havebeen achieved at less cost by taking on an alternative pro-ject .

11


11/12

Conclusion

The group devoted most of i ts attention to theProblems of def ining mega-events /mega-at t rac-tions and their impacts. Had time permitted itwas feit that fruitful discussions would haveresul ted f rom fur ther s tudy of the other twoaspects of the Conference theme. In conclusion,an appropr ia te his tor ical perspect ive on mega-at t ract ions was provid ed in a repo r t by GaryKines ent i t le d 'Mega-Project Thin kin g: T heGrowth of Tourism and the Canadian PacificRailway in Banff National Park, 1885-1930' .

Schlussbemerkungen zur Gruppenarbei t derdeu t sch- sp rach igen Arbe i t sg ruppe

Vorsi tz : Dr. W. Ender, WienBer ich te r s t a t t e r : Dr. H .R . Mül le r, Bern

1. Eine Bewertung der Auswirkungen von Gross

veransta l tungen auf die nat ionale und regionale tour is t ische Entwicklung is t in dieser generel len A rt und Weise nicht mögl ich.

2. Wird über eine spezielle Grossveranstaltungan einem bestimmten Ort diskutiert , so iste s unbed ing t no twend ig , d i e un te r sch iedl ichsten Auswirkungen in e iner f rühen Planungsphase zu analysieren , zu bewerten undgegeneinander abzuwägen (wie in unseremmethodischen Ansatz aufgezeigt) .

H Die du rch Verke hrs te chnik und Telekommunikat ionimmer ausgeprägtere wel twei te Konkurrenzsi tuat ionzwischen verschiedenen Grossveransta l tungen mussaufmerksam verfolgt werden.

5 . Das s tark von der Angebotssei te geprägte "Produkt"'Grossveranstaltung' muss immer wieder auch von derNachfrageseite h in ter f ra gt w erde n, wobei d ie Frageim Zentrum steht: An was soll sich der Konsument/Gast nach der Veransta l tung er innern?

6. Im Mark et ing der meis ten G rossveransta l tungenspielt die Public Ralation eine grössere Rolle als ini rgendeinem anderen industr ie l len Bereich. Insbesondere der Zusammenarbeit mit den Massenmedien istd ie gröss te Aufmerksamkei t zu schenken.

7. Die Au sw irku ng en der Winterolympiade in Calgary1988 können per Saldo vor allem deshalb als positivp rognos t i z i e r t werden ,- weil sowohl bei den Promotoren wie auch in der

brei ten Oe ffent l ichkei t e ine durchweg s enthu sias t ische Grun deinste l lung vorhanden is t ,

- wei l s ich die Veransta l tung in e inem sehr günst igen wirtschaftl ichen und sozialen Umfeld (sieheZiffer 2) abspie l t ,

- weil die finanzielle Situation gesichert ist ,- und weil das Bevölkerungsmosaik und die gesell

schaftl ichen Zielsetzungen Kanadas mit der Ideeolympischer Spiele gut übereins t immen.

3. Zur gleichen Zeit ist über zusätzliche touris t i sche En twick lungsa l t e rna t iven zu d i skut i e r en .

12 Revue de tourisme, n°4,1987


12/12

This article has been cited by:

1. Martin Müller. 2015. What makes an event a mega-event? Definitions and sizes.Leisure Studies 1-16. [CrossRef ]2. Ying Deng, S. W. Poon. 2014. Positioning mega-event flagships – from Performing Arts Center of Expo 2010 to Mercedes-

Benz Arena. Architectural Engineering and Design Management 10, 233-250. [CrossRef ]3. Maria Della Lucia. 2013. Economic performance measurement systems for event planning and investment decision making.

Tourism Management 34, 91-100. [CrossRef ]4. Ying Deng, S.W. Poon. 2013. Meeting sustainability challenges of mega‐event flagships.Engineering, Construction and

Architectural Management 20:1, 46-62. [ Abstract] [Full Text ] [PDF]5. Ljudevit Pranić, Lidija Petrić, Liljana Cetinić. 2012. Host population perceptions of the social impacts of sport tourism events

in transition countries.International Journal of Event and Festival Management 3:3, 236-256. [ Abstract] [Full Text ] [PDF]6. Ying Deng, S.W. Poon. 2012. Expo 2010 Shanghai China: a signature chapter of the Huangpu Riverfronts Trilogy. Journal

of Place Management and Development 5:2, 174-191. [ Abstract] [Full Text ] [PDF]7. Alex M. Deffner, Lois Labrianidis. 2005. Planning culture and time in a mega-event: Thessaloniki as the European city of

culture in 1997.International Planning Studies 10, 241-264. [CrossRef ]8. P.R. Emery. 2002. Bidding to host a major sports event.International Journal of Public Sector Management 15:4, 316-335.

[ Abstract] [Full Text ] [PDF]

Date post:	07-Jul-2018
Category:	Documents
Upload:	julia-gc
View:	316 times
Download:	2 times

1987 - Marris - The Role and Impact of Mega-events and Attractions on Regional and National Tourism...

Documents