Festivals and Events Tourism: Destination Development and Branding

This essay delves into the multifaceted world of festivals and events tourism, analyzing its crucial role in destination development and branding. The study explores the intricate relationship between culture, heritage, festivals, and events, highlighting the significant benefits at local, regional, and national levels. It scrutinizes the UK public sector's influence on festivals and events tourism, emphasizing the importance of destination branding and the necessity for a well-developed event portfolio. Furthermore, the essay examines the strategic planning approaches essential for the growth of the tourism industry, providing a comprehensive understanding of the subject. The assignment explores the value of festivals and events as catalysts, place marketers and image makers for many destinations.

Running Head: FESTIVALS AND EVENTS TOURISM
Festivals and Events Tourism
Name of the Student:
Name of the University:
Author Note:

1FESTIVALS AND EVENTS TOURISM
Executive Summary
The research paper focuses on the festivals as well as the events tourism in the market. The
study involves the idea regarding the relationship that are there between culture, heritage,
festival and event along with that benefits of the festival and events in the tourism of local,
regional and national level. The study also focuses on the role of the UK government along
with the destination branding and need for event portfolio. Lastly, the report focuses on the
strategic planning approach and why all these are necessary for the expansion of the tourism
industry of a country. Therefore, it enables to possess the knowledge regarding the essence of
the festivals and events tourism in a country.

2FESTIVALS AND EVENTS TOURISM
Table of Contents
Introduction................................................................................................................................3
Relationship between Culture, Heritage, Festivals and Events..................................................3
Benefits of Festivals and Events Tourism..................................................................................5
Local Level.............................................................................................................................5
Regional Level.......................................................................................................................5
National Level........................................................................................................................6
Role of United Kingdom Public Sector in Festivals and Events Tourism.................................6
Importance of Destination Branding..........................................................................................8
Need to Develop Event Portfolio...............................................................................................9
Strategic Planning Approach....................................................................................................11
Conclusion................................................................................................................................12
References................................................................................................................................13

3FESTIVALS AND EVENTS TOURISM
Introduction
Festivals and events is considered to be the important part of all religious culture and
people mainly celebrate different types of festivals all around the world. These enable the
country to attract the tourist so that they can take part in the festivals or in the events (Jepson
and Clarke 2014). These is an important aspect for the country as it enables the tourism
industry of the country to flourish in the marketplace and to generate revenue in the process.
People like to participate in different festivals and events, which will help them to understand
the cultural background as well as heritage of the country. These is interesting for the tourist
and that is the sole reason it attract the tourists to visit the country (Yolal et al. 2016).
Even in tourism journals it can be noted that there is a detail mention for the festivals
and events that are famous in that particular country or the destination (Page and Connell
2014). The tourism company also provide special offer during the festive season or during a
particular event so that they can lure the customers to take up the packages which will be
beneficial for the company in generating revenue in the process (Yeoman, Robertson and
McMahon-Beattie 2015). Therefore, it can be said that festivals and events plays a major role
in the tourism industry and the development of the economy of the country.
Relationship between Culture, Heritage, Festivals and Events
Culture, heritage, festivals and events are interconnected with one another, which is
necessary to understand so that the relationship can be drawn between the four factors.
Culture is considered to be the term which can be used to encompass the social behaviour as
well as the norms that are used in the society (Yolal et al. 2016). These also showcase the
knowledge, belief, laws, customs, arts, habit and capabilities of an individual as well as the
society in which that individual live in. The country or destination possess some specific

4FESTIVALS AND EVENTS TOURISM
culture and events and festivals can be celebrated on the basis of the culture that the society
follows (Weidenfeld and Leask 2013).
Heritage is the physical artifacts that are present in a particular destination or place
due to the cultural background. On the other hand, a festival is a series of events that are
celebrated by the people by the community who live in that particular place or destination
(Woosnam and Aleshinloye 2018). For example: Holi is being celebrated in India and it is
specifically celebrated in that country due to the cultural background as well as the heritage
background of that country. In this festival, people play with the colors which is an event and
hence it can be said that all the four factors are inter-connected.
The festivals and events can be celebrated as per the heritage background of the
destination. There are places where a specific type of events and festivals are celebrated on a
specific month and that process or celebration is going on from generation to generation.
Therefore, it can be noted that even the heritage as well as culture are related to the festivals
and events that are taking place on a particular destination or place (Timothy and Ron 2013).
The festivals and events are celebrated on the basis of the culture and heritage of a
place or the destination or the society and that is the main reason all four factors can be
considered to be inter-related and interconnected with one another. The events is also related
with the festivals as certain events are being performed in a specific festival due to the
cultural background as well as heritage tradition of that place or destination. Then, it can be
seen that the events is also connected with the festivals, heritage and culture (Lau and Li
2015).
Therefore, it can be seen that the four factors are important and essential and also
inter-related with one another in such a way that it cannot be separated in the process. The
culture as well as heritage are connected in such a way that it assist the festivals and events to

