Carols by Candlelight Event: Stakeholder Analysis and Influence

This report provides a comprehensive analysis of the Carols by Candlelight event, focusing on its various stakeholders. It identifies and categorizes stakeholders such as host organizations, host communities, participants, co-workers, sponsors, and media, detailing the nature of their relationships with the event. The report further highlights the two most important stakeholders from each group, justifying their significance based on factors like power, urgency, and legitimacy. It explores how the event can be negatively influenced if it becomes overly dependent on specific stakeholders and offers recommendations to mitigate this dependency, suggesting strategies to balance relationships and reduce risk through approaches like growing, developing, maintaining, and, if necessary, abandoning certain stakeholder connections. The report concludes by emphasizing the importance of building interdependent relationships within the event network to ensure its long-term success and sustainability.

TOURISM

Table of Contents
CAROLS BY CANDLELIGHT......................................................................................................1
1. Relationship between the event and each stakeholder from the group..............................1
2. Two most important stakeholder from the each group and justification of their importance
................................................................................................................................................3
3. How event can be influenced, if it becomes too dependent on the two stakeholder..........4
4. Recommendation on how to reduce the dependency.........................................................5
REFERENCES................................................................................................................................6

CAROLS BY CANDLELIGHT
Carols by Candlelight is an annual Australian Christmas Tradition that is originated in south-
eastern Australia. Carols by candlelight is held every year in the week before Christmas to
celebrate the Christmas Eve (Vision Australia's Carols By Candlelight, 2019).
1. Relationship between the event and each stakeholder from the group
Stakeholder can be defined as the individual and group who have some kind of interest in
the event. Such interest can be emotional, financial, social, political or any other form of
personal involvement in the event (Getz and Page, 2016). The various kinds of stakeholder
groups in the event are; Host organisation, Host community, Participants and spectators, Co-
workers, sponsor and media.
Host Organisation
They are the key stakeholder for the Carlos by Candlelight event and are legally and
financially responsible for the overall management, organisation and implementation of an event
and related activities. The event is supported by Vision Carlos by Candlelight that is a charity
organisation mainly helps the blind or low vision child. Carols by candlelight is the largest
annual fund raiser for Vision Australia (Kruger and Saayman, 2015).
Host community
Host community refer to the group of people who exist in one specific location. The first
event was held in the Alexandra gardens, Melbourne from 1938 to 1958. After then, it moved to
the newly constructed Sidney Myer Music bowl in 1959 all the events are held annually at the
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Illustration 1: Carols By Candlelight
(Source: Vision Australia's Carols By Candlelight, 2019)

