Analysis of Event Management Research Papers

The assignment requires the student to analyze various research papers on event management, including topics like supply chain event management, complex event processing, and calendar event management. The student is expected to provide a detailed analysis of the papers, identifying key concepts, methodologies, and findings related to event management. This assignment aims to assess the student's ability to critically evaluate research papers and identify best practices in event management.

Managing Conference
and Events

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1 ..........................................................................................................................................3
P1. Identification of different categories and dimensions of events...........................................3
P2. Analysing the current trends influencing the event sector.....................................................5
PART 2............................................................................................................................................6
P3. Designing an event layout for correctly setting up a conference room for meeting the
requirements of customers...........................................................................................................6
P4. Additional services available within conference events and significance of providing them
in order to requirement of clients. ...............................................................................................8
PART 3............................................................................................................................................9
P5. Exploring the different management role within event industry.........................................9
P6. Identification of the personal skills and attribute required for working within an event
industry. ....................................................................................................................................10
PART 4.........................................................................................................................................11
P7. Identification of an appropriate measures required for providing the safety as well as
safety to guest during the event ...............................................................................................11
CONCLUSION .............................................................................................................................12
REFERENCES .............................................................................................................................13

INTRODUCTION
Event management can be defined as application of the projects in order to create as well
as develop large scale events such as conferences, ceremonies, formal parties etc. Proper event
management is essential in order to provide guest with high level of satisfaction. The main aim
of event management is to control as well as manage complex situations which might take place
during the specific events. In addition to this, proper event planning is also very much essential
in order top make specific event successful. The event management procedure includes planning,
organising and monitoring of event. An effective event management is essential in order to
make sure that event is hosted in responsible manner.
The report will have focus on identification of different types of events. Study will
emphasizes on analysing the the recent trends which are influencing the event industry. Report
will also include the suggestions related to the designing of room for conference event to be
hosted by Kuoni destination management company. It is an organisation which is located in
London and business entity specialises in the field of meeting and events. In assignment the
different types of management role in event industry will be highlighted.
PART 1
P1. Identification of different categories and dimensions of events
Event can be defined as something which happens and have great importance. It can also
be referred to as planned as well as organised occasion for instance conferences, seminars,
ceremonies etc. The events can be categorised into two these are social and corporate events.
Social events can be defined as any occasion which involves social interactions as well as
behaviour. Such types of events includes wedding ceremonies, birthday parties, celebration of
festivals etc. Corporate events is basically a type of occasion which is sponsored by companies
for their employees and also for other stakeholders (Sahin, Karagoz and Tatbul, 2019,). In
context of Kuoni destination management company, the corporate events organised by an
organisation is popular as they are successful in achieving the desired outcomes. Many of the
companies host a inference events for bringing people together and enable them to develop
interpersonal relationship. Most common types of corporate events are :
Seminars and conferences: Such types of events are organisation by management in firm in
order to share important information with targeted stakeholders. Such types of events are

generally short and are organised for only few hours. In seminars events there might be either
single or multiple speakers. In addition to this, in context of conferences, there are multiple
sessions. Such types of events are generally organised at hotels and these events starts with
keynote session and then other sessions on the different topics are organised.
Trade shows: In organisational context, trade shows are considered to be as lead generation
activities. The companies generally participate in trade shown with the intention of rebuilt their
image among the people. In additions to this, firms also participate in trade shows with the
purpose of showcasing their products or services.
The event planning in context of trade show event includes negotiation with sponsors in order
to reduce rate. Hosting of trade shows events requires large space.
Product launch event: Such types of events includes internal meetings which is mainly
organised with the purpose of informing workers about the launch of new products by firm. In
addition to this, the main aim of product launch events is to inform customers about the launch
of new good by company in the market. Such type of events are organised before the
introduction of new product in the market (Franken, van Dun. and Wilderom, 2019,). The
products launch event generally include information about new product along with the detail
about organisation. Product launch events are generally organised at large scale and involves
large number of audiences.
Appreciation events: Such types of events are organised in order to enable people to spend
informal time. Appreciation events can range from programs geared toward employee
appreciation to those for showing client appreciation. The main purpose of such type of events is
to make employees feel motivated. The different types of program which can be conducted by
companies, in context of appreciation events are dinner as well as theatre, private parties, etc.
Board and shareholders meetings : Such types of events have great important in
organisational context. Events such as board meeting provides board members with an
opportunity to get information about the business performance of firm. Such types of events also
enables board members or top level management in an organisation to meet with executives and
make crucial business decisions on the the basis of the opinion shared by employees. Whereas,
the shareholder meetings provides management in firm with a chance to share the important
business information such as performance of enterprise, future goals, targets etc. with
shareholders of company (Palilingan and Batmetan, 2018). Board as well as shareholders

