Events play a vital role in the business world. An event is the best platform and tool for advertisement and social awareness. It involves many individuals at a particular time. Event management includes planning, managing, coordinating and evaluation of the event (Bowdin, Allen, Toole, Hams & McDonnell, 2011). In the event management, the professionals adopt different concepts of the promotion. Most of the companies take help of the events for launching their product in the market. The events have a wider scope which includes social events, religious events, political events, networking events, entertainment events, sports events, education events, business events, promotional events and international events (Hard, 2018).
Each year, a number of marathon events are organized. This has seen a particular rise in the number of participants, which can be attributed to the popularity of such events. Marathon includes long-term race which could be covered by running or walking. People take part from different countries for the social cause and sustainability (Nix, 2014). The first marathon event was organized in 1896 and the distance for racing was standardized after 1921. Each year around 800 marathons are held with more than ten thousand participants in the countries (James, 2009). The six key marathons are the London marathon, Berlin marathon, Tokyo marathon, Boston marathon, New York marathon and Chicago marathon (Abbott World Marathon Majors, 2018).
In the ensuring parts, there will be a detailed discussion about the Gold Coast marathon, its importance, impact to the shareholders and certain other factors revolving around the event. This would help in gaining knowledge about the significance of the event, particularly from an Australian standpoint, in detail.
The Gold coast marathon was, for the first time structured on 2nd September 1979 by Rotary Club of Surfers Paradise Central. It is organized for the health awareness in the Queensland, Australia. The marathon of Gold Coast is the reputable international marathons which are organized every year in the month of July. Around 25,000 participants covered all age group attended from 50 countries around the world. The Golden Coast marathon consists of eight races such as The Wheelchair Marathon, Golden Marathon, Wheelchair 15km, Southern Cross University, ASICS Half Marathon 10km Run, Garmin 4km Junior Dash, Garmin 2km Junior Dash and Gold Coast Airport Fun Run (Gold Coast Marathon, 2018).
Marathon events majorly focus on tourism which is also known as a sports tourism event. The events of the marathon are organized to accelerate the demand for tourism. The number of people depends on the size of the event (Buoncristiani, 2004). The crowd of people is important for the tourism. According to the research of LA Sports and Entertainment Commission (2003) it has been analysed that around US$32.2 million generated through sports events which have an average impact on the economic and according to the Canadian Sports Tourism Alliance (2003) around $2 billion generated every year by the sports tourism industry in Canada (Elsevier, 2005). It also has a great impact on the stakeholders that handle such events by the way of marketing, management, and organization of such events. Politicians also have a great impact from the marathon.
In the marathon, the behavior of customer expenditure can be analyzed by different methods, through which the earning capacity could be analyzed from the event of a Gold Coast Marathon which is explained in the below points:
The economic effect of the Gold coast marathon could be analyzed. The number of participants attended in the gold coast marathon has two effects.
First, the local demands were temporary accelerated for the accommodation, meal, beverages, sports equipment and the power of shopping in the city. In total the gold coast earned approximately 40 million dollars in which approximate 90,000 visitors overstayed in the night which increased the demand for accommodation (Queensland Government, 2018).
Second, when the flow of international and national tourists is on large scale then it has a direct impact on the publicity during or after the event. The success of the event depends on the experience of the participants. If participants have a positive experience then there is a possibility of participants to revisit the event and they can also recommend to other individuals. Therefore, the number of participants of gold coast marathon has been increased; in the event of marathon around 25000 individuals participated last year.
The stakeholders were also greatly affected from the Gold Coast marathon event. The stakeholders are divided into two categories – primary and secondary.
The primary category includes volunteers, employees, spectators, and sponsors.
Secondary Category includes government, host community, tourism organization and general business.
The success of the marathon event affects the stakeholders directly. It could be understood through Mendelow matrix model. In this model, the stakeholders divided into four categories according to two variables – influence power on the enterprise and the level of interest in the actions.
(Source: Thompson, 2018)
First, when the stakeholders have a high level of interest and have high influencing power, work as a key player. These stakeholders have been highly affected by the marathon event because they have a direct interest in the event and the earning affected accordingly.
