Global Events: A Comprehensive Analysis of the Industry

This report provides a comprehensive overview of global events, exploring their structure, diversity, and role in society. It delves into the factors influencing the development of the global events industry, including the growth of the event industry, the contribution of events to the global economy, and the motivations behind event attendance. The report evaluates the value, impact, and legacy of global events on the environment, discussing both positive and negative effects on political, economic, socio-cultural, and environmental environments. It also examines strategies for responsible event development, with a focus on Corporate Social Responsibility (CSR) and sustainability, using examples like the London 2012 Olympics. The report includes PESTLE and SWOT analyses to provide a deeper understanding of the industry.

GLOBAL EVENTS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO 1.................................................................................................................................................3
P1 Structure and diversity of global events and their role in society, Factors influencing
development of global events......................................................................................................3
P2 Factors influencing development of global events.................................................................5
LO 2.................................................................................................................................................6
P3 Evaluation of value, impact and legacy of global events on environment.............................6
P 4 Strategies used to
support responsible
event development for a
range of global events.................................................................................................................7
LO 3.................................................................................................................................................8
P 5 Pestle Analysis.......................................................................................................................8
LO 4 ..............................................................................................................................................10
P 6 SWOT Analysis on Olympics.............................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................12

INTRODUCTION
Global events are basically the events which are being organized on the large platform
and requires the wide media coverage. There are different types of events which differ from one
or the another and thus impacts the society at large.
This report provides the brief of structure and diversity of global events and their role in
society, Factors influencing development of global events, Evaluation of value, impact and
legacy of global events on environment and management strategies for development of global
events.
MAIN BODY
LO 1
P1 Structure and diversity of global events and their role in society, Factors influencing
development of global events
Diversity of global events
The are diverse range of events which exists and thus attract the customer by their
exceptional features.
Hallmark events
Hallmark events are basically the fairs, expositions that are held either on the regular
basis or one-off basis. The main aim of these events is to provide host community with golden
opportunity to protect the high prominence within tourism market.
Mega events
These are the events which are generally helps on the large platform and thus covers the
wide media coverage. These can be either national or international and thus have the capacity to
accommodate large range of people (Horne, 2017). This includes sporting events etc. The major
aim of this event is to attract large number of viewership and thus gather make them aware of the
different society and national cultures.
Structure of global event industry
The typology of the global events industry generally encompasses the structural
distribution and have various components
Event organizations

There are various event organizations whose main aim is to manage and thus control the
various events like wedding, part etc and attract more and more customers by serving them with
the best quality.
Suppliers
The suppliers bin event industry are basically the network of the integral part of event
industry under which the professionals and expertise collaborate to deliver high-quality events.
Suppliers in event industry consists of sound production, lighting, catering, entertainment etc.
Role of events in society
The various events become an important factor which serves the community and thus
plays a vital role for them.
Cultural events
The cultural events mainly encompasses festivals, carnivals, heritage events, religions
etc. The main aim of this event is to gather the large number of people and thus make them
aware of the different cultures, values, ethics etc. It helps the society to understand the cross-
cultural differences and communicate with each other (Wang and et.al.,2016).
Sports events
The sports events are normally hosted for differentiating professionals from other
amateurs. There are various types of sports competitions like Olympic games, world
championship where their main aim is to entertain people and increase their self-esteem
regarding sports. It helps the society to know the national games and this increases their interest
towards sports.
Music events
The music events consist of various singers and music players who assemble for a
particular purpose to sing and entertain the people. The main aim of this event is to make people
aware of different genres of music and increases their interest towards music industry. It helps
the people of society to know the importance of music in world and thus encourages them to step
their foot in music industry (Hudson and Hudson, 2017).
Business events
This event mainly emphasizes on business as well as trade activities and thus involves
workshops, seminars, conventions, conferences etc. The main aim of this event is to make the
people aware of various products and services which are newly launched or modified. It helps

