Progress in Tourism Management

Tourism Management 29 (2008) 403–428
Progress in Tourism Management
Event tourism: Definition, evolution, and research
Donald Getz
Haskayne School of Business, University of Calgary, 2500 University Ave. N.W., Calgary, Alberta, Canada T2N 1N4
Received 24 April 2007; accepted 31 July 2007
Abstract
This article reviews ‘event tourism’ as both professional practice and a field of academic study. The origins and evolution of research
on event tourism are pinpointed through both chronological and thematic literature reviews. A conceptual model of the core
phenomenon and key themes in event tourism studies is provided as a framework for spurring theoretical advancement, identifying
research gaps, and assisting professional practice. Conclusions are in two parts: a discussion of implications for the practice of event
management and tourism, and implications are drawn for advancing theory in event tourism.
r 2007 Elsevier Ltd. All rights reserved.
Keywords: Event tourism; Definitions; Theory; Research
1. Introduction
Events are an important motivator of tourism, and
figure prominently in the development and marketing plans
of most destinations. The roles and impacts of planned
events within tourism have been well documented, and are
of increasing importance for destination competitiveness.
Yet it was only a few decades ago that ‘event tourism’
became established in both the tourism industry and in the
research community, so that subsequent growth of this
sector can only be described as spectacular.
Equally, ‘event management’ is a fast growing professional field in which tourists constitute a potential market
for planned events and the tourism industry has become a
vital stakeholder in their success and attractiveness. But
not all events need to be tourism oriented, and some fear
the potential negative impacts associated with adopting
marketing orientation. As well, events have other important roles to play, from community-building to urban
renewal, cultural development to fostering national identities—tourism is not the only partner or proponent.
In this paper the nature, evolution and future development of ‘event tourism’ are discussed, pertaining to both
theory and professional practice. Emphasis is placed on
research and publication trends, and on a critical evaluation of knowledge creation, theory building, and future
directions. The perspective taken is primarily that of
destinations and the tourism industry, although other
viewpoints are discussed.
Five main sections are subsequently presented. The first is
entitled The Event Perspective; it starts with a typology of
what constitutes the ‘planned events’ sector (Fig. 1). ‘Event
management’ as a profession is defined, and ‘event studies’ is
discussed as an emerging academic field. In the second
section, The Tourism Perspective, ‘event tourism’ is defined
from both a demand and supply perspective, then its goals
are examined. Fig. 2 is presented to illustrate the interrelationships between events and tourism. A number of
event tourism career paths are identified (Fig. 3), then within
a discussion of the destination perspective an event portfolio
model is examined (Fig. 4). This strategic approach can help
shape evaluation, planning, and policy for events.
Event Tourism in the Research Literature constitutes the
third section, with the review first presented chronologically, showing the origins and evolution of event tourism
within the context of both tourism and event management.
A thematic approach is then taken to review the three
general types of event (i.e., business, sport, festivals) that
have attracted the most attention from researchers and
practitioners. Also covered in more detail are the ‘mega’
events that have generated their own research lines.
ARTICLE IN PRESS
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Section four, entitled A Framework for Knowledge
Creation and Theory Development in Event Tourism, is
shaped by a model (Fig. 5) of the event tourism system.
The core phenomenon (event experiences and meanings) is
discussed first, then antecedents and choices (including
motivation research), planning and managing event tourism, patterns and processes (including spatial, temporal,
policy making and knowledge creation), outcomes and the
impacted. Figs. 6–10 provide a set of key research
questions and possible research methods for each of these
elements of the event tourism system, together constituting
a research agenda.
Conclusions are in two parts, the first being a discussion
of implications for the practice of event management and
tourism. Finally, implications are drawn for advancing
theory in event tourism, and this includes a short note on
the event-tourism discourse that has been dominated by the
tourism and economic perspectives.
2. The event perspective
Planned events are spatial–temporal phenomenon, and
each is unique because of interactions among the setting,
people, and management systems—including design elements and the program. Much of the appeal of events is
that they are never the same, and you have to ‘be there’ to
enjoy the unique experience fully; if you miss it, it’s a lost
opportunity. In addition, ‘virtual events’, communicated
through various media, also offer something of interest and
value to consumers and the tourism industry; they are
different kinds of event experiences.
Planned events are all created for a purpose, and what
was once the realm of individual and community initiatives
has largely become the realm of professionals and
entrepreneurs. The reasons are obvious: events are too
important, satisfying numerous strategic goals—and often
too risky—to be left to amateurs. Event management is the
applied field of study and area of professional practice
devoted to the design, production and management of
planned events, encompassing festivals and other celebrations, entertainment, recreation, political and state, scientific, sport and arts events, those in the domain of business
and corporate affairs (including meetings, conventions,
fairs, and exhibitions), and those in the private domain
(including rites of passage such as weddings and parties,
and social events for affinity groups).
Fig. 1 provides a typology of the main categories of
planned events based primarily on their form—that is,
obvious differences in their purpose and program. Some
are for public celebration (this category includes so-called
‘community festivals’ which typically contain a large
variety in their programming and aim to foster civic pride
and cohesion), while others are planned for purposes of
competition, fun, entertainment, business or socializing.
Often they require special-purpose facilities, and the
managers of those facilities (like convention centers and
sport arenas) target specific types of events. Professional
associations and career paths have traditionally been
linked to these event types.
2.1. Event management as a profession
A quick look at the main event-related professional
associations reveals them to be very well established,
but also divided on the basis of event form. In 1885,
the International Association of Fairs and Expositions
(IAFE) began with a half dozen fairs, while the International Association for Exhibition Management was
organized in 1928 as the National Association of Exposition Managers to represent the interests of tradeshow
and exposition managers. The International Festivals and
ARTICLE IN PRESS
CULTURAL
CELEBRATIONS
-festivals
-carnivals
-commemorations
-religious events
POLITICAL AND
STATE
-summits
-royal occasions
-political events
-VIP visits
ARTS AND
ENTERTAINMENT
-concerts
-award ceremonies
BUSINES AND
TRADE
-meetings,
conventions
-consumer and
trade shows
-fairs, markets
EDUCATIONAL
AND
SCIENTIFIC
-conferences
-seminars
-clinics
SPORT
COMPETITION
-amateur/professional
-specator/particpant
RECREATIONAL
-sport or games
for fun
PRIVATE
EVENTS
-weddings
-parties
-socials
Fig. 1. Typology of planned events (Source: Getz, 2005).
404 D. Getz / Tourism Management 29 (2008) 403–428
Events Association celebrated its 50th year in 2005, and
its orientation appeals to community festivals and other
celebrations.
Established in 1972, Meeting Professionals International
(MPI) is the (self-proclaimed) leading global community
committed to shaping and defining the future of the
meeting and event industry. The International Special
Events Society (ISES) was founded in 1987 and embraces
both event designers/producers and their numerous suppliers. As well, there are associations for carnivals, and
many arts and sports-specific associations that deal with
events, and they organize at local, national and international levels.
It will be difficult to change this well-established pattern
of professionalization, that is to evolve from specializations
based on the form of event (such as ‘festival manager’,
‘exhibition designer’, or ‘convention planner’) to a generic
‘event management’ profession. No doubt the professional
associations will continue to compete for members
and prestige, although there are signs that some of the
associations have been broadening their scope and appeal.
The evolution towards generic event management will also
be facilitated by educational institutions offering professional event management degrees, and by employers who
will increasingly want adaptable professionals.
Historically, there were few if any academic programs in
event management prior to the 1990s. Since then the
literature on events has exploded, accompanying a global
move to establish diploma and degree programs. There are
a growing number of Masters programs in event management, and numerous individual courses offered in tourism,
leisure, sport and hospitality programs. In the United
Kingdom, the Association for Events Management Education (AEME) was established in 2004 ‘‘yin order to
support and raise the profile of the events discipline
through the sharing of education and best practice’’
(www.aeme.co.uk).
Several research journals are devoted to this field,
starting with Festival Management and Event Tourism in
1993, later renamed Event Management. Convention and
Exhibition Management was recently renamed Convention
and Event Tourism, and an online journal of Event
Management research has been established. The World
Journal of Managing Events is the latest addition.
2.2. Event studies
New academic fields such as tourism, leisure or
hospitality studies generally arise from professional practice that justifies courses or degree programs at universities
and colleges. When a critical mass of students, programs,
and teachers is reached, research and publications in
research journals follow. The academics who teach, do
research and publish within the emerging field typically
need to elevate the status of their work from that of purely
applied to something more theoretical and at the same time
academically credible. This describes the evolution of
tourism management with tourism studies, and recreation
management with leisure studies, so we can similarly justify
the relationships between ‘event management’ and ‘event
studies’.
The study of events has long existed within several
disciplines, manifested in research and theory development
on (for example) the anthropology, geography or economics of events, but the term ‘event studies’ appears to have
been coined in 2000, and then only in passing in Getz’s
speech in the Events Beyond 2000 (Sydney) conference. In
a 2002 article in Journal of Hospitality and Tourism
Management Getz explicitly discussed event studies and
event management, questioning their possible status as
disciplines or fields (Getz, 1998, 1999, 2002).
Event studies was an unnecessary and perhaps irrelevant
idea until academics doing event-related teaching and
research had published a critical mass of papers and books,
met at event-specific research conferences, established
event-specific journals, and generated sufficient interest in
theory. In terms of events-related education the majority of
programs appear to be at either the practical, hands-on
level (encompassing ‘event design’) or those with emphasis
on applying management theory and methods to events
and event-producing organizations. Event tourism is
generally covered within tourism degree programs as a
topic or a single course.
3. The tourism perspective
The term ‘event(s) tourism’ was not widely used, if at all,
prior to 1987 when The New Zealand Tourist and Publicity
Department (1987) reported: ‘‘Event tourism is an
important and rapidly growing segment of international
tourismy’’. An article by Getz in 1989 in Tourism
Management (‘Special Events: Defining the Product’)
developed a framework for planning ‘events tourism’.
Prior to this it was normal to speak of special events,
hallmark events, mega events and specific types of events.
Now ‘event tourism’ is generally recognized as being
inclusive of all planned events in an integrated approach
to development and marketing.
As with all forms of special-interest travel, event tourism
must be viewed from both demand and supply sides.
A consumer perspective requires determining who travels
for events and why, and also who attends events while
traveling. We also want to know what ‘event tourists’ do
and spend. Included in this demand-side approach is
assessment of the value of events in promoting a positive
destination image, place marketing in general, and cobranding with destinations.
On the supply side, destinations develop, facilitate and
promote events of all kinds to meet multiple goals: to
attract tourists (especially in the off-peak seasons), serve as
a catalyst (for urban renewal, and for increasing the
infrastructure and tourism capacity of the destination),
to foster a positive destination image and contribute
to general place marketing (including contributions to
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D. Getz / Tourism Management 29 (2008) 403–428 405
fostering a better place in which to live, work and invest),
and to animate specific attractions or areas.
There is no real justification for considering event
tourism as a separate field of studies. The constraint is
that both tourism and event studies are necessary to
understand this kind of experience. As well, there are subareas like sport and cultural tourism (in which intrinsic
motivations prevail) and business travel (mostly extrinsically motivated) that also focus on the event tourism
experience. In a similar vein, Deery, Jago, and Fredline
(2004) asked if sport tourism and event tourism are the
same thing. Their conceptualization showed sport tourism
as being at the nexus of event tourism and sport, with both
sport tourism and event tourism being sub-sets of tourism
in general. Indeed, there is almost limitless potential for
sub-dividing tourism studies and management in this
manner.
Fig. 2 depicts the set of interrelationships occurring at
the nexus of tourism and event studies, consisting of both
the marketing of events to tourists and the development
and marketing of events for tourism and economic
development purposes.
Event tourism is not usually recognized as a separate
professional field. Mostly it is seen as an application
of, or specialty within national tourism offices (NTOs)
and destination marketing/management organizations
(DMOs). Event development agencies (as opposed to
agencies focused on protocol, arts and culture which also
deal with planned events) embody event tourism completely, and there are a growing number of associated career
paths or technical jobs, as illustrated in Fig. 3. And there is
a growing body of research and practical literature devoted
to most of these functions—as revealed in the ensuing
literature review.
3.1. The destination perspective on event tourism
From the tourism industry’s perspective, typically
through the eyes of a DMO or event development agency,
events are highly valued as attractions, catalysts, animators, place marketers, and image-makers. The specific role
of a DMO is generally to promote tourism to a destination,
both business and leisure travel. Conventions are considered business travel and participation sport events or
festivals are part of leisure travel. In a study of Canadian
visitor and convention bureaus (Getz, Anderson, &
Sheehan, 1998), events were revealed to be one of the few
areas of product development engaged in by DMOs;
typically their membership (often dominated by commercial accommodation operators and attractions) want
visitor demand all year round.
Existing events might be viewed as resources to exploit,
which can be problematic from a social and cultural
perspective. Taking a comprehensive portfolio approach
ARTICLE IN PRESS
Event
Tourism
-a market for
event managers
-destination
development
through events
TOURISM
MANAGEMENT
AND TOURISM
STUDIES
-Developing and
promoting
tourism
-Understanding
travel and tourists,
including
event tourists
EVENT
MANAGEMENT
AND EVENT
STUDIES
-Design, production,
and management of
events
-Understanding planned
event experiences and
the meanings attached
Fig. 2. Event tourism at the nexus of tourism and event studies.

