Attraction and Event Management

This report discusses the different life cycle stages of the PyeongChang Winter Olympic 2018 and identifies the issues faced in each stage. It also provides recommendations to improve the event's success.

Running Head: ATTRACTION AND EVENT MANAGEMENT
ATTRACTION AND EVENT MANAGEMENT
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Executive summary
PyeongChang Winter Olympic was considered to be one of the famous winter games in the
history of Olympic. In this context, the report intends to cover up different aspects regarding the
Winter Olympic 2018 and tries to find out the issues identified in different life cycle stages of the
event. In addition to this, the report also recommends some measures that would procure efficacy
and efficiency within the success of the event.

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Table of Contents
Introduction......................................................................................................................................3
The analysis of Event Life Cycle Stages.........................................................................................3
Formation stage...........................................................................................................................3
Growth stage................................................................................................................................4
Staging of the event.....................................................................................................................5
Recommendations........................................................................................................................6
Increase the ticket sales...........................................................................................................6
Ensuring the infrastructural stability.......................................................................................6
Ensuring securities...................................................................................................................6
Conclusion.......................................................................................................................................7
Reference.........................................................................................................................................8

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Introduction
The Winter Olympics at PyeongChang also known as the XXIII Olympic Winter Games
was a multi-sport event that held between 9th and 25th February 2018 (Lindberg 2017). This was
the first time that South Korea ever hosted Winter Olympics and considered to be the second
Olympics in the country. In this regard, the purpose of this report is to evaluate the life cycle
stages of the PyeongChang Winter Olympics in order to perceive a clear understand regarding
different aspects and short coming that the event had faced in its course. Furthermore, based on
this understanding, the report also encapsulates a recommendation section that is entitled to
mitigate the issues and drawbacks of PyeongChang Winter Olympics.
The analysis of Event Life Cycle Stages
Formation stage
According to Kim, Choi and Kaplanidou (2015) it can be argued that before initiating the
initial formation and preparation of the Winter Olympic the South Korean government
established an efficient and detailed calculation of the budget that would be required for the
organisation of the Winter Olympic. As per the report of 2016, the average expenses of the
previous Olympic Games were cost $8.9 billion whereas the most expensive summer games
were in London in 2012 with a huge estimation of $15 billion (Baade and Matheson 2016).
Besides this, the most costly Winter Games was the Sochi Olympic in 2012 with an approximate
estimation of $21.9 billion (Kim and Kim 2015). Putting an emphasis on those budget and
expenses, the PyeongChang Olympic Committee started to estimate the probable cost for the
2018 Winter Games.

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In this regard, only 10% of the entire revenue was levied from the broadcast agreements
and the global sponsorship. However, the rests of the 90% expenses was carried out by the
Olympic Committee and South Korean government with the purpose to develop the sports
worldwide (Lee and Son 2016). It can be stated that the role of the national Olympic committee
and the financial aid of the South Korean government was highly significant in order to cope
with bulk of expenses regarding the PyeongChang Winter Olympic. Besides fixing the budget,
there was a huge tension regarding the security issue of the players and participants because of
continuous threat from the neighbouring North Korean government. As per the article of Cho,
Min and Kim (2018) there were 17 cases where the South Korean immigration office deported
people who were supposed to be a terrorist menace to the Olympic Games.
Growth stage
It can be asserted that the Winter Olympics is significantly smaller than the Summer
Games. For an example, Lee (2016) articulated that in the Sochi Winter Olympic 2014 there
were less than 3000 athletes in compare to the Rio Summer Olympic 2016 with a number of
more than 11,000 athletes. Therefore, it is obvious that the magnitude of the summer Olympic
will be absent in case of the PyeongChang Winter Olympic. The national Olympic committee
put a great impression on developing not only the stadiums but also logo, mascot, torch and
medals. In this regard, the temporary stadium was referred as one of the unique infrastructure.
The short term or “pop-up” stadium at PyeongChang helped to cost down the maintenance of
the stadium and in comparison to other important Olympic stadiums around the world, the
PyeongChang stadium costs $75 million which was less expensive and strategic enough.
Besides this, the unique mascot and the logo of the Winter Olympic games 2018 facilitated better
and unique styles (Park et al. 2017).

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However, there are some previous issues that could create a threat for the Winter
Olympics at PyeongChang. For an instance, the low sales of tickets was considered to be one of
the major issue that the PyeongChang Winter Olympics had been faced. As per the research of
Ahn (2018) it can be asserted that due to lack of interests among the people and poor marketing
mechanism were contributed to the fall of the popularity of winter Olympics. In addition to this,
the inefficiency and infrastructural malfunction would create grave problem.
Staging of the event
Before the inauguration of the Olympic event, the PyeongChang national Olympic
committee had started to join in stakeholders meeting and analysed the progress so far. It was
also done by the international Olympic committee to monitor and investigate the development
and find out any problem or issues regarding the event management. In this regard, the member
of the committee and the responsible people related to the PyeongChang Winter Olympic
gathered at the Gangneung Olympic Park and discussed about the role of the national committee
and the mode of promotion for the finale of the PyeongChang Winter Olympic (Lisson 2018).
Moreover, the national Olympic committee started to sale tickets more than 5 months before so
that international audiences could buy tickets and the distribution of tickets would equally be
circulated around the world.
Despite of all those efforts, creating good and benevolent image was considered to be one
of the major aspect that the authority could deal with. Due to lack of efforts and vision of
enriching the image of the PyeongChang Olympic it became a threat to popularise and attract the
international visitors so extensively. This was a great obstacle to the development of the
PyeongChang Winter Olympics the national Olympic committee faced serious problem in this
regard.