meeting are generally organised at small scale. In addition to this, scale of the events is also
based on the size of organisation.
Classification of event on the basis of size :
Mega events: Such types of occasions are organised at big scale. The main purpose of mega
event is to target global market.
Regional events: These types of occasions are organised at regional level. Main purpose of
regional events is to increase the appeal of particular destination.
Major events: Such types of events are organised for attracting domestic people.
Minor events: These are events which are organised at very small scale such ass birthday
parties.
P2. Analysing the current trends influencing the event sector
The significant changes have taken place in the present year which has highly influenced
the event sector. The latest trends in industry such as advancement in technology event planning
easier. Changes in trends has high influences the marketing as well as sustainable eco- friendly
practices by event management companies such as Kuoni destination management company.
Curtrent trends has completely change the way marketing activities are performed by Kuoni
destination management for promoting services. There are certain latest trends which has highly
influenced the event management industry includes :
Event tech : It is considered to be as oner of the important change which has take place in event
industry . The new technology which has highly influenced the business activities of event
management companies such as Kuoni destination management includes drones, Emergence of
artificial intelligence, livestreaming etc. It is the advance technology which has enabled Kuoni
destination management to provide more facilities as well as services to customers. In context of
conference events, company by utilising the ;livestreaming technology can provide people with
an opportunity to participate in conference by sitting at other place or destination (Wang, Huang
and Sun, 2018.). In addition to this, advance technology such as drone and other digital cameras
has enabled Kuoni destination management to provide high security to guests.
Interactive venue and event spaces : It is the latest trend in event industry which is expected
to grow in the future as well. Interactive venue and event spaces is the latest trend in event sector
which has highly influence the industry. Many of the firms such as Kuoni destination
management is using the virtual reality as it is one of the best way to engage the audience in the

event. It is the trends which has encouraged Kuoni destination management to facilitate
innovation.
Event personalisation : It is the latest as well as Unique trend which has taken place and has
highly influenced the event management industry. Now a days, customers are seeking for their
event Journey to be highly personalised. Event personalisation trend has encouraged event
management companies such as Kuoni destination to implement the advance technology at
workplace. Companies in Event industry can utilise mails, online marketing campaign, for
directly interacting with customers (Fardbastani,Allahdadi and Sharifi, 2018.). In addition to this,
Kuoni destination company can also adopt the data driven approach , as it will assist them in
providing meaningful as well as good experiences to guests ore customers.
Event wellness : It is the other important trend which has bring positive change in the event
industry. Due to the emergence of Event wellness trends many of the firms in event industry
such as Kuoni destination has realised the benefit of creating breakout spaces. It is the trends
which has positively influenced event management companies such as Kuoni destination to plan
additional activities considering the theme of mindfulness as well as well being. It is the premise
of the event wellness strategy which will assist Kuoni destination in providing the good
experience to guest. It will also assist business entity in delivering high level of satisfaction to
customers.
PART 2
P3. Designing an event layout for correctly setting up a conference room for meeting the
requirements of customers
The design of the conference room should be such as it promotes creativity. In context of
Travel mini market exhibition , as the exhibition is to be organised in the conference hall, it is
the design of the congress hall can have positive as well as long lasting impression on the mind
of customers. The manager as well as event designer in Kuoni destination is required to develop
creative ideas for designing the hall for organising the travel mini market exhibition. Before the
designing of the congress hall the event designer as well as manager Kuoni destination will
prepare the detailed layout of the hall considering the purpose of the event. In context of Travel
Mini-market exhibition, the purpose of the event is to launch the products at multiple destination
, will be considered by the assistant event manager while preparing the design of the congress

