Diversity and Development of Global Events Industry

This report explores the diversity and development of the global events industry, including its structure, organization, and role in society. It discusses the elements that have affected its growth internationally and the management strategies adopted for responsible event development. It also evaluates the value, impacts, and legacy of global events on the environment in which they operate. Additionally, it describes the positive and negative effects of the macro environment on the global event industry.

Table of Contents
INTRODUCTION................................................................................................................................3
PART A.................................................................................................................................................4
TASK 1 ................................................................................................................................................4
P1 Discuss the diversity of global events industry, with its structure/organisation & role of
various types of events in society 4
P2Explain elements that have affected the development of events industry internationally 5
TASK 2.................................................................................................................................................6
P3 Evaluate value, impacts and legacy of a range of global events on the environment in which
they operate......................................................................................................................................6
P4 Provide management strategies adopted to unpin responsible event development for a range
of global events................................................................................................................................7
PART B (Covered in PPT)....................................................................................................................8
TASK 3.................................................................................................................................................8
P5 Briefly describe positive/negative effects macro environment has on global event industry . .8
P6 Conduct a SWOT analysis for a specific event to examine and assess the criteria essential for
the successful planning of events...................................................................................................10
criteria needed for successful planning of events..........................................................................10
CONCLUSION...................................................................................................................................11
REFERENCES 12
Books & Journal:...........................................................................................................................12

INTRODUCTION
Globally, events are organised and conducted for different purpose and goals. Events are
defined as the gathering of something that occurred at scheduled time & place. These may be
occurred at both national and international level depending upon facilitator needs or requirements.
With the changing period of time, happening & event industry has changed at wider scale (Ham,
2018). The main purpose of this report is to understand how global events affect the sectors in
different regions. So, this report focuses on the London Exhibition Centre, which is the convention
centre headquartered in East London. IT is acquired by Abu Dhabi National Exhibitions Company.
This report is divided into tasks which part A and part B. Part A includes the diversity of global
events, components affecting the growth of the industry, value, legacy & effects of a range of
global events, management tactics and in part B it involves presentation in which positive/negative
effects of the macro environment and SWOT analysis.
PART A
TASK 1
Discuss the diversity of global events industry, with its structure/organisation & role of various
types of events in society
In the U.K, the country has a stable level of economy & it gives rise to much other business sectors
at a wider scale. In this competitive era, much new business sector has taken place, which gives rise
to more new businesses globally. The diversity of the event industry has been changing & changed
at a broader scale. There many several types of events which are being classified into different
categories. The classification is often categorised on the basis of size, scope, structure etc. So,
different types of events are present, which are mega, hallmark, local community and many more.
30% of the market sector is covered with the events industry in the U.K. This is also stated that
most of the locations are used for organising events in the country. Thus, further classification is
described below:
Mega events- They refer to those type in which events are organised or conducted at an

international level. The main aim of these is to generate more and more income with a wider scope.
For example- Fifa World cup which occurs in the global context. Also, they are responsible for
enhancing the tourism industry as these attract more tourists, oversight etc. (Wiener, 2019).
Hall mark- They are those who have to occur in culture or at major places. These are
mostly carried out with a short period of time to fulfil objectives. Their objective is to create
awareness, enhance tourism eyesight & attractions at a broader scale. Mostly they are being
recognised by sport or culture.
Local community- They are those who occur for specific purpose or occasions, in which
limited guests, tourists or people are involved. These are organised at a limited scale stage but with
a particular purpose. For example- parades, ceremony etc. are to be considered in this category.
Moreover, they are basically carried out on facilitator property or place.
Structure of the event industry
A structure reflects the formation or process through which industry carry out their major
activities, planning and many more. The formation/ structure has been changed with of event sector
as they widen their activities. In present situations, events are hosted outsourcing parties,
association bodies. For example- BBC Good Food Shows were hosted by BBC Hays Market (Olk,
2020). With this changed structure, it has become a major income source for many other
individuals. So, the structure is mentioned as follows:
Vendors
In the event industry, the structure of the event has changed and now vendors being considered an
important part. This is because they are responsible for arranging raw materials, information, ideas,
etc. Furthermore, they too work in such events with different types of departments like sounds &
lights, worker management and many more.
Venues
They refer happening of an event in a specific place, region or country. It is an essential structural
element because venues management are responsible for managing all activities of a particular
event. Without them, it is not possible to decide where to a host an event (Ehrenstein, 2019).
Industry associations
Industry association refers to those type of bodies which work with events industries. All major
decisions are made by them & strategies are implemented accordingly. These associations are
viewed as the backbone of an event. Such as ESAE is an association which is known as the
European Society of Associations Executives.