Second, the stakeholders with high influencing power but a low level of interest have no direct interest in the strategy of marathon event organizer. They are not directly affected by the success of the event but dissatisfaction may have a negative impact.
In the third group, the stakeholders have a low level of influencing power but have a high interest in the activities of the event, that play an important role in the event of marathon for the long perspective, the organisation mainly focus on limited information which is provided to such stakeholders and involve such stakeholders in the limited decisive process. Thus, these stakeholders have not been highly affected by the event of the marathon.
In the last group, the stakeholders with low influence and low interest are least affected by the success of the event because they have a less involvement in the activities of the event (Thompson, 2018).
Therefore, with the help of the Mendelow model, the analysis of stakeholders could be done. It helps to understand how much stakeholders are affected by such activities.
The event of Gold coast marathon has a positive and negative impact in a number of ways. Every year the number of participants in gold coast marathon is increasing, which creates a great impact on the economy of the country as well as on the society and the environment. The sustainability of the Marathon depends on the environmental, socio-economic, governance and workplace issues for the financial performance (Marathon, 2018). The economic impact can be easily observed through analyzing increase and decrease in GDP of the country, the earning capacity of visitors and local people, a number of job opportunities. Some of the social impacts are not observed because it creates an indirect impact on the host country such as the impact on the standard of living of local people which cannot be measured.
The revenues generated through the Gold Coast marathon event provide the employment opportunities and increase the amount of taxpayer, the major part of tax revenue were utilized in a project of infrastructure development by the government (Gold Coast, 2018).
The participation of international participants induces tourism, which has a direct impact on the public utilities such as water, sewer, sidewalks, lighting, parking, and public restrooms (Matheson, 2006).
The exposure of media helps to make the event successful and improve business relationship for non-tourism business. It also has a great impact on the earning of a local business. The event of the marathon has a contribution in the GDP of Australia as the GDP increased from 417.40 billion to 1573.70 USD billion (Trading Economics, 2018). It was evaluated that the gold coast marathon attracted the activity of direct sale, which led to increased in the indirect sale and induced the spending capacity. It has a direct impact on the inflation. The number of tourist and tourist revenue increased which help in the economic development of the country (Mackellar, 2016). In general, there are three types of the method which are mostly used in the analysis of economic impacts such as input-output models, cost-benefit analysis, and computable general equilibrium models with the pros and cons, among which the input-output model is mostly, used which is declared as a comprehensive method in economic impact research (Arnegger & Herz, 2015).
The event of gold coast also has a great impact on the social activities. The event of the gold coast marathon induced sale in the region that provided the earning to the businessman and new job opportunities increased in the country. The standard of living of individuals was also improved and the taxpayer increased, that created funds for the government to utilize in the public infrastructure, education, health and so on. With the help of marathon the fund for charity could be raised (Carlini & Neil, 2017).
On the other side, the marathon has a great impact on the environment also, the event of the marathon have a negative impact on the environment of the host country, it includes the movement of the local community, crime and disruption and crowding in the country. The impact of the marathon could be negative on the environment as a result, clearing of trees, building ski huts, noise pollution, light pollution, overcrowding, traffic congestion and leave damage on the host destination (Fairley, Lovegrove, Newland & Green, 2016).
Therefore, the gold coast has not only created impact economically but also has a great impact on social activities that help in the economic and social development of the country, on the other hand, the event of the marathon has also a negative impact on the host country. Therefore, the event of the gold coast marathon has a positive and negative impact on the host company (Van der Wagen & White, 2018).
The event of the Gold Coast Marathon has a great impact on the host country. The event can contribute positively to social sustainability in a number of ways. First, an event can be treated as a responsible corporate citizen. Various strategies should be followed by the event management while arranging the event of the marathon that would help in the success of the event. Proper safety of event should keep in the mind which include coordination with the police, provide security in the event to avoid crimes and disruption. Proper traffic safety devices like cones and crowd control barricades should be arranged to avoid the traffic crowding. The medical facilities should be arranged properly which include the medical tents for minor injuries and ambulance to handle major medical issues. Proper toilet rooms, dustbins, food and water station should be provided in the distance of 10 km to avoid pollution. There should be the presence of proper social networking to increase the visitors. The proper arrangement should be done for the visitors to avoid the issue of overcrowding.