EVENT TOURISM CAREER PATHS
TASKS; AREAS OF EXPERTISE
Event Facilitator/Coordinator
-work with events in the destination to help realize
their tourism potential (funding, advice, marketing)
-liaison with convention/exhibition centres and
other venues
-liaison with sport and other organizations that
produce events
Tourism Event Producer
-create and produce events specifically for their
tourism value
-stakeholder management (with numerous event
partners)
Event Tourism Planner
-develop a strategy for the destination
-integrate events with product development and
image making/branding
Event Tourism Policy Analyst and Researcher
-work with policy makers to facilitate event
tourism
-conduct research (e.g., feasibility studies, demand
forecasting, impact assessments and performance
evaluations)
Event Bidding
-bid on events
-develop relationships leading to winning events
for the destination
Event Services
-provide essential and special services to events
(e.g., travel and logistics; accommodation and
venue bookings; supplier contacts)

Fig. 3. Event tourism career paths.
406 D. Getz / Tourism Management 29 (2008) 403–428
leads to greater emphasis on creating new events and
attracting them through competitive bidding. The portfolio
approach (see Fig. 4) is similar to how a company
strategically evaluates and develops its line of products
and services. It is goal-driven, and value-based. Destinations must decide what they want from events (the
benefits), and how they will measure their value. In this
destination context economic values have always prevailed,
and this preoccupation might very well constitute a
limitation on the sustainability of events. Stakeholders,
encompassing the organizations that produce events, the
community at large, and the beneficiaries of event tourism
in the service sector, are likely to stress different aims and
concerns.
Within the jargon of event tourism, and figuring
prominently in the illustrated portfolio model, two terms
stand out. ‘Mega events’ have long been defined and
analyzed in terms of their tourist attractiveness and related
image-making or developmental roles. Indeed, this was the
subject of an AIEST conference in 1987. The perceived
successes of mega events, including the Brisbane World’s
Fair and America’s Cup Defense in Perth, Australia,
definitely spurred creation of event development agencies,
research, and event management programs of study in that
country, helping position Australia as a world leader.
A similar consequence of staging major events has been
observed in other countries as well, including New Zealand
(Gnoth & Anwar, 2000).
The other notable term is ‘hallmark event’ which has
various meanings. Ritchie (1984, p. 2) published the first
general discussion of their impacts and referred to them as
‘‘Major one-time or recurring events of limited duration,
developed primarily to enhance the awareness, appeal and
profitability of a tourism destinationy’’. Getz (2005, p. 16)
used the term in a manner more specifically tied to imagemaking, place marketing and destination branding:
‘‘y‘hallmark’ describes an event that possesses such
significance, in terms of tradition, attractiveness, quality,
or publicity, that the event provides the host venue,
community, or destination with a competitive advantage.
Over time, the event and destination can become inextricably linked, such as Mardi Gras and New Orleans.’’
‘Local’ and ‘regional’ events, occupying the base levels of
the portfolio pyramid, are problematic from a tourism
perspective. Some of them have tourism potential
that can be developed, requiring investment, and some
are not interested in tourism—perhaps even feeling
threatened by it. If local events are primarily community
or culturally oriented there is a good argument to be
made for not exploiting them. Certainly the issue of
preserving cultural authenticity and local control emerges
whenever tourism goals are attached to local and regional
events.
When contemplating generic event development strategies, some destinations appear to over-emphasize mega
events to the detriment of a more balanced portfolio, while
others pursue the promotion of one or more events as
destination hallmarks to signify both quality and other
brand values. A related strategy is to deliberately seek to
elevate existing events into those with hallmark status, a
process that can be said to ‘institutionalize’ events. A more
recent trend is for DMOs and event development agencies
ARTICLE IN PRESS
POSSIBLE MEASURES
OF “VALUE”
• growth potential
• market share
• quality
• image enhancement
• community support
• environmental value
• economic benefits
• sustainability
• appropriateness
OCCASIONAL
MEGA-EVENTS
High Tourist
Demand and
High Value
PERIODIC
HALLMARK EVENTS
High Tourist Demand
and High Value
REGIONAL EVENTS
(Periodic and one-time)
Medium Tourist Demand
LOCAL EVENTS
(Periodic and one-time)
Low Demand Low Demand and Low Value
Fig. 4. The portfolio approach to event tourism strategy-making and evaluation (Source: Getz, 2005).
D. Getz / Tourism Management 29 (2008) 403–428 407
to create and produce their own major events as part of a
sophisticated branding strategy.
Note that the typology of events in the portfolio model is
based on functionality, that is the degree to which certain
economic, tourism or political goals can be met through
hosting and marketing events. As such it represents a
discourse dominated by specific developmental and political assumptions that might run counter to an events
strategy based on fostering community development,
culture, sport, leisure, health or other aims.
Furthermore, it is also possible to classify events on the
basis of their place attachment, being the degree to which
they are associated with, or institutionalized in a particular
community or destination. Mega events are typically global
in their orientation and require a competitive bid to ‘win’
them as a one-time event for a particular place. By
contrast, ‘hallmark events’ cannot exist independently of
their host community, and ‘local’ or ‘regional’ events are
by definition rooted in one place and appeal mostly to
residents.
The event development agencies that exist in every state
in Australia seem to represent the state of the art in event
tourism. For example, EventsCorp Western Australia and
Queensland Events Corp, have strategies, policies and
programs for attracting, bidding, developing and assisting
events primarily to foster tourism. Getz (1997, 2005)
profiled the Queensland agency, while Getz and Fairley
(2004) examined media management issues surrounding
the state agency’s two major ‘owned’ events in Gold Coast.
As an example of Event Tourism developed for strategic
purposes, note the mission of The Canadian Sport Tourism
Alliance which seeks to ‘‘yincrease Canadian capacity
and competitiveness to attract and host sport events’’
(www.canadiansporttourism.com). While there are social
and sport-specific reasons for hosting these events, the
tourism driver is obviously paramount because most
Canadian sport tourism agencies or personnel are located
within city DMOs.
A substantial part of the Event Tourism business of
DMOs and event development agencies is bidding on
events that have owners. This process has been described as
a special-purpose marketplace by Getz (2004b) who
studied the event bidding goals, methods and attributed
success factors of Canadian DMOs. Bidding has also been
studied by Emery (2001), Persson (2002), and Westerbeek,
Turner, and Ingerson (2002).
Gnoth and Anwar (2000) examined New Zealand’s
Event Tourism initiatives and offered a framework for
developing an effective strategy. Although it is obvious that
resources have to be committed, perhaps a more important
issue was determining how to measure the country’s return
on investment and to coordinate the various stakeholders
necessary to become competitive. Getz (2003) provided
specific advice on planning and developing sport event
tourism, including a case study from Seminole County,
Florida, to illustrate supply, demand and process issues.
The book Sport Tourism Destinations (Higham, 2005) is
an excellent source of practical planning and marketing
advice.
To be most effective, the DMO or event agency has to
establish relationships with the event sector and individual
events, hence a network approach is useful. Whitford’s
(2004a, 2004b) research in Australia documented the
development of event tourism policies and programs,
particularly as a tool in regional development. In one
region she found the policies did not give much recognition
to the roles of events in fostering regional growth, but they
were largely socio-cultural in nature. This revealed a gap
between local authority policies and those of states and the
nation that aggressively pursued event tourism for its
economic benefits.
Stokes (2004) studied the Australian event development
agencies from the perspective of stakeholder networks,
collaboration, and strategy making, and specifically looked
at the relevance of the concept of knowledge networks. Her
analysis revealed the dominance of a corporate orientation
in which event-related strategy and decisions were made at
the state level. A ‘soft’ or informal network of stakeholders
existed, dominated by a core of influential governmental
agencies which varied depending on whether the agency
was engaged in event bidding, development or marketing.
This approach contrasted with the community orientation
found at the regional-authority level, where more formal
networking occurred between public agencies and private
organizations for the purpose of actually producing events.
3.2. An event-centric perspective on event tourism
Many planned events are produced with little or no
thought given to their tourism appeal or potential. Sometimes this is due to the organizers’ specific aims, and
sometimes there is simply no relationship established
between events and tourism. In Calgary, case study
research (Getz, Andersson, & Larson, 2007) found that
seven festivals were basically ignored by the DMO that
had limited or no interest in their tourism potential.
This situation had evidently arisen because of the absence
of both a tourism plan and a comprehensive events
policy. As well, it appeared that the long-standing
promotion of one hallmark event, the annual Calgary
Exhibition and Stampede, results in small festivals being
perceived as insignificant, overshadowed in the media,
and somewhat deprived of sponsorship—according to the
festival managers.
On the other hand, Calgary has been aggressively
pursuing events under a sport tourism strategy, facilitated
greatly by a new staff position within the DMO called
Manager, Sports and Major Events. This initiative has
generated both an increase in bidding on sport and other
events and higher profile for the city that results in better
relationships with event owners and requests to host events
in the city.
Festivals and events desiring the support or cooperation
of tourism agencies, or simply looking for increased
ARTICLE IN PRESS
408 D. Getz / Tourism Management 29 (2008) 403–428
respect, tend to conduct tourism and economic impact
studies to ‘prove’ their value in economic terms. Their
strategy might be to first become a tourist attraction, then
use that positioning to gain legitimacy or foster growth. In
the context of stakeholder and resource dependency
theory, events must secure tangible resources and political
support to become sustainable, giving up a degree of
independence in the process.
Most texts on event management do not cover tourism in
any detail, although numerous research articles published
in the event-specific journals focus on Event Tourism,
mostly its marketing or economic impacts. General event
management texts include those by Tassiopoulos (2000),
Shone and Parry (2001), Allen, O’Toole, McDonnell, and
Harris (2002), Goldblatt (2007), Silvers (2004), Van der
Wagen (2004), Getz (2005), and Bowdin, Allen, O’Toole,
Harris, and McDonnell (2006).
A number of books are devoted to managing specific
types of events, including those by Morrow (1997) on
exhibitions (trade and consumer show), Rogers (2003) on
conventions, Supovitz and Goldblatt (2004) on sports
