Report on Hospitality and Event Management: Melbourne Case Study

This report provides an overview of hospitality and event management in Melbourne, focusing on two major events: the Chinese New Year and the Melbourne Food and Wine Festival. It identifies key stakeholders involved in these events, analyzing their roles, interests, and associations. The report discusses the purposes and outcomes of these festivals, including their economic, social, and cultural impacts on Melbourne. Furthermore, it emphasizes the importance of stakeholder engagement and the benefits of these events for promoting Melbourne's tourism, culture, and economy. The conclusion highlights the significance of maximizing stakeholder support for the success and sustainability of hospitality and event management initiatives in Melbourne.

Running head: HOSPITALITY AND EVENT MANAGEMENT
HOSPITALITY AND EVENT MANAGEMENT

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Contents
Introduction:...............................................................................................................................3
Events at Melbourne:.................................................................................................................4
1. Chinese New Year:............................................................................................................4
Stakeholders of the event:..................................................................................................5
Purpose and outcome:........................................................................................................6
2. Melbourne’s food and wine festival:..................................................................................7
Purpose and outcomes:.......................................................................................................7
Stakeholders and their association:....................................................................................8
Conclusion:................................................................................................................................9
References:...............................................................................................................................10

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Introduction:
The management of hospitality is studying the factors related to the hospitality in the
industries. There are degrees which are awarded to the students of these courses or subjects
by the colleges or universities which are dedicated to the studies related to the management
of hospitality. Certificates are also granted to the students by the different business schools
which are having this very relevant department of hospitality management. According to
Jones (2017), the degrees that are achieved in hospitality management by the students under
this course can also be called as the degrees in hotel management, management of the distinct
hotels and tourism, or the administration of the hotels. In the United States of America, the
hospitality and the management of tourism have a similar kind of core applications of the
subject with that of a degree in business, but they also have a focus on the development of the
hospitality as well as the management of tourism. The major areas of the subject include the
studies related to the accounting, financing, administrating, management of human resources,
deals with public relations and the studies in the different areas relate to the business of
hospitality. Whereas event management is applying the formulas of managing a project for
creating and developing the events at a large scale which related to the conferences, different
festivals, wedding ceremonies, conventions, formal parties etc. It is an involvement of a study
about the brands, identification of the target audience, devising the concept of the event and
the coordination of the different aspects which might be technical before the event is
launched. This process involves some factors scheduling process, the budgeting of the event,
selection of the sites, taking the necessary permissions, arranging for the entertainers,
securities of the event, arranging the decors and most importantly the services of catering.

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Events at Melbourne:
1. Chinese New Year:
The biggest event in Melbourne is the Chinese New Year. It marks the most exciting
time in the Chinese calendar. It brings with itself quite many weeks for the celebration and a
festive season for the people staying in Melbourne. The Chinese New Year is having a very
long tradition going on since ages at Melbourne, and this includes some cultural festivals
which are free all across the entire city of Melbourne. One can come across feasting, the
crackling sound of a varied type of firecrackers and the very interesting and unique part is the
dragon awakens at this time of the festival. These are some of the traditional norms or
festivities in the Chinatown of Melbourne. Joining in for this and exploring the richest
Chinese heritage of Melbourne as the city comes alive in distinct hues of gold and red colours
which seem stunning (Van der Wagen& White, 2018).
According to Getz & Page (2016), the celebration of the Chinese people is an event of
around two week which takes place in the middle of February. Although, there is a change of
date every year which is generally determined by the lunisolar calendar of the Chinese. The
festivals belonging to this Chinese New Year takes place on the couples of weeks that are on
either side of the date on which the New Year falls.
This festival is also known as the Lunar New Year or the Spring Festival which is
very vibrant, and it includes a theatrical event which is underpinned with very strong senses
of their traditions. According to Evans (2015), there are a large number of families who
gather for exchanging the gifts which normally include cash .and the streets of Chinatown are
filled with sound coming from the firecrackers and the sound of the ring of bells while their
very traditional lion dances and performs on the street.

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Stakeholders of the event:
The FII China and the Canada Wood China joined with one another and organised for
a gala with the purpose of appreciating the stakeholders. According to Gursoy & Sandstrom
(2016), The attendees of this event generally include the officials of the government, the
developers of the real estate, different architects, the people who are in the academia and
several other guests. In this year The FII China and the Canada Wood China has made an
announcement that they have planned to have a collaboration that is closer to the strategy of
collective China and the gala for the stakeholders is the very first vent that is being organised
under the very new framework. According to Lee, Jee, Funk & Jordan (2015), there is a set of
commitments between these two organisations of the stakeholders of the Chinese New Year
in which they are going to work alongside each other in a manner that is seamless. According
to Gursoy & Sandstrom (2016), FII China is also having collaboration with Shanghai
Authorities, and they are planning to make some innovations for building a better frame all
along.
The above three stakeholders are committed towards their working in a close manner
that has ever taken place in the near history, and they are also looking forward to making
some greater inroads within the Chinese market for better celebrations of their age-old
traditions in the years that are advancing (Yolal, Gursoy, Uysal, Kim & Karacaoğlu, 2016).
Stakeholders should associate themselves with this event because:
 There is an acknowledgement of different people and the nations who live all across
the city of Melbourne.
 It is a celebration of the diverse population which is present in this city and will it
help in creating more enhanced global connections which will contribute positively to
the stakeholders.