the people of society to interact with each and thus understand the pros and cons of particular
product in real life.
P2 Factors influencing development of global events
Growth of event industry
The growth of event industry has been imperative to the world economy and thus has
evolved to a great extent over the period of time. The rise of this industry has marked the growth
of various other sectors and thus have contributed to the economic development of the country.
Since the emergence of globalization and advent of technology, the growth of event industry has
shown a great progress. The most important factor which has given rise to this flourish global
events is the increasing disposable income of people (Cohendet and et.al.,2018). With the
increase in the income, people began to invest more and more money to lead luxurious life by
traveling to different destination. Various events like exhibitions, trade shows, seminars,
conferences has transformed drastically due to the technology and thus this has eventually raised
the interest of people to attend various events.
Contribution of event to global economy
From tracing the growth of global events in the world, it has been seen that these events
directly or indirectly contribute in boosting the global economy. In order to attend the highly
publicized and well-known events, people from across the world travel to the place where the
event has been held. Their immigration to the country means their spending on most of the things
like taxi, convenience, hotels, travel guide, etc thus this spending of the tourist eventually
generates a huge amount of money for the country and thus raises the global economy. Besides
this, as more and more tourist travel to the countries for attending the various events thus the
event industry requires staff for who can deliver the results effectively to the customers. This at
the end, raises the employment ratio of the country and helps in contributing to the global
economy (Jones, 2017). Therefore, in this way this industry has high value and thus assist in the
economic development of countries.
Demand and motivation of events
There is always some kind of motivation as well as demand of customers behind
performing certain task. This also works for the event industry in which there are some
motivational factors within customers which drives them towards traveling to different
destination for attending various events. These motivational factors serves as momentum within

them which stimulate them to travel. For example for the attending the cultural events, the main
motivation and demand of the customers is to understand cross-cultural differences and know the
different cultures and values of people. In the same way, when various sports events are been
held the then the major motivation behind attending this is to remain aware the importance of
different national sports. Besides this, another motivation for attending sports events is to increse
the self-esteem, affiliation and thus entertain themselves.
LO 2
P3 Evaluation of value, impact and legacy of global events on environment
Impact of events on Political environment
The global events have a huge impact on the political environment of the country and
thus affect in a great way.
Positive effect- The positive impact of global events is that it allows the country to trade freely
and thus import the goods and services overseas. Besides this, due to the immigration of people
for attending various global events, more and more revenue is generated in the country and thus
this eventually raises the tax rate as well as the fiscal policy.
Negative effect- The global events also have some negative impact which thus hinders the
political stability of the country. These global events eventually disturbs the government policies
and thus results in political instability. While planning for the various events, the different
policies are taken into account and thus eventually results in the political disturbance.
Economic environment
Theses various global events not only impact the political environment but also affect the
economic condition of the country to a great extent (Schüßler, Grabher and Müller-Seitz, 2015).
Positive impact- Due to these events, more and more people travel from across the world and
thus this increases the revenue of the country. This increases in the revenue generation means,
the GDP of the country increases and thus it helps in improving the economic condition of the
country.
Negative impact- The events not only pose the positive impact but also have some negative
aspects which eventually disturbs the overall economy. As this industry provides jobs to wide
range of people but their jobs which are being provided are normally short terms and once the
event is over the people gain become unemployed. This impacts the economy of the country and
thus the employment ratio tend to fluctuate.