events. Regarding event management functions, the
following specialty books are available: event design
(Berridge, 2006); marketing and communications (Hoyle,
2002; Masterman & Wood, 2006); project planning
(O’Toole & Mikolaitis, 2002); operations (Tum, Norton,
& Wright, 2006); risk management (Berlonghi, 1990;
Tarlow, 2002); human resources (Van der Wagen, 2006);
evaluation and impact assessment (Jago & Dwyer, 2006;
Mossberg, 2000a); and sponsorship (Skinner & Rukavina,
2003). The text by Getz (2005) is the only one to combine
event management and event tourism. Several books are
available on specific types of events and tourism, and these
are mentioned later.
4. Event tourism in the research literature
The ensuing literature review aims to be systematically
comprehensive and critical, leading to identification of
theoretical and research themes and gaps. First a chronological review is provided, showing how this sub-field
originated and evolved. Then a thematic review is undertaken, looking specifically at types of events and ‘megaevents’. Of necessity, this review covers both event
management and event tourism, mainly because the
overlaps are considerable, and also owing to the fact that
there are no separate event-tourism periodicals.
Together with the books cited in this article, earlier
literature reviews have been consulted. These include
reviews of research in the event management field by
Formica (1998), Getz (2000b), and Harris, Jago, Allen, and
Huyskens (2001). Hede, Jago, and Deery (2002, 2003)
reviewed special events research for the period of
1990–2002. Also, Sherwood’s doctoral dissertation (2007)
entailed a large-scale review of pertinent literature and
specifically examined 85 event economic impact studies
prepared in Australia.
4.1. A chronological review of the event tourism literature
4.1.1. The early years
As confirmed by Formica (1998) there were few articles
related to events management or tourism published
in the 1970s—he found a total of four in Annals of
Tourism Research and Journal of Travel Research. Events
were not yet ‘attractions’ within the tourism system of
Gunn’s landmark book, Tourism Planning (1979),
although in passing he did mention ‘places for festivals
and conventions’.
In the 1960s and 1970s the events sector was not
recognized as an area of separate study within leisure,
tourism or recreation, all of which were rapidly growing in
the academic community and in professional practice.
Boorstin (1961), an historian, first drew attention to the
phenomenon of ‘pseudo events’ created for publicity and
political purposes. Attention was paid to festivals as
anthropology, sociology and art. For example, Greenwood’s (1972) study of a Basque festival from an
anthropological perspective lamented the negative influence of tourism on authentic cultural celebrations. The
authenticity of events, their social–cultural impacts, and
effects of tourism on events remain enduring themes.
J.R.B. Ritchie and Beliveau published the first article
specifically about event tourism in JTR in 1974, the topic
being how ‘hallmark events’ could combat seasonality of
tourism demand. They examined the Quebec Winter
Carnival and included citation of an unpublished study
of the economic impacts of the Quebec Winter Carnival
dated 1962, which is perhaps the earliest such study
recorded in the research literature. Most of the pioneering
published studies were event economic impact assessments,
notably Della Bitta, Loudon, Booth, and Weeks (1978)
who reported in JTR on a Tall Ships event. Another early
study of the economic impacts of event tourism was
conducted by Vaughan in Edinburgh in 1979, where the
Tourism Recreation Research Unit at the University of
Edinburgh had recently been established.
4.1.2. The 1980s
Event Tourism expanded dramatically as a research
topic in the 1980s. A number of extension studies at Texas
A&M focused on events and tourism including the Gunn
and Wicks (1982) report on visitors to a festival in
Galveston. Two notable research articles from early in this
decade include those by Gartner and Holecek (1983) on the
economic impact of an annual tourism industry exposition,
and J.R.B. Ritchie’s (1984) treatise on the nature of
impacts from hallmark events, which remains a classic in
terms of citations and influence. A major study of festival
visitors and the economic impacts of multiple festivals in
Canada’s National Capital region was conducted in the
latter part of this decade (Coopers and Lybrand Consulting Group, 1989), followed by a similar major study in
Edinburgh (Scotinform Ltd., 1991). These remain landmarks in terms of their scope and cross-event comparisons.
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D. Getz / Tourism Management 29 (2008) 403–428 409
By mid-decade Mill and Morrison’s (1985) USA-based
text The Tourism System explicitly recognized the power of
events. The 1985 TTRA Canada Chapter conference was
themed ‘International Events: The Real Tourism Impact’
(Travel and Tourism Research Association & Canada
Chapter (TTRA), 1986), with the impetus coming from the
planned 1986 Vancouver World’s Fair and the 1988
Calgary Winter Olympics. Internationally, the AIEST
(1987) conference produced a notable collection of material
on the general subject of mega events.
Australian scholars were involved with Event Tourism
very early and their influence has continued, especially with
substantial research funding from the Cooperative Research Centre program in Sustainable Tourism. Prior to
the America’s Cup Defence in Perth in 1988, the People
and Physical Environment Research Conference, 1987, was
held under the theme of the Effects of Hallmark Events on
Cities. Soutar and McLeod (1993) later published research
on residents’ perceptions of that major event. One of the
most influential research projects of that period was the
comprehensive assessment of impacts from the first
Adelaide Grand Prix (Burns, Hatch, & Mules, 1986; Burns
& Mules, 1989). At the end of the 1980s, Syme, Shaw,
Fenton, and Mueller (1989) published a book entitled The
Planning and Evaluation of Hallmark Events, and Hall
(1989) wrote an article on the definition and analysis of
hallmark tourist events which noted the need for greater
attention to social and cultural impacts.
4.1.3. The 1990s
1990 was a landmark year in the event management
literature. Goldblatt’s book Special Events: The Art and
Science of Celebration was published, followed by Festivals, Special Events and Tourism (Getz, 1991) and a year
later Hallmark Tourist Events by C.M. Hall (1992). In the
early 1990s academics were clearly leading the way, as at
that time there were few if any degree programs, and few
courses available anywhere, that featured event management or tourism. In the USA George Washington
University pioneered event management education, leading
Hawkins and Goldblatt (1995), in a journal article, to
address the need for event management education. They
also asked how events should be treated within a tourism
curriculum.
The mid-to-late-1990s were the ‘take-off’ years for
academic institutionalization of event management, and
with it a more legitimized advancement of scholarship on
event tourism and event studies. This process has been
roughly 25–30-years behind the equivalent for tourism,
hospitality and leisure. There is also no doubt that leisure,
tourism and hospitality provided a large part of the
foundation, by having adapted discipline-based theory
and methodology, supporting event-specific courses, and
by spinning off event management degree programs.
Festival Management and Event Tourism (later renamed
Event Management) started publishing in 1993, and many
of its articles have advanced event tourism research and
theory. Uysal, Gahan, and Martin (1993) in the very first
issue began an enduring discourse on why people attend
and travel to festivals and events. Two other vital event
tourism research themes were established early in this
journal, including the article by Bos (1994) who examined
the importance of mega-events in generating tourism
demand, and Crompton and McKay’s (1994) article on
measuring the economic impacts of events. Crompton’s
(1999) related contributions also include his research-based
book published by the National Parks and Recreation
Association in 1999 entitled Measuring the Economic
Impact of Visitors to Sport Tournaments and Special
Events.
A very large number of research projects were commenced in Australia in preparation for the Sydney 2000
Summer Olympic Games, and these have mostly been
published in the current decade. Faulkner et al. (2000)
reported on this impressive initiative and many papers have
subsequently been published.
4.1.4. The current decade (2000s)
As the 20th century closed the world celebrated with
numerous special events. No doubt this gave a boost to the
events sector and its tourism value. Several noteworthy
articles were published right at the turn of the century,
including state-of-the-art commentary and methodology
for conducting event impact assessments by Dwyer,
Mellor, Mistillis, and Mules (2000a, 2000b). These more
or less laid to rest any debate on what needed to be done,
and how to do it validly, although the Cooperative
Research Centre for Sustainable Tourism in Australia
continues to release impact studies and models (notably
Jago & Dwyer, 2006).
With so much attention having been given previously to
the economic dimensions of event tourism, it was to be
expected that scholars would seek more balance. Although
research on social and cultural impacts of events goes back
to occasional anthropological studies like Greenwood
(1972), the conceptual overview provided by Ritchie
(1984), and a noteworthy piece of sociological research
by Cunneen and Lynch (1988) who studied ritualized
rioting at a sport event, it can be said that this current
decade really ushered in a systematic and theoretically
grounded line of comprehensive event impact research.
These are examined later in a more theoretical context, but
include Delamere (2001) and Delamere, Wankel, and
Hinch (2001) on development of resident attitude scales
as social impact indicators, and related research publications by Fredline and Faulkner (1998, 2002a, 2002b) and
Xiao and Smith (2004) on resident perceptions of event
impacts as well as Fredline, Jago, and Deery (2003) and
Fredline (2006) on development of a social impact scale for
events.
The literature on events has now grown beyond
anyone’s capability of reading it all, with a number of
distinct specializations having emerged and gained recognition-including event tourism. In very practical terms, this
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410 D. Getz / Tourism Management 29 (2008) 403–428
probably defines ‘maturity’. The long-standing divisions
based on types of events remain (especially sport events,
conventions, and festivals), the Olympics will always
attract its own scholarship, while world’s fairs and other
mega-events retain an allure. Emerging sub-areas include
the various divisions of events-related impacts (environmental, economic, social/cultural), policy and planning,
business and management. Indeed it is probable that every
disciplinary approach will find its niche, and tourism issues
can be part of all of them.
Numerous undergraduate and some graduate degree
programs have been established, and it remains a hot
growth area in universities and colleges around the world.
While generic event management degrees are now being
awarded, there are also specialized programs of study
available: festivals, and convention management are
particularly popular.
Event-specific research conferences for academics and
practitioners are being held regularly in Australia and the
UK. Without doubt a certain amount of this evolution is
faddish, paralleling what happened earlier in the fields of
leisure and tourism, but there can also be little doubt about
the sustainability of event management as a profession and
academic field. Planned events are universally important
for many cultural, strategic and political reasons, and the
demand for event professionals cannot be met by crossover from other fields.
4.2. Literature on event tourism by event types
