2.3 Typologies of Events

Watt (1998) suggested that it is important to recognise the diversity of events and treat every event as different; each event has its own characteristics and requirements to be identified and met. On the basis of there being a wide range of events, it is better to specify some common types (see Table 2.1). Due to the multiple definitions of MICE in the industry, it is also difficult to categorise MICE types.

Different countries classified different types of events into different areas. Generally this book only lists some common event types as below.

Hallmark Events

Hallmark events are found in many places but by definition are infrequent in occurrence. Ritchie (1984) defined hallmark events as:

Major one time or recurring events of limited duration, developed primarily to enhance the awareness, appeal and profitability of a tourism destination in the short and/or long term. Such events rely for their success on uniqueness, status, or timely significance to create interest and attract attention. (p. 2)

Hall (1989) thinks hallmark tourist events are a major type that contains fairs, expositions, and cultural and sporting events of international status, which are held on either a regular or a one-off basis. Ritchie (1984) understood hallmark events to be major events, which have an ‘ability' to draw national and international attention to the destination. A similar notion arises from Bowdin, McDonnell, Allen and O'Toole (2001, p. 17): ‘…the term hallmark events refers to those events that become so identified with the spirit or ethos of a town, city or region that they become synonymous with the name of the place, and gain widespread recognition and awareness.' Because of the embracing nature of hallmark events, the primary function of the hallmark events is also expected to be providing the host community with an opportunity to secure a position of prominence in the tourism market for a short and well-defined period of time (Ritchie & Beliveau, 1974; Buck, 1977;Della Bitta, Loudon, Booth & Weeks, 1977; Ritchie, 1984; Hall & Selwood, 1987). Burns and Mules (1986, pp. 6-7) also noted the importance of scale in ‘special events', sometimes called ‘hallmark' events… which are events that are expected to generate large external benefits, or where the external benefits are so widely distributed and the event costs are so substantial that they are funded, either partially or wholly, with public monies. Examples of such events include the Edinburgh Festival or the Calgary Stampede inasmuch as these major events come to symbolise a destination and help ‘hallmark' a place. Others might be said to ‘hallmark' a sport or culture, and can include major sporting events not associated with a specific place but with specific associations: the World Student Games or the Commonwealth Games, etc.

Festivals

Festival is another of the more popular events in the recent event industry. According to Rolfe (1992), festivals are a type of event that share a number of characteristics including intense output and a clear time-specific programme delivered with a clear purpose and direction. Bowdin et al. (2001) underlined the fact that the term ‘festival' has been used for hundreds of years and can be used to cover a multitude of events. With its attractive and inclusive features, and mature operational experience, a ‘festival' has been chosen frequently to promote a destination in tourism strategies. Cousineau (1991) noted that the festival has been seen as ‘a good medicine for the soul'; it is the soul that glues and galvanises communities together, or it can be a tourist attraction that generates all sorts of economic benefits.

The Policy Studies Institute (PSI, 1992) from London defined a festival as:

traditionally a time of celebration, relaxation and recuperation, which often followed a period of hard physical labour, sowing or harvesting of crops, for example. The essential feature of these festivals was the celebration or reaffirmation of community or culture. The artistic content of such events was variable and many had a religious or ritualistic aspect, but music, dance and drama were important features of the celebration. (p. 1)

Turner (1969) noted festivals are commonly thought of as occasions that bring together and reinterpret various symbolic elements of recreating social relations and the symbolic foundations underpinning everyday life. In the contemporary world, old and traditional things have become a new fashion framework in people's minds, so tourists are more likely to experience some historic events. Festival, with its long history, has its own advantages.The term ‘festival' as commonly understood today was first used in England in 1655, when the Festival of the Sons of the Clergy was first delivered at St Paul's Cathedral, London. Bowdin et al. (2001) enumerated several early festivals such as Three Choirs Festival (1731),the Norfolk and Norwich Festival (1989) and the Royal National Eisteddfod of Wales (1980). Although festivals have a long history, some precious and old events are fading from people's sight. Wood (1982) observed that due to the dual forces of industrialisation and ‘muscular' Christianity of the mid-19th century, many of the traditional festivities that developed alongside folklore were lost.

MICE (Meetings, Incentives, Conferences, and Exhibitions), Weddings, etc.

The acronym ‘MICE' is not used globally but it is not a new word. It came into being in the middle 1990s and has been generally adopted by the industry. MICE industry is said to be one of the fastest-growing and most lucrative areas of the tourism industry. According to the Commonwealth Department of Tourism (1995), the MICE industry and the products from MICE events have been recognised as an effective communication medium. According to McCabe, Poole, Weeks and Leiper (2000), the MICE industry, as the name suggests, includes a number of different and diverse areas such as conferences, meetings, incentives, exhibitions, some festivals, trade shows, and group weddings, etc.

Meetings/Conferences

Similar concepts such as meetings and conferences as Getz (1997) noted, are assemblies for the purpose of conferring and discussion, and ‘meetings' should be small enough to facilitate interaction, whereas ‘conventions' are generally large assemblies of people from associations, political parties, and clubs. Conferences cannot be described by a specific concept, but are diverse. Mills (1991) defined conventions as events in which members of a professional organisation, political party, civic group, or business group meet to exchange views, and are an important class of convention centre activity. Bowdin et al. (2001) described the meeting/conference sector as being largely characterised by its business and trade focus though there is a strong public and tourism aspect to many of its activities. Wagen and Carlos (2005) suggested the meetings and conferences industry is highly competitive. Many conventions attract thousands of people, whereas some meetings include only a handful of high-profile participants.According to WebFinance Inc. (2005), incentives are a reward for a specific behaviour, and are designed to encourage that behaviour. Swarbrook and Horner (2001) defined incentives as a global management tool that use an exceptional travel experience in support of organisational goals.

Incentives

Exhibitions

Exhibition is another type of event that also has a long history and is a growing part of the industry. Bowdin et al. (2001) cited the research undertaken by RS & M on behalf of event agency McMenemy Hill, which estimated that in the UK, 77 companies found that exhibitions were the most frequently held event. Bowdin et al. (2001) continued to say that exhibitions bring suppliers of goods and services together with buyers, usually in a particular industry sector. The Exhibition Liaison Committee (1995) noted the present UK exhibition industry could trace its origin back to the first industrial exhibitions held in London in 1760 and 1791.

Wedding Groups and Celebrations

A wedding group is a newly emerged commercialised market segment. Shone and Parry (2004) argued that wedding tourism can be complicated to organise, involving friends and family and a whole range of related service activities, from catering to entertainment, as well as the formal aspect of the marriage ceremony itself. It has thus elicited a specialist sub-group of companies or organisations within wider companies that concentrate on this market segment.