This paper is being presented in order to examine the influence of events and festivals on the community capital. To give the base to the overall discussion reviews and opinions of different authors will be presented. Besides this, seven different kinds of community capitals will be explained.
According to Quinn (2009), the study of events and festivals is nowadays an essential and productive part of tourism research analysis. Events and Festivals have succeeded in recent years and interest in accepting their importance in the academy of tourism has increased consequently. Even the hastiest scan of foremost journals of tourism validates that literature on the events and festivals is today one of the most productive of any tourism research area and there is a growing collection of articles, theoretical manuals and applied manuals accessible.
According to UI, Day & (2013), Events and Festivals are vital resources of the tourism sector. To visit the events and festivals, traveler visits a tourism destination and host community. Tourism performs an essential role in inspiring a domestic economy at host communities. In addition, to the role of tourism, various scholars of tourism sector have taken interest to the impact of tourism on the economy because tourism can be a way to regenerate economically a depressed county or area. According to Yeoman, Robertson & McMahon (2014), in regards to the tourism economic impact, some academics have begun to consider the cultural and social influences of tourism on the destination. This is because the local society’s leaders and researchers have understood that the important objective of the development of tourism is not just enhancing the living standard of the host society but also enhancing the quality of life of the residents (Moufakkir & Pernecky, 2014). QOL i.e. Quality of life is a comprehensive concept to evaluate the objective of the resident and personal welling. Quality of life offers an investigative outline for examining the connection between a host community and its businesses. Consequently, Quality of life could be an effective tool to measure the influence of tourism on the life of residents. To host the events and festivals at local societies is a typical development strategy of tourism. They entice tourists into the destination, generate job opportunities related to tourism, and distribute economic benefits all over the destination of tourism. Moreover, local events and festivals offer entertaining opportunities and enjoyable visitor experiences for domestic residents, influence quality of life of the local residents. However, very little information is available regarding the impact of local events and festivals on the quality of life of the residents. The absence of the knowledge of the local events and festivals might obstruct the marketers of the tourism and the community leaders to apply them in a planned manner to enhance the quality of life of the residents (UI, Day & Cai, 2013).
Few components perform an essential role in the makeup of the event industry. These components comprise companies of event management, event venues, and event organizations, suppliers of the event industry, external regulatory bodies, and industry associations. Event organizations are those organizations that perform the task of hosting the events. While few might be event-specific bodies like the organizers of Australian Open tennis tournament, others are special teams in the big companies (Etiosa, 2012).
Companies of Event management are formed of a group of individuals or professionals whose responsibility is to arrange events based on contract for their clients. These dedicated businesses frequently organize various events regularly and maintain long-term relationships with their suppliers and clients (Etiosa, 2012)
Suppliers of the event industry are considered as the network of an essential portion of the industry whereby knowledge and proficiency encounter to arrange high-quality and professional events. This constituent of the industry has now become very essential due to the quick growth, complexity, and expansion. Suppliers’ surface in the areas related to the event, like audio-visual production, staging, catering, sound production, entertainment, and lighting, or in associated areas, like, security, accounting services, transport, legal services, and communications (Etiosa, 2012).
Event venues are the important elements of the industry deprived of which not a single event can be hosted. Venue management is the essential portion of the complete process of event management because it aids as a share of the marketing of servicing or venue of the clients of the event. Certain specific venues of the event exist and generate extra revenue by letting their amenities to functions and business events reaching from universities, galleries, museums, and theatres. However, the frequently recognized event venues are exhibition centers, stadiums, hotels, theme parks, resorts, fitness and sports centers, heritage sites, markets and shopping centers (Etiosa, 2012).
Industry association arose because of the development and creation of the industry; it has become famous to possess professional relations in charge of liaison, communications, and networking in the industry, accreditation and training programs, lobbying, and codes of moral practice, on behalf of their associates. Various associations have been raised to the test of taking care of numerous industry sectors as it is varied. While few of these associations are global with subdivisions in diverse nations, others are area or nation based. Examples of few of the association majorly related with the managers and planners of the event are the following:
The ISES (International Special Events Society) is known as the association whose task is to endorse, advance, and educate the industry about special events and its system of specialists along with linked industries. In addition, to this, they struggle to maintain the honesty of the profession of the special events to the common public by their “Principles of Professional Conduct and Ethics”. Moreover, they obtain and distribute valuable information of the business; nurture an essence of collaboration among its associates and other professionals of the special events, and develop high standards of practices of the business (Etiosa, 2012).