Socio-cultural environment
Global events also poses some impact on the overall society and their cultures and values.
They poses positive as well as negative impact on the people (Getz and Page, 2016).
Positive impact- Through the various events like cultural shows, trade shows, music events etc
the participation of various people increases and thus this helps them to understand the different
cultures and values. Besides this, these events also increases the pride of the community by
involving various aspects which eventually makes them feel proud.
Negative impact- Sometimes, the events also lead to the development of negative image of the
community. Most of the cultural events generally focuses on the particular ethics and values
which eventually hurts the feelings of some of the people and thus results in the violation of their
values.
Environmental environment
The hosting of various events also poses some impact on the entire environment and thus
has some positive as well as negative impact.
Positive impact- Various shows and events focuses on the environmental issues due to the
increasing demand of people regarding sage and healthy environment. This eventually enhances
the awareness among people regarding environment and tells them about the various methods
which could be adopted for reducing harmful effects.
Negative impact- Most of the events results in the hindrance of ecological balance and thus
becomes the major reason for various types of pollution. The high sound system which are used
in music events, sports generates high intensity of sound which eventually causes noise
pollution. Besides this, the great crowd in the events ultimately destroys the natural heritage
because of increasing litter at event site, emission of harmful gases from the vehicles etc.
P 4 Strategies used to
support responsible
event development for a
range of global events
CSR-

At the time of Olympics 2012 London was concerned about the issues of environment and
promoted the event as first Olympics in the world which is sustainable. The committee of
International Olympics has come in a agreement with the company known as Dow Chemical
which was held responsible in 2010 for the issues of damages in environment and humanitarian.
Many of the athletes, politicians, victims, organization of human rights stood together to protest
against the agreement which resulted in joining them to the group of people who were protesting.
But after this issue of the sponsorship of Dow chemical IOC has taken things in mind to spread
the awareness of the issues which are concerned with environment.
Many companies are facing the factor of CSR and they are using
the strategy of Greenwash so that they can change the low evaluation of the CSR in the
environment which helps to know they are having concerns for the dimension of the
environment. It can be done as long as the IOC neglects this issue and neglects to evaluate the
corporate social responsibility. Till then the companies will use the strategy of greenwash. Even
the protests that happened worldwide was because of this reason to evaluate these factors so that
they can be according to the ethical norms.
Sustainability-
Procuring the resources in a sustainable manner gives a surety that cost of operations will
decrease and value for money in relation with the preservation of environment which benefits for
the society. At the event of Olympics 2012 they showed that how these things can be done in a
efficient and practical manner. London was hugely successful in doing this and the reason behind
this is that they formed everything into sustainability which they procure while they were
operating on site. The most important thing is that they shared their ideas that how they made
their event successful and what measures others must take to do the same. It is a proven fact that
learning from a example is easier London did that they helped in making the mega event such as
Olympics successful. (Tagliaro and et.al., 2016)
LO 3
P 5 Pestle Analysis
PESTLE is a analytical tool that is important to analyse and identify the factors of change in the
business/industry environment. PESTLE stands for Political, Economic, Social, Technological,

Legal and Environmental factors. The PESTLE allows the analysing of the current environment
of the business.
PESTLE also important for marketing planning & research, Product development, Strategic
planning, Business planning and organisational planning. The PESTLE provides well researched
to management.
1. Political Factors : Every business is run around political factors. Politics impacts on
business includes Employment laws, Trade restrictions, Trade reforms, Environmental
regulations, Political stability, Tariff charges, Taxation guidelines, Safety regulations,
Property law enforcement etc... A political change may introduce many influences like ;
government may add a new tax. Political factors impact the business because many times
political decisions are change the people's mindset and this is directly impact the demand
of the people.
 Positive Impact – Political factors helps business by domestic promotion events. They
also make favourable Tax and Economic policies.
 Negative Impact – Politicians influence the acceptance of new technology. Many times
political decisions are not favourable for business/company. (Giampiccoli, Lee and
Nauright, 2015.)
2. Economic Factors : Economic factors is also impacting to any business by its terms of
nature and relevant aspects. These factors also playing role in a company's success. For
economic analysis, look at (1) Rate of Interest, (2) Inflation, (3) Deflation, (4) Exchange
rate, (5) Unemployment, (6) Gross domestic product – GDP, (7) Education standard in
the economy etc...
3. Social Factors : A firm or business can analyse the social environment of the given
industry's market to understand how consumer needs are shaped and what brings them to
the market for a purchase. It includes Population growth rates, Age distribution, work
attitude and Trends of job market. The social factor takes into consideration all events
that effect the entire market and community socially. These includes : cultural
expectations, population dynamics, health issues, career objectives, desire attitude,
climate change, global warming etc...