Roles and responsibility of events
In this competitive market, roles, as well as the responsibility of events, has been increased at a
larger level. Therefore, there are several types of roles which are discussed below:
 Role & responsibility for event management varies from industry to industry. Like in mega-
events main role is to act as a source of income & responsibility is to manage tourist
attractions in the most efficient manner.
 Another example like local community events role is to gather all people in local society to
develop relationships and responsibility is to complete manage people properly.
It is examined that the diversity of global event is larger because these are being operated at
international aspects. Therefore, the roles of several kinds of events are described briefly.
Explain elements that have affected the development of the events industry internationally
The development of this industry is increasing at a broader level. At the global level, this industry
is affected by many types of factors because of competition, employee, etc. There are different
types of components which affect this industry & those are explained below:
 Social media- Events are carried out globally, and with many new small/ medium-sized
event-based businesses, it affects the market sector. Due to the rise of competition, the
development of this sector has affected a broader area. Social media has stepped into the
market & it is many companies using social media to enhance their brand recognition. Also,
the use of social tools like Facebook, E-commerce websites such as Amazon and promotion/
advertising via internet applications has developed growth of event industry (Borscheva,
2020).
 Tourism industry- This factor has also impacted upon the development of the sector at the
intentional level. In relation to tourism area, with changing minds of tourists, people are
changeable & that leads to impacting structure events business and makes it difficult for
them to make a proper strategy. This negatively affects their both growth as well as
development. The changing environment of tourism sector leads to impacting on events
globally.
 Jobs/ employment- With this ongoing situation of pandemic COVID 19, the rate of
unemployment is increasing at a rapid scale. It is affecting upon event industry as people
are making a shift from one job to another (Pukala, 2019). It impacts the development of this
sector because skilled employees are moving unskilled people are hired by the event
industry to get their work done. Thus, it too negatively affects their working structure in the

broader area.
The above-explained matter states that factors affecting the development of event industry make it
difficult for them to make decisions properly. At the global context, these factors impact the
workflow of events that hinder their development.
TASK 2
Evaluate value, impacts and legacy of a range of global events on the environment in which they
operate.
There are various types of environment in which events are operated depending upon their needs
or requirements. Such types of events require resources, workforce, strategies according to their
environment. Therefore, their effect in the operating environment is described below:
Social/ cultural effect- In this given industry, the environment is being considered as
crucial because they reflect the purpose of a particular event. In this, local or community events
impact upon society & culture as because not society & culture includes regions, values or beliefs &
many more (Soares, 2018). It is not crucial that everyone can take part in these events & which
affects the behaviour of people living in that culture or society.
Physical & environment effect - In this example can be taken as Chinese New Year
Celebration which is hosted at the global context. It affects the physical environment because, in
this event, firecrackers, shows with loud music & noise pollution are organised. It negatively
impacts the health of people because of noise pollution and which also leads to other health-related
issues.
Political effect- With a changing period of time, many events are also being hosted under
the political environment. This environment gets affected at global context because rules,
regulations, legislations are different from country to country. Thus, it negatively affects their
activity of event because of strict rules varying at different places.
Events legacy
Legacy of the event is both planned & unplanned, positive, negative which are meant for a longer
period of time. The legacy of the event also affects their happening because it depicts how old the
event is & what other aspects it focus. For example- Olympic in London in 2012 comes under this
category. This legacy of events can be measured or determined in a physical way & affected
London economy because it provided opportunities with access to new venues, improved
infrastructure. Moreover, there was an economic effect at that time period as London boost up the

