Tourism and Event Industry for Hallmark and Events

Describe about the Tourism and Event Industry for Hallmark and Events.

Role of logistics in the success or failure of hallmark events

In the recent years, the few areas of international tourism research have received considerable attention as that are being given instant impacts on staged hallmark events (Adams, 2012). Hallmark or mega events are the exclusive tourist events that include major fairs, expositions, festivals, sporting and cultural events. These events are either held on a regular basis or a one- off basis. According to Kuli?ska (2012), Hallmark events play a major role in international, national and provincial tourism marketing strategies. The organisers get to experience with several unavoidable complexities during organising such mega events. Multiple exhibitors associated with these live events and exhibitions, which come from various countries worldwide. Everyone has particular and specific needs, questions and issues that need to resolve.

As per the opinion of Caetano (2014), logistics assist such events, and the success or failure of the events depends on the proper execution of the logistics. The logistical support is imperative as concerned with the safe and secure shipment of goods to the required locations of the events. The events need exceptional engagements which depend on the type, period and programming of the venues, which can be single or multi-site. Besides all these arrangements, spectator visitor management is also critical in such events. Logistics, thus give an immense support to the events.

According to Harjes and Reiter (2015), the logistics are categorised as the lifeblood of event planning. The hallmark events are associated with providing luxurious experiences to all the participants. The logistics provide all the set and means to the organisation of the event. The services of the logistics exhibit a vast area that aids the events from every corner. The services include security, lodgings, catering, medical and health assistance, general maintenance, transport facility, etc. Sometimes, the logistics also provide all sort of technical support along with the media and communication services to the events. Devine (2012) said that the logistics department jointly assesses the success of the event.

For the smooth execution of the logistics board, the significant events are categorised into three major chronological parts with distinct features (gmsevents.com, 2012). The parts are as follows:-

The pre-event stage: This stage classified as setting up and installations of all the equipments, machines and other technical systems, which are coupled to the proposed event. If necessary, arrangements of special requirements need for the sports and cultural events for example, for training and rehearsals, booking of grounds or halls for the participants.

The event stage: This stage is the most critical phase of an event as it is the live session for the public. This stage has to be perfect from every sense to make the event a great hit. The logistics along with the organisers stay alarmed at every point of time to meet the requirements of the public.

The post-event stage: This stage is crucial for the logistic department as there are a lot of dismantling activities take place. This stage is also important as the focus is needed for proper restoration of the site.

According to Waters and Waters (2011), the pre-event and post- event stages possess unique characteristics where logistical traffic is not on a scale. This situation could affect the traffic conditions within the edge of the persuasion of the event. The success of the events could be certified if all the specific requirements of the event organisation are met in a more systematic manner. The planning and management of the logistics are divided into three steps to make a successful event:-

Categorisation of functions of the events into a hierarchy: As there is a variety of players involved with the specific needs, there will surely be conflict in the planning process. So to avoid such conflicts, the logistics organise the groups into a hierarchy, which is based on specific requirements. This system is made to facilitate an easy accessibility.

Utilisation of appropriate ways of intervention for the functions and the needs: Saayman (2012) said that the means of intervention are used judiciously to manage all the critical logistical activities to meet the requirements of the events. This stage involves official approval and ticketing, communication system and sign posting.To maintain the standard of the event, the logistical association issues for approval, which help the participants to endorse at the events. For the accomplishment of the event, the logistics try to maintain such regulations for all the occupants and vehicles. The other system, which always maintained is the communication between all the sources of the event (www.strc.ch, 2008). One of the major responsibility of the logistics department is to look at regular updating the audiences throughout the event. It is the duty of logistics to grant various road maps and pedestrian sign postings, stickers, folders, etc. for the audiences. The signposting includes different kinds of guides or marking routes, etc. These sign postings need a temporary installation to provide information and ensure a smooth flow of traffic at the event (Huang 2014). This system also avoids the traffic congestion during the exit period. The logistics also provide various security information to the occupants. All these points constitute the logistical sign posting for an event.

Supervision of the event: For the success of any event, the command, control and communication need to be stronger. The main aim of the logistics is to follow all the criterias rigidly. As per the opinion of Liaudat et al. (2008), for a better control of the event, the logistics department group all the main domains together. The fields include general and health security, transport, communication, etc. These domains are then coordinated from the headquarters in an appropriate manner.

All the information about the events is kept and stored by the logistics department for re-evaluation. On a contradiction, Devine (2012)  said that many actions of the logistics led to the failure of the events. One of the main reasons for the failure is caused due to problems in transportation. In many events, the logistics failed to give the deliveries on time and unable to facilitate the end to end collaborations with the event organisation. Also, there are coordination problems that cause a negative impact on the audiences of the event.

According to Huang (2014), the wide nature of the events impacts a unique and exceptional character that requires considerable variations in the activities of the logistics. The logistic department along with the event managers need to implement all the aspects with due attentions. Deviation in any single planning of the event can lead to serious repercussions. A detailed management of the operational system is required in association with the setting ups of the logistics to deal with the programs of the events. The planning and management of the events have to be done in a manner where various functions of the events are broken down into constituent parts. The logistics deal with the proper allocation of the resources and maintain the goods by proper inventory planning.

The success and failure of the events are ascertained largely by the performance of the logistics. Dynamic management with excellent control and coordination would lead to a perfect event (Caetano, 2014). But with any small diversification, there can be a wide range of malfunctioning in the events. So it is of great concern for both the event organisations and the logistics to cooperate each other accurately and skilfully.

References

Adams, L. (2012) Event management in sport, recreation and tourism: Theoretical and practical dimensions. Edited by Cheryl / Mallen. 2nd edn. London: Taylor & Francis.

Caetano, M. (2014) ‘Logistic innovation management: An overview at the technology innovation management literature’, International Journal of Research in Business and Technology, 4(2), pp. 69–89.

Devine, A. (2012) ‘Event policy – from theory to strategy’, Managing Leisure, 17(1), pp. 80–81.

Harjes, F. and Reiter, B.S. (2015) ‘Application of autonomous control in event logistics’, International Journal of Logistics Systems and Management, 22(2), p. 171.

Huang, J.Y. (2014) ‘Innovative replenishment management for perishable items using logistic regression and grey analysis’, International Journal of Business Performance Management, 15(2), p. 138.

Kuli?ska, E. (2012) ‘The risk assessment in the logistic processes structures’, Foundations of Management, 4(1), pp. 89–128.

Liaudat, C., Verità, M. and Ascona, / (2008) Large event logistical and support traffic management STRC 2 nd Swiss transport research conference. Available at: http://www.strc.ch/conferences/2002/liaudat.pdf (Accessed: 22 September 2016).

Saayman, M. (2012) An introduction to sports tourism and event management. South Africa: Sun Press.

Waters, C.D.J. and Waters, D.J. (2011) Supply chain risk management: Vulnerability and resilience in logistics. 2nd edn. Philadelphia: Kogan Page.

Why event logistics management matters (2012) Available at: http://gmsevents.com/why-event-logistics-management-matters/ (Accessed: 22 September 2016).

 

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