hall layout. The procedure which will be followed by the event manager in Kuoni destination for
designing the congress hall fore the event include :
Identification of needs of customers : In context of the mini exhibition, the customer want
large space which requires huge space for demonstrating the multi destination product launch.
In addition to this, client also require food and beverage services.
Table configurations: In addition to this, the space of the congress hall is big . The table on
which the product will be placed would be placed on the right hand side of the rooms and near
the walls. There will be sufficient amount of the space between the table which has been placed
for demonstrating the product, it is the layout design in order to provide guest an easer in
walking and seeing the Products (Sarrazin and Belitsky, 2018. ).
Selection of the room : The congress hall has been selected for organising the mini exhibition
as it consist of large space and company can easily place the product for demonstration. The
congress hall have been selected for organising the event considering the number of people
expected to visit mini exhibition which has been organised for multiple product launch. It has
been expected that approx. 300 to 400 guests will be attending the mini market exhibition. In
addition to this, other reason for selecting the congress hall for organising the mini exhibition for
the multi destination product launch is that it consists of flexible spaces and offering first class
conference and event facilities.
The assistant manager in Kuoni destination is planning to organise the mini market
exhibition at the congress hall as it is the perfect venue for organisation of exhibitions. In
addition to this, manager as well as assistant manager of Kuoni destination has decided to have
the registration area where guest can register themselves for attending the mini market
exhibition. In addition to this, one person who will represent the company and an individual will
be standing at the gate of the congress hall for welcoming guest.
Attendees or Volunteer will be standing at each table in order to provide the guest with
the information related to specific item.
Colour theme : Bright colours will be used for highlighting the product launch at specific
destinations. In addition to this, traditional colour palettes will be utilised in order to honour the
history of destination where particular product is to be launched.
Lighting : The Led lighting will be utilised. In addition to this, directional lighting will be used.
Directional light will fall directly onto the product and will enhance the beauty of specific item.

Directional lighting will also be helpful in order to divert the attention of guest towards the
product.
Screening : 103 “ Plasma scree will be placed at the centre of the hall , as it is ideal for branding.
On the screen information about the products which are to be launched at the different
destinations will be shown. In addition to this, benefits of using the specific product will be
demonstrated, as it will assist an organisation in positively influencing people to buy specific
item. It will also assist an enterprise sponsoring the event in in accomplishing the desired
objectives (Adam and Ping, 2018).
Planning for amenities: Refreshments as well as buffet meal will be served to guests attending
the mini exhibition.
The brochure will be distributed in order to inform people about the mini market
exhibitions. In addition to this, social media platform will be utilised for inviting the people to
visit the exhibition.
P4. Additional services available within conference events and significance of providing them in
order to requirement of clients.
In context of Kuoni destination management company, an organisation is wholly owned
as well as full service DMC provider. Business entity specialises in hosting meeting events,
conventions etc. Kuoni destination management company also provides destinations
management solutions to customers. In addition to this , business entity also provides solutions
related to hosting of an event at specific destination. Kuoni destination management company
provides the solutions related to the themes which can be utilised for hosting specific event at
particular destinations. Business entity also provides valuable information related to the specific
destination which helps customers in planning a event. Kuoni destination management company
also assist the customers in arranging the various resources such as projector, table , screen ,
hall , etc. which are needed in order to organise event (Xie, Sanusi and Mahmood, 2018).
In addition to this, the other services provided by the Kuoni destination management
company are catering, gala dinners, entertainments, incentives as well as product launches,
accommodation , transportation and logistics services. It is very much essential for Kuoni
destination management organisation to develop as well as deliver services according the
requirements by clients, as it will assist firm in developing the strong relationship with customer
which is very much essential for growth of business. Delivering the services according to the