5FESTIVALS AND EVENTS TOURISM
occur in a place or in a destination, which is essential to look after so that they can attract the
tourist to visit in there and encourage the growth of the economy of the country in the
process.
Benefits of Festivals and Events Tourism
There are various benefits that can be obtained from the festivals and events in the
local, regional and national level. These is essential for the growth of the destination where
the festivals or the events are taking place in the process. These need to be understand that the
festivals as well as events attract the tourist to visit that place so that they can get benefits
from the visit in a financial way possible (Luonila and Johansson 2015). The benefits that the
local, regional and national level are taking into account are:
Local Level
The tourist who are visiting for the festivals or events that are taking place in a
particular destination are essential for the growth of the community as well as the destination
as it helps in the economic development of that destination or the place. The local community
can endure the pressure with the increase in the tourist but it will benefit them to generate
money from the tourists and that money can be used by them to enhance their life style (Celik
and Çetinkaya 2013).
These will also enhance the per capita income of the individual as the tourist mainly
hire guide to provide them with the tour and provide them with the knowledge regarding the
culture and the heritage as well as the history behind the festival and events that are taking
place in that destination.

6FESTIVALS AND EVENTS TOURISM
Regional Level
The tourist that are visiting a particular destination is situated in a region and to
improve the tourism industry as well as the image of the region the festivals and events plays
a vital role. The festivals or events enhance the image of that particular region and the
industry and also encourage the other destination to celebrate the festivals and the events in a
large scale so that the tourist get attracted in the process and increase the tourism sector of
that particular region (Chirieleison, Montrone and Scrucca 2013).
These is essential for the growth of the regions as well so that the region get
developed in the process by the government. These is so as the tourism will also increase the
economy of the country as well and that is main reason the government focus on the
enhancement of that region which is getting popular due to the festivals and the events
(Preuss 2013).
National Level
The nation also get benefited with the increase in tourism due to the festivals and
events that are taking place in a particular destination of a particular region. These assist the
company by increase the GDP of the country and that is the main reason for the development
of the nation in the process (Whitford and Ruhanen 2013). The image of the country also
enhanced in the process and assist them so as to generate revenue due to the increase in the
revenue generation due to the increase in tourism of that country due to the festivals and
events that are taking place.

7FESTIVALS AND EVENTS TOURISM
Role of United Kingdom Public Sector in Festivals and Events
Tourism
United Kingdom public sector i.e. government plays a vital role in the tourism of the
country as they are the ones who provide support to the tourism industry and also control
them to some extent so that the country can be benefitted with the tourism that are taking
place country due to the festivals and events that are taking place (Organ et al. 2015). These
helps the country to generate revenue and that is the main reason the government coordinate
the tourism that are taking place in the country.
The government is providing industry and consumer responsibility for the hotel to rate
them so that the transparency can be maintain and the tourist can go through the rating and
can book them accordingly. These will enhance the image of the tourism industry that are
taking place in the country for festivals and events and also during the normal period of time
(Quinn 2013).
The government also took the initiative to train the staff all across the country so that
the service that are being provided to the customers are of best quality and enable them to
attract more number of tourists. These will automatically improve the economic condition of
the country and help them to generate revenue in the process. These will also encourage the
festivals and events tourism in the country that are taking place every year.
As the technology all around the world are developing so the UK government took the
initiative to provide all the necessary information in the smartphone, application or on
websites son that the tourism industry can be enhanced in the process. These will increase the
accessibility of the destination by the tourist and that is the sole reason for the improvement
of the festivals and events tourism as well in the country (Mariani and Giorgio 2017).

8FESTIVALS AND EVENTS TOURISM
The government want to cut the red tape and that is the main reason they form an
industry task force, which will design rules and regulation that need to be followed by the
companies operating in the industry. These is a critical step that have been taken up by the
government so that they can expand in the marketplace and can lure more number of tourist
in the country (Lundberg et al. 2017). These will be beneficial for the festivals and events
tourism as well and help them to generate revenue in the market, so that they can accomplish
the target in the process.
The government also make the visa simpler for the tourist which will attract more
number of visitors in the country and assist them so as to generate revenue from the process
and assist them to accomplish the success (Abreu-Novais and Arcodia 2013).
These are the few things or measures that have been taken up by the government of
the United Kingdom so that they can encourage tourist to visit the country and also enhance
the industry in the process.
Importance of Destination Branding
Destination branding is essential for the development of the tourism of a place. The
main objective for the destination branding is to create the value for the destination so that
they can generate revenue in the process. Destination branding assist the hotels industry as
well to generate revenue and help the country to increase the economy of the country and also
increase the popularity of the destination. These will automatically increase the tourism of the
country and assist them to gain the success in the process.
To do so there are certain things that need to be look after so that they can help the
hotel to expand in the market and can increase the value of the destination tourism in the
process. These are necessary for the government to understand so as to achieve success in the