The IAEE (International Association of Events and Exhibition) is called as an association that was planned in 1928 as the Exposition Manager’s National Association to signify the comforts of profession show and exposition managers. This Association is nowadays the foremost association for the worldwide industry of exhibition. Currently, IAEE signifies over 8,500 individuals who introduce and sustenance exhibitions in the whole world. The job of this association is to endorse the exclusive worth of the exhibitions and various events that carry sellers and buyers together like proprietary corporate exhibitions, conferences with the component of the exhibition, and road shows. IAEE is the main reserve for those who design, create, and service the whole industry. IAEE kilns partnerships with the organizations in the industry that either exclusively values members or reinforce the industry (Etiosa, 2012).
External controlling bodies are legislative and constitutional bodies whose responsibilities or accountabilities are to supervise and manage the manner and implementation of events and in various instances, these bodies has a nearby assembly with the industry. These bodies have leaped up due to the regulated and multifaceted environment in which modern events exist. In a few cases, various domestic assemblies now need a growth application for the performance of outside events which might shelter guidelines governing, for instance, noise restriction, traffic plans, etc. (Etiosa, 2012)
An event could be explained as a community assembly with the aim of entertainment, reunion, education, celebration, or marketing. According to the book of Getz i.e., Event Tourism and Event Management, events are provisional existences, either scheduled or unintended, and they typically have a limited length which is generally secure or exposed for scheduled events. In addition, they could be categorized in a diverse manner based on their content, size, and form. Examples of the different types are hallmark events, exhibition and fairs, special events, shows and expositions, mega-events, meetings, and festivals, and other educational and business events, art events, sports events (Getz, 2005).
According to Goldblatt, (2010), Special events are one of the divisions of event tourism that have been explained as the presentation, special rituals, celebrations or performances that are appropriately scheduled and accepted as the special occasions or achieve specific social, corporate, or cultural objectives and goals. These special events are present in different variety from national celebrations, vital public occasions, exclusive national performances, main sporting fixtures, business functions, trade elevations, and product introductions.
Besides this explanation by Allen, O`Toole, Harris & McDonnell, (2011), it has been contended that it is difficult to provide a real description to the ‘special event’ due to its huge nature then it can be finely distinct by its context. Getz has provided two definitions: one is from the point of view of the event organizer, and the other is from the point of view of the guest or customers. Initially, he describes a special event as a one-time occurring event outer of the usual activities or program of the supporting or establishing body. Secondly, to the guest, a special event is an occasion for knowledge out from the general choices range or outside the experience of everyday life. According to another investigator named as Joe Jeff Goldblatt, Special events is the science and art of celebrations, as they are always scheduled, always stimulate anticipations, and always inspire by offering a celebration reason.
Considering the term i.e. hallmark, it signifies a symbol of authenticity or quality that distinguishes goods from others or relates to a characteristic feature. These events are main recurring events of restricted time duration, established mainly to improve responsiveness, petition, and effectiveness of the destination of tourism in the long-term or short-term, and the success of these types of events majorly depends on individuality, position, or timely implication to generate interest and attract people. In other arguments, they are considered as those events that possess the capability to drive their destination, aptitude, or association with their hallmark (Bowdin, Allen & Harris, 2012).
Several investigators concerning the word mega event have provided various meaning and definitions. According to Donald Getz, mega-events are the events that involve unexpected high-level tourism, prestige, economic influence on the host country or society, or media coverage. In 1987, Marris, while briefing the session of the International Association of Tourism Experts, which was based on the mega-attractions and mega-events subject, specified that mega-events could be defined by the cost, psychology, or volume of visitors. Their volume must surpass 1 million visits; the minimum cost of capital must be $500 million, and their status must reflect that it is a ‘must see’ event. Various investigators focused on the economic influence of the mega-events in their definition in place of image, size, or cost (Frawley, 2016).
Another investigator in the tourism and event field describes it as the events that are meaningfully directed at the worldwide market of tourism and might be appropriately defined as ‘mega’ by the feature of their size in regards to their target market, political effects, attendance, etc. According to Wenner & Billings, (2017), the main characteristic of the event classification is that they are majorly yearly events and they entice tourists across the world. Due to their worldwide nature, mega-events are normally echoed in the worldwide media. For instance, International trade exhibitions and fairs, the Olympic Games, the FIFA World Cup, etc.
Various things are present in the working of the festival and if the managers or planners do not have any knowledge about neighbors, political issues, traffic patterns, competition, law enforcement, and an entire host of different issues, take the festival towards failure. According to Chuck Morris, performers that are not large in the country can create in Colorado (Live Work, 2018).