The gold coast marathon has a great impact on the whole economy of the host country. The marathon event creates the noise pollution and light pollution but also provide the new business to the local people of the host country. The marathon event induces the issues of overcrowding, crimes; traffic issues simultaneously promote the host country for tourism that would lead the good opportunities for earning. The event of Gold Coast marathon provided the huge amount of fund to the government that could help in the improvement of public utilities such as water, sewer, sidewalks, lighting, parking, and public restrooms that would be damaged during the event of the marathon. Therefore, an event of the marathon compensates the loss by providing funds to the government.
With the help of Social exchange theory, it could be evaluated that the event has a negative or positive impact in term of expected benefits or the cost from the services they supply (Waitt, 2003).
However, different stakeholder has a different impact from the event of the marathon. If the stakeholder has a huge participation and interest, in the activity of the event, then the stakeholder would be affected more on the success of the event because the stakeholder has a direct earning from such event. When the stakeholders have a less participation and interest in the event of a marathon then will be affected less by the success of the marathon event. The number of stakeholders depends upon the success because the event has a direct link with the earning of the stakeholders.
Conclusion:
From the above, it is concluded that for the success of the events there should be clear planning, organizing and controlling. The events of marathon play a vital role in the society. The event of the marathon has a great impact on the economy of the country. Most of the marathons have been organized for the social cause. However, the Gold coast marathon has a great impact on the host country – economically and socially. The Gold coast marathon helped in, to induced the business of the local individuals. Each year, the gold coast marathon event is organized. This has seen a particular rise in the number of tourists, which boosted the earnings of the hotels. The stakeholders also greatly affected from the event of the marathon. The income of the stakeholders depends on the success of the marathon. The marathon also makes a contribution in the increment in the GDP of Australia. The marathon has a positive and negative impact on the host country. The event of Gold Coast marathon helped in, to improve the standard of living and generate new job opportunities; on the other hand, it also created noise pollution, light pollution, overcrowding, and traffic cognition. Therefore, various strategies should be followed by the event manager to reduce the negative impact on the host country to make the Gold Coast Marathon more successful.
References:
Abbott World Marathon Majors. (2018). Six Star Finishers. Retrieved from: https://www.worldmarathonmajors.com/everyday-champions/six-star-finishers/
Arnegger, J. & Herz, M. Economic and destination image impacts of mega-events in emerging tourist destinations. Journal of Destination Marketing & Management. 1-10.
Bowdin, G., Allen, J., Toole, W., Hams, R. & McDonnell, I. (2011). Event Management (3rd ed.). New York: Routledge.
Buoncristiani, J. F., & Martin, D. E. (2004). Factors affecting runners’ marathon performance. Chance, 6(4), 24-30.
Carlini, J. & Neil, A.O. (2017). Gold Coast Business and the Commonwealth Games: Impact, legacy and opportunity. Retrieved from: https://www.griffith.edu.au/__data/assets/pdf_file/0040/296599/gold-coast-business-and-the-commonwealth-games-report-20171.pdf
Fairley, S., Lovegrove, H., Newland, B. L., & Green, B. C. (2016). Image recovery from negative media coverage of a sport event: Destination, venue, and event considerations. Sport Management Review, 19(3), 352-360.
Gold Coast Marathon. (2018). About Gold Coast Marathon. Retrieved from: https://goldcoastmarathon.com.au/about/features/
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Hard, R. (2018). Profile of an Event Manager. Retrieved from: https://www.thebalancesmb.com/what-is-events-management-1223642
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Lee, C.K. & Taylor, T. (2005). Tourism Management. Elsevier, 26, 595-603
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Marathon. (2018). Marathon News. Retrieved from: file:///C:/Users/System04095/Downloads/CSR%20Report%20News%20Release.pdf
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Van der Wagen, L., & White, L. (2018). Event management: For tourism, cultural, business and sporting events. Singapore: Cengage AU.
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