Although all types of planned events have tourism
potential, even the smallest wedding or reunion, larger
events dominate in the literature and in event tourism
development. In this section specific attention is given to
the three event types that are most frequently discussed.
The semantic and epistemological debate in the sport
tourism literature (e.g., Weed, 2005) applies to all such
intersecting fields of study, asking these key question: is
there something unique at the nexus which justifies
separate theory (or curriculum), or are they simply
convenient research partnerships?
4.2.1. Business events and tourism
Interest in the tourism value of business events, including
meetings, conventions, and exhibitions (both trade and
consumer shows) has been intense for so long that almost
all major cities now possess impressive convention and
exhibition facilities, along with agencies devoted to selling
the space and bidding on events. The first convention
bureau in the USA was established as far back as 1896
(Spiller, 2002) and the International Association of
Convention Bureaus was founded in 1914. Weber and
Chon (2002) have assessed this sector in their book
Convention Tourism: International Research and Industry
perspectives.
Weber and Ladkin (2004) explored trends in the
convention industry including government’s increasing
awareness of economic benefits of the so-called MICE
industry (that is, meetings, incentives, conventions and
events/exhibitions). Two recent review articles cover
convention tourism research (Yoo & Weber, 2005) and
convention and meeting management research (Lee &
Back, 2005) including the tourism dimension. These
reviews revealed a substantial amount of literature
pertaining to the various business event markets, including
association, corporate and affinity-group meetings, locational and site selection criteria and processes, and
economic impacts.
A defining element in business event tourism is the
dominance of extrinsic motivators in explaining travel—it
is necessitated to do business, to advance one’s career, or
because it is required by one’s job. On the other hand,
business events and pleasure travel do mix, and the
connection has been examined by Davidson (2003). This
mixed-motive phenomenon points to the need for generic
event tourism theory.
The Journal of Convention and Event Tourism (founded
in 1999) as the Journal of Convention and Exhibition
Management) is the most pertinent for researchers. While
the early volumes were primarily oriented to event
management, it has repositioned to fully embrace tourism
topics, such as Mackellar’s (2006a) paper on local networks
for developing event tourism.
4.2.2. Sport events and tourism
Sports as ‘big business’ is an enduring theme. For
example, Rozin (2000) described Indianapolis as a ‘classic
case’ of how sports can generate a civic turnaround. Sports
Business Market Research Inc. (2000, p. 167) observed that
in the 1980s and 1990s American cities ‘‘yput heavy
emphasis on sports, entertainment and tourism as a source
of revenue for the cities.’’ Gratton and Kokolakakis (1997)
believed that in the UK sports events had become the main
platform for economic regeneration in many cities. Carlsen
and Taylor (2003) looked at the ways in which Manchester
used the Commonwealth Games to heighten the city’s
profile, give impetus to urban renewal through sport and
commercial developments, and create a social legacy
through cultural and educational programming.
Across North America almost every city now has a sport
tourism initiative, often with dedicated personnel and
agencies, and global competition to bid on events and
attract the sport event tourist is fierce. In 1992 the US
National Association of Sport Commissions was established, with the well-publicized experience of Indianapolis
leading the way. The Tourism Industry Association of
America in 1997 conducted a survey that examined sportrelated travel, providing vastly improved understanding of
this market (Travel Industry Association of America
(TIA), 1999).
The Canadian Sport Tourism Alliance was formed in
2001, is industry led and market driven. It is mostly a
network of city-based DMOs like Tourism Calgary. CTC
provided some money under its product club program. Its
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D. Getz / Tourism Management 29 (2008) 403–428 411
aims include facilitating communication between sports
and tourism, sharing best practices, intelligence gathering,
building investment, establishing targets.
As a research topic, sport event tourism became firmly
established in the 1990s and has been expanding explosively since 2000. An early published contribution came
from Rooney’s (1988) classic geographical studies of sport,
specifically in the form of a paper on mega sport events as
tourist attractions at the 1988 TTRA Montreal conference.
The journal of Sport and Tourism was founded in 1993
(after 7 years in electronic format) as the Journal of Sport
Tourism and edited by Joseph Kurtzman as an initiative of
the new Sports Tourism International Council.
Gibson (1998) provided the first assessment of sport
tourism research and Weed (2006) reviewed the literature
from 2000 to 2004. In addition to an ongoing discourse on
what exactly is sport tourism and its place in academia, as
well as the commonplace economic impact assessments, a
number of other important themes can be identified. These
are reviewed later within the context of the theoretical
framework.
A growing number of books are available on the topic of
sport tourism, both theoretical and applied in nature, and
sport events figure prominently in all of them (see
Gammon & Kurtzman, 2002; Gibson, 2006; Higham,
2005; Hinch & Higham, 2003; Hudson, 2002; Ritchie &
Adair, 2004; Standeven & De Knop, 1999; Turco, Riley, &
Swart, 2002; Weed & Bull, 2004).
The intersection of sport management and sport
studies with tourism deals with two major themes: sport
events as attractions (for participants and fans), and
more active forms of sport participation that require
travel such as skiing. Just about every form of organized
sport will generate planned events, and they tend to
evolve from local to international in attractiveness. This
gives rise to event travel careers that evolve and can last a
lifetime.
4.2.3. Festivals and other cultural celebrations
Cultural celebrations, including festivals, carnivals,
religious events and the arts and entertainment in general
(mainly concerts and theatrical productions) are often
subsumed in the literature on cultural tourism (e.g.,
McKercher & du Cros, 2002; Richards, 1996, 2007).
Festivals in particular have been examined in the context
of place marketing, urban development, tourism and more
recently social change (e.g., Picard & Robinson, 2006a).
‘Festival tourism’ has been the subject of quite a few
research papers (e.g., Anwar & Sohail, 2004; Donovan &
Debres, 2006; Formica & Uysal, 1998; McKercher, Mei, &
Tse, 2006; Nurse, 2004; Robinson, Picard, & Long, 2004;
Saleh & Ryan, 1993). Occasionally art exhibitions and
tourism have been examined (e.g., Mihalik & WingVogelbacher, 1992). A major study in the USA by the
Travel Industry Association of America and Smithsonian
Magazine (2003) profiled the cultural–historic tourist,
including cultural events as attractions and activities.
Several researchers have sought to determine the
marketing orientation of festivals (Mayfield & Crompton,
1995; Mehmetoglu & Ellingsen, 2005; Tomljenovic &
Weber, 2004). It has often been observed, and the research
tends to confirm this suspicion, that arts festivals in
particular display a lack of concern for tourism and take
a product orientation that tends to ignore customer needs
and commercial realities. Carlsen and Getz (2006) provided
a strategic planning approach for enhancing the tourism
orientation of a regional wine festival, but perhaps wine
and tourism make more natural partners.
Although arts and tourism linkages have been advocated
by many, and certainly exist with regard to festivals,
concerts and staged performances, there will always
remain tension between these sectors. The anthropological
literature on cultural celebrations is vast, with tourism
sometimes being viewed as an agent of change, such
as giving rise to declining cultural authenticity. Along
these lines, festival tourism and ‘festivalization’ has become
issue in cultural studies (Quinn, 2006). Prentice and
Andersen (2003) assessed festivals in Edinburgh, looking
at their role in image creation and tourism generation, and
it is that kind of emphasis that has led to the evident
backlash.
4.3. Olympics, world’s fairs, and other mega events
Historically, a great deal of attention has been paid by
researchers and theorists to the Olympics. Their magnitude, political and economic importance, prominence in
the media and frequent controversy surrounding the IOC
and the Games make them popular subjects. However,
they are hardly typical of planned events or event tourism.
Olympics-related literature is huge, fuelled in part by
Olympic research centers around the world. Numerous
themes are covered in the Olympics literature, including
their economic costs and impacts (e.g., Cicarelli &
Kowarsky, 1973; Glos, 2005; Kasimati, 2003; Taylor &
Gratton, 1988). Tourism markets for Olympics have been
explored by Pyo, Cook, and Howell (1988), tourism and
urban regeneration issues by Hughes (1993), and tourism
impacts of the Olympics by Kang and Perdue (1994),
Teigland (1996), and Faulkner et al. (2000).
Tourism marketing and Olympics was studied by
Leibold and van Zyl (1994). Other topics include Olympic
bids, politics, and urban boosterism (Hiller, 2000a); the
Olympic legacy (Ritchie, 2000); host population perceptions of Olympics (Mihalik, 2001; Ritchie & Smith, 1991);
sponsorship and Olympic impacts (Brown, 2002) and
business leveraging surrounding the Olympics (O’Brien,
2006). Toohey and Veal (2007) took a general social science
perspective to Olympic studies, and a critical evaluation of
the Olympics has been provided by Waitt (2004).
Without doubt the Olympics are a fertile ground
for research, but this has tended to overshadow other
mega events like world’s fairs and international sport
championships.
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Mega-events in general were the subject of an AIEST
conference in 1987, and a conference with subsequent
book edited by Andersson, Persson, Sahlberg, and
Strom (1999). Roche (2000, 2006) has studied both the
Olympics and mega events in general in the context of
globalization. Hiller (2000b) took an urban sociological
perspective on mega events, while Carlsen and Taylor
(2003) looked at mega events and urban renewal. World’s
fairs and their tourism connections have been examined
by Mendell, MacBeth, and Solomon (1983), Dungan
(1984), Lee (1987), Hatten (1987), Dimanche (1996), and
de Groote (2005).
5. A framework for knowledge creation and theory
development in event tourism
Fig. 5 provides a framework for systematically studying
and creating knowledge about event tourism, or by
extension to planned events in general. It is used in the
following sub-sections to identify knowledge gaps and
productive lines of research and theory development.
Figs. 6–9 summarize key research questions and theoretical
gaps under each of these themes, with the overall purpose
of suggesting ways to advance event tourism studies.
5.1. The core phenomenon: event tourism experiences and
meanings
It is now almost a cliche´ to say that tourism and
hospitality are key players in the ‘experience economy’
popularized by Pine and Gilmore (1999), yet the nature of
planned event experiences in general, and event tourism
experiences in particular, has been given little research
attention. As well, the meanings attached to travel and
event combinations have not been fully explored.
Both the event and the travel experience have to be
understood in concert. Attending an event in one’s own
home community is experientially different from traveling
to an event, both where travel is a necessary condition (i.e.,
the event motivates travel, and the costs/risks of travel
ARTICLE IN PRESS
A FRAMEWORK FOR UNDERSTANDING AND
CREATING KNOWLEDGE ABOUT EVENT TOURISM

