Discuss about the Hallmark Event for Tourism Advertising Campaign.
Singapore is an example of a destination which has developed its image through the use of events. Initially, Singapore was known to be a nation of non-interference through its government. In the era of 1990s, there was a formulation of a tourism advertising campaign that posed the issue on whether a city of efficiency, Singapore, can find time for celebrations. Celebrations, in this case, represent tourism which is a major way to celebrate by individuals, who in this case may either be local or international tourists, the beauty of nature. Therefore, due to Singapore’s desire to have a better reputation of being a fun place, it was epitomized by the new idea of putting more emphasis on events whereby the nation of Singapore has been bidding and hosting some important events such as sports. Singapore as a result of its strategy on events development, it has been able to make the most out the limited resources as it is a small nation.
The main aim for the Singapore’s involvement in events is to seek for a recognition worldwide as the events such as sports involve all the individuals globally. Events may also enable Singapore to reclaim land from the sea which they will use in building its slums regions and congested districts. Singapore also is looking forward to promoting the area around the Marina Bay as its stage for global events. Through the development of events as a portfolio strategy, the nation of Singapore was able to host the International Olympic Committee (IOC) in the year 2005 where they met for purposes of 2012 games preparations. The meeting was within a duration of four days and the total amount spent was $S1.7 million hence, improving on the economic status of the Singapore and also it has worked the marketing potential of the Olympic brand.
Through the events mainly sports held in Singapore, they have enabled the country to improve on its profile as an event and training place among sports federations globally. Singapore as a result of developing events as its strategy to improve on the country’s revenue, it has been able to be awarded as the “globe’s best sports city” by the International Sports Event Management outperforming Paris, Barcelona and London who are known to have the culture of sports deeply unlike Singapore which developed it. Basically, international sports are said to be one of the major sources of income for the host nation. This is because individuals from all over the world will spend money during their attendance to those particular sports.
Bleach festival marks a crucial development in the cultural identity of the Gold Coast region of Queensland in Australia hence its need to repackage itself as more arts and culture-based image through bleach festivals. Through the bleach festival, the Gold Coast’s producers and artists will have an opportunity to connect with one another and also with their target audience. Bleach festival involves historical culture whereby, during these festivals, there is a huge flow of tourists from all over the world. Individuals, who in this case are the tourists usually are more attracted to historical things such as driving around with parade of old motor vehicles and dressing code of the 1920s to 1940s which takes them back to the life that existed before them.
Although bleach festivals are a source of tourists’ attraction, they are basically designed to create a platform where individuals such as artists and producers can share their social experiences which may be used to celebrate milestones and special occasions in cultures or showcase sporting or artistic talent. Bleach festivals facilitate an extended visitation within the Southern Gold Coast region for purposes of determination of the arts and cultural development value all over the world. For purposes of maintaining the visitors, who in this case are the tourists, the government supports the existing event financially towards its marketing efforts to attract, bid for or create new events. As a result, Gold Coast would be able to improve on its economic output. With improved economic output, it will mean that the standards of living of Gold Coast will also improve in terms of citizens’ capability to meet both their basic and luxurious wants to some extent.
Generally, festivals are known to take part in enhancing the tourists’ experience. Once the tourists have had know-how pertaining to the culture in Gold Coast, they are likely to make their regular visitation a habit. Through that, the business of showing the artists’ arts to the tourists will be sustainable. The artists such as the photographers, painters, fashion designers, musicians and sculptors in return will be able to make their own income as well as the government through the taxes. The country’s output will also improve. Bleach festival was more focused on art and music as a result of emerging culture dominance of surfing and also its reflection on the local art society. Through the bleach program, artists were able to create artistic installations upon which they were being motivated by the natural environment and connection to ocean and beach.
Lone Pine is useful in western tourism as an example of a region which has utilized its cinematic heritage to influence strong flows of tourism. The sustainable tourism arose from the Lone Pine Film Festival which was being held annually from the year 1990. The exterior of the Lone Pine museum is an imitation of a real 1930s cinema which was situated in Nebraska. Lone Pine is also associated with realistic, tough and bleak westerns which were made by Budd Boetticher in the era of 1950s. Featuring Randolph Scott, the tough, realistic and bleak westerns are viewed as the ultimate in the category of the Adult Westerns of that era and were greatly influential on the 1960s period Spaghetti Westerns. The great influence of those milestones films, recent films such as Django Unchained and The Lone Ranger has been filmed at the Lone Pine in the year 2012 and 2013 respectively.