9FESTIVALS AND EVENTS TOURISM
process and help in the growth of the destination in the international market (Campelo et al.
2014).
It is require to carry out the research so that the government can collect the
information regarding the environment so that they can become familiar with the monuments
as well as handicrafts and biographies, which will enhance the value of the destination and
will attract the customers to visit that place. These will ultimately help the country to generate
revenue in the process and to enhance the tourism of the country, especially destination
tourism.
The government need to spread the information with the help of the media so that
they can so that the image of the destination can be enhance in front of the tourist and help
the country to generate revenue in the process. The media will enable the government to
promote the destination in the international market as the information can travel much faster
with the help of the media in the process (Barnes, Mattsson and Sørensen 2014).
The company need to create a page for the website, which will help the country to
enhance the destination tourism in the marketplace and help them to obtain the success.
These is essential for the company as well as company so that they can promote the
destination in an effective way possible and enable them to lure the consumers from the
different location as well.
The government need to stress on the brand identity, which will help them to provide
offers for the destination. These will ultimately help the company to generate a sense of
interest in the minds of the consumers and encourage them to avail the service from the
country. These will make the destination popular and help them to gather revenue in the
marketplace (Lund, Cohen and Scarles 2018). These is essential for the country to look after
so that they obtain what they want to achieve from the market.

10FESTIVALS AND EVENTS TOURISM
These is the reason the destination branding is essential for the growth of the country
as well as for the enhancement of the value of the destination in the international marketplace
and help them to gather revenue in the process.
Need to Develop Event Portfolio
Event portfolio is essential for the country to understand so that they can develop it in
an effective way possible. The event portfolio enables the country to provide advantage to the
community as well so that they can flourish in the marketplace and can accomplish the
success in it. These is essential for the government to understand that the balanced and
strategic event portfolio will provide advantage to the community to grow in the market and
that will enlist all the events that are going to take place in the destination. These will guide
the tourist as well as generate interest in the minds of the tourist so that they can expand in
the market and can enhance the position in the international market (Ziakas 2014).
The revenue that is being generated in the process will be invested by the government
to enhance the quality in the market so that more events can be organized in the market,
which will generate interest in the process. These is necessary for the industry as well as for
the country to become popular in the market and will also attract the tourist towards the
destination in the process.
The government will be able to regulate the events so that they can be conducted in an
effective way possible and for this reason a balance and strategic event portfolio is necessary
to frame so that they can achieve what they intend to obtain form the market. The tourist are
the main concern for the country and the tourism industry and that is the main reason a
concise as well as balance and strategic event portfolio is required by the country to frame
(Martinsuo 2013).

11FESTIVALS AND EVENTS TOURISM
With the help of the balance and strategic event portfolio different events can be
clubbed together and that can be notified to the customers, which will help them to generate
interest in the minds of the consumers and will attract them to visit that place so that the
tourism sector can flourish in the international market. The internal tourists are also get
attracted with the help of the event portfolio and let them generate revenue in it (Abbassi,
Ashrafi and Tashnizi 2014).
Therefore, it can be said that the government as well as the company to enhance the
destination tourism industry need to look after the following aspect so that they can expand in
the marketplace and can flourish in the process. These will also lure the tourist in the process
and help them to generate revenue, which is essential for them to enhance the position of the
destination in the world marketplace and let them flourish in the process. Hence, it can be
said that the government need to look after the situation so that the enhanced in the
marketplace and assist the government to expand in the process.
Strategic Planning Approach
In the tourism industry the team approach will be appropriate as there are many
company from different industry club together to provide service to the tourist so that is the
main reason the team approach will be appropriate for the strategic planning. In the team
approach there is a central head and in this context government can be the central head who
will control the different sector so that the tourist can get the best quality service. These will
assist the firm to expand in the marketplace and to attract the tourist in it (Phillips and
Moutinho 2014).
The development of the festival as well as event tourism requires team approach so
that they can provide service to the tourist which includes transport as well as hospitality and
tourist guide. The package that the government will provide to the tourist will consist of the