NATURE AND MEANINGS
OF EVENT TOURISM
EXPERIENCES
• The travel and event
experience (for visitors,
participants, organizers)
• Meanings attached to
Event Tourism

PLANNING AND
MANAGING EVENT TOURISM
• Stakeholders and
Organizations
• Goals and strategies
• Resources used
• Professionalism
OUTCOMES AND
THE IMPACTED
• Personal
• Societal, Political
• Cultural
• Economic
• Environmental
• Needs, motives, preferences
• Leisure and work contexts
• Barriers and Constraints
• Cultural and community
influences
PATTERNS AND PROCESSES
• Spatial and temporal patterns
• Policy
• Knowledge creation
Temporal Patterns Spatial Patterns
Policy Knowledge
Creation
PERSONAL
ANTECEDENTS
and CHOICES
Fig. 5. A framework for understanding and creating knowledge about evebt tourism (Source: adapted from Getz, 2007).
D. Getz / Tourism Management 29 (2008) 403–428 413
might deter attendance) and where travel to an event is an
integral part of a pleasurable experience.
Application of theory and methods from psychology and
anthropology are particularly required. Theorists, relying
heavily on social psychology, have provided many of the
insights we need, at least with regard to intrinsically
motivated event tourism behavior. Much less is known
about extrinsically motivated event and travel experiences.
The range of potential event experiences is quite broad,
from the fun and revelry of entertainment, carnival and
party, to the solemn spirituality of religious pilgrimage and
celebratory rituals. Many events are all about learning,
while others foster commerce. Sport for participants is all
about challenge, yet sport events encompass sub-cultural
identity as well as nostalgia on the part of fans.
Pilgrimage is a journey by definition, and generally
entails a visit to a sacred site plus a special event. Other
forms of event tourism can take on the form of secular
pilgrimages, with events or places of high symbolic value
and personal meaning becoming destinations. For example, cities that host mega events have, like Barcelona and
the Olympics, turned event venues into places of pilgrimage. In the discourse pertaining to pilgrimage and event
tourism, so-called ‘secular pilgrimages’ (e.g., Gammon,
2004) are sometimes contrasted with religious and spiritual
pilgrimages (e.g., Singh, 2006; Timothy & Olsen, 2006),
raising the issue of authenticity.
5.1.1. Theory on event experiences and meanings
Experiences should be conceptualized and studied in
terms of three inter-related dimensions: what people are
doing, or behavior (the ‘conative’ dimension), their
emotions, moods, or attitudes (the ‘affective’ dimension),
and cognition (awareness, perception, understanding). And
we want to understand the event tourism experience
holistically, from the needs, motivations, attitudes and
expectations brought to the event, through the actual living
experience (the ‘doing’, or ‘being there’) all the way to
reflections on the event-including meanings attached to it
and influences on future behavior.
A starting point can be the classical work of anthropologists van Gennep (1909) and Turner (1969, 1974, 1982)
who advanced the concept of ‘liminality’. This has been
found to be relevant to both travel and event experiences
(Ryan, 2002). In terms of one’s involvement in rituals this
state is characterized by humility, seclusion, tests, sexual
ambiguity and ‘communitas’ (everyone becoming the
same). ‘Liminoid’ described the same state but in profane
rather than sacred terms, so that it might apply to carnivals
and festivals, emphasizing the notion of separation, loss of
identity and social status, and role reversals. In this state
people are more relaxed, uninhibited, and open to new
ideas.
Jafar Jarai’s model of ‘tourist culture’ is based on socioanthropological theory concerning liminality, plus Falassi’s
(1987) notion of festivity as a time that is ‘out of ordinary
time’. Essentially, people willingly travel to, or enter into
an event-specific place for defined periods of time, to
engage in activities that are out of the ordinary and to have
experiences that transcend the ordinary—experiences only
available to the traveler or the event-goer. As well,
Csikszentmihalyi (1990) and Csikszentmihalyi and Csikszentmihalyi’s (1988) concept of ‘flow’ or peak experiences,
from leisure studies, fits well into this model. Facilitating
‘flow’ might be something the event designer wants to
achieve, for maximum engagement, and something the
highly ‘involved’ might be more inclined to experience
because of their predispositions.
Research supports the existence and importance of
‘communitas’ at events. Hannam and Halewood (2006) in
a study of participants in Viking festivals, concluded that
group identity was fostered, even to the point of establishing a ‘neo-tribal’ community. Green and Chalip’s (1998)
study of women athletes determined that the event was a
celebration of sub-cultural values. Fairley and Gammon
(2006) identified the importance of sport fan communities,
while Pitts (1999) studied lesbian and gay sports tourism
niche markets.
The meanings attached to planned events and event
tourism experiences are both an integral part of the
experience and are antecedents to future event tourism
behavior. To the extent that event tourism experiences are
transforming, that is they change beliefs, values or
attitudes, then individuals will likely adopt new behaviors
in the future. It may be that multiple event experiences are
required for transformation, or it might occur as part of a
social bonding (i.e., ‘communitas’).
Meanings are given to events by social groups, communities and society as a whole. Individuals are affected by
these meanings, but are also able to make their own
interpretations of events. Event types or forms, as
previously discussed, are to a large extent ‘social constructs’, with collectively assigned and generally recognized
meanings.
Roche (2000, p. 7, see also 2006) saw events, like the
global Millennium celebrations, acting as ‘‘yimportant
elements in the orientation of national societies to
international or global society.’’ Indeed, many countries
have used mega events to gain legitimacy and prestige,
draw attention to their accomplishments, foster trade and
tourism, or to help open their countries to global
influences. This is much more than place marketing—it is
more like national identity building. And Whitson and
Macintosh (1996, p. 279) said countries and cities compete
for mega sport events to demonstrate their ‘modernity and
economic dynamism’.
Russell (2004) examined the political meanings attached
to the National Eisteddfod of Wales, which has a tradition
dating back to 1176. She found this annual competition of
music and poetry is simultaneously an arena for performing arts, a forum for preserving the Welsh language, a
tourist attraction, a trade fair, and a platform for political
acts of Welsh significance. ‘‘As an arts and cultural
festivalythe Eisteddfod also delivers the wider range of
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414 D. Getz / Tourism Management 29 (2008) 403–428
economic and socio-linguistic benefits which embrace the
interests of the Wales Tourist Board, the Arts Council of
Wales, the Welsh Language Board, local authorities and
others’’.
There exists an ongoing discourse on the cultural
‘authenticity’ of events, often with the particular concern
that tourism commodifies events and corrupts their
authenticity, but also that many events are created for
commercial and exploitive reasons (see, for example,
Boorstin, 1961; Getz (2000a, 2000b); Greenwood, 1972;
Picard & Robinson, 2006a, 2006b; Ray, McCain, Davis, &
Melin, 2006; Sofield, 1991; Xie, 2003, 2004). However, an
alternative view is that tourism helps preserve traditions
and meanings, with festivals and other cultural celebrations
being prime examples.
Fig. 6 provides a list of key research questions on event
tourism experiences and meanings, together with possible
research methods. While traditional consumer research is
still relevant, there is clearly a need to look deeper into the
experiential realm through anthropological methods like
participant observation (as employed by Getz, O’Neill, &
Carlsen, 2001, at a surfing event), phenomenology (Chen,
2006 on event sport tourists) and to use experiential
sampling as employed in leisure studies (Hektner &
Csikszentmihalyi, 2002; Larson & Csikszentmihalyi, 1983).
5.2. Antecedents to event tourism
Many personal, social and cultural factors will affect
event tourism behavior, and although there is a substantial
body of literature on leisure and travel in general, the
various factors specifically affecting event tourism have not
been well explored. Both leisure and work-related factors
have to be examined. A singular study of personal values
and event tourism was conducted by Hede, Jago, and
Deery (2004) and Kay (2004) conducted one of only a few
cross-cultural studies of events and tourism.
There are both generic benefits to be gained from event
tourism experiences (i.e., those that can be realized through
attending any events or pursuing other forms of leisure and
travel), and there are specific benefits related to the match
between what the event tourist seeks and the event
specifically offers. Researchers have only recently turned
their attention from general motivational studies concerning travel and events to the issue of targeted benefits.
Mackellar’s (2006b) research specifically addressed the
differences between special-interest and general motivations in attracting people to travel to events.
This progress follows from established lines of leisure
and lifestyle research, and of necessity utilizes and adapts
their theoretical constructs and methodologies. In particular, the constructs of serious leisure (Jones & Green,
2006; Stebbins, 1982, 1992, 2001, 2006), recreation
specialization (Bryan, 1977, 2000; Burr & Scott, 2004),
and ego-involvement (Dann, 1977; Havitz & Dimanche,
1999; Kim, Scott, & Crompton, 1997; Ryan & Lockyer,
2002) have considerable potential. Also of importance is
leisure constraints theory (Hinch, Jackson, Hudson, &
Walker, 2006; Jackson, 2005; Jackson, Crawford, &
Godbey, 1992) which examines generic categories of
constraints including the intrapersonal (one’s perceptions
and attitudes), interpersonal (such as a lack of leisure
partners), and structural (time, money, supply and
accessibility).
ARTICLE IN PRESS

