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Should Canada Give Priority To Its Event Tourism

By Derek Franklin,2014-05-06 22:10
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Should Canada Give Priority To Its Event Tourism

    THE SOCIETY AND CULTURE OF MAJOR ENGLISH-SPEAKING COUNTRIES

    Should Canada

    Give Priority To

    Its Event Tourism Research Paper

    English 098 章纯纯

    Nov. 2010

    Outline

    Abstract............................................................................................................ 1 I.Introduction ................................................................................................... 2 II.Event Tourism ............................................................................................... 3

    2.1 Definition ............................................................................................ 3

    2.2 Categories ........................................................................................... 3

    2.3 Effects of Event Tourism ..................................................................... 4 III. Event Tourism in Canada ............................................................................. 4

    3.1 Actual Tourism Industry Condition ...................................................... 4

    3.2 Mega-events in Canada ...................................................................... 5

    3.3 Hallmark Events In Canada ................................................................. 6 IV. Why Should Canada Give Priority To Its Event Tourism ............................... 7

    4.1 Benefits Came From The Event Tourism ............................................. 7

    4.2 How To Develop The Event Tourism ................................................... 8 V. Conclusion.................................................................................................... 8 Bibliography ..................................................................................................... 9

    Should Canada Give Priority To Its Event Tourism

    Should Canada Give Priority To Its Event Tourism?

    Foreign Language College English 098 章纯纯

Abstract

    Nowadays, the event tourism holds a continuous increase proportion in tourism industry. Many countries try to gain more chance to hold some world mega-events so that they can promote the development of tourism industry and other relative industries. Canada is such a country blessed with abundant natural resources, but its development of tourism industry seems not match to that. In holding some great world events, like Olympic Games and the World Exposition, the Canadian government has acquired rich experience in event tourism and they can make more effort on it so as to attract more tourists.

Key Words: event tourism; Canada tourism industry; mega-events;

    hallmark events

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    Should Canada Give Priority To Its Event Tourism

    I.Introduction

    Tourism is an important driver of economic activity in all regions of Canada. Tourism contributes as much to this country's wealth as agriculture, fisheries and forestry combined. In 2008, tourism activity generated over $74 billion in revenues, represented 2% of Canada's gross domestic product (GDP)

    1and directly employed over 660,000 Canadians. But most of these revenues

    came from the natural sightseeing tourism. Actually, Canada possesses favorable conditions to develop its event tourism.

    Few of the world famous metropolises have held both the World

    2Expositions and Olympic Games. But Vancouver and Montreal in Canada

    have won their laurel. Its hard for a country to have two cities share this honor, however, Canada did it. Besides these world mega-events, some other events like Canadian National Exhibition are also held in this country. Apart from events attractions, Canada also has some special festival to make tourists come, such as Canadian Tulip Festival, Quebec Winter Carnival, Maple syrup Festival, Calgary Stampede, etc.

     1 Data from website Industry Canada, www.ic.gc.ca

    2 According to International Exhibitions Bureau and International Olympic Committee [IOC], there are 5 metropolises have held both the World Expo and Olympic Games. They are London, Paris, Louisiana, Montreal and Vancouver.

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    Should Canada Give Priority To Its Event Tourism

II.Event Tourism

    2.1 Definition

    One of the important forms of tourism is the event tourism. Event tourism or FSE (Festival & Special Event) tourism refers to a special form of tourism which attracts visitors with holding mega-event or celebrating variety festivals

    3at the core. This form of tourism can help the whole tourism industry to develop rapidly and get upgrades.

    2.2 Categories

    Event tourism generally can be divided into the following categories:

    ?. Cultural Celebrations. ?. Political & State. ?. Arts & Entertainment.

    Such as ?. Business & Trade. ?. Educational & Scientific. ?. Sport

    Competition. ?. Private Events. ? Recreational.

    There also are some classification standards. And this research paper is going to focus on the mega-events and hallmark events.

     3 Getz D. Event, 1997, Management and Event Tourism [M], New York: Cognizant Communication Corporation.

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    Should Canada Give Priority To Its Event Tourism

    2.3 Effects of Event Tourism

    First, as an image shaper, event tourism can enhance the reputation of the destination. Besides, it can advance the development of basic facilities and optimize the tourist environment. On the whole, to exploit event tourism can enrich the content of tourism activities, making the tourism industry into a complete organic system and promote other relative industries.

III. Event Tourism in Canada

    3.1 Actual Tourism Industry Condition

    According to the WTO statistics, Canada is one of the TOP 10 most popular countries that tourists like to go and it share 3% of world travelling market.

