Analyzing Events' Influence on Destination Image Creation

This essay explores the pivotal role of events in constructing and enhancing the image of host countries. It begins by defining events and their significance, emphasizing their impact on tourism and economic development. The essay delves into the structure of event industries, including practitioners, suppliers, and professional associations, and analyzes how environmental factors, such as political, economic, social, technological, environmental, and legal aspects (PESTEL analysis), influence these industries. Furthermore, it highlights the use of SWOT analysis to assess the strengths, weaknesses, opportunities, and threats of a destination, using London as a case study. The essay discusses various strategies, including marketing plans, website development, social media promotion, and tourism events, employed to create a positive image for the host country. It also touches upon the importance of providing equal opportunities for event participation, fostering a democratic environment, and ensuring events are inclusive. The conclusion reiterates the value of educational, fashionable, and entertaining events in image formation and emphasizes the role of strategic analyses in guiding event planning and execution. The essay concludes with a comprehensive list of references including books, journals and online sources.

Event Environment

Table of Contents
INTRODUCTION...........................................................................................................................3
“Events create the image of host countries”...............................................................................3
Event industries...........................................................................................................................3
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Events are the activities which can be in the form of contests, competition. These are
basically the episodes of social, private or public gathering being organised by an individual or
group of members. The events can also be defined as program which include public gatherings.
The events industries include three main sectors based on sports, meetings or conferences and
cultural related activities (Alharbi, Maghrabi and Tapper, 2013). The events are both for profits
or non-profits motive and organised for business, government or community. The events are
managed properly by identifying the target audiences and planned based upon the needs.. The
report consists of an essay which includes the discussion on the topic “Events create an image of
their destination”. The report includes the tourism events which are used to create the image of
the host countries.
“Events create the image of host countries”
From the beginning, people have been found involving in different kind of events
whether it is cultural or sports related. They attend many kinds of events when they are tired to
celebrate the special moments of their life. The people always like to celebrate their special
events in the special manner. Now people in the global world with high technologies and great
media network have lost their interests in common belief's and norms. Hence, there is need of
events in the host country to change its nature (Iwata and Mavris, 2013). The events are very
important part of the host countries because it helps in income generation which leads to the
development and growth of the public events, celebrations and entertainment. The festival and
the special events are planned, developed and promoted to attract the people of other countries.
These events aim at development of the host countries. In UK event industries organise large
number of events. 35% of people living in UK attend different events organised in their country.
Events industry is the fast-growing sector of UK. 85 million people attend the events in the
country (Janowitz, 2017). London is one of the best destination in Europe, Middle East and
Africa (EMEA) which organises the meetings and events. London event industries take several
initiatives to make the positive image of destination so the people choose the place for the
meetings. The country is popular for the meeting events.
Event industries

In event industries, there are various companies which work to organise such events that
make their destination popular. These employees include practitioner, suppliers and professional
association. These events industries are greatly affected by the environmental factors. These
environmental factors are analysed by using the tools like PESTEL and SWOT analysis. The
PESTEL analysis includes the analysis of the external factors of the industries for which event
industries make plans in advance which can affect the image of host country. This factor includes
political factors which includes changes in government policies (Joronen, 2013). Then economic
factors impact on the event industries because of change in the interest rates and changes in the
exchange rates. Social factors include the change in the demand of consumers and change in
trends. Technological and environmental factors include the change in technology used to
organise the events and the environmental factors include the resources to be use in balance.
Legal factors affect the event industries by the changes in the laws and the regulation related to
organising the events in the host countries. These changes in the environment have a great
impact on event industries which can also affect the host countries (Loo and Yao, 2013). The
event industries have to analyse their environment so they can make their policies on the basis of
analysis. The industries also analyse the environment of the host countries by analysing the
strengths and weaknesses of host country, and also evaluate the opportunities and threats of the
host country.
For example: London is very popular destination in UK. The event industries of London analyse
the situation of the market. The event industries first analysed through SWOT, that is, strengths,
weaknesses, opportunities and threats of London to promote their company in the best possible
manner. Grab the opportunities and make plan for the threats. Every possible aspect is used in
organising the events so it makes the positive image of destination. Education, fashion,
entertainment and the historic monuments are the strengths of London (Nelson, 2009). The event
industries can organise events on education, fashion and entertainment to attract tourists and to
make the positive image for the country The weaknesses of London as a destination is expense
and crime in city. The cost of travel in London is very high as it is one of most popular
destinations. So, event companies organise different episodes in less cost so it is affordable to the
tourists and also improves the image of expensive destination. Event industry also provide
protection to the tourists and other people of London from the criminal activities. This step taken
in events attract the large number of customers to attend the events and also make the positive