KEY RESEARCH QUESTIONS in
EVENT TOURISM:
The Planned Event Experience and Meanings
POSSIBLE RESEARCH
METHODS
-How do people describe, explain and assign meaning to
various event tourism experiences? within each of these
dimensions: conative (behaviour); affective (emotional)
and cognitive.
-Describe and explain the formation of personal and
social constructs regarding event tourism experiences.
-How does level of involvement or engagement affect the
event tourism experience?
-Examine ‘arousal’ and ‘flow’ within different event
settings.
-What makes event tourism experiences memorable and
transforming?
-How does ‘communitas’ form at events? Can it be
facilitated?
-Systematically compare different event experiences (for
all stakeholders, from paying customers and guests to the
general public, and between types of event, from sport to
carnival)
-hermeneutics (analysis
of texts; self-reporting)
-phenomenology (e.g.,
in-depth interviews at
events)
-direct and participant
observation
-experiential sampling
(diary or time-sampling
with standard questions)

Fig. 6.
D. Getz / Tourism Management 29 (2008) 403–428 415
Demand for events is notoriously difficult to predict
(Pyo, Cook, & Howell, 1988; Mules & McDonald, 1994;
Spilling, 1998; Teigland, 1996). Major events use long-term
tracking studies and market penetration estimates to
forecast attendance, but there have been notable failures
including the New Orleans World’s Fair (Dimanche, 1996).
Lee and Kim (1998) examined event forecasting, and Xiao
and Smith’s (2004) study of world’s fair attendance
forecasting concluded with an improved approach. A rare
study that examined why people do NOT attend events was
conducted in Melbourne and reported by Miller, Jago, and
Deery (2004). Boo and Busser (2006) particularly looked at
how image enhancement from events can induce tourist
demand to destinations.
5.2.1. Motivation research
Motivational research in the events sector is very well
established (e.g., Backman, Backman, Uysal, & Sunshine,
1995; Crompton & McKay, 1997; Formica & Murrmann,
1998; Getz & Cheyne, 2002; Gibson, 2004; Lee, Lee, &
Wicks, 2004; Mohr, Backman, Gahan, & Backman, 1993;
Nogawa, Yamaguchi, & Hagi, 1996; Raybould, 1998;
Robinson & Gammon, 2004; Scott, 1996; Thrane, 2002). Li
and Petrick (2006) reviewed the literature pertaining to
festival and event motivations and concluded from many
studies that the seeking and escaping theory (Iso-Ahola,
1980, 1983) is largely confirmed. These are ‘intrinsic
motivators’, with the event being a desired leisure pursuit.
Researchers have demonstrated that escapism leads people
to events for the generic benefits of entertainment and
diversion, socializing, learning and doing something new,
i.e., novelty seeking, and just plain getting away from it all.
The pull or seeking factors apply more to those with
special interests who want a specific set of benefits offered
by the event. For example, highly involved runners need
events to compete in (McGehee, Yoon, and Cardenas
2003) and professionals have to attend certain conferences
because of their educational content or the unique
networking possibilities (Severt, Wang, Chen, & Breiter,
2007). The exact balance between generic (escapist) and
specific (seeking) benefits obtained at any given event will
depend on many personal factors including motives,
expectations, mood and the experiences obtained.
Nicholson and Pearce (2001) studied motivations to
attend four quite different events in New Zealand: an air
show, award ceremony, wild food festival, and a wine, food
and music festival. They concluded that multiple motivations were the norm, and that while socialization was
common to them all, it varied in its nature. Event-specific
reasons were tied to the novelty or uniqueness of each
event.
When examining why people attend particular events,
considerable theoretical power stems from Pearce’s ‘‘Travel
Career Trajectory’’ (2005). From it, a hypothetical ‘event
travel career’ is suggested. For example, there is reason to
believe that business and professional practice leads to a
‘career’ of necessary and/or desirable meetings and
conventions, eventually resulting in a community of
interest shared with others following similar career paths.
The concepts of serious leisure, recreation specialization
and ego-involvement suggest that many people will find
intrinsic motivation to travel to events, such as amateur
athletes and competitive events, or art lovers pursuing a
career of volunteer experiences at music festivals.
An ‘event travel career’ should be evident first in terms of
motivations (i.e., the underlying drive to attend events), and
precise motives (for specific event experiences and events).
There should be a progression through time such as
participation in more and different events, looking for
higher-order benefits. Geographic preferences and patterns
should emerge, and this is where destinations can directly
influence the process, through bidding and developing
iconic and hallmark events. Perhaps the event travel career
will also be manifested in a progression from local to
national and ultimately an international scale of travel.
Evolving preferences for event characteristics and travel
arrangements, and ultimately modified behavior are to be
expected from the dedicated and experienced event tourist
(e.g., higher-level competition; travel with family and
friends versus alone; combining holidays with events;
behaving differently during events).
The nature of the sport tourism experience and motivation has received considerable attention. Active and passive
sport tourists were identified by Gibson (1998, 2006), while
Robinson and Gammon (2004) examined primary and
secondary motives for sports-related travel. Nostalgia as a
motivator has been examined by Fairley and Gammon
(2006), and this ties in with the notion of community of
interests or sub-cultures.
Pertaining to the business event traveller, Rittichainuwat, Beck, and LaLopa (2001) studied motivations,
inhibitors and facilitators for attending international
conferences. Oppermann and Chon (1997) examined
convention tourism from the perspectives of both association and attendees’ decision making including locational
factors, intervening opportunities, personal and business
factors, association and conference factors, experiences and
their evaluation. Ngamsom and Beck (2000) researched
motivations and inhibitors affecting event-travel decisions
by association members.
Fig. 7 outlines key research questions and possible
methods pertaining to antecedents and choices. Little has
been done to examine cultural differences in event tourism
demand, and much more is needed on constraints related
to event-motivated travel. Examining the event careers of
highly involved amateur athletes will help, but this
approach should also be applied to lifestyle and extrinsically motivated travel.
5.3. Planning and managing event tourism
While published advice is available on event tourism
planning, development and marketing (see Bramwell,
1977; Getz, 2003; Gnoth & Anwar, 2000; Higham, 2005),
ARTICLE IN PRESS
416 D. Getz / Tourism Management 29 (2008) 403–428
it remains a relatively unexplored research theme. This line
of inquiry will have to encompass the organizations
involved, stakeholder networks, policy making, goals and
strategies, impacts and evaluations.
Getz et al. (1998) determined that events were one of the
few common ‘products’ developed by convention and
visitor bureaus in Canada. These DMOs are primarily
marketing oriented, but found strong support for events
development from their members, particularly hoteliers
wanting to fill rooms in off-peak tourist seasons. Attention
to event stakeholder management, partnerships and
collaboration is increasing (e.g., Getz, Andersson, &
Larson, 2007; Larson, 2002; Larson & Wikstrom, 2001;
Long, 2000), with research by Whitford (2004a, 2004b)
specifically taking a stakeholder perspective on Event
Tourism policy making in Australia. Weed (2003) studied
sport tourism policy in the context of stakeholder relationships, while the book by Weed and Bull (2004) further
addresses these issues in sport tourism policy. Irrational
event planning is a topic seldom addressed (see Armstrong,
1985; Bramwell, 1997). It relates to the notion of civic or
tourism ‘boosterism’ and the exercise of power.
The search for competitive advantages has not produced
much research on strategy, but specific event tourism
development and marketing tactics are being studied.
Attention has been given to the image-enhancement
potential of events and their media coverage, including
how this might generate induced demand for the destination (Chalip, Green, & Hill, 2003; Getz & Fairley, 2004;
Hede, 2005; Li & Vogelsong, 2005; Mossberg, 2000b;
Ritchie, Sanders, & Mules, 2006; Shibli & the Sport
Industry Research Centre, 2002; Smith, 2005). Co-branding events and destinations is a related topic (Chalip &
Costa, 2006; Jago, Chalip, Brown, Mules, & Shameem,
2003). The ‘leveraging’ of events for additional benefits is a
growing concern (Chalip & Leyns, 2002; Chalip &
McGuirty, 2004; Gratton, Dobson, & Shibli, 2000; Morse,
2001; O’Brien, 2006). These topics also connect to the goal
of generating a lasting event ‘legacy’ (Dimanche, 1996;
Hall, 1994; Mihalik, 1994; Ritchie, 2000).
In Fig. 8 a number of key research questions are posed,
and it is suggested that case studies and benchmarking are
needed to determine what strategies and practices work
best.
5.4. Patterns and processes
5.4.1. Spatial
Event geography is not a well-developed theme, and few
scholars have examined event tourism patterns. Getz
(2004a) outlined the meaning and scope of event geography
including its tourism-related themes. Janiskee’s (1994,
1996) groundbreaking contributions to event geography
have to be acknowledged although his papers mostly
examine the spatial and temporal distribution of festivals
and what caused these patterns, not travel to events. He
also addressed the question of whether or not a region or a
time-spot could reach its capacity in terms of event
numbers.
Bohlin (2000) employed a classic technique, the distancedecay function, to determine how far people traveled to
various festivals in Sweden, and what factors made the
most difference. He determined that travel declined with
distance, as expected. But well-established, recurring events
had the greatest drawing power. Market potential for
events was examined geographically by Wicks and
Fesenmaier (1995). The market areas and tourist attractiveness of events have also been studied by Verhoven,
Wall, and Cottrell (1998) employing demand mapping, and
by Lee and Crompton (2003). Travel cost analysis as
ARTICLE IN PRESS

