Metonymie Limited

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Event tourism as a re-imaging tool

December 17, 2017

The relationship between events and tourism is historical. Events have always been as important for tourism, as tourism has always been for events. In the 1990s, the relationship between the two began to be examined and interpreted, and event tourism has grown spectacularly ever since.

 

At Métonymie_ we trust that events are the best image-changing agents as opposed to infrastructure projects associated with high levels of investment and operational costs, and deemed too lengthy and rigid. The cost of building such landmarks is perhaps one of the most important reasons why events have become an increasingly important aspect of inter-urban competition in recent years. 

 

Competitive tourism destinations, are increasingly creating and promoting events such as festivals, shows, exhibitions, fairs and championships, frequently through public and private coalitions. This example of urban entrepreneurialism contributes to the integration of more diverse stakeholders in the destination management process, and results in enhanced events creativity.

 

Furthermore, these progressive destinations have understood that events are critical components of a successful urban development strategy. Therefore, events are becoming highly valued by the most progressive destination marketers in order to achieve their objectives of attracting leisure and business tourism via image. 

 

The rise of events-led strategies in tourism usually responds to one of the following aspects: the event's significant economic impact for the destination, the impact of events on the destination's image and therefore on their life-cycle, and other intangible social benefits brought by hosting events.

 

However, many of the benefits of hosting events focus on their short-term economic impacts measured through indicators such as overnight visitation, length of stay or visitors' spend. But there are other longer-term benefits of hosting events that are often overlooked, such as their capacity to raise awareness of a region for future visitation  through media coverage and word-of-mouth.

 

This empirical belief is illustrated by John Morse, Managing Director of the Australian Tourist Commission in 2000, who declared in an interview that "hosting the 2000 Summer Olympic Games advanced Australia's international brand by 10 years".

 

In terms of general event tourism strategies, different options exist and the choice of implementing one of these broad strategies depends on the objectives of the destination. Some options include developing, growing or rejuvenating existing events, bidding for mobile events, emulating or copying existing events, adopting franchised events or conceiving new ones. These strategies can coexist in order to define the destination's portfolio of events. The definition of this events portfolio must be in compliance with the policies in place and with the destination's marketing plan objectives. 

 

This is where we can help. Our primary aim is to provide a unique service that centres on event-led strategies with the aim of improving your image and hence, your reputation. We achieve this by harnessing the power of metonymies and connotations. We develop and implement event-led strategies that will redefine you and convey positive organic messages.

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