Global Events: Diversity, Factors, Management Strategies and Impacts

This article discusses the diversity of global event industry, its structure, different types of events, factors influencing its development, management strategies, and impacts on the environment and society. It also evaluates the value and legacy of global events.

GLOBAL
EVENTS

Table of Contents
PART A...........................................................................................................................................3
INTRODUCTION.........................................................................................................................3
TASK..............................................................................................................................................3
Determine the diversity of global event industry, its structure and how it is organized along
with different types of events within our society.........................................................................3
Determine factors which influence development of events industry on local and global level. .4
Evaluation of key factors which influence development, structure and organization of events
industry and role of different events within our society..............................................................6
Critical evaluation of key factors which influence and shape event industry and role they play
in society......................................................................................................................................8
Evaluation which depicts value, impacts and legacy of range of global events together within
environment in which they operate..............................................................................................8
Management strategies used to support event development across range of global events........9
Evaluation of specific management strategies used within event industry to deliver responsible
events and how they have recently developed.............................................................................9
Critical analysis of impact of global events on different levels of environment and evaluation
of strategies followed by industry to support responsible event development now and in future
...................................................................................................................................................10
CONCLUSION............................................................................................................................10
REFERENCES............................................................................................................................11

PART A
INTRODUCTION
Event management is the application of project management to the creation and
development of small or large scale personal or corporate events which can be related to
conferences, weddings, formal party, ceremonies, concerts or conventions. In other words, event
management is an activity which oversees all logistics leading up to and during an event (What Is
Event Management, 2020). This can involve functions from large scale events to small scale
events where various activities are followed in order to perform or manage a successful event.
Global event is an organized event which involves people from different countries around the
globe. Such events run at global level and catches eye of numerous people and attention from
media. ExCel is an exhibition and international convention center in Royal Docks, London
which was started in 2000. The purpose of the study is to understand the concepts and diversity
of event management and global events managed through hospitality industry. The project will
be helpful in enhancing knowledge about hospitality management with the help of analyzing
different types of events which can be hosted by an organisation and what factors are responsible
for influencing the development of event industry at local and global level. This project will also
define values and legacy of different global events and management strategies which can be
supported for effective even development.
TASK
Determine the diversity of global event industry, its structure and how it is organized along with
different types of events within our society
Events refers to public gathering of populace art at a determined time and place. The
growth of global event industry has been increased due to high frequency of corporate meetings
inductions conferences exhibitions music concerts and other events. As multidimensional events
have been organized and such events are key drivers of global event market. Event can be
defined as public gathering for purpose of celebration education reunion or marketing (Outlook
on Event Industry, 2021). Any event can be classified on the basis of their size, text or context.
Events can be further classified into three categories, which are- private, corporate and charity
events whereas, in order to meet the pace of change in environment, events are now also

organized through online platforms which are called as virtual events. The types of events are
further discussed below:
Private Event-Private events are private gathering which is limited to members in guest
of a family, organization or a club. Such events are not open to general public and food is
provided without compensation. Private event involves- wedding, birthday parties, festival
gathering and school functions. Some of the private events are discussed below:
 Festivals: Festivals are private events and are organized series of events which can be
music festival or food festival where numerous people can gather at one place at a time.
Corporate Event- Corporate events are form of events or social activities which is
organized by or funded by business entity. Such events can be organized through seminars,
conferences, meetings, product launch, business dinners and etc. Some of the corporate events
are discussed underneath:
 Seminars: Seminar is a corporate event which is organized with specific target audience
which aims to convey highly relevant information (Types of Events, 2021). Such events
can be organized in community space in business premises in self or via online platforms.
Charity Event- Charity event for fundraising events is nonprofit event which are
organized with the purpose of charitable fundraising in order to raise money for a cause, charity
or nonprofit group or organisation. Charity events can range from society balls, sports event,
charitable auctions and other events. Some of the charity events are discussed underneath:
 Auction: Auctions are type of fundraising events where people can bid on the items and
hosting party can earn higher prices from selling products through bidding.
Determine factors which influence development of events industry on local and global level
According to the report, a thorough future analysis on megatrends influencing the events
sector was just published. By 2030, it will have outlined changes, selected megatrends, and their
influence on events and conventions (Babcock and et.al, 2015). Globalization is one trend that is
expected to have a significant impact on and challenge the events sector in the medium future.
While globalization will boost worldwide rivalry, particularly with rising markets such as the
BRICS, it will also produce extra demand from individuals in those areas with a new sort of