£14.2bn in two years (Darcy Prof, 2020).
Social environment- It is often seen that most of the events are hosted within a society &
culture environment. It affects the individual's culture, values, etc. Global organised events do
impacts the society because they change the mindset of people, behaviour attitude & many more.
Thus, this matter shows that the value of events has increased & events legacy is important, which
is to be focused as it assists in analysing of impacts of such events in the proper way. The range of
global events is wider & broader, according to which they are categorised. Further, the legacy has
been discussed, which depicts how the concept has affected event environment in which they
operate.
Provide management strategies adopted to unpin responsible event development for a range of
global events.
In the business field, management strategies are crucial which are needed to adopted by events
industries. It is because, without the use of these strategies, it is not possible to make decisions or
carry out activities or process. So, management strategies are mentioned as follows:
 Balanced scoreboard- It is viewed as one of the most useful strategies because in this
progress or performance level of events are examined by companies & their impacts at both
social & economic contexts. By accessing to this strategy, it makes it easier for event
companies to determine their progress by using both quantitative & qualitative approaches.
(Rukmangathen, 2017). It helps in supporting events globally with proper manner. In this, it
helps in improving the way through which activities are carried out.
 Economic impact studies- It is a kind of strategy in which a deep analysis of the economic
study is undertaken by events industries so that knowledge & new information of gained by
them which is beneficial for business. It is mostly done by the government so that events are
supported globally in a positive manner. These economic impact studies result in access to a
new level of areas. So, economic effects studies are crucial for enhancing the deep
knowledge in different aspects.
 Community perception of the event- In this type of tactic, it is a strategy which in which
a survey is carried out by using instrument tool which assists in examining of perception of
hosted community or people who are organising events. Also, minds or thinking of local
people are analysed by using survey form or tool. Therefore, it is the most effective
management tactics which are beneficial for understanding how a particular person thinks
about a particular event according to which decisions are made (Hayes, 2017).

 Include Corporate Environmental Management Strategy:
After analysis of the above paragraph, it is examined that these management strategies are
essential to be adopted, so those appropriate decisions are made. Furthermore, it is seen that it is
necessary to use them in such a way that everything is carried out in a proper manner. Also, it is
evaluated that by using such tactics leads to accomplishing of goals in an appropriate way.
PART B (Covered in PPT)
TASK 3
Briefly describe positive/negative effects macro environment has on the global event industry.
Macro environment refers to those which comprises of external factors affecting functions or
operations or functions of the business. These have a deep impact on the entity's workflow, which
leads to problems/issues. Global events occur at international stages which & operates their
activities accordingly. So, the macro environment effect on global events are described below:
Social/ cultural
In this, events affect the culture and society because at global events like Chinese New Year
Celebration does affect the culture of many people because not everyone in the U.K or people of
other country take participate in this event (Durcan, 2019).
Positive
 This external factor of social/ cultural has a positive effect because this event established a
positive relationship with each other.
Negative effect
 External factor has a negative impact on this global event because they are violating the
values of individual who do not take participate in such events.
Physical and environment
This external element affects global events because of operating physically & creating problems for
many people.
Positive effects
 For example- Olympic 2012 was organised at global aspects, and it affected the global event
industry because competition level for the country to country was increasing, which
enhances their working efficiency (Woźniak, 2018).
Negative effects
 So, this mega event impacted the financial resources of the country, which impacted

negatively on the economy.
Tourism
It is also another macro-environment in which global event industry does get affected because most
of the events are successful because of visits of tourists.
Positive aspects
 Macro environment enhances the tourists & attractions eyesights due to which global event
industry are able to widen their functions.
Negative
 It does affect the global event industry as without the tourism sector it is not possible for
events planners to gather up people for event.
Influence on decision making & organisational behaviour
The macro-environment also does the decision making of events industry because factors like
market, political factors, economic elements make it difficult for them to make decisions in a
positive manner like an adaption of strategies etc. It negatively impacts their working flow
structure. Further, to has an effect on organisational behaviour of global event industry because the
macro environment affects the behaviour of management in a negative way which directly leads to
change of behaviour in between workforce (Rocha, 2019). It is stated that it is crucial to be aware of
such influence on decision making as well as organisational behaviour so that goals are
accomplished appropriately.
Thus, explained paragraph shows that the effects of macro environment disrupted the whole global
event industry at a broader scale. Therefore, it is stated that it is essential to be aware of such effects
so that everything is done in the correct way.
Conduct a SWOT analysis for a specific event to examine and assess the criteria essential for the
successful planning of events.
SWOT Analysis- It is a tool which is used by the enterprise to identify and access inner
capabilities. It is a time-consuming process because it requires a deep level of information for
which market analysis is needed to be done. In relevance to the event industry, mega-events are
being taken in which SWOT is conducted for the Fifa World Cup. Thus, it is further discussed as
follows:
Strength
 The main strength of this mega event-
the Fifa World Cup is that it boosts and
enhances the tourism sector level of the
Weakness
 As the event is organised at global
aspects, it is difficult to arrange the
necessary resources for participants

country. (Ham, 2018).
Opportunity
 Such type of events enhances the
financial earning of a country in which
they are operating.
Threats
 The biggest threat is that uncertainty of
situations which can arise due to any
external factors, mostly political & can
affect the whole structure of events.
criteria needed for successful planning of events
For the successful planning of events, it is necessary to be aware of criteria which are beneficial
for events completion. This is because without them, decision making not possible. Therefore, such
criteria are explained as follow:
 Develop vision/ goals- It is one of the most crucial criteria which is necessary for the
success of the event because without analysis of vision or goals it not possible to organise an
event properly (Wiener, 2019).
 Organising of the team- It is another important step which is required to be focused
because the team helps in coordination, cooperation, communication. With the help of team
development, it is easy to maintain work.
 Decide a budget- Then, it is also important to decide a budget for an event so that
resources, workforce and other related activities are being processed effectively. The budget
helps in arranging & using financial resources efficiently.
 Launch date- It is also essential for successful planning because when event planning is
being at processed at the stage, then the launch date of the same is too necessary. Because
the launch date helps in proper managing work with the time period.
 Master plan- AT last, the master plan is needed for successful planning so that if any
problem occurs or changes are to be made at the last stage, then the master plan is adapted
as a backup. It is important to prepare a master plan so that safety is measured for events
(Olk, 2020).
Therefore, the stated matter specifies that SWOT analysis help in accessing how a specific event is
useful or not useful. Also, an improvement area for an event is too determined by using this
framework. Further, essential criteria are being described which are used for successful planning

of an event.
CONCLUSION
After analysis of the above report, it is stated that global events are of diverse ranges and includes
many stages. This industry is rising with a change period of time & improving the overall sector.

Discussions have been made about the diversity of the range of global events, components
impacting event industry. Moreover, management strategies, SWOT Analysis & important criteria
for successful planning of events is explained. It is examined that events organised globally are
affected by many factors which directly impacts the industry level. In this report, it focuses on
events & how they affects overall business structure of tourism industry. Key points which has been
addressed are structure of event industry, impact of macro environment, different types of tactics.
The event sector changes from time to time depending upon market situations & tourism. Thus, it is
essential to focus on them so that goals are accomplished appropriately.

REFERENCES
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