needs and demands of customers is also very much essential in order to provide them with high
level of satisfaction. In addition to this, delivering the high value proposition or additional
services to customers is also very much important for positively influencing the people to buy
services for organisation.
PART 3
P5. Exploring the different management role within event industry
As I am interested in the making my career in the field of event planning. I have chosen
event planning as a career field as there is plenty of career choices. There are different types of
Job role in event company such as Kuoni destination management company. An individual is
required to posses specialised skills in order to perform each as well as every job role in event
management firm. The different Job roles within the event management industry are :
Event planner : Role of event planner is to plan all types of events. It is the duty of event
planner to make proper arrangements for organising the event. The abilities which are required
by event planner includes problem solving and multi tasking skills (Vlahakis, Apostolo and
Kopanaki, 2018).
Catering service managers : The duty of catering service manager is to feeds the guest. Job of
catering service manager in event sector is important in order to keep guest as well as customer
happy. Role of the catering service manager is to design the menu which is required to be served
to guest during specific event. A person applying for specific Job role need to have the
knowledge about food preparation. In addition to this, an individual is required to poses formal
skills which is required for planning as well as solving problems.
Event social media coordinator : Role of social media coordinator is to promote the events at
large scale by utilising the social media platform. An individual planning to apply for the job
role of social media coordinator in event industry is required to posses technical skills as well as
knowledge. They are are required to have creative skills (Teh, 2018).
Marketing manager : The marketing manager in event company is mainly responsible for
promoting the services offered by organisation. Main role of marketing manager is to promote
the events. It is the duty of event manager to administer the promotional activities. An
individual intends to achieve this position in event management firm is required to have depth
knowledge about the services. .

P6. Identification of the personal skills and attribute required for working within an event
industry.
The skills which are required to be posses by an individual in order to apply for the post
of assistant manager are :
An effective communication skills : Person applying for specific job role need to posses an
effective communication skills. They should also have high influencing power . As effective
communication skills is required by event manager as it will enable them to develop strong
relationship with other stakeholder that is very much crucial for making the event successful. It
is effective communication skills by utilising which assistant event manager can positively
influence other to make their beneficial contribution in accomplishment of desired goals of the
events.
Good time management skills : It is very much essential for an individual applying for the Job
role of assistant manager to have good time management skills. Good time management skills
which is very much crucial in order to organise event in successful manner.
Leadership skills : It is the skill which are required to be posses by assistant event manager, as
it will assist them in guiding the people.
Decision making and problem solving skills : It is very much important for event manager to
poses decision making skills as there might be certain circumstances where event manager or
assistant event manger might have to take the quick decision (Jaimangal-Jones, Robertson and
Jackson, 2018. ). Problem solving skills are required for solving the specific issues which might
arise while planning or organising the event.
My career objective is to get the job of assist manager in Kuoni destination management
firm. After analysing the skilled required for performing the specific job role within event
company and completion of the Self evaluation I found that I Lack many of the skills that is
required for performing the role of assistant event manager job role. After completion of the
questionnaire I found that I lack an effective communication , Time management skills. I also
found that I rely on others for making the decision due to lack of depth knowledge about
industry.
I will take admission in personality development classes in order to enhance my
communication skills. In addition to this, I will prepare the schedule on daily basis. I will also
set the priorities for each and every task which I need to complete on specific day or date. I have

decided to set short as well as long term goals for myself, as it will assist me in completion of the
specific project on time. I will attend seminars, workshop and training program in order to
develop the depth knowledge about the industry.
PART 4
P7. Identification of an appropriate measures required for providing the safety as well as safety
to guest during the event
In context of events management, the safety as well as security is the main concern. A
case of exhibition which has been organised by Kuoni destination management company. The
mini market exhibition has been sponsored by one of the private retail company in order to
launch the new product in the market. Large number of people has attended the exhibition, as
the volume of the people was much more than the expected. In addition to this, the
management has organised the event at the small hall and occurrence of large volume of people
leads top the overcrowding as well as it also leads to the increase in risk of accidents. As
management was not prepared for the such as large crowd they were facing difficulty in
managing people. But manager in Kuoni destination management company has successfully
manage the situation. Management in Kuoni destination management company has utilised
advance technology that is heat mapping system for monitoring the foot traffic. It is one of an
appropriate technology which has been utilised by management for preventing the such types of
issues during the future events (Rao, Guan and Gastelum, 2018).
The management in Kuoni destination management company can also utilise in app
crowd tracker as it will provide management an ease in identification of the areas where the
huge crowd can be gathered and addressing highly risky areas.
The other case study is related to the international conference which was sponsored by
one of the organisation based in London in order to inform investors about the new business
ideas. The main purpose of the international conference was to attract as well as positively
influence international investor to make the investment in business. Huge number of investors
as well as VIP and owners of other multinational firm has attended the conference. As there was
lack of proper security, some people with guns enter into a premises and conference hall . The
event management company in order to avoid such type of risky incidence in the future events
are required to take an appropriate measures. Some of the measures which can be taken by