new constructed place in Melbourne's King's Domain Gardens on Christmas Eve. The
environment of the place is perfect for the event that attracts the audience. They visitors are not
only Christians, also non- Christians come in the event from across the country that is beneficial
for the host organisation for collecting charity as much amount as possible.
Participants
Participants in the present event are Performers in the event vary from year to year
(Lawton and Weaver, 2015). They are an important part of event and similarly event is important
part of performer’s life. Success of the event is dependent on good performance that is performed
by the performer. The person who is performing in the event can give opportunities to the
person. All of the wonderful artist who perform at Carols By Candlelight donate their time to
support the event and they also support the kids who have low vision or they are blind. Two way
relation between the performers and event include; artist get paid, fame from the event and they
are one of the reason behind the success of the event (Dibble, 2016).
Co-Workers
Co-workers are the person who provides labour and support to the event. For any event to
be truly effective the vision and philosophy must be shared by the all team. The co-workers in
the event are the collaborator and partner. One of the co-worker of the event are the people who
manage the arrangements from parking of the cars to sitting arrangement in the event. Without
the co-workers the management of the event is nearly difficult (Mohammed, Guillet and Law,
2015). The Co-worker in the event are the person who are appointed for the registration of
clients. They are the supporter in the success of the event. In return it is their job and they get
paid for all the supportive work done by the people.
Media
They are an important part of the event who promote the effort of donation in the local
community. The main stakeholders in the media are TV channels that broadcast and telecast live
event to eastern Asia, New Zealand and many Pacific Islands. Relation between the event and
the stakeholder is beneficial for both as telecasting promotes the event in all around the world
and in return the media get TRP by the event.
Sponsor
One of the accommodation partner as official hotel partner of the event is Marriott
International (Hannam, Mostafanezhad and Rickly, 2016). Marriott international in Melbourne is
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proud to be supporting Vision Australia in its fundraising effort. The event enhances the rate of
visitor in the sponsor hotel by promoting hotel in the market. A fix amount of donation is
providing by the hotel to the event and the hospitality is also responsible for promoting the event
to the stayed guests in the hotel for the Christmas Eve. The event is dependent on this type of
sponsors that provide funds for the event.
2. Two most important stakeholder from the each group and justification of their importance
Stakeholder salience is the extent to which stakeholders are visible, vocal and important
to a project. The concept of stakeholder salience give some parameters that classified stakeholder
such as; Power, Urgency, Legitimacy (Geus, Richards and Toepoel, 2016). From the six groups,
the two most important stakeholders are;
Host organisation- The two most important stakeholders in this group are; The Vision
Australia’s carols by candlelight and City south association. Both are the important part of the
event.
 The Vision Australia’s Carols by Candlelight- The event is organised by the non-profit
organisations. They are important part of the event is because the collected fund transfers
to the organisation and recently the vision is the reason of the event.
 City south Association- They are an important part of the event as they engaged recently
to the. This is a non- profit organisations and are important part of the event as they are
event manager of the Music festival.
Host Community-
 Garden- recent all the events are organised in the garden taken by the Vision Australia.
Garden is more beneficial as the capacity of the members at the recent location is 20,000
to 30,000 people.
 Broadcast- Another way to reach the public is the broadcasting. So the broadcaster is the
better host community or structure to reach the people around the world.
Participants and Spectator- Important stakeholder in this group are; Audience and singers. The
event is based on music and singers that are the important part of event to sing the carols. In the
stakeholder salience they are Legitimacy (Getz and Page, 2016).
 Singers- The importance of singers in the event is; They provide entertainment to the
audience. Most of the audience attracts towards the event because of the celebrity singers
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that are going to perform in the event. Involvement of the singers in the event really
counts.
 Audience- The event is mainly organised for the audience and they are important part of
fundraising for the Vision Carols by Candlelight. In the stakeholder salience they have
power to The Importance of audience is
Co-Workers-
 Volunteers- They are an important part of the event who manages, organises the event
and take care of all the things are get properly done.
 Contractors- Contractor is responsible for the installation and lightning of the tree and of
the candles. They are also an important part of the event as they give opportunity to the
community to donate a gift or make a donation for charity. They do preparation of he
garden and build tent and make other arrangements like stage, etc.
Media-
 Mass Media- They are very vital in terms of giving publicity and media coverage to the
event through the press release, media briefing and press conference of performers. They
generally did not own any critical resource but are positioned effectively between
communication path of other stakeholders.
 Radio and television- They are mainly invited to produce some live events and also
provide on-site announcers. This group of the stakeholder is mouthpiece for the event and
do advertisement on social media
Sponsor-
 Channel 9- it is the broadcast partner and are the most important part of broadcasting he
show on TV channel 9. The partner is the second important partner of the event who takes
all the responsibility of broadcasting around the public that cannot able to come.
 Priceline Pharmacy- It is the leading beauty and health store for women and a presenting
partner or sponsor of the event. They also are in foundation group who supports women
issues. The stakeholder are the most important part of he event.
3. How event can be influenced, if it becomes too dependent on the two stakeholder
There are many stakeholders in the each of the group but if the whole event is dependent
on the two most important stakeholders that can impact on the other stakeholder in the group as
well as to the whole event (Kruger and Saayman, 2015).
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For example the first group is participants and Spectator, in which audience and
performers are the two main stakeholders identify by stakeholder salience. The whole event is
totally depends on the two stakeholder. But by the dependency, event can be influenced in
negative way. Other stakeholders for example; dancer and the food server are also a big part of
the event. Without them the success of event is not possible. As well as without the event
manager, the management can be dysfunction and people do not function like together.
Another example is Co-worker; the event is totally dependent on the volunteers and the
councils. But from the single person to the event performers all are dependent on the all the co-
workers who play his/her role with some major stakeholder in the group. The dancers are
dependent on the choreographers for polishing their performance and the backstage group who
manages all the performance in for the crowd around 20,000 to 30,000. The influence can be
seen as the mismanagement and fluctuation in cost and revenue.
4. Recommendation on how to reduce the dependency
There are some recommendations to reduce the dependency from the important stakeholders
in the event. The event organiser should apply the stakeholder salience for all the members in
that are attached with the event and give them proper recognition for their work. For reduce the
dependency, the Vision Australia should utilise four strategies while relating to its key holder;
grow, develop, maintain and abandon. As the festival is non-profit, they try to sustain their core
belief and their governance should be flexible so that they can adopt any changes. It can be seen
that might be some stakeholders are more important and favourable for the event based on their
ability to meet the event’s need and some of them are might be required recognition and their
work also can appreciated. The event manager should implement sufficient knowledge of the
dependency and independency pattern. They is recommended to distinguish four pattern of
dependency; government first, venue first, sponsor first and sponsor first. It is recommend to
them to build interdependent relation in the event network.
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REFERENCES
Books and Journals
Getz, D. and Page, S. J., 2016. Progress and prospects for event tourism research. Tourism
Management. 52. pp.593-631.
Kruger, M. and Saayman, M., 2015. Consumer preferences of Generation Y: Evidence from live
music tourism event performances in South Africa. Journal of Vacation
Marketing. 21(4). pp.366-382.
Lawton, L. J. and Weaver, D. B., 2015. Using residents’ perceptions research to inform planning
and management for sustainable tourism: A study of the Gold Coast Schoolies Week, a
contentious tourism event. Journal of Sustainable Tourism. 23(5). pp.660-682.
Mohammed, I., Guillet, B. D. and Law, R., 2015. The contributions of economics to hospitality
literature: A content analysis of hospitality and tourism journals. International Journal of
Hospitality Management. 44. pp.99-110.
Hannam, K., Mostafanezhad, M. and Rickly, J. eds., 2016. Event mobilities: Politics, place and
performance. Routledge.
Geus, S. D., Richards, G. and Toepoel, V., 2016. Conceptualisation and operationalisation of
event and festival experiences: Creation of an event experience scale. Scandinavian
Journal of Hospitality and Tourism. 16(3). pp.274-296.
Online
Vision Australia's Carols by Candlelight. 2019. [Online]. Available
Through:<https://carols.visionaustralia.org>.
Stars Come out for carols by Candlelight 2018. 2019 [Online]. Available
Through:<https://www.news.com.au/national/victoria/stars-come-out-for-carols-by-
candlelight-2018/news-story/55017431c29bae66d7d5c2b0e575c1d2
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