Identification model of the effects of management of a regional tourism event

Eugenia Panfiluk

Abstract


Purpose. The purpose of this article is the development of a model to identify the effects of a regional tourism event and its verification. The constructed model can be used for the evaluation of the effectiveness of the management of a tourist event.

Tourist events are becoming more and more frequently one of the most important tools used by municipal authorities as a territorial marketing tool for creating a positive image, including increasing the competitiveness of the tourism regions [Florida 2002]. Numerous studies conducted in relation to the events, especially those of international importance, indicate that tourist events also have a positive influence on the local economy [Cromptom et al. 2001], raise awareness and social activity [Kim, Petrickowo, 2005], influence the behaviour of local resources, including intangible assets [Prentice, Andersen 2003, Walker et al., 2013]. Extensive possibilities to use an event as a tool for social and economic influence causes an increase in its importance. The counterweight to the use of this tool are the high financial costs associated with the organization and the high risk of failure conditioned by, e.g.: the number and type of visitors (majority of 1-day visitors), their expenditure or the distance of travel. The particular risk of failure concerns mainly those tourist events, the aim of which is to promote the city as a tourist resort, organized by the regional towns of tourist importance. It is a perfectly reasonable action from the point of view of the development of the tourism sector, but with a high risk of failure. Monitoring the effects of the activities of the management system will help to assess the effectiveness of the decision-making activities in this area.

Methodology. The basis of this study was the desk research analysis, on the basis of which the previously used methods for assessing tourist events and the effects identified with their use have been identified. This made it possible to build a model to identify the effects of a regional tourist event. The questionnaire method was used for the verification of the model as a tool for data collection. The study was conducted on two groups of respondents. The first group consisted of those whose destination was the participation in the tourist event. The second group consisted of residents not associated with the tourist event.

The identification of the social effects was performed with the use of the contingent valuation method (CVM), using the willingness to pay tool, the identification of the economic effects was performed with the use of the method of expenditure estimation, and the social effects with the use of the qualitative analysis method. The effects were subjected to hierarchization and the analysis of the level of realisation of the organizational goals with the use of the expert method.

Results. The initially obtained results allow to draw the following conclusions:

  • social effects of a regional tourist event are much higher for non-residents than for residents. Non-residents exhibit a higher willingness to pay for the maintenance of an event than the residents.
  • economic effects are poorly perceptible. Entrepreneurs notice a marginal increase in revenue during the time of the event. Tourist expenditure related to the participation in event are lower than the expenditure for its organization.
  • environmental effects are noticeable - activities in the field channelization of tourist traffic and the state of cleanliness of the city.

The theoretical contribution. The research conducted by the author, is a continuation of the in the study area concerning the construction of effective tools for evaluating management processes.

Keywords: tourist event, management, contingent valuation, the effects of a tourist event

Paper type: Research paper.


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