Every panelist at the Conference of Billboard Touring possess at least a single store of how to make relationships with the society and leaders of the business, law enforcement, health department, neighborhood associations, recreational officers, etc. offer some type of advantage (Live Work, 2018).
Particularly in the first year of the festival, it is essential to offer to the customers’ effective services. The festival gets successful if it spends extra to excite the audience by investing extra money. It motivates them to come repeatedly to attend the festival (Live Work, 2018).
Price is knotted to understanding the market, but for few causes, pricing of the festival is very sensitive than the steady price of live entertainment. The consumers actually desire to feel the worth of their spending, as there is a supposition that whatever they will look at would be watered down (Event Manager, 2018).
The need for transportation and housing department must be separately maintained. If there will be two separate departments then there is need of assigning the separate responsibilities between those who manage housing or transportation for performers and team and those individuals that will bring customers from different places. Housing must not be avoided. Management of the festival should try to get the hotel bookings in the same city where it is organized (Wilding, 2015).
Every maker knows that food and beverages are very important for the complete feel of the festival. With the festivals such as Heritage and Austin City Limits & New Orleans Jazz, the food works same as music to attract people (Odussey Designs, 2018).
The advanced technology of the festival is like a friend because it makes the experiences of the audiences enjoyable.
As per the producer of the festival panel, it is very important to create a model and once it is created, it could be used in another festival at the different city (Live Work, 2018).
It is not the matter of concern that in which country we live, but festivals are unavoidable. A celebration of different festivals takes place in each culture, around the globe, and for diverse purposes. Food, music, and religion are the reason that inspires old and new festivals. Some of the examples of popular festivals present on this planet are:
Several largest festivals of the world have their foundation in religion. To honor god religious followers have utilized a special occasion of eating and celebration. Fes of the known religious festivals comprises Diwali, Eid al-Adha, Christmas, Passover, Hanukkah, Holi, and Easter (Ministry of Culture and Tourism, 2018).
Among all these festivals, Holi in India is certainly the colorful festival. Along with this, it is also called the festival of throwing colors and it is celebrated in the month of March every year. Hindus and Sikhs celebrate it, with bonfires and water and colorful powder are thrown on one another for a memorable view (Will, 2015).
Carnivals are festivals that might have its basis in religion, however, in present time it is less about celebrating religion but more about hard celebration. Usually, the season of the carnival is celebrated in the world before Lent, with the key events frequently are held in February. Lent is known as the time when followers of the religion have to remain on fast or avoid luxuries for around 40 days. Hence, the carnival is said to be the only occasion to get involved in all type of food, partying, and food that they have to avoid during Lent (Johnstone, 2016).
Carnival celebrated in the streets, with pageants filled with people, classically with the displays full of colorful floats. The people to enjoy the Carnival use various masks, music, balloons, and costumes.
Not only religious festivals, there is a major celebration of the culture in the whole world. Each element of art today has its significant festival somewhere in the world (Ikoniadou, 2014). For example, Films are celebrated at the Sundance and Cannes Film Festival. Festival of Melbourne International Comedy is celebrated for comedy, in Australia.
It is not atoll a chance or coincidence that few of the eldest festivals overlap with some seasons. Nations in the world possess various festivals that are celebrated during the winter season.
A party does not look like a party if it does not involve any type of drink and food. Closely knotted with the seasons, various festivals based on food usually celebrated at the time of harvesting, when the farmers get their crops and share plenty of food. Some of the most famous drink and food festivals:
It is one of the famous festivals of Germany and the one, which is now being inspired to celebrate across the world. It is said to be celebrated of the most loved drink of the humankind i.e. beer. Every year for 16 days in the month of September, it could be observed that the Munich Lined streets with the tables and tent of beer, serving the beer glasses and traditional food of German such as potato pancakes, roast pork, and sausages (Ministry of Culture and Tourism, 2018).
It is the festival for the people who love tomatoes. It is a celebration with a twist; La Tomatina is the biggest fight of food in the world (Thomas, 2018).
Various practitioners and researchers in their work are presently utilizing the Community Capital Framework. According to Jacobs (2007), the community capitals framework discloses the connections between diverse divisions of the community. Communities are known as those systems that possess outflows and inflows, regression and progression, ups and downs.
For instance, the time money is invested in an event and festival in the community, the system is influenced either negatively or positively, increased pollutions, more jobs, new housing developments, increased populations, decrease in unemployment, increased rates of crime, and new immigrant populations are some of the issues that need to be managed. From the perspective of economic development, arranging an event and festival in the town looks like an effective solution, however, it should be considered that it would have an influence on other various surfaces of the community (Jacobs, 2007).