4. Technological Factors : Technology perform a great role in business/industry.
Technological factors impact business by both terms Positively and Negatively. This is
important for new productivity in the business. Businesses needs to integrate
technological development to run the business in progressive way. New technology may
also provide the opportunity for more innovative products and services. Business needs to
analyse current condition of technical world. This is also necessary to know about
competitors technology aspects. (Belhabib and et.al., 2018)
5. Legal Factors : A business should examine how legal changes impact a business. This
factor takes into consideration all legal aspects like : Employment, Taxation, Resources,
Imports and export etc... Many businesses affected by the change in legislation. Many
times business faces sudden changes in the legal policies, and it is hard to tackle that kind
of conditions.
6. Environmental Factors : In the environmental analysis, Feiman said to look at
environmental regulations and evolutions to determine how they could impact a business.
These factor also affect certain business/industry like Farming and Agriculture. This
factor takes into consideration environmental aspects that could be economic or social in
nature. People are protesting for the climate change in many cities, This is also a part of
environmental factors. Environmental factors includes : Natural calamities, Water
sources, Disaster management, Climate change, Monsoon, Pollution, Temperature,
Ground conditions etc...
LO 4
P 6 SWOT Analysis on Olympics
Strength-
In this event many sportsmen from all over the world participates in discipline and it is a global
event which gives the media a coverage which cannot be matched. Above all this the country
who is hosting this event has the opportunity to show how they host the event to the rest of the
world. Olympics is celebrated in the terms of an event which enjoys the fact that how the human
race has developed from the beginning. It is a platform for people or athletes who have not
gained that much recognition and are new in the league. They can gain the name through this
platform by showing their skills in the event and make them remember your name. Companies or

businessmen who sponsors the event are the top level of leaders in the market which makes the
event more prestigious than it already is. (Škerlak, and et.al.,2015)
Weakness-
People feel that it is very crowded and unsafe because in the past in 1972 in Munich a terrorist
attack has happened in the event which has made people fear from watching it live and the
athletes who want to participate does not feel safe and think twice before making a decision as it
is a decision of their life. Other than this some countries boycott other countries or these events
because of some political reasons and it influences a bad reflection of the host country. The
countries who are not in good terms with the host country then some of them refuses to let their
athletes or people to be a part of this event. Incidents such as these has put a negative mark in the
eyes of the public and the credibility of the event.
Opportunities-
Olympics event includes every sport in the world of every country so that they can gain a large
amount of viewership from every country. That is why companies sponsor a lot of amount in this
event as its reach is the widest. These type of events can gain the confidence of fans, people and
athlete because of their standards. (Hudson and Hudson, 2017)
Threats-
It is a possibility for events such as these that the no of terrorist attacks happening right now will
get increase in the future due to the relation of the countries with each other or increasing no. of
terror groups which will make people unsafe and reduce the popularity of the event. On the other
hand with time more and more people are gaining their name and becoming a huge star so there
is a possibility that in future these type of people will skip the participation in Olympics which
will result in loosing the audience as less people would like to see those playing a game who are
not that famous.

CONCLUSION
It has been summarized that there are different types events which have different
structure and thus plays varying role in the society. The growth of the event industry in world has
been imperative and there are various motivational factors which compels people to visit
different events. The global events also have positive as well as negative impact on the various
aspects like political, economic etc. Besides this, there are various management strategies which
are being used in order to support the development of wide range of global events.
REFERENCES
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Routledge.
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approach. Sage.
Jones, M.L., 2017. Sustainable event management: A practical guide. Routledge.
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innovation and learning?.
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economic development. Current Issues in Tourism. 18(3). pp.229-248.
Tagliaro, G., and et.al., 2016, December. Middle-late Miocene siliciclastic influx on the
Australian Northwest Shelf: origins and potential links to global events. In AGU Fall
Meeting Abstracts.