Lone Pine continued to promote a sustainable tourism on the establishment of a museum. The museum comprised of eye-catching consumes with elaborate and colourful women costumes of the 1930s and 1940s. Accompanied by those costumes were the film posters from the 1950s which featured both women and men in suggestive posing and in tight clothing which portrays the sexualisation of the western culture during the era of 19th century. In return, the museum attracted a lot of tourists both local and international that enabled the Lone Pine to contribute greatly towards a more sustainable tourism.
The Lone Pine has been known to be among the best film producers with their films such as The return of Jack Slade being a hit. Lone Pine was also used as a speculator area for the Indian attack on How the West was Won on the wagon train in the year 1962. The Lone Pine has been known for its good films which relate to the real-life of an individual. That is, the real world’s happenings portrayed through films such as Seven Men from Now which was produced in the year 1956, The Tall T produced in the year 1957, Ride Lonesome in the year 1959 and Comanche Station in the year 1960. All these films have continued to maintain the legacy of those artists who existed in those early days up-to-date and has enabled the Lone Pine to stand still. Lone Pine provides a good example of a festival which has succeeded in building a complementary year-round attraction.
In terms of economic impact, rural festivals have a very small impact than those festivals whose setting is in the cities. The rate at which individuals, both local and international tourists are expected to show up in rural settings is different from that in the cities. Usually, the rural population is small compared to the city. Therefore, rural festivals register a low economic impact because they are small in gage and mainly attracts the local community only whom in this case are the local tourists.
The rural setting also lack adequate capacity for tourism accommodation hence, even in the case where there are tourists who are not from within the local community, the rural setting will not be able to play a major role in the economic sector as those tourists will only spend a little money due to lack of accommodation facilities. Although money is a key to all the festivals, the rural festivals are highly focused on inspiring community identity and spirit of the local community. Also, the rural communities usually turn in great numbers to the rural festivals for purposes of obtaining positive changes in their lives as the rural areas basically suffer all the ill-effects of economic transitions.
An economic impact is a significant tool for the event organizers and all the other stakeholders such as government funding bodies involved. The event organizers determine the extent of at which the tourists were attracted to the destination by the festival in terms of the festival impact to the economy. Rural festivals are usually less emphasized and they do not happen occasionally due to their small impact on the economy. On the other hand, city’s festivals are more emphasized and they occur occasionally due to their great economic impact. City festivals also attract many tourists compared to rural festivals due to the availability of accommodations.
Rural festivals are more authentic than city festivals since the rural festivals involve themes that purposely are to guide the culture of that particular community. City festivals, on the other hand, are only interested in making money out of tourists without the consideration of any culture. Themes which used in rural festivals involves; agriculture, local customs and traditions and the importance of local identity. In agriculture, the festival may involve activities such as; education on how to improve the quality of the local products and also income. The local culture such as the songs and dressing code of a certain community depending on the rural setting may also be presented during the festival. Thus, this makes the rural festivals to be less emphasized due to their narrowness in terms of festival activities.
Commonwealth games are an important element in the growth of a country as it results to flow of many visitors into the country. Usually, commonwealth games act as a catalyst for the improvement of infrastructures such as transport links and sporting infrastructure. In the case of Brisbane, the major advantage which would be obtained from the bid and hosting of the 2028 Olympics would create better lives for the people of the South East Queensland as they will have a legacy of the mega-event which definitely will be a success to its preparations done in advance. South East Queensland does not have large wastelands in its urban segment thus, the amount spent in improving the urban infrastructure will be less.
Therefore, South-East Queensland being an abled country whereby, it has been able to provide its citizens with a better living in terms of good infrastructure for instance. It would be able to enjoy fully the benefits that will be resulted from the 2028 Olympics by investing into other beneficial programs for the well-being of the whole country. Usually, a developed nation tends to enjoy more in cases of an opportunity that may bring some income, unlike a developing nation. This is because a developed nation may use that income to undertake many more other projects which will result in the generation of extra income. Developing nations, on the other hand, will use the income raised in the case of being host country for Olympics, for instance, to improve on already existing projects such as the construction of proper infrastructure.
The Minister of Events should, therefore, exclude during the calculation of the Olympics economic impacts all the revenues after the deduction of the stadium construction cost which is worth $ 500 million and some costs which it may incur on its infrastructure restructuring in case a need arise. The Minister should also exclude sales of products which were made outside the country’s border, sales of used products, illegal sales of products, government’s transfer payments and finally the intermediate products which acted as a tool in the production of other final products. With that, the government would be able to come up with the exact figure of the economic impact that will result from the Commonwealth games which will take place in the year 2028. Therefore, despite the criticism on the money spent on the commonwealth games, hosting an Olympic has more benefits to the host country as through that, there are higher chances that it will raise more money than what it spent. In return, it will use that money to ensure the wellbeing of its people.
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