KEY RESEARCH QUESTIONS:
ANTECEDENTS AND CHOICES
POSSIBLE
RESEARCH
METHODS
-Personal
Antecedents
-Barriers and
Constraints
-Decision
Making
-Post-event
evaluation
and feedback
-What are the main cultural variables affecting the perceived value
and attractiveness of events and event tourism?
-Examine the relative importance and nature of generic versus
specific (targeted) needs, motives and benefits that are sought
through different planned event tourism experiences. Develop
marketing implications.
-Do people believe they ‘need’events? To travel to events?
-How is economic demand for event tourism shaped by price,
competition, substitution, policy and other factors?
-How are event travel careers developed? Use ego-involvement,
recreation specialization and commitment theories
-In what ways does ‘serious leisure’ affect event tourism?
-What constraints are most important in shaping demand and
attendance at different types of event? How are constraints
negotiated for intrinsically and extrinsically motivated event
attendance?
-How do different segments use the internet and other media for
searching and decision-making in the events sector?
-Can planned events be substituted by other forms of
entertainment and business practices?
-general consumer
and market area
surveys
-focus groups
-social needs
evaluation
-supply-demand
assessment
-in-depth interviews
-time-budget studies
of event careers and
constraint
negotiation
-longitudinal studies

Fig. 7.
D. Getz / Tourism Management 29 (2008) 403–428 417
a measure of an event’s economic value was addressed by
Prabha, Rolfe, and Sinden (2006). Sherwood (2007)
obtained data for mapping travel to events in order to
assess an event’s ‘energy footprint’.
5.4.2. Temporal
Seasonality of demand is the main temporal theme in
event tourism, starting with the classic Ritchie and
Beliveau (1974) research paper. Events are one important
way in which destinations can combat low tourist demand,
yet as revealed by Janiskee (1996), Ryan, Smee, Murphy,
and Getz (1998), and others there is in most destinations a
pronounced peaking of events in the high summer season,
thereby presenting a challenge to the DMO. Yoon,
Spencer, Holecek, and Kim (2000) did one of the few
studies of the seasonality of the event tourism market, in
Michigan.
Displacement of residents and other tourists is an
occasionally researched temporal/spatial issue in event
tourism (e.g., Brannas & Nordstrom, 2006; Hultkrantz,
1998). This occurs when an event fills up available
accommodation, or when publicity leads to the perception
of crowding or high expense and this causes people to leave
town or stay away. Obviously it is a major reason for
bidding on or creating events in the off-peak tourist season.
The event life cycle, both in terms of changing market
appeal and long-term sustainability or institutionalization,
is an important temporal theme that has received a little
attention by researchers (see Beverland, Hoffman, &
Rasmussen, 2001; Frisby & Getz, 1989; Getz, 1993,
2000a, 2000b; Getz & Frisby, 1988; Richards & Ryan,
2004; Sofield & Li, 1998; Sofield & Sivan, 2003; Walle,
1994).
Within a portfolio approach some thought has to be
given to the image and freshness of events appealing to
specific market segments, and the attractiveness of the
overall mix of events. This relates to population ecology
theory in the sense that the health of the portfolio is
probably more important than the sustainability or appeal
of individual events—but only in a strategic marketing
sense, and not necessarily in terms of social and cultural
factors.
Time switching is an important issue in event tourism,
being the propensity of people to alter the timing of their
travel plans to take in an event. They are not necessarily
attracted to travel because of the event and therefore their
spending cannot be considered a benefit of the event (this is
part of the general ‘attribution problem’ in event impact
assessment; see for example Dwyer et al., 2000a, 2000b).
5.4.3. Policy for event tourism
There have been only a few studies reported on the
policy dimension. Hall and Rusher (2004, p. 229)
concluded that ‘‘ythere still remains relatively little
analysis of the political context of events and the means
by which events come to be developed and hosted within
communities.’’ A study by Whitford (2004a, 2004b, p. 81)
in Queensland, Australia, is one of the few to address local
authority policy towards events. She concluded that little
recognition had been given to events ‘‘yas a vehicle to
facilitate entrepreneurial enterprises and/or regional development’’ and that a ‘‘ymore whole of government,
proactive entrepreneurial approach to the development of
event public policy’’ is needed.
Event tourism policy tends to be top-down (at least in
Australia, as demonstrated by Whitford (2004a, 2004b),
mainly because it is seen as legitimate economic development, but also because so much bidding on events is
opportunistic. Only an inner circle of mostly government
agencies is typically consulted. However, at the local and
regional levels, particularly for producing events, there was
observed much more collaboration and widespread stakeholder input.
Weed’s (2003) research in the UK revealed tensions
between the two ‘communities’ of sport and tourism
including funding and resources, top-down policy-making,
organization and professionalization, internal focus, and
project-based liaison. Results showed how development of
this policy network (i.e., sport plus tourism) can be made
sustainable.
ARTICLE IN PRESS

KEY RESEARCH QUESTIONS:
PLANNING and MANAGING EVENT TOURISM
POSSIBLE
RESEARCH
METHODS
-What leadership, planning and decision-making styles and
processes are most effective for event tourism development?
-What strategies are most effective in achieving event tourism
competitiveness and sustainability?
-How can bidding on events be made more effective?
-Which stakeholder management strategies work best for
event tourism?
-What forms of assistance should be given to events?
-What are the main determinants of customer satisfaction at
events?
-Case studies and
cross-case analysis
of events and
destinations
-Benchmarking
among destinations
-Stakeholder input
-Financial audits and
ROI studies

Fig. 8.
418 D. Getz / Tourism Management 29 (2008) 403–428
Pugh and Wood (2004) focused on the strategic use of
events in UK local authorities, Reid (2006) looked at the
politics of city imaging surrounding an event, and Thomas
and Wood (2004) wrote about event based tourism and
local government in the UK. In fact, there seems to be a
broader discourse on event and tourism in general in the
United Kingdom.
Some work is being done on events in the urban studies
and policy literature. For example, Gotham (2002), writing
in Urban Studies, examined Mardi Gras in New Orleans
from the perspective of place marketing, commodification,
spectacle, globalization and political economy.
5.4.4. Knowledge creation
Knowledge creation in this field has largely been ad hoc
and fractionalized among diverse interest groups. Review
articles like this one have as one of their main purposes
the summarizing and integration of all the pertinent
literature, as do the growing number of textbooks.
However, research on the process and actors in knowledge
creation for event tourism is largely absent. One closely
related study by Stokes (2004) examined knowledge
networks in the Australian events sector.
In advancing knowledge a number of important actors
have to be involved, and perhaps some new collaborative
processes developed. Event and tourism studies, like other
immature fields of inquiry, are mostly multi-disciplinary in
nature, drawing theory, knowledge, methodologies and
methods from many established disciplines. It is also
accomplished indirectly, by drawing on closely related
professional fields like leisure studies. When two or more
disciplinary foundations are applied to the problem we
enter the realm of interdisciplinary research, with the longterm goal being to establish unique, interdisciplinary
theory and knowledge.
Anyone doing research on events should view the
established disciplinary perspectives as a legitimate starting
point. Even if the research problem is rooted in a policy or
management need, it is highly possible that geography,
economics, or another discipline already provides an
answer or a solid foundation for doing the research.
However, within these disciplines the study of events and
tourism is often incidental to a broader issue or theoretical
problem.
Fig. 9 lists a number of key research questions on
patterns and processes, and because these are all dynamic
elements in the event tourism system, more longitudinal
and retrospective research will be needed.
5.5. Outcomes and the impacted
Event tourism is primarily driven by the goal of
economic benefits, but we need to examine outcomes and
impacts at the personal and societal levels, and also in
terms of cultural and environmental change. Event tourism
should be viewed in an open-system perspective, identifying
‘inputs’ (what it takes to make events happen, including the
costs of bidding, facility development and marketing),
‘transforming processes’ (events as agents of change), and
‘outcomes’ (desired and undesired impacts, including
externalities). Depending on one’s perspective, outcomes
and change processes might be interpreted as a positive or
negative impact.
It has been clear for some time that there has been a preoccupation with the economic costs, roles and impacts of
events. So much research and applied work has been
devoted to this one theme that other outcomes have been
neglected, as well as development of suitable and convincing measures of event impacts and value. However,
social and cultural outcomes and indicators are being
developed, and the environmental effects of events and
tourism are finally being addressed through research.
Carlsen, Getz, and Soutar (2001) sought to establish
broader measures of event impacts, and Sherwood, Jago,
ARTICLE IN PRESS

KEY RESEARCH QUESTIONS:
PATTERNS AND PROCESSES
POSSIBLE
RESEARCH
METHODS
-History
-Geography
-Future Studies
-Knowledge Creation
-Policy
-Do events progress naturally through life cycles in
terms of tourism appeal? What factors most shape their
evolution?
-Do communities or destinations reach event and event
tourism saturation?
-What explains different patterns of event tourism in
time and space?
-What are the forces shaping the future of events and
tourism? Can they be controlled? How do events
adapt?
-What are the ways in which stakeholders exercise
power, and negotiate, to develop event tourism and
related policy? Who gets excluded or marginalised?
-How do we know when event tourism policies are
effective and efficiently administered?
-Which justifications for public involvement in event
tourism are supported, and why?
-What are the ideological foundations of event tourism
policy?
-document review
-interviews with
people who shaped
history
-mapping
-Delphi panels
-trends analysis
-scenario making
-policy reviews