customer. This implies that event planners will need to figure out what their guests and
exhibitors want, necessitating a greater requirement for multicultural abilities. The development
of international knowledge and skills, as well as mastery of other languages, will become the
norm. As the number of international organizations expands as a result of globalization, so will
the need to successfully communicate ideas in person, according to the GCB, which anticipates a
rise in demand for events as a platform for international networking. The event sector is facing
worldwide competition and commercial possibilities from old and developing countries as
business becomes more globalized.
The BRICS and MINT markets have a big population, expanding economy, and a
reasonably stable political climate. Emerging market growth rates in terms of the number of
events and hired space need reconsidering present company methods. The meeting and events
business, like many other industries, may encounter problems as the globe becomes increasingly
globalized, but it may also find chances to gain from an increase in demand for in-person events.
There are few factors that create influence on development of events on local and global level
and which are mentioned below:
 Millions of visitors visit the United Kingdom, resulting in money flowing into the events
industry and the economy, boosting the value of the events sector. According to Sharply
(2012), tourism supports businesses and the economy by bringing money in; without
tourism, the economy, as well as organizations such as hotels, airports, and other
businesses, would suffer (Feng and et.al, 2019).
 Because there is more availability of transportation and regular transportation than in
2008, transportation has an influence on the events business. Some event providers even
offer a package where customers may pay for a train ticket to London and then be picked
up by a bus service to transport them to the event. According to Oliver, the public sector
funding package for the London 2012 Olympic Games is £9.3 billion, which includes all
additional security, defense, and public transportation provision for the games (Gao and
et.al, 2019). This has an impact on ticket sales because people can get direct
transportation to the games, resulting in an increase in income via public transportation as
a result of large events being held.

 Due to details being updated and shared for events to improve individual knowledge of
events occurring, social media has had a significant influence on the events sector. This
research looks at Facebook's 'events' as a way to promote unique events to customers.
Consumer perceptions of Facebook and their willingness to attend an event.
 Marketers may use the media's reach to advertise their products to a worldwide audience.
Furthermore, as the sport business grows, there may be a greater focus on specialization
within event management, despite the fact that many organizations now employ a small
number of event-related personnel (Giampiccoli, Lee and Nauright, 2015). This may alter
when jobs and responsibilities within the sector grow increasingly specialized in one or
more areas.
Problems and trends that are expected to have an influence on the UK conference
and meeting market the study uses data gathered from industry professionals to determine
their thoughts on the trends and challenges that may affect the UK conference and
meetings sector over the next five years. Competitive forces pertaining to certain regions
and nations, new technology, and other areas of competition are also recognized.
Evaluation of key factors which influence development, structure and organization of events
industry and role of different events within our society
There are various factors that influence development structure of the event industry and
which are mentioned below:
 Some occasions, such as weddings, need a formal invitation sent via mail. Sending a
formal invitation to other events is no longer a viable option. Email is the preferred
method of sending invitations. The majority of individuals read their email on a regular
basis and can reply immediately to invitations they receive (Ham, 2018). They will get
RSVPs right away and will be able to monitor them. Using online email providers like
Constant Contact or Mail Chimp to send invites for a huge event is straightforward.
 Social media posts might be useful if they are arranging a public event. Facebook,
Snapchat, and Twitter are all excellent platforms for reaching out to the general
population. Guests over the age of 50 may benefit more from advertisements in
newspapers or on television. It all depends on the sort of visitor they want to attend their
event.

 Strategic realignment is required as a result of structural changes like as mergers and
acquisitions and expansion into new markets. Changes in strategic management are
unavoidable as a result of such revolutions in management, capital, ownership, and
market structures. In order to reconcile and realign the organization's aims and objectives,
their firm must adapt existing strategies and establish new ones.
 It is very important for the company to understand about their audience and purpose of
the event because it is the factors that helps the company and their manager to
accomplish their goals and objectives and increase their efficiency (Hao and et.al, 2018).
This will help them to maintain their productivity and also help them to improve their
productivity and effectiveness in the marketplace.
 It is very important for the organization to identify their goals and objectives in also
identify the target audience and their requirements in order to achieve their goals and
objectives. Once the organization is selected the target audience then they are required to
figure out where to find them and determine how they will reach them. Appropriate place
or venue and suitable timing is very important factor for the organization in order to
organize a successful event and these strategies help the organization to improve their
efficiency and improve their brand image in front of the Marketplace.
 Rising competition in the target market and the social and the cultural profile is also
creating impact on the organization in order to adopt the modification in the strategic
management.
 Modification in laws and regulation influence the modification in the strategic
management of the organization and these are the factors which create impact on the
organization in also create impact on the productivity and efficiency of the organization
(Marcella and et.al, 2021). This factor influences the organization to improve their
productivity and effectiveness in the Marketplace so that they can identify their problems
and obstacles future facing by them and adapt more effective strategies in order to
overcome them and achieve their targets in goals in an appropriate manner.
Events are very important for the community because they perform at the individual for a
more intimate and engaging experience with their community and audience that ultimately leaves
an effective and lasting impression and one that is much memorable than a passive viewing and
kind of more traditional form of advertising. Events have an influence on the environment as a

