2.10 Involvement

Event process is not an easy task and many sectors are involved and need to cooperate to achieve success. According to Yeoman et al. (2004), the components involved in event management are varied. Event success needs both government and social communities to solve many kinds of problems including financial support, volunteers' motivation, theme selection, and being able to identify market segments and their needs.

Government Involvement

MICE is a rapidly developing industry. Governments have a moral obligation to ensure their decisions to promote appropriate regional economic and tourism development, especially in the Chinese context (Ryan & Gu, 2009). Government in both the regions and specific industries in China has a very strong leading role through state-owned enterprises (SOEs), which can provide interrelated regulations, better logistics, and higher media involvement to better assist MICE development. From this perspective, the government involvement in the MICE market has also increased the effective supply of venues and events, albeit an oversupply of too many ‘secondary' events and venues. This is because many government departments have not paid full attention to the general MICE market situation by concentrating on local issues, and many are too enthusiastic about holding exhibitions, and being involved in convention and exhibition construction, often for reasons of personal enhancement or career progression. This has exacerbated industry confusion. Certainly, there is a view that the central government should strengthen its lead, guide and coaching functions, and provide a better comprehensive support system. However, in the Chinese event business, sponsorship development needs a local government's encouragement and management. It is therefore not uncommon for the public sector to be responsible for a large proportion of the special events provided for the community, and the majority of local governments in many countries now have a substantial and varied event program (Thomas & Wood, 2004).

Social Community Involvement

Yet despite the growth in the importance of events and the increasing public sector's role in providing special events (Shone & Parry, 2001), the public service provision of entertainment, culture, and arts remains a non-mandatory requirement (Borrett, 1991). A greater involvement by local communities can reduce the burden of government and provide better experiences for attendees. The more people involved, the more ideas and financial support there may be, which can improve an event's attractiveness. Social communities have shown their importance in the MICE market.

In China, it is common for local governments to control the whole event process. This situation brings pressure on a city's event organisers who have limited financial support and human resources. Gaining support from local societies and local businesses can reduce the risk arising from such limited financial involvement and human resources. Furthermore, the city hosting events always has an interest in economic regeneration, and local business involvement in the events is an opportunity to communicate with other businesses and promote them.

Wilson et al. (2001) argued that event tourism can be developed locally with participation from local government and small business. In larger events, local business support is even more necessary. As Getz (1997) said, whereas private sector involvement in events has always been widespread, particularly through the staging of concerts, consumer shows, and the like, the scope for private entrepreneurial involvement is still rapidly expanding. Local business sponsorship is becoming ubiquitous in modern society and the event market. Even the Miss World competition has more than 30 commercial sponsorships. Event organisers are becoming ever more dependent upon the support of the local and business communities for their success rather than solely upon unique natural or built attractions (Janiskee, 1994; Turco & Kelsey, 1992).

Financial support is an obvious advantage when provided by local sponsors. For example, Sony did not shirk during 2007-2014 from paying 305million US dollars to become the main sponsor of FIFA competitions. Investment flows from local businesses cannot only reduce financial risks but also improve production mobility. Local business sponsors are expanding their involvement, especially targeting corporations to develop sponsorship and supply to the industry in both the number and diversity of products and services. McCabe et al. (2000) noted that to achieve a successful MICE event, a number of specialists or suppliers in different areas will be called on to manage and coordinate their services. In China, local business sponsorship is accepted by many cities, and according to Ma (2006),the 2008 Beijing Olympic Games sponsorship programme started early in 2000. It included household appliances, dairy products, tourist reception, beer, convenience foods, altogether more than ten categories. Lawson (2000) said the growth in multinational corporations and pan-national agencies and developments in associations represent issues that have fuelled the growth of the MICE industry in particular.

Resident Involvement

Watt (1998) mentioned that one important goal of event management is the art of getting other people to do all the work. Lack of a large population is one of the problems that have impeded event tourism progressing in many cities. Thus involving the resident community in the event operation process can reduce the disadvantages of limited human resources and gain local support, thereby, paving the way for better event business development in the future.

Consequently, local event planners really need to understand the residents' attitudes. Many authors (Fredline & Faulkner, 2002a; Getz, 1997; Bowdin et al., 2001) emphasized that local residents are one of the most significant factors in the event process. Andereck and Vogt (2000) stated that before community residents are involved in the development of tourism resources, it is imperative to gain an understanding of residents' opinions regarding development and what a community wishes to achieve. Lindberg and Johnson (1997) noted that most analyses of tourism-related development have found that attitudes are a function of various perceived tourism-related benefits and costs. Gaining support from residents is an important element to make the event successful. Butler (1980) said the large number of visitors and the facilities provided for them can be expected to arouse some opposition and discontent among permanent residents, since at the stagnation stage, the destination capacity levels for many variables will have been reached or exceeded with environmental, social, and economic problems. At this stage, it is then often the local communities (through the rates paid) that have to undertake the necessary reinvestment in facilities or alternatively live with the consequences of a declining tourism asset (Ryan, 2005).

Resident support often equates with sufficient and successful volunteer support. As Getz (1997) described, volunteers are staff that include managers, general workers, and directors who all occupy a special place in event management with no payment received. A number of cities have put successful events out for tender, and more volunteer groups are entering the field. In Western countries, many event processes involve a large and active voluntary input as evidenced by the 2000 Sydney Olympic Games. In China, the voluntary movement is still in the early stages and the basic volunteer groups are students who have passion, time, and energy. Building the base for the recruitment of volunteers while conserving and reserving the volunteer resource is a new strategy for some cities. For example, Ningbo (in Zhejiang Province) had six colleges as the first base for the recruitment of volunteers for the 10th Ningbo International Fashion Festival. Encouraging local volunteers is important, and attracting foreign resident volunteers is more efficient for some international events, especially if they have some experiences. The utilisation of international students and local young people might be a way to achieve this. According to cnnb.com.cn (2006), about 60 international volunteers from Germany, France, Russia, and other countries were recruited in Ningbo volunteer groups. Residents' involvement not only provides human resources support but also better reveals the city's local characteristics.