    Canada is a land of vast distances and rich natural beauty. But these kinds of tourism resources could be limited to seasonal factors, especially the weather can be extremely cold in most regions of Canada that seems not very suitable for travelling. Although the official slogan of Canada tourism is Discover Our

    True Nature, but the tourism industry in Canada is frangible and itself is still being considered as a western country without history and enough cultural

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    Should Canada Give Priority To Its Event Tourism

    4appeal. It seems that Canada had to find another way to support its development of tourism industry.

    3.2 Mega-events in Canada

    Mega-events, the biggest events, such as the Olympics and Worlds Fairs

    can therefore be defined as events that, by way of size or significance, yield

    5extraordinarily economic impact for the host community or destination.

    Vancouver is the focus of the whole world in 2010 because of the Winter Olympic Games. Its reported that 6,500 athletes came from 82 counties have attended the Games and about 3,500,000,000 audiences all over the world have shared the passion and energetic of Canada through the television. With the effect of the so called Post-Olympics effect and popularization activities, Canada has the hope to be the hottest choice as tourist destination this year. As a member of the Big Seven, Canada has many chances to hold these great word events. Apart from that, it also has the Canadian National Exhibition (CNE) which is Canada's largest fair and the fifth largest in North America, with an

    6average annual attendance of 1.3 million. All of these events make

    contribution to the development of Canada‟s tourism industry.

     4 车耳, 2005, 《如此加拿大》, p200-201, 科学出版社.

    5 Getz D, 2010, Christchurch Event Tourism.

    6According to the Wikipedia. http://en.wikipedia.org/wiki/Canadian_National_Exhibition

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    Should Canada Give Priority To Its Event Tourism

    3.3 Hallmark Events in Canada

    Hall mark event is a recurring event possessing such significance, in terms of tradition, attractiveness, image, or publicity that it provides the host venue,

    7community or destination with a competitive advantage.

    The Calgary Stampede, Calgarys hallmark event with over 100 years of

    tradition, is an annual rodeo, fair, exhibition and festival all in one held every July in Calgary, Alberta, Canada. The ten-day event, which bills itself as The

    Greatest Outdoor Show on Earth, attracts over one million visitors per year and features the world's largest rodeo, a parade, midway, stage shows, concerts, agricultural competitions, chuck wagon racing and First Nations exhibitions. Stampede is both a community tradition and a famous tourist attraction.

    Canada can attract more tourists at a particular time with promoting these hallmark events, such as Maple Syrup festival, Quebec Winter Carnival, The Atlantic Balloon Fiesta, etc. This kind of event tourism could be more directed to a certain group of people.

     7 Getz D, 2010, Christchurch Event Tourism.

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    Should Canada Give Priority To Its Event Tourism

    IV. Why Should Canada Give Priority To Its Event Tourism

    4.1 Benefits Came From the Event Tourism

    a. Attract many visitors to Canada. In terms of short-term effect, it can enlarge the number of visitors. For long-term effect part, after held some great events, people will learn much more about the host city. Some people who had been to the city before may revisit, while other may want to have a pleasure tour there. These events attractions can lay the foundation for the local tourism development.

    b. Raise the administrative ability of the Canadian government. To hold a mega-event can be a major test to a country. First, you need bidding to host, and then spend a long preparation time. Once a country has held an event successfully, the administrative ability or management of the whole society can benefit from it.

    c. Enhance the reputation of Canada. After the 1986 world exposition, Vancouver‟s place in the world has been so greatly enhanced so that it has more chance to hold other events in after years. It is said that Vancouver can achieve the right to hold the 2010 Winter Olympic Games has much to do with the World Exposition held in this city in 1986.

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    Should Canada Give Priority To Its Event Tourism

    d. Cover the shortage of natural tourism. As mentioned above, though Canada is blessed with its rich natural beauty, but its natural tourism could be limited to seasonal factors. So develop event tourism can make up this shortage.

    4.2 How to Develop the Event Tourism

    To the hallmark events, first, have a long-term sponsorship agreement. Second, retains traditional elements but innovates each year with new program elements. Third, do some research to understand the customer.

    To the mega-events, first, bidding on events, biddable events tend to be larger and offered at a national and international level. Second, accelerate the infrastructure construction. Third, develop a partnership with sponsors to make sure have ample resources.

V. Conclusion

    Canada has great condition and resources to develop event tourism. And as an important form of tourism, event tourism can advance the development of the Canadian tourism industry and make up its shortage. It seems that Canadian government should give priority to its event tourism instead of continuing to concentrate on developing the natural tourism which is limited resource.

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