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 The Chinese New Year festival beings a striking element of the parade.
 There are a growing vitality and a variety of the whole festival which is a great tribute
to the advisory groups and the generosity of the sponsoring bodies or stakeholders.
 There is media coverage taking place which is very beneficial for the promotion of the
different stakeholders as they will get a grand platform for highlighting their names
and that in return will bring better opportunities to them reflecting a better reach and
impact all along the different age groups.
Purpose and outcome:
Safe travels all along: There are around three billion journeys which take place
during the Spring festival of China or the Chinese New Year. According to Getz & Page
(2016), this time has the maximum number of human migrations as the people travel home.
There are millions of people who die out of accidents that place at roads, therefore, there is a
system which is aiming towards building road safety more precisely, and it is in action
because a numerous incident took place in all these years where a man named Wei Lan Jian,
who was just four years old lost his father in an accident. Even after twenty years of his
father's death the memories of the accident that took place haunts him more than the
excitement of The Chinese New Year.
Reuniting families: The period which is generally called Chunyun, the time for the
spring travel takes place around fifteen days before the festive time and lasts for a maximum
of forty days. According to Kim, Jun, Walker & Drane (2015), this is the only time for the
people of Melbourne or the ones staying at Chinatown to visit their families. The train
stations and the terminals of the bus are packed with the crowd, and the roads are jammed.
The individuals will meet their families during the Chinese New Year, and this is one of the
main purposes of the festival.

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2. Melbourne’s food and wine festival:
This very festival at Melbourne takes place in March and is taking place since the
year 1993 for promoting Melbourne and the culture related to the wine and foods from the
Victoria's. According to McKercher & Tung (2015), this festival operates on a non-profit
basis, and the charter of the festival is the production and the promotion of the various talents
and lifestyles of Melbourne as well as Victoria and also the promotion of Melbourne as the
capital of foods and wine in Australia. Since the time of its beginning with a very small
number of programs and events, this festival has gradually grown and is now very known to
people for its events which include classes of cooking and large lunches in banquet styles. As
suggested by Prebensen, Chen & Uysal (2018), this festival is having a management board
and is supported by a small team who manages the responsibilities related to the coordination
of the events which is having collaboration with the foods and wine industry of Victoria.
Purpose and outcomes:
The main purpose of this festival is to highlight the specialities of Melbourne through
the grand style of lunches, and cookery shows so that it is clear to the population that
Melbourne is the place and the capital of the lavish delectable arrays of food and wine in
Australia. According to King, Chen & Funk (2015), the outcome of this very event of
Melbourne is it has succeeded in promoting the various talents and the lifestyles of the
dwellers of Melbourne and is going well and having a better reach along the generation with
each passing year of this celebration. Some outcomes also include the increased export of
food and wine, improvisation in the hospitalities and skills, enhancement of the position of
destination and image concerning the competitors etc.

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Stakeholders and their association:
The stakeholders of this festival have certain rights and interests in the corporation.
As opined by Evans (2015), they represent a connection that is very wide-cross. However, the
main objective of this festival is to increase the support of the stakeholders.
The stakeholders should associate themselves with the food and wine festival of Melbourne
because:
 The food and wine festival acts towards the enhancement of the sustainability of the
stakeholders.
 They need to identify their benefits which are long-term in association with the food
and wine industries of Melbourne.
 The festival can provide them with the strategies that will be beneficial for the
stakeholders to determine more of their objectives.
 They can gain brand equity which encompasses the heritage along with the brand
values and the priorities.
 The festival will have better and greater impacts on the economies. Therefore the
government can also become one of the stakeholders of this festival.

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Conclusion:
Therefore, it is concluded that the main purposes of these festivals at Melbourne is to
increase or maximise the support of the stakeholder who are associated with them, the
support which includes political, social as well as financial for the basic hospitality and
management of the events by the groups of people. Although it is clear that the stakeholders
who will be associated with the events will have few of their objectives that are to be fulfilled
by their association with these heritages and traditional events that are taking place at
Melbourne. The Chinese New Year festival and the Festival of food and wine are also having
some social as well as political impacts which are leading to betterment and benefit systems
and initiatives that are being taken up by different bodies for improvement and
modernisation.

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References:
Evans, N. (2015). Strategic management for tourism, hospitality and events. Routledge.
Getz, D., & Page, S. J. (2016). Progress and prospects for event tourism research. Tourism
Management, 52, 593-631.
Gursoy, D., & Sandstrom, J. K. (2016). An updated ranking of hospitality and tourism
journals. Journal of Hospitality & Tourism Research, 40(1), 3-18.
Jones, M. L. (2017). Sustainable event management: A practical guide. Routledge.
Kim, W., Jun, H. M., Walker, M., & Drane, D. (2015). Evaluating the perceived social
impacts of hosting large-scale sport tourism events: Scale development and
validation. Tourism Management, 48, 21-32.
King, C., Chen, N., & Funk, D. C. (2015). Exploring destination image decay: A study of
sport tourists’ destination image change after event participation. Journal of
hospitality & tourism research, 39(1), 3-31.
Lee, S. K., Jee, W. S. F., Funk, D. C., & Jordan, J. S. (2015). Analysis of attendees'
expenditure patterns to recurring annual events: Examining the joint effects of repeat
attendance and travel distance. Tourism Management, 46, 177-186.
McKercher, B., & Tung, V. (2015). Publishing in tourism and hospitality journals: Is the past
a prelude to the future?. Tourism Management, 50, 306-315.
Prebensen, N. K., Chen, J. S., & Uysal, M. (Eds.). (2018). Creating experience value in
tourism. Cabi.
Van der Wagen, L., & White, L. (2018). Event management: For tourism, cultural, business
and sporting events. Cengage AU.

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Yolal, M., Gursoy, D., Uysal, M., Kim, H. L., & Karacaoğlu, S. (2016). Impacts of festivals
and events on residents’ well-being. Annals of Tourism Research, 61, 1-18.