image of the country. The main motive of London is to attract the business events in the country
which takes place in the world. They also can organise the sports events in London. The event
industry makes many policies for the threats which can affect the image of host country i.e.
London (Stockwell and Jacobs, 2013). These threats include growing terrorism which can make
bad image of country so the event industries start the events which reduce the terrorism from the
country. '
The analysis of environment of the host countries help event industries to do planning of
for the events which improves the image of country. The country want that the visitors from
world so that the market share of the industry can be increased further leading to increase in the
brand image of the destination as well.
The event management companies take feedbacks from the visitors of the events and
analyse the feedbacks and work on the negative feedbacks and positive feedbacks are used for
the promotions of the country. Techniques are used to promote the host countries so it customers
and visitors of world get aware about the place (Cevasco, Pepe, and Brandolini, 2014). The event
industries want to develop the countries by providing them opportunities which is profitable to
the country in the future.
The marketing plans can be made by the country to promote their country by organising
the marketing events. This promotions help in building the image of host countries. The host
countries can be promoted by creating official websites of the countries. This website are
updated regularly by uploading new pictures, informations and news related to host country
(Tamplin and Copeland,, 2013). They can promote the countries image through social media.
The events of countries are also shown in the website so it can attract the customers about the
events and they make plans to attend the events.
Tourism events are also builds the positive image of country. Destination promotions
make the people more aware about the country's location and increase their positive image
(Wates and Thompson, 2013). The creation of job opportunities in the country and business
opportunities also leads the positive image of the country.
For example: in London the promotions of their destinations help in maintaining the positive
image of the country. The tourism of the London also creates job opportunities and business
opportunities for many people of their countries and countries increase their positive image
globally.

In London the job and business opportunities events are organised which also generate
the developing image of the host country (Tourism events in London , 2017). The country also
provide the these events for the outsider of the world this generates positive image of the
countries for the candidates and for those who want to start their business.
The events must organise without the distinction in gender, age, class, religion so this
promote the democratic image of country. In London any person can organise the events that is
why it is democratic location for events. The opportunities to organise the events must be to all
people including the outsiders so they can take the good experience of events (Ziakas and
Boukas, 2013).
The London is also become one of the popular place for wedding events. The wedding
event companies organise the proper wedding events for the person so they promote the place for
good reasons. There are many events which are organised to develop the good and positive
image of countries. These events must be organise by keeping in mind aim of positive image
formation of the host country.
CONCLUSION
Thus summing up the above report it can be concluded that the educational, fashionable
and entertaining events help in the positive image formation of the host countries. The tools like
PESTEL and SWOT analysis of the environment of the host countries help the event industries
to identify the strengths of the host country and organise the events on the basis of strengths of
the country (Tourism events in London, 2017). The events organised by the tourism industries for
providing entertainment to tourists help in developing the good image of tourism industries and
host countries. The events for providing job and business opportunities generated by the host
countries and the events are provided without and distinction because of age gender etc. also
promote and develop the good and positive image of the host countries.

REFERENCES
Books and journals
Alharbi, B.H., Maghrabi, A. and Tapper, N., 2013. The March 2009 dust event in Saudi Arabia:
Precursor and supportive environment. Bulletin of the American Meteorological
Society, 94(4), pp.515-528.
Cevasco, A., Pepe, G. and Brandolini, P., 2014. The influences of geological and land use
settings on shallow landslides triggered by an intense rainfall event in a coastal terraced
environment. Bulletin of Engineering Geology and the Environment. 73(3). pp.859-875.
Iwata, C. and Mavris, D., 2013. Object-oriented discrete event simulation modeling environment
for aerospace vehicle maintenance and logistics process. Procedia Computer Science. 16.
pp.187-196.
Janowitz, M., 2017. The professional soldier: A social and political portrait. Simon and
Schuster.
Joronen, M., 2013. Heidegger, event and the ontological politics of the site. Transactions of the
Institute of British Geographers. 38(4). pp.627-638.
Loo, B.P. and Yao, S., 2013. The identification of traffic crash hot zones under the link-attribute
and event-based approaches in a network-constrained environment. Computers,
Environment and Urban Systems. 41. pp.249-261.
Nelson, K.B., 2009, June. Enhancing the attendee's experience through creative design of the
event environment: applying Goffman's dramaturgical perspective. In Journal of
Convention & Event Tourism (Vol. 10, No. 2, pp. 120-133). Taylor & Francis Group.
Stockwell, D.C. and Jacobs, B.R., 2013. Automated adverse event detection collaborative:
electronic adverse event identification, classification, and corrective actions across
academic pediatric institutions. Journal of patient safety. 9(4). pp.203-210.
Tamplin, A.K. and Copeland, D.E., 2013. Event memory and moving in a well-known
environment. Memory & cognition. 41(8). pp.1109-1121.
Wates, N. and Thompson, J., 2013. The Community Planning Event Manual: How to use
collaborative planning and urban design events to improve your environment.
Routledge.

Ziakas, V. and Boukas, N., 2013. Extracting meanings of event tourist experiences: A
phenomenological exploration of Limassol carnival. Journal of Destination Marketing &
Management. 2(2). pp.94-107.
Online
Tourism events in London. 2017. [Online] Available through:
<https://www.londontourism.ca/Events/>.

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