BUSM4571-Assignment 1 PDF

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EVENT MANAGEMENT- BUSMINDIVIDUAL REPORTCourse Code BUSM Course Name Event Management Location where you study RMIT Hanoi CampusStudent Names & IDs Nguyen Tram Anh- s Lecturer Mrs. Oanh VuNumber of pages 13Word Count 1741I declare that in submitting all work for this assessment I have read, under...

Description

EVENT MANAGEMENT- BUSM4571

INDIVIDUAL REPORT

Course Code

BUSM4571

Course Name

Event Management

Location where you study

RMIT Hanoi Campus

Student Names & IDs

Nguyen Tram Anhs3818470

Lecturer

Mrs. Oanh Vu

Number of pages

13

Word Count

1741

I declare that in submitting all work for this assessment I have read, understood, and agree to the content and expectations of the Assessment declaration.

TABLE OF CONTENTS

INTRODUCTION

2

LITERATURE REVIEW

3

EVENT MANAGEMENT PROPOSALS

4

Event Summary

4

Administration

4

Design

4

Marketing

5

Operation

5

Risk

6

FUTURE DEMAND

7

CONCLUSION AND RECOMMENDATION

8

REFERENCES

9

APPENDIX

11

1

INTRODUCTION Over the last decade, the events industry has emerged and become one of the fastest-growing in the entertainment industry. According to Spencer& Bavuma (2018), Meeting, Incentive, Conference, and Event (MICE) are identified as a tourism category dedicated to planning, booking, and facilitating conferences, seminars, and other events. In other words, MICE tourism aims to serve large groups of guests, stay for a long time, use high-class services and facilities, and not be influenced by seasonal factors in the tourism activities (Disimulacion 2020). Therefore, MICE tourism is considered the highest revenue contributor to the travel industry (Katsitadze & Natsvlishvili 2017). Vietnam is a developing country with several investments from foreign countries and businesses. Due to the significant infrastructure, geography, and technology application development, Vietnam has become an emerging destination in Southeast Asia for MICE tourism (VNAT 2018). In addition, the stable political system of Vietnam is a crucial consideration in hosting MICE events. Vietnam has proven its potential by actively and successfully hosting several sizable events, such as APEC 2017, the ASEAN Summit (2010), the ASEAN Tourism Forum-ATD (2009), and the 18th Global Women's Summit (Lam 2013). The primary purpose of this paper is to investigate and analyze the Danang Firework Festival (DIFF) 2019 in Vietnam based on The Event Management Body of Knowledge (EMBOK) concept. The hypothesis in related literature, stakeholders' contributions, event proposals, and future demand for the event industry will be discussed. Furthermore, recommendations and suggestions for improvement for similar events in the future are given at the end of the report.

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LITERATURE REVIEW This significant growth in the tourism industry has drawn the attention of several scholarly researchers (Getz & Stephen 2015). In addition to commonly targeted topics such as economic impact, marketing strategies of mega-events, and the importance of events, especially in tourism (Carlsen, Getz & Soutar 2000), previous research focuses on attendees' motivations and the characteristics of visitors (Mair & Weber 2019). Many types of events are classified according to various factors such as size, scale, purpose, or content (Muller 2015; Getz 2008). According to Lockstone & Junek (2013), it is possible to distinguish the following four types depending on their size and scope: Mega-events, Hallmark Events; Major Events; and Local events. In addition, Getz (2008) states that events are further divided into eight major categories according to purposes and forms (Appendix A). Hosting events can be viewed as a powerful tool that benefits the host country's economic development (Mair & Whitford 2013), generates employment, and attracts foreign investment (Zlatanov 2015). Besides, the Event management body of knowledge (EMBOK) model is often used in event management to build a framework of knowledge and skills needed to create, develop, and deliver an event (Robson, L 2008). The model includes four significant facets: Domain, Processes, Phases, and Core Values (Appendix B). The Knowledge Domains represents the overarching functions within event management and responsibilities assigned to event organizers. While the Processes facet is a series of repeated activities that contribute toward the main task, the Phases provide a complete structure of an event. Finally, the Core Values consist of essential principles that must be infused throughout the event management.

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EVENT MANAGEMENT PROPOSALS Event Summary After the great success of DIFF 2018, Da Nang Government decided to keep organizing DIFF 2019 as the 11th-anniversary celebration, which was held from June 1 to July 7. In addition, many countries with unique fireworks cultures were invited to join the competition. There were also supporting events to generate excitement and allow young people to participate in cultural exchanges and express their talents. This Firework Festival is considered a monumental event and the largest in Southeast Asia.

Administration The DIFF 2019 ticket price has not changed significantly compared to the previous year, ranging from 300,000 to 1,200,000 VND/ticket depending on the seating area (Khue 2019). The child ticket price remains at 50,000 VND/ticket for children under 1m tall accompanied by adults. According to the Organizing Committee of DIFF 2019, 79,329 tickets have been issued, and the revenue from ticket sales is 11,771,151,000 VND (Tam 2019). The event also attracted 937,076 visitors to Da Nang in more than a month. Revenue from the commercial tourism industry reached more than 3 billion VND. Hotel room occupancy during the event is always at 75-80%, especially luxury hotels, creating more jobs and income for local people and businesses. The total investment cost for DIFF 2019 is up to nearly 140 billion VND (socialization source), along with about 4,000 people from various departments of Da Nang city and Sun Group Joint Stock Company. In terms of funding and sponsorship, Global 2000 International Company continued to accompany DIFF 2019. The amount of financing from sponsors (including converted in-kind) is equivalent to more than 31 billion VND.

Design Each year, this festival has its theme and format to bring new surprises and experiences for locals and tourists. The theme of DIFF 2019- "Stories by the Rivers" was inspired by the fact that many rivers have formed and flowed over the ages in Vietnam, especially two enormous river deltas. The eight participating teams from Russia, Brazil, Belgium, Finland, Italy, 4

England, China, and Vietnam competed with each other by bringing to DIFF 2019 different stories of the rivers- evidence of history and culture. Accordingly, DIFF 2019 takes place from June to July 7, involving five competition nights with other concepts each night: The root, The buds of life, Love, Shades of Colours, and Setting Sail. On the other hand, the flash mob dance contest 'Youth Wave' was created as a platform for young people to participate in fun activities and generate excitement for DIFF 2019 nationwide. The competition consists of three rounds: Preliminary, Semi-Final, and Final, giving young people from all over Vietnam an opportunity to participate and showcase their artistic talents. Besides, street performers, dancers, and musicians performed along Bach Dang Street every Sunday from May 26 to July 7 to maintain a festive mood.

Marketing After DIFF 2018 took place successfully, the People's Committee of Da Nang City has issued an Official Letter requesting relevant departments and agencies to strengthen the promotion of DIFF 2019. In collaboration with Sun Group, the City People's Committee held a press conference on May 24 to officially announce the opening of the DIFF 2019. This Firework Festival is a nationwide event, so most digital media channels and television continuously promote it. DIFF also has an official website and Facebook page to update information about the festival and encourage ticket sales. Firework tickets are not only sold to individuals and retail agents but are also to travel businesses such as tour operators or hotels.

Operation The show lasted for 2 hours (from 20:00 to 22:00) and included several entertainment performances by celebrities in Vietnam and a firework performance. Each competing team will have 20 to 22 minutes to perform based on the given concept. The seating areas for audiences to watch the Da Nang International Fireworks Festival 2019 will be similar to every year and firmly assembled along the Tran Hung Dao route (Appendix C) with up to 17000 people. The DIFF 2019's stage is a unique floating stage on Han River, designed with three floors in 2000 m2 (Appendix D). This is also the most spectacular stage in DIFF history, with nearly 30 billion VND investments. The stage is equipped with a giant LED screen and the most modern LED floor system. In addition, an extra sound system was installed along the riverbank. The launching destination is still located at Han River Port on

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Bach Dang Street, the most convenient place to display beautiful fireworks to a large audience.

Risk An international festival brings together thousands of people to open venues, with several potential risks. Thus, it requires a high level of security and protection from the organizers to successfully deliver a memorable event for participants (Tarlow 2002). The DIFF 2019 was considered successful in risk management thanks to the authorities and police forces (Nguyen 2019). In terms of external management, the traffic police of Da Nang set up checkpoints on the roads leading to the Han River to ensure traffic safety for local people while seeking approaches to prevent traffic jams for the attendees to enjoy the festival. As emergency management, the Da Nang City Police implemented a security and crime prevention plan by arranging police forces in crowded areas, especially the grandstands. Moreover, due to a massive number of combustible materials and tons of fireworks gathered at the launching spot, the Fire and Rescue Department (FRD) has professionally coordinated and deployed 40 transportation and 200 officers to ensure fire safety and be ready for any possible situation during DIFF 2019.

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FUTURE DEMAND Over the past two years, the COVID-19 pandemic has hurt the economy, including the tourism industry. In the context of world tourism trends, the Vietnam National Administration of Tourism has identified several requirements for recovering and developing Vietnam's tourism industry. According to Nguyen et al. (2021), relaxation and pleasure are the leading travel motivation of both international and domestic tourists (74.4% and 78.3%). Commercial - public service and MICE tourists account for a low proportion. Thus, to develop a sustainable MICE tourism, factors including facilities, workforce and labor market, health and hygiene, and technology availability need to be improved. The demand for organizing online and virtual events significantly increases during the pandemic. In terms of limited resources, the recovery process of tourism requires both safety and economic efficiency, focusing on improving the quality of services and products. In addition, it is necessary to be constantly innovative, creative and invest in technology for tourism development.

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CONCLUSION AND RECOMMENDATION In conclusion, Vietnam has numerous advantages, such as political stability, unique natural resources, and culture, which create opportunities for the significant growth of MICE tourism. However, to attract more important events in the future, event organizers in Vietnam should pay more attention to innovation, diversification, and keeping up with the global trend. Regarding DIFF 2019, Sun Group and the Vietnamese government have succeeded in every aspect of the Knowledge Domains. However, the cost to organize such a fireworks festival is too enormous. DIFF consumes hundreds of billions of VND from the government budget every year (Ho 2019). Therefore, the organizers should continue working on innovative methods to maintain the nationwide scale but minimize unnecessary costs.

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REFERENCES Carlsen, J, Getz, D & Soutar, G 2000, ‘Event evaluation research’, Event management, vol. 6, no. 4, pp. 247-257. Disimulacion, M 2020, ‘MICE Tourism During Covid-19 and Future Directions for the New Normal’, Asia Pacific International Events Management Journal, vol. 1, no. 2, pp.11-17. Getz, D & Stephen J 2015, ‘Progress and Prospects for Event Tourism Research’, Tourism Management, vol. 52, pp. 593–631. Getz, D 2008, ‘Event tourism: Definition, evolution, and research’, Tourism management, vol. 29, no. 3, pp. 403-428. Ha Khue 2019, “Giá vé DIFF 2019: từ 300.000 đồng đến 2 triệu đồng”, Báo Đà Nẵng, 5 April, viewed 30 March 2022, . Ho, M 2019, “Lễ hội pháo hoa quốc tế Đà Nẵng 2019 “ngốn” gần 140 tỉ đồng và huy động đến 4.000 người”, Viettimes, 30 August, viewed 28 March 2022, . Ho, V 2019, “DIFF 2019: đổi mới từ sân khấu đến khán đài”, toquoc.vn, 23 May, viewed 30 March

2022,

. Katsitadze, N & Natsvlishvili, I 2017, ‘Development opportunities of MICE tourism in developing countries: Case of Georgia’, International Journal of Business and Management Studies, vol. 6, no. 1, pp.163-170. Lam, T 2013, ‘Vietnam’s tourism industry: its potential and challenges’, Tourism in Southeast Asia: A new direction, pp.157-164. Lockstone L & Junek, M 2013, ‘Emerging knowledge and innovation in event management’, International Journal of Event and Festival Management, vol. 4, no. 3. Mair, J & Weber, K 2019, ‘Event and festival research: a review and research directions’, International Journal of Event and Festival Management, vol. 10, no. 3, pp. 209-216. Mair, J & Whitford, M 2013, ‘An exploration of events research: event topics, themes and emerging trends, International Journal of Event and Festival Management , vol. 4, no. 1, pp. 6-30.

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