Fig. 9.
D. Getz / Tourism Management 29 (2008) 403–428 419
and Deery (2004, 2005) and Sherwood (2007) have
advanced a triple bottom line approach to event sustainability. The challenge appears to be mostly political and
attitudinal, in particular to overcome the economics bias
inherent in event tourism.
5.5.1. Economic outcomes
As noted in the chronological literature review, economic impacts were the first theme to be thoroughly studied.
The earliest journal articles were by Della Bitta et al.
(1978), and Davidson and Schaffer (1980). The first truly
comprehensive event impact research was conducted on the
Adelaide Grand Prix (see Burns et al., 1986).
Since then, a number of scholars have lamented the lack
of consistency used in event impact studies (Dwyer,
Forsyth, & Spurr, 2005; Sherwood, 2007; Uysal &
Gitelson, 1994), but there is now so much literature
available that practitioners should be able to avoid the
main pitfalls. Also, more methodological and analytical
choices are becoming available. Research concerning the
economic impacts of specific types of events is also well
established. Grado, Strauss, and Lord (1998) examined
conferences and conventions, and Dwyer (2002) provided
an overview of convention tourism impacts. Solberg,
Andersson, and Shibli, 2002 examined ‘business’ travelers
to events, notably the media and officials. Impacts of
events on the public sector have been studied (Andersson
and Samuelson, 2000) and it is especially noteworthy that
tax benefits for all levels of government constitute one of
the biggest benefits of event tourism (Turco, 1995).
Economic impacts are only a starting point, with a
number of authors calling for more comprehensive cost
and benefit evaluations (Burgan & Mules, 2001; Mules &
Dwyer, 2006; Whitson & Horne, 2006). As early as 1973
Cicarelli and Kowarsky conducted a cost-benefit evaluation of the Olympics. Although income and value-added
multipliers are typically used when converting direct
(in-scope) event tourism spending into gross economic
impacts, others have used econometric modeling and most
recently economists have been recommending use of
General Equilibrium Models (Dwyer, Forsyth, & Spurr,
2006). Laesser, Stettler, and Rutter (2003) developed
economic impact coefficients called a ‘subsidy multiplier’
and a ‘regional share of direct in-scope expenditure’.
5.5.2. Social, cultural, political
As event tourism gains momentum, perceived negative
impacts will become more widespread and will generate
more refined examination and criticism. Residents’ perceptions of, and attitudes towards events has already emerged
as a major research and theoretical theme, although the
tourism-specific dimensions have not been fully examined
in this context. This line of research includes: Soutar and
McLeod (1993), Delamere (1997, 2001), Delamere et al.
(2001), Fredline and Faulkner (1998, 2000, 2002a, 2002b),
Mihalik (2001), Fredline et al. (2003, 2005), Cegielski and
Mules (2002), Ohmann, Jones, and Wilkes (2006), Xiao
and Smith (2004), Gursoy and Kendall (2006), Lim and
Lee (2006), and Fredline (2006).
A number of theoretical perspectives are being taken,
including exchange theory, to explain resident reactions to
events. More focused social impact studies include Barker,
Page, and Meyer’s (2002a, 2002b) papers on event-related
crime and perceptions of safety during an event (2003).
5.5.3. Environmental
Researchers in Australia have recently sought to develop
a balanced (i.e., triple bottom line) set of event impact
ARTICLE IN PRESS

KEY RESEARCH QUESTIONS:
OUTCOMES
POSSIBLE
RESEARCH
METHODS
-Personal
Social, Cultural
and Political
-Economic
-Environmental
-How do people describe and explain why event tourism
experiences are satisfying, memorable or transforming?
-What are the personal and social consequences of negative
event tourism experiences?
-What performance measures exist and are needed for the social,
cultural and environmental policy domains?
-How does exchange theory influence various stakeholder
perceptions of event impacts?
-How are social representations of events formed?
-How does the nature and extent of community involvement
influence event tourism success and outcomes?
-Under what circumstances are events commodified and
authenticity lost, versus traditions renewed and culture
revitalized?
-How are the benefits and costs of events tourism distributed
through the population? What strategies work best for
maximizing local economic benefits?
-Who are the high-yield event tourists, and how should they be
attracted?
-How can events and event tourism be made more sustainable?
-What are the cumulative impacts of an event and events in
general, within a community or ecosystem?
-What is the value of any given event?
-focus groups
-in depth
interviews
-consumer and
social surveys
-media content
analysis
-stakeholder
consultations
-ethnography
-comprehensive
cost-benefit
evaluations
-business surveys
-market research
-environmental
audits and formal
impact
assessments
-valuations

Fig. 10.
420 D. Getz / Tourism Management 29 (2008) 403–428
indicators (Sherwood et al., 2004, 2005; Sherwood, 2007).
Sherwood (2007) specifically examined 85 event economic
impact studies prepared in Australia. He found that
economic impact assessment was inconsistent but well
established, and that social and cultural event impacts were
being given more and more attention, but there was still a
great need for advancing environmental impact assessment.
According to Sherwood, only two published papers by
May (1995) and Harris and Huyskens (2002) had dealt
explicit with the environmental impacts of events, and only
one of 85 event impact studies actually employed a triple
bottom line approach.
Fredline, Raybould, Jago, and Deery (2005) recommend
use of the ‘event footprint’ as a concept of triple-bottomline accounting. This graphical technique plots scores from
key indicators on three dimensions. Chernushenko’s books
(2001) are relevant, along with Olympics environmental
guidelines, programs by industry associations to encourage
‘green’ events, and the new environmental standards for
events in the UK (British Standards, 2007). In Fig. 10, a
number of key research questions pertaining to outcomes
are suggested, and it is clear from the literature review that
the greatest need is for more attention to environmental
outcomes, leading to better environmental management.
A broader (i.e., involving all stakeholders) and more
systematic discourse will be needed to overcome the wellestablished economics bias.
6. Conclusions
Event tourism is both a sub-field within established
academic streams, in realty at the nexus of tourism and
event studies, and an area of destination management
application. Therefore, we need to draw implications for
event and destination managers, and for the academic
and research community interested in tourism and event
studies.
Fig. 5 provides a framework that can be used by
managers and policy makers to shape their overall understanding and approach to event tourism, while at the same
time generating many research questions for theory
building. Figs. 6–10 ask both theoretical and practical
questions and together constitute a fairly comprehensive
research agenda.
6.1. Implications for management of events and event
tourism
Event managers interested in developing their tourism
potential should ideally become committed stakeholders in
the community’s or destination’s tourism planning process.
By working together as a lobby and marketing consortium,
events can seek to influence the destination’s positioning
and brand, funding and development work, research and
evaluation programs, all to further the cause of specific
events and the event sector.
Common issues include domination by a few ‘hallmark’
events that have become permanent institutions, the
ignoring of local and regional festivals and events
because of their perceived lack of tourism orientation or
potential, and an over-emphasis on bidding on one-time
mega events. Fostering a comprehensive portfolio approach to event tourism can benefit all stakeholders by
ensuring that the potential contributions of all events
are considered, and by establishing appropriate support
mechanisms.
By viewing event tourism as a system, as in Fig. 5,
marketing research and evaluation can be integrated and
made more effective. This will normally require the
collaborative efforts of the event sector and DMO, as the
necessary knowledge comes from both evaluation of
specific events and from broader market research. For
example, while an event manager has to conduct a visitor
survey in order to profile their customers, the destination
must gain an understanding of potential event tourist
segments and match that with supply. DMOs looking for
competitive advantage may seek to create new events for
specific target segments or seek to modify the marketing
mix of existing events.
In the suggested research agenda (Figs. 6–10) one theme
stands out in terms of its importance for event managers
and event tourism strategists. Increasingly it will be
necessary to ‘custom-design’ highly targeted event experiences, and this has to be based on greater knowledge
of the planned event experience in all its dimensions
(by type of event, setting and management systems).
A variety of research approaches and many comparisons
will be required, from evaluations of those attending events
to qualitative studies of what people are looking for,
meanings they attach to their experiences, and influences
on future attitudes and behavior.
6.2. Implications for advancement of theory
It can be concluded that event tourism studies and
related research are still in the early stage of development
and there is great scope for theoretical advances. Reviewing the literature on events, Formica (1998) identified
economics or financial impacts, followed by marketing,
profiles of events, sponsorship, management and trends/
forecasts as the most frequent topics in the journals
Festival Management and Event Tourism plus three
leading tourism journals. He argued that the emerging
event management field needed more theoretical development, and hence more sophisticated and multiple research
methods.
Similarly, an assessment by Getz (2000a, 2000b), from a
detailed analysis of articles only in Festival Management
and Event Tourism (later Event Management), also
concluded that the most frequently studied topics were
economic development and impacts, then sponsorship and
event marketing from the corporate perspective, other
management topics, and general marketing including
ARTICLE IN PRESS
D. Getz / Tourism Management 29 (2008) 403–428 421
motivation and segmentation. Getz outlined a research
agenda on the key question of valuing events.
Harris et al. (2001) also set out a research agenda,
specifically for event research in Australia. They consulted
practitioners, who preferred more research on event
management topics including identification of consumer
needs and motivations as well as market segmentation.
Government officials wanted more done on why events fail,
risk management factors and standardized research methods. Academics wanted more research on risk management
strategy, valuing the events industry, and reasons for event
failure. Hede et al. (2002, 2003) reviewed special events
research for the 1990–2002 period. One major conclusions
was to call far the use of a triple bottom line approach to
event impact assessment.
6.2.1. Advancing the discourse
‘Event tourism’ represents a discourse with both
academics and practitioners contributing from two main
poles (tourism/ events) and many specific event types
(conventions, sports, festivals, etc.). But the driving force is
clearly tourism, because it is the travel dimension and
tourism impacts that bring these otherwise diverse communicants to the same table. Accordingly, the themes and
language used in the discourse are largely tourism-driven.
Other parties interested include policy makers (e.g., city
planning, environmental conservation, cultural development) and affected citizens. The first challenge is therefore
to ensure some equality among the interests represented.
The literature review makes it clear that the prevailing
theme, the written substance of most of the event tourism
discourse, concerns events as attractions and image-makers
for destinations, plus some lesser roles (catalyst, place
marketing, animator). Within the events literature, these
two themes are also strong, but there is quite a separate
interest in the design, production, management and
marketing of events that does not directly connect to
tourism and economic issues. The two fields can exist
without each other, but find mutual benefit in advancing
the events and tourism nexus.
Events have increasingly been produced, bid on and
fostered for strategic reasons, the dominant one being
economic development. From a tourism and developmental perspective the big questions concern competitiveness
(e.g., how to use events more effectively, or win more bids),
return on investment (not all events have equal benefit, and
different values have to be considered in the portfolio
approach), or sustainability (will their popularity endure;
can they become self sufficient?) and risk (what do they
cost; what is the potential downside?)
It has been recognized that environmental, social and
cultural dimensions of event impacts have been neglected.
From a cultural perspective, many voices have questioned
whether tourism is good or appropriate for all events, and
have coined the term ‘festivalization’ to describe how cities
or destination exploit cultural events. From an environmental perspective there are two major issues, the first
being the costs and impacts of mega events, including
making them ‘greener’, and the second applying to tourism
in general as a huge consumer of energy and producer of
pollution.
The positivistic approaches standard to management,
economics and other social sciences will continue to be
useful, but it is necessary to employ both qualitative
and quantitative methods. In particular, the experiential
nature of travel and events requires phenomenological
approaches, including hermeneutics (the interpretation
of texts, which can be the event itself), direct and
participant observation, in-depth interviews, and experiential sampling.
Many more journals are carrying event tourism articles.
Several are devoted to the subject, and all tourism journals
are potential publishers. But interest from other disciplines
is increasing the number of event tourism papers in
sociology, economics, marketing, and other mainstream
publications. A broad range of methodologies and
methods drawn from foundation disciplines and closely
related professional fields are appropriate and necessary
for creating knowledge and developing theory in event
tourism.
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