The community capital framework is said to be an inclusive framework that was originally established to know how the community and society works. Flora and Flora (2012), directed a research in which it suggested that the communities that are successful in the development and support of sustainability and entrepreneurialism carefully paid attention to the seven diverse kinds of capital i.e., human, financial, natural, built, cultural, social, and political.
Natural capital means the assets that are present in a location comprising amenities, natural beauty, and resources. Natural capital may comprise farmland, features of nature or landscape, and parks (Ripple Effects Mapping, 2011).
Social capital means the relation between organization and people or the social adhesive that let things happen. Bonding social capital means those close bonds that shape community structure. Bridging social capital comprises weak links that make and uphold connections among communities and organizations (Agricultual Economics, 2015).
Political capital imitates access to the power and brokers of power, like access to the local office of Congress member, access to state, country, local, or tribal administration bureaucrats, or influence with a regional company (Pigg, Gasteyer, Martin & Keating, 2013).
According to Emery, Fey & Flora (2006), Cultural capital means the manner people understand the world and how to perform in it. Cultural capital comprises the changing aspects of whom we understand and feel relaxed with, what inheritances are appreciated, partnership across ethnicities, generations, and races, etc. Cultural capital effects opinions are heard and pay attention to; which opinions that have an effect on what parts; and how originality, novelty, and effect arise. Cultural capital may comprise multi-lingual populations, ethnic festivals, or a strong ethic of work.
Human capital means the ability and skills of people, along with the capability to use external resources and knowledge bodies to recognize promising practices. Moreover, Human capital also talks about the ability of leadership to lead in the different environment, to be inclusive, participatory, concentrate of assets, and be proactive in determining the future of the society or group.
Financial capital means those financial resources that are accessible to spend in the community capacity structure, to endorse the development of businesses, to provision social and civic entrepreneurship, and to gather wealth for the community development in future. Several times financial capital has become the focus of efforts of the community.
Built capital means the infrastructure that ropes the community like industrial parks, sewer and water systems, telecommunications, roads, and main streets, etc. Built capital mostly possesses the focus of the development efforts of the community. However, initial research designates that when contributions for roads, sewers, and water projects are provided to the communities that have not been spent in other capitals; these types of projects incline to have fewer chances of success.
The Community Capital Framework can recognize the comprehensive increasing influence that a festival possesses on the community, on vendors, on residents, and on tourists (Emery & Flora, 2006). The seven capitals can detect the immediate as well as the permanent influence of the event. Every type of capital might have straight effects on the stakeholders of the festival but might have indirect effects by diverse type of capital. Therefore, it is significant to observe all the categories of the capital in an increasing manner. Events that include, or consider, all the seven capital types must possess an opportunity of lasting achievement because they are evaluating what they desire to manage, and handle the issues that have been related with viable, entrepreneurial development in the communities (Flora and Flora, 2012).
Though numerous methods are presently utilized to know the influence of special events and festivals, the common of these is incline to detect the economic influence of events, with the focus on economic profits to the community (Wood, 2005). For instance, data of the visitor expenditure have been utilized to get the revenue of the destination and to perform the analysis of net economic benefit. Other investigators have recommended seizing intangible benefits and costs, like social benefits (for example, event product extension, community pride, development of community); specific economic benefits (construction spending, long-run benefits of promotion, business development, persuaded development and augmented values of property). Besides this, they have also recommended social costs (disturbance to the lifestyle of the residents, crowding, crime, damage of property, traffic, noise, and damage); and economic costs (underutilized infrastructure, business disturbances, and local exit) (Dwyer, Mellor, Mistilis & Mules, 2000). Even though, the intangible benefits and costs have captured less consideration from the theoretical literature as compared to economic benefits.
Getz and Frisby (1988), recognized profits to social infrastructure (development of leadership) and the leisure measurement linked with event attendance as precise benefits of arranging festivals. To inspire research on the festival’s social influence, Arcodia & Whitford (2006) established a model that suggested a relationship between the social capital of the community and festivals. They observed that the community resources, social cohesiveness, and celebration related to the festivals can consequence in social capital by the extension of trust, networks, information, values, norms, obligations, relationships, and engagement. They also debated on the impact of environment and impact of political factors. In a similar manner, Robertson, Rogers & Leask (2009), studied the literature and fortified extra examination in the zones of festivals and strategy, social influence, network and community, and festival directors.
