Should Canada Give Priority To Its Event Tourism.docx
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ShouldCanadaGivePriorityToItsEventTourism
THESOCIETYANDCULTUREOFMAJORENGLISH-SPEAKINGCOUNTRIES
ShouldCanadaGivePriorityToItsEventTourism
ResearchPaper
English098章纯纯
Nov.2010
Outline
Abstractii
I.Introductioniii
II.EventTourismiv
2.1Definitioniv
2.2Categoriesiv
2.3EffectsofEventTourismiv
III.EventTourisminCanadav
3.1ActualTourismIndustryConditionv
3.2Mega-eventsinCanadavi
3.3HallmarkEventsInCanadavi
IV.WhyShouldCanadaGivePriorityToItsEventTourismvii
4.1BenefitsCameFromTheEventTourismvii
4.2HowToDevelopTheEventTourismviii
V.Conclusionix
Bibliographyix
ShouldCanadaGivePriorityToItsEventTourism?
ForeignLanguageCollegeEnglish098章纯纯
Abstract
Nowadays,theeventtourismholdsacontinuousincreaseproportionintourismindustry.Manycountriestrytogainmorechancetoholdsomeworldmega-eventssothattheycanpromotethedevelopmentoftourismindustryandotherrelativeindustries.Canadaissuchacountryblessedwithabundantnaturalresources,butitsdevelopmentoftourismindustryseemsnotmatchtothat.Inholdingsomegreatworldevents,likeOlympicGamesandtheWorldExposition,theCanadiangovernmenthasacquiredrichexperienceineventtourismandtheycanmakemoreeffortonitsoastoattractmoretourists.
KeyWords:
eventtourism;Canadatourismindustry;mega-events;hallmarkevents
.Introduction
TourismisanimportantdriverofeconomicactivityinallregionsofCanada.Tourismcontributesasmuchtothiscountry'swealthasagriculture,fisheriesandforestrycombined.In2008,tourismactivitygeneratedover$74billioninrevenues,represented2%ofCanada'sgrossdomesticproduct(GDP)anddirectlyemployedover660,000Canadians.Butmostoftheserevenuescamefromthenaturalsightseeingtourism.Actually,Canadapossessesfavorableconditionstodevelopitseventtourism.
FewoftheworldfamousmetropoliseshaveheldboththeWorldExpositionsandOlympicGames.ButVancouverandMontrealinCanadahavewontheirlaurel.It’shardforacountrytohavetwocitiessharethishonor,however,Canadadidit.Besidestheseworldmega-events,someothereventslikeCanadianNationalExhibitionarealsoheldinthiscountry.Apartfromeventsattractions,Canadaalsohassomespecialfestivaltomaketouristscome,suchasCanadianTulipFestival,QuebecWinterCarnival,MaplesyrupFestival,CalgaryStampede,etc.
.EventTourism
2.1Definition
Oneoftheimportantformsoftourismistheeventtourism.EventtourismorFSE(Festival&SpecialEvent)tourismreferstoaspecialformoftourismwhichattractsvisitorswithholdingmega-eventorcelebratingvarietyfestivalsatthecore.Thisformoftourismcanhelpthewholetourismindustrytodeveloprapidlyandgetupgrades.
2.2Categories
Eventtourismgenerallycanbedividedintothefollowingcategories:
.CulturalCelebrations.
.Political&State.
.Arts&Entertainment.Suchas
.Business&Trade.
.Educational&Scientific.
.SportCompetition.
.PrivateEvents.
Recreational.
Therealsoaresomeclassificationstandards.Andthisresearchpaperisgoingtofocusonthemega-eventsandhallmarkevents.
2.3EffectsofEventTourism
First,asanimageshaper,eventtourismcanenhancethereputationofthedestination.Besides,itcanadvancethedevelopmentofbasicfacilitiesandoptimizethetouristenvironment.Onthewhole,toexploiteventtourismcanenrichthecontentoftourismactivities,makingthetourismindustryintoacompleteorganicsystemandpromoteotherrelativeindustries.
.EventTourisminCanada
3.1ActualTourismIndustryCondition
AccordingtotheWTOstatistics,CanadaisoneoftheTOP10mostpopularcountriesthattouristsliketogoanditshare3%ofworldtravellingmarket.
Canadaisalandofvastdistancesandrichnaturalbeauty.Butthesekindsoftourismresourcescouldbelimitedtoseasonalfactors,especiallytheweathercanbeextremelycoldinmostregionsofCanadathatseemsnotverysuitablefortravelling.AlthoughtheofficialsloganofCanadatourismis‘DiscoverOurTrueNature’,butthetourismindustryinCanadaisfrangibleanditselfisstillbeingconsideredasawesterncountrywithouthistoryandenoughculturalappeal.ItseemsthatCanadahadtofindanotherwaytosupportitsdevelopmentoftourismindustry.
