Case Study Analysis: WOMADelaide 2021, Adelaide, Australia

This report analyzes the WOMADelaide 2021 festival, held in Adelaide, Australia. It begins with an introduction to event management and a description of the WOMADelaide event, highlighting its return after the COVID-19 pandemic. The main body of the report delves into the event concept, target market analysis using the STP approach (Segmentation, Targeting, and Positioning), and the application of co-creation principles. The report further discusses the positive impacts of the event on the tourism and hospitality sectors in Adelaide and beyond, including enhanced business, infrastructure development, and investment. External influences impacting the event are analyzed using a PESTLE framework, covering political, economic, social, technological, legal, and environmental factors. Risk and disaster management plans, including event equipment and crowd management, are also considered. The report also explores the potential use and positive impact of volunteers and analyzes the event's alignment with forecasted trends. Finally, recommendations are provided to enhance future event management and success.