event management firm in order to avoid such type of event first need to appoint the security
officers. In addition to this, security management devices can be utilised for scanning the
people .Metal did-actor can be utilised as it will assist in restricting those people from entering
premises who have harmful tools with them. In addition to this, management in the event
management companies is required to provide proper training to their workers so that workers
can develop the skills and knowledge about the techniques which can be used for dealing with
risky or emergency situation during event (Mankovskii, Muntés-Mulero and Simó, 2018.). In
addition to this, proper lighting of the room or other place where specific event has been
organised is very much essential in order to avoid accidents. Adequate lighting is also very
much essential as it enables security and medical teams to give quick response as well as
facilitates safe evacuations.
CONCLUSION
It has been concluded from the above that changes in trends have direct as well as
significant influence on the business activities of event management companies. The fact which
has been discovered during the study is that emergence of advance technology has enabled
event companies to provide more services as well as facilities to customers. It has also been
concluded that designing of the room according the nature as well as type of event is very much
essential as it have positive impression on the mind of customers. From the above report it has
been summarised that by providing the high value proposition as well as additional facilities or
services to customers, companies can attract more number of customers. It has also been
concluded that proper planning as well as management is very much essential in order to
organise event in successful manner.
It has been suggested that event manager should plan occasion considering the purpose
of event and requirement by client, as it will assist them in providing high level of satisfaction to
customers. The different measures have been suggested which can be adopted by event
management firms in order to provide safety as well as security to guests.

REFERENCES
Books and Journals:
Vlahakis, G., Apostolou, D. and Kopanaki, E., 2018. Enabling situation awareness with supply
chain event management. Expert Systems with Applications, 93, pp.86-103.
Franken, J.C., van Dun, D.H. and Wilderom, C.P., 2019, June. Kaizen event effectiveness and
problem-solving style awareness: A video-based field examination. In 26th EurOMA
Conference: Operations Adding Value to Society.
Sahin, O.C., Karagoz, P. and Tatbul, N., 2019, June. Streaming Event Detection in Microblogs:
Balancing Accuracy and Performance. In International Conference on Web
Engineering (pp. 123-138). Springer, Cham.
Palilingan, V.R. and Batmetan, J.R., 2018, February. Incident Management in Academic
Information System using ITIL Framework. In IOP Conference Series: Materials Science
and Engineering (Vol. 306, No. 1, p. 012110). IOP Publishing.
Wang, J., Huang, G. and Sun, Y., 2018. Event-driven optimal control of central air-conditioning
systems: Event-space establishment. Science and Technology for the Built
Environment, 24(8), pp.839-849.
Fardbastani, M.A., Allahdadi, F. and Sharifi, M., 2018. Business process monitoring via
decentralized complex event processing. Enterprise Information Systems, 12(10), pp.1257-
1284.
Sarrazin, J. and Belitsky, V.I., 2018. Methods and apparatus for the management and viewing of
calendar event information. U.S. Patent 9,864,483.
Adam, I. and Ping, J., 2018, August. Framework for Security Event Management in 5G.
In Proceedings of the 13th International Conference on Availability, Reliability and
Security (p. 51). ACM.
Xie, M., Sanusi, R.A. and Mahmood, T., 2018, July. Some Approaches for the Monitoring Event
Magnitude and Frequency. In International Symposium on Business and Industrial
Statistics 2018 (ISBIS 2018).
Teh, Y.T., 2018. Event Management through Event Administrator System (Doctoral dissertation,
Tunku Abdul Rahman University College).

Jaimangal-Jones, D., Robertson, M. and Jackson, C., 2018. Event futures: innovation, creativity
and collaboration. International Journal of Event and Festival Management, 9(2), pp.122-
125.
Rao, J., Guan, W. and Gastelum, S., 2018. Event-based image management using clustering.
U.S. Patent Application 10/140,516.
Mankovskii, S., Muntés-Mulero, V. and Simó, M.S., 2018. Graph-enhanced event management.
U.S. Patent 9,965,340.
ONLINE :
The Most Common Types of Corporate Events. 2018.[ONLINE]. Available Through:
<https://www.thebalancesmb.com/corporate-events-common-types-1223785>.