3.2Mega-eventsinCanada
Mega-events,thebiggestevents,suchastheOlympicsandWorld’sFairscanthereforebedefinedaseventsthat,bywayofsizeorsignificance,yieldextraordinarilyeconomicimpactforthehostcommunityordestination.
Vancouveristhefocusofthewholeworldin2010becauseoftheWinterOlympicGames.It’sreportedthat6,500athletescamefrom82countieshaveattendedtheGamesandabout3,500,000,000audiencesallovertheworldhavesharedthepassionandenergeticofCanadathroughthetelevision.WiththeeffectofthesocalledPost-Olympicseffectandpopularizationactivities,Canadahasthehopetobethehottestchoiceastouristdestinationthisyear.AsamemberoftheBigSeven,Canadahasmanychancestoholdthesegreatwordevents.Apartfromthat,italsohastheCanadianNationalExhibition(CNE)whichisCanada'slargestfairandthefifthlargestinNorthAmerica,withanaverageannualattendanceof1.3million.AlloftheseeventsmakecontributiontothedevelopmentofCanada’stourismindustry.
3.3HallmarkEventsinCanada
Hallmarkeventisarecurringeventpossessingsuchsignificance,intermsoftradition,attractiveness,image,orpublicitythatitprovidesthehostvenue,communityordestinationwithacompetitiveadvantage.
TheCalgaryStampede,Calgary’s“hallmarkevent”withover100yearsoftradition,isanannualrodeo,fair,exhibitionandfestivalallinoneheldeveryJulyinCalgary,Alberta,Canada.Theten-dayevent,whichbillsitselfasTheGreatestOutdoorShowonEarth,attractsoveronemillionvisitorsperyearandfeaturestheworld'slargestrodeo,aparade,midway,stageshows,concerts,agriculturalcompetitions,chuckwagonracingandFirstNationsexhibitions.Stampedeisbothacommunitytraditionandafamoustouristattraction.
Canadacanattractmoretouristsataparticulartimewithpromotingthesehallmarkevents,suchasMapleSyrupfestival,QuebecWinterCarnival,TheAtlanticBalloonFiesta,etc.Thiskindofeventtourismcouldbemoredirectedtoacertaingroupofpeople.
.WhyShouldCanadaGivePriorityToItsEventTourism
4.1BenefitsCameFromtheEventTourism
.AttractmanyvisitorstoCanada.Intermsofshort-termeffect,itcanenlargethenumberofvisitors.Forlong-termeffectpart,afterheldsomegreatevents,peoplewilllearnmuchmoreaboutthehostcity.Somepeoplewhohadbeentothecitybeforemayrevisit,whileothermaywanttohaveapleasuretourthere.Theseeventsattractionscanlaythefoundationforthelocaltourismdevelopment.
.RaisetheadministrativeabilityoftheCanadiangovernment.Toholdamega-eventcanbeamajortesttoacountry.First,youneedbiddingtohost,andthenspendalongpreparationtime.Onceacountryhasheldaneventsuccessfully,theadministrativeabilityormanagementofthewholesocietycanbenefitfromit.
.EnhancethereputationofCanada.Afterthe1986worldexposition,Vancouver’splaceintheworldhasbeensogreatlyenhancedsothatithasmorechancetoholdothereventsinafteryears.ItissaidthatVancouvercanachievetherighttoholdthe2010WinterOlympicGameshasmuchtodowiththeWorldExpositionheldinthiscityin1986.
.Covertheshortageofnaturaltourism.Asmentionedabove,thoughCanadaisblessedwithitsrichnaturalbeauty,butitsnaturaltourismcouldbelimitedtoseasonalfactors.Sodevelopeventtourismcanmakeupthisshortage.
4.2HowtoDeveloptheEventTourism
Tothehallmarkevents,first,havealong-termsponsorshipagreement.Second,retainstraditionalelementsbutinnovateseachyearwithnewprogramelements.Third,dosomeresearchtounderstandthecustomer.
Tothemega-events,first,biddingonevents,biddableeventstendtobelargerandofferedatanationalandinternationallevel.Second,acceleratetheinfrastructureconstruction.Third,developapartnershipwithsponsorstomakesurehaveampleresources.
.Conclusion
Canadahasgreatconditionandresourcestodevelopeventtourism.Andasanimportantformoftourism,eventtourismcanadvancethedevelopmentoftheCanadiantourismindustryandmakeupitsshortage.ItseemsthatCanadiangovernmentshouldgiveprioritytoitseventtourisminsteadofcontinuingtoconcentrateondevelopingthenaturaltourismwhichislimitedresource.
Bibliography
[1]IndustryCanada,www.ic.gc.ca
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//en.wikipedia.org/
[3]TheEconomicandCommercialSectionofConsulateGeneralofthePeople’sRepublicofChina,
[4]GetzD,2010,ChristchurchEventTourism.
[5]GetzD.Event,1997,ManagementandEventTourism[M],NewYork:
CognizantCommunicationCorporation.
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