Event Management in Wine Tourism

Event management in Wine Tourism Oriol Miralbell Izard [email_address] January, 25, 2009

Contents ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Wine tourism as a complementary offer in cultural tourism ,[object Object],[object Object],[object Object],[object Object]

Tourism in Catalonia. Some figures ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Tourism in Catalonia. Some figures: cultural offer

Cultural tourism leads in tourist’s evaluation

Wine tourism has an opportunity inside cultural tourism

Perception of Catalonia as destination Beautiful, Cultural and Sunny

Wine tourism as a complementary offer in cultural tourism ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Wine tourism as a complementary offer in cultural tourism ,[object Object],[object Object]

The events as a phenomenon of tourism and leisure ,[object Object],[object Object]

Two approaches to think when designing events ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Strategic re-positioning of destinations based on the exhibition of heritage and traditions Dissolution of the shift between exclusive culture and popular culture for consumption Festivals and heritage used as social identity vs. globalization Reduced organizacional costs (grant, support of voluntaries, temporary...) ‏ Appropriate for present consumption dynamics ( short breaks ) ‏

Lessons to learn and opportunities of present distribution of events ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Distribution of events after municipality, 2005 Source: González, 2006

Profiles of events ,[object Object],[object Object],[object Object],[object Object],[object Object],Main topic event’s distribution, 2007 100,00 Total 4,02 Sport events 12,75 Gastronomy 7,04 Specialized exhibitions 11,74 Market or artisans fair 21,14 Popular festival 13,08 Entertainment 5,36 Theater festival 24,83 Concert or music festival % Source: González, 2006

Time distribution ,[object Object],[object Object]

Time scale & dimension ,[object Object],[object Object],76,4 Continuous organization (every year) ‏ 28,1 Editions starting after 1997 67,1 Duration < 2 days 13,6 Dimension (> 50.000 visitors) ‏ % Indicator

Managing trends ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Publicity & selling ,[object Object],[object Object],[object Object],[object Object],Use of promotion channels, 2007 100,00 100,00 100,00 100,00 100,00 100,00 100,00 100,00 % total 75,29 84,41 95,44 4,18 61,60 17,87 14,07 20,53 % no 24,71 15,59 4,56 95,82 38,40 82,13 85,93 79,47 % yes Promotion events Specialized exhibitions Cell phone Internet (web) ‏ Specialized journals Daily Newspapers Radio TV Font. Elaboració pròpia Distribution channels of events, 2007 100,00 100,00 100,00 % Total 3,04 3,04 3,04 % free 93,54 42,97 63,12 % no 3,42 53,99 33,84 % yes Travel Agents (packages) ‏ Booking systems Official distributors (Servicaixa…) ‏

R o I (?) ,[object Object],[object Object],[object Object],[object Object]

Organization ,[object Object],[object Object],[object Object],Formes de finançament dels esdeveniments, 2007 100,00 Total 100,00 Total 1,90 No answer 0,00 No answer 42,59 No 88,59 No 55,51 Yes 11,41 Yes (%) Private support (%) Patronage Font: Elaboració pròpia

3 Models of events ,[object Object],[object Object],[object Object],[object Object],14,210 18,492 23,319 % explained variance 1,279 1,664 2,099 Proper value 0.477 0,481 Obtaining economical profit -0,465 Budget > 50.000€ -0,736 Continuous / discontinuous event 0,737 Belonging to a network or circuit 0,811 Presence of more than 20% of tourists 0,676 Presence of foreign tourist 0,617 Participation of local citizens 0,649 Planned meetings 0,787 Participation or involvement of local government Factor #3 Factor #2 Factor #1 Associations

Opportunities ,[object Object],[object Object],[object Object],[object Object]

Conclusions ,[object Object],[object Object],[object Object],[object Object]

Thank you Gràcies Oriol Miralbell Izard [email_address]

Event Management in Wine Tourism

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