Various other investigations have gone outside the arena of explaining the significance of capturing the non-economic issues and have tried to evaluate social impact. Delamere, Wankel & Hinch (2001), and Fredline, Jago & Deery (2003), utilized the investigations that comprised 40 signs of social influence at events and festivals, and Rollins & Delamere (2007) established an Attitude Scale of Festival Social Impact i.e., (FSIAS). Small, Edwards & Sheridan (2005), drawn an SIE (Social Impact Evaluation) and established a scale i.e. SIP (Social Impact Perception) that evaluated opinions of the members of the community after a small festival of the community. Their scale comprised community impacts (for example, crowded streets and footpaths, increased opportunities of the job, augmented pride, and noise pollution); impact of leisure/recreation (for example, future utilization of facilities and increased opportunities of entertainment). Besides this, it also included infrastructure impacts (for example, refurbishment of public structures and better care of public amenities); influence of health and safety (for example, augmented police presence and augmented crime); and cultural impacts (for example, influence on the native character of the society and its cultural individuality, increased native consciousness of cultural doings, etc.).
Another exploration has tried to evaluate diverse social and economic benefits and costs. For instance, Gursoy, Kim & Uysal (2004), detached the apparent influences of special events and festivals into four concepts economic benefits, social costs, community cohesiveness, and social incentives. For the community cohesiveness, they possessed four methods that caught the ability of the event or festival to increase revenue for public projects; improve community image; promote businesses, and shape the pride of the community. For the economic costs and benefits, they possess three methods i.e., increase the opportunities for employment; inspire residents to create new facilities, and enhance living standard. For the social incentives, they dignified the facility of more leisure opportunities; support to reserve the domestic culture; and other various recreation activities. For social costs, they measured augmented traffic mobbing, and stress on native services like the fire department, roads, utilities, and police.
In summary, the key variance between different other measures of economic and social cost and benefits and the suggested Community Capital Framework is that CCF take into consideration every type of the capital as the division of complete system. It teases out diverse sorts of capital that are frequently assembled as a share of social impact, which might support future investigators to properly comprehend the relationship between diverse kind of capital and their contributions to the impact of event or festival. Community capital framework has majorly been used to know the sustainable societies, and not events and festivals.
To further explain the application of the Community Capital Framework in relation to the events and festivals, the authors with the help of the measurement system analyzed the Western North Carolina’s HandMade Festivals.
HandMade is the not for profit organization of America in the North Carolina’s Appalachian region that emphases on rejoicing and conserving the handmade thing, mainly craft. The information, in this case, concentrates on the intangible and tangible influence from the community festivals, but the case was the division of the big investigation measuring the consequence of all the programmes of HandMade by utilizing Community Capital Framework. For the bigger study, a collection of data was started from May 2010. It was done in three parts i.e. interviews with the 12 staff members of HandMade, an evaluation of the news archives, reports, and publications of HandMade, and interviews with 117 citizens of seven cities of the directed region. The question of the interview was created to produce information about the impacts of programmes of HandMade and classify the influence into the community capitals of CCF (Kline & Oliver, 2014).
Overall 117 citizens from the towns of Chimney Rock, Mars Hill, West Jefferson, Bakersville, Hayesville, Marshall, and Crossnore offered their contribution to the community-based special events and festivals (Kline & Oliver, 2014).
Conclusion
The examination of events and festivals today has become a significant portion of the analysis of the tourism research. Events and Festivals have attained success in some recent in getting the attention of various academies and they have accepted their importance in conducting the research of tourism because it has a major influence on the community capital. Whenever an event or festival is organized in the country it attracts the attention of media, guest, and artists, who get involved in these events and contribute in terms of efforts, money, and emotions. The above literature review has represented various opinions of different investigators and academies regarding the contribution of event and festivals in the community capital. Lastly, the paper discussed the case study and its implications for stakeholders of the festivals in terms of Community Capital Framework.
Due to the interactive nature of the planning of the event and the nature of the public of the community, there was the major influence on Social Capital. Emerging new events or celebrating traditional events has an extra influence on the Cultural Capital. Human Capital is also reinforced and increased at the same level, and to a later extent, are Political and Financial Capitals. An outstanding observation is that the main reason for organizing festivals in the economic benefit for the town and vendors, and most of the influence cited by the members of the community are Cultural and Social in nature.
Using this process will support planners of the festival to get adjust with the altering socio-economic and demographic forces, identify the relationship between the success of the event and sustained attractiveness of the destination, measure the profit that might be gained from the pride of the community and vision of leadership that lasts after the end of the festival, ends. Besides this, it also helps planners of the festival to identify the festival’s cultural impact and how it creates values. In the conclusion, it could be said that organizers of the event and festival will become As a result, festival organizers will become better at arranging fruitful events and communicating about this to the stakeholders of the community.
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