Recent times have seen the increased proliferation of the concept of applying events in promoting destinations. This can be attributed to the effectiveness of events in solidifying the image and attractiveness of destinations. Currently, South Africa ranks as the twenty second most popular location for hosting events and has a foothold of 2.5% of the global event market share. The global pervasion of events has changed the dynamics that surround how destinations are promoted and has also significantly impacted the tourism industry and the respective tourist patterns of consumption. Literature suggests that events are gradually moving from previously being viewed as a complementary leisure activity towards becoming a primary source of attraction for destinations. Literature also confirms the extensive inclination of cities in the use of events for branding destinations. The primary problem that this study investigates is the lack of substantial knowhow with respect to how events can be presented in order to augment and enhance the attractiveness of Nelson Mandela Bay. There is no substantial blueprint that is capable of informing from the perspective of event marketers, how best they can drive a successful event marketing imperative that the local and external consumers can appreciate. Additionally, Nelson Mandela Bay has over the recent years encountered a significant amount of losses stemming from the events realm of its tourist offering. The most recent and calamitous of its losses to date has been estimated at R200 million, which escaped the coffers of the local economy as a result of the internationally applauded IRB World Sevens event moving from the metropolis to Cape Town. This has caused disconcerted and agitated sentiments across business and tourism leadership locally. Since 2011, the IRB World Sevens Series cultivated over R1 Billion towards the local economy. Losses in terms of showcasing the city to a global audience on highly established and followed media platforms are also expected. In addition, given the lack of knowledge with respect to event marketing dynamics, the “Twelve Events in Twelve Months”, an initiative that will see different event themes being launched within the twelve calendar months of the year in Nelson Mandela Bay, runs a high risk of failing to take off upon its launch because local residents and potential tourists, both national and international will lack the knowledge sufficient to stimulate their acceptance and attraction to this concept. This study aims to investigate the concepts, notions and critical success factors that event marketers can apply in order to increase the success of the event marketing imperative in Nelson Mandela Bay. The success of event marketing is expected to increase the attractiveness of Nelson Mandela Bay and brand it as a viable destination to prospective stakeholders. To evaluate the conceptual framework that was suggested by this study based on the literature review, an empirical evaluation was performed amongst the residents of Nelson Mandela Bay through the application of a questionnaire that was electronically and physically distributed. This questionnaire received 3 659 responses and measured respondents’ access and usage of media facilities. It also measured the perceptions of the current state of events in Nelson Mandela Bay. Furthermore, the questionnaire evaluated the destination image of Nelson Mandela Bay. Moreover, hypotheses were tested to evaluate the assumptions that the manner in which events are packaged, placed, positioned and promoted will enhance the attractiveness of Nelson Mandela Bay as a destination. The findings of this study suggest that the strategic bundling, placing, promoting and positioning of events is critical towards advancing an event marketing imperative and sustaining it in the long term. Additionally, the study also indicates that the successful development of a comprehensive event marketing initiative will enhance the attractiveness of Nelson Mandela Bay as a destination. The study thus concludes that event marketers can apply the proposed event marketing framework as a blueprint for informing their strategic development of event concepts in order to enhance their potential for success. The successful establishment of event offerings will consequently amplify the destination attractiveness of Nelson Mandela Bay. This research’s deliverables are expected to positively influence and reinforce the productivity of the social interactions that encompass Nelson Mandela Bay. Essentially, a framework that credibly guides the event marketer’s thinking in developing event concepts for the city is expected to enhance the attractiveness, sustaining and success of events therein. The success of events is expected to widen business prospects within the city. Moreover, eminent events are also expected to position Nelson Mandela Bay as a formidable player, and an attractive destination to aspiring investors, decision makers and visitors. This is expected to widen the resource base of the local players within the city, and motivate for more collaboration amongst them in a quest of deriving mutual gain from the city’s progression. In view of these notions, this study can be grounded in the social capital theory.

published_or_final_version / Geography / Doctoral / Doctor of Philosophy

Sport events have been studied predominantly in isolation from other genres, as single events that have economic or social impacts mainly for urban communities. Yet, the apparent economic and social value of recurring small-scale sport and cultural events in rural communities call for strategic and integrated planning in policies for rural development. This requires that instead of assessing the economic or social benefits of a certain event, a series of interrelated events that comprise a host community's event portfolio can be synergized to derive outcomes through a holistic planning approach that places in concert the economic and social planning of different events. From this perspective, this study examines the event portfolio of a rural community. Ethnographic methods were employed and fieldwork was conducted in Fort Stockton, a small community in South-West Texas. Data collection included participant observation, interviews, review of archival materials and social network analysis. The results show that Fort Stockton's event portfolio is an embedded and eclectic assemblage of sport and cultural performances, collective imaginary and thematic preoccupations of the community that are presented as suitable for spectation. The instrumental connectivity of events bolsters the capacity of the portfolio to serve multiple purposes although strategic cross-leverage is not employed. Thematic continuities among events in the portfolio reaffirm and establish the projected meta-messages within and outside the community. A conceptual synergy lies at the core of each event, which dramatizes the ideological conflict between individualism and collectivism, and translates it to community identity, civic esteem, and economic benefit addressing the public discourse in Fort Stockton and mobilizing resources for event implementations. The institutional framework of Fort Stockton constitutes the basis of its capacity to capitalize on its event portfolio. Event organizers operate within an informal event network that frames their cooperative efforts to host events. Therefore, the event portfolio stands as an embedded system in which an integrated approach is taken about economic and social development by creating synergies between sport and cultural events and in turn using them for consolidating the community and fostering tourism. Finally, the theoretical and practical implications that derive from the study are discussed.

Diss. Göteborg : Göteborgs universitet, 2005.

Thesis (Ph. D.)--Michigan State University. Dept. of Park, Recreation and Tourism Resources, 2006. / Title from PDF t.p. (viewed on June 19, 2009) Includes bibliographical references (p. 154-167). Also issued in print.

Thesis (Ph.D.) - University of Queensland, 2005. / Includes bibliography.

The purpose of this research was to examine special event management as a temporary business model and how it is impacted by problem solving capabilities in its utilization of temporary systems. The phenomenon of special events management and how event leaders must continuously make decisions based upon knowledge, skill, and intuition are the constructs of why events operations are as unique as the events themselves. A paradigm of temporary operational organizations that depend on communication, information, and implementation of operational strategies within unusual and unique environments and on a continuous basis must rely on appropriate instructional systems. The instructional methods that are selected should support event leadership’s problem solving methods in accomplishing the goals and mission of the special event.

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