There may be many reasons why a destination wants to hold events, but the economic benefits derived from increased tourism serves as a prime motivation.
Yet many destinations struggle to attract more tourists. Getz (1997) and Jago et al. (2003) both concur that the primary explanation for this is the fact that the tourism industry is a highly competitive field. In addition, cities have to deal with many other issues that affect their tourist rates, such as global change and unstable economic systems as was observed by Richard and Palmer (2010). These issues inspire destinations to seek out alternative ways to attract more tourists. Events are a very powerful and popular way to bring tourists into an area. Often destinations will use events as the backbone of their city development strategy. Through the use of events a region’s economy can improve. This is because tourists come into the area and spend their money, adding it to the region’s monetary circulation. However, in order for an event to attract enough tourists, it has to be a very great event.
But great events do more than just increase as area’s economic activity. Such events also serve to improve a city’s image; boosting the amount of pride that the local residents have about their community (Moon et al., 2011). Many governments recognize these additional benefits and, therefore, are motivated to host events. ...Show more