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Recommendations
In this context, some necessary measures have been recommended in order to
mitigate the issues effectively and efficiently. The recommendations are as follows,
Increase the ticket sales
Promotional measures are contributed enough to increase the sales of the tickets. There
were more than 1.18 million seats were vacant due to the lack of promotional measures.
According to Duguid (2019) promotional activities played a significant role for the big events in
order to make it more efficient and attractive enough to maximise the visitors. In response to this,
effective promotional mechanism can be shaped with the help of making better communication
with the broadcasting teams and prepare a clear plan in order to make it a success. Incorporating
the stakeholders is also identified as a strategic measure in this regard.
Ensuring the infrastructural stability
As per the investigation of theconversation.com (2018) it can be stated that infrastructural
malfunction was a common feature in the big events like Olympics. For an instance, in case of
the Rio de Janeiro Summer Olympic the athletes were not satisfied with the facilities as a result
of that it damaged the image of the Olympic committee. From that point of view, it can be
argued that the role of the cutting edge technologies and well skilled labourers are so effective
and bring efficacy into the entire process. As a matter of fact, it will usher the efficiency of the
country and its ability to organise big events.
Ensuring securities
The big and international events have enough number of international visitors. Therefore,
it is pertinent to set some security perimeter in order to ensure the safety and security of the

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people. In this context, confrontation between North Korea and South Korea could jeopardize the
arrangement of the event (Farhan 2017). Therefore, seeking help from other countries and
private security companies would be so helpful to ensure safety and security of the mass.
Conclusion
The above discussion was circled around the life cycle stages of PyeongChang Winter
Olympic event. The report rightly pointed out the key stages from the inception to the completion
of the arrangement of the winter Olympic 2018. However, there were some issues regarding in
each stage that could create enough problem for the success of PyeongChang Winter Olympic.
Henceforth, the report recommends some measure that can contribute to the resolving framework
of those issues. Therefore, it can be concluded that the report is effective and relevant enough to
understand different life cycle stages and problems regarding big events like the PyeongChang
Olympic.

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Reference
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the PyeongChang 2018 Olympic and Paralympic Winter Games. Journal of destination
marketing & management, 8, pp.194-203.
Baade, R.A. and Matheson, V.A., 2016. Going for the Gold: The economics of the
Olympics. Journal of Economic Perspectives, 30(2), pp.201-18.
Cho, M., Min, K. and Kim, H., 2018. Geology of the 2018 Winter Olympic site, Pyeongchang,
Korea. International Geology Review, 60(3), pp.267-287.
Duguid, K., 2019. Global growth worries, higher oil flatten yield curve. [online] U.S. Available
at: https://www.reuters.com/article/us-usa-bonds/global-growth-worries-higher-oil-flatten-yield-
curve-idUSKCN1OW157 [Accessed 3 Jan. 2019].
Farhan, N., 2017. A gold medal Winter Olympics? How South Korea hopes to avoid the
problems of Rio and Sochi. [online] Channel NewsAsia. Available at:
https://www.channelnewsasia.com/news/sport/a-gold-medal-winter-olympics-how-south-korea-
hopes-to-avoid-the-9367612 [Accessed 3 Jan. 2019].
Kim, A., Choi, M. and Kaplanidou, K., 2015. The role of media in enhancing people’s
perception of hosting a mega sport event: the case of pyeongchang’s winter olympics
bids. International Journal of Sport Communication, 8(1), pp.68-86.

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Kim, M.S. and Kim, I.G., 2015. A research on supportive policy for domestic winter sports on
the occasion of 2018 pyeongchang winter olympics. Indian Journal of Science and
Technology, 8(27).
Lee, J.H. and Son, Y.H., 2016. Stakeholder subjectives toward ecotourism development using Q
methodology: The case of Maha ecotourism site in Pyeongchang, Korea. Asia Pacific Journal of
Tourism Research, 21(8), pp.931-951.
Lee, J.W., 2016. A game for the global north: the 2018 Winter Olympic Games in Pyeongchang
and South Korean cultural politics. The international journal of the history of sport, 33(12),
pp.1411-1426.
Lindberg, G., 2017. PyeongChang stage prepared for successful Olympic Winter Games.
[online] International Olympic Committee. Available at:
https://www.olympic.org/news/pyeongchang-stage-prepared-for-successful-olympic-winter-
games [Accessed 3 Jan. 2019].
Lisson, B., 2018. High stakes for IOC at Pyeongchang Winter Olympics. [online] ABC News.
Available at: https://www.abc.net.au/news/2018-02-05/high-stakes-for-ioc-at-pyeongchang-
winter-olympics/9394942 [Accessed 3 Jan. 2019].
Park, S., Lee, K., Kim, D., Yoo, J., Jung, J., Park, K., Park, S. and Kim, J., 2017. Effects of
Factors on Response Variables Lap Time and Lower Extremity Range of Motion in Bobsleigh
Start using Bobsleigh Shoes for the 2018 PyeongChang Winter Olympics. Korean Journal of
Sport Biomechanics, 27(3), pp.219-227.

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theconversation.com., 2018. How the Winter Olympics expanded – and brought growing pains
with them. [online] The Conversation. Available at: https://theconversation.com/how-the-winter-
olympics-expanded-and-brought-growing-pains-with-them-90411 [Accessed 3 Jan. 2019].