result of activities such as construction, energy usage, and spectator and participant
transportation, which have an impact on significant environmental concerns like as climate
change and natural resource depletion. Cultural events have an essential role in a person's
emotional, cognitive, and social development; despite the participants' unique variations and
idiosyncrasies, cultural events reinforce the group's togetherness. They hone their collaboration
and conversation abilities.
Critical evaluation of key factors which influence and shape event industry and role they play in
society
There are different factors that influence the shape event industry and it is very important
for the company to consider all the factors in order to achieve their goals and objectives and
become successful in the market place. This factors which are consider by the event industry also
influence the company to expand their business globally and these factors are, Technological
factor, social factors, cultural factors (Naqash and et.al, 2020). This factor helped the
organization to identify about their target audience and achieve their goals in objective that
influence the complete to shape their event industry. There is different kind of roles of event that
is very important for the society in order to the imports the group togetherness in work with
collaboration and conversation abilities. Major events have the ability to benefit the individuals
and communities that are affected by them. They have the ability to mobilize huge groups of
people and make a significant effect on their lives in a variety of ways.
Evaluation which depicts value, impacts and legacy of range of global events together within
environment in which they operate
A global event cannot be organized in a small space as it involves huge number of people
from different countries. There are various aspects more than the environment in which
organisation operates and factors such as- economic, socio-cultural, technological and political
are linked with the global event. Organizing an event at global level can be helpful to drive
opportunities and can maximize the profitability and success of the venture which is organizing
the event (Škerlak and et.al, 2015). From the current business environment, a rapid incline in
global events can be seen as it also has increased the involvement of various organisations and
government authority's for successfully organization the event in a country. The involvement of

various organisations and government authorities in the country brings opportunity to enhance
the economic position, growth and make more profit for the economy.
With the help of detailed analysis, it can be understood that management supports in
increasing and enhancing the climate condition for managing all economic factors which are
concerned at the event. In terms of environment, legacy is the outcome of unintentional
circumstances resulted in grasping high attention of media and general public due to an ethical
reason followed during the event. Some of the other factors such as high cost of event failure can
lead to facing costly lawsuits which can make business face huge financial loss. For example,
London Fashion Week showcased the new designs of apparels based on European culture which
is the medium to promote the values of European culture and the clothing style of European
country by the organisation.
Management strategies used to support event development across range of global events
In order to formulate Strategies for the event it is very important for the organization to
develop goals and objectives in order to fulfill their client's requirements. It is very important for
the organization to plan an event so that they can define their goals and objectives and establish
your budget in order to build their time and pick venue and date so that they can develop event
branding (Tralhão and Póvoa, 2020). After that it is very important for the event planner to plan
their program so that they can confirm sponsored exhibit II and speakers to enable eyes and
identify the select techniques and tools in order to achieve their goals and objectives which are
decided by the organization. In order to achieve their goals and objectives and improve their
productivity it is very important for the organization to develop a marketing and promotional
plan so that they can achieve their success and get more opportunities so that they can determine
their measurement of the success and work accordingly.
Evaluation of specific management strategies used within event industry to deliver responsible
events and how they have recently developed
From the evaluation the impact of management strategies on event industry is high and
this can be analyzed with the help of different strategies which highlights their influence on
event industry. The strategies are based on long-term success and profitability factors in order to
achieve required outcomes of the business (Westerhold and et.al, 2018). By analyzing the impact
of management strategy, this highlighted positive impact which can be seen through incline in

economic outcomes. Social cultural factors and local environment is important and must be kept
in mind while planning organizational management strategy for the business. Moreover, such
factors also create negative impacts which can be seen through estimation of income in budget
incurred for the event which is inaccurate. Due to poor budgeting, this can reduce interest of
stakeholders in the event and business.
Critical analysis of impact of global events on different levels of environment and evaluation of
strategies followed by industry to support responsible event development now and in future
Environmental factors focus on all those factors which are based on the natural factors or
environment. Some of the environmental or natural factors which are concerned are biodiversity,
air, water, plants and many others. Organizing a global event on different level of environment,
there are major issues which can be faced. By organizing an event at global level, it can
minimize the number of natural resources in specific area. In terms of the respective company,
the organisation must follow all environmental safety protocols at priority which will help them
in meeting all environmental standards and minimizing the negative impact of the event which
has been organized (Wu and et.al, 2021). The management must follow all the policies and
protocols from the initial stage of the event to the last concluding stage and must monitor the
whole event regularly to ensure all factors are followed in the event. With the help of organizing
a global event, the business can invest and use green technologies, engage with local community,
increase employee engagement and diversity and follow inclusion initiatives which will be
helpful in meeting corporate social responsibility which has been followed through the global
event and global event management industry.
CONCLUSION
From the aforementioned information, it can be stated that event management is a process
of planning and coordinating the event which involves various activities such as- budgeting, site
selection, scheduling, coordinating-, transportation, arranging speakers or entertainers, managing
décor, catering, event security, acquiring necessary permits, coordinating with third party
vendors and setting emergency plans for backups. It can be seen that events are organized at
local and global level. At global level events the audience gathers from different countries across
the globe.

REFERENCES
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Online
What Is Event Management, 2020 [Online]. Available through
<https://www.thebalancesmb.com/what-is-event-management-4067066>
Outlook on Event Industry, 2021 [Online]. Available through
<https://www.prnewswire.com/news-releases/outlook-on-the-events-industry-global-
market-to-2028---opportunity-analysis-and-industry-forecasts-301295944.html>
Types of Events, 2021 [Online]. Available through<https://www.eventbrite.co.uk/blog/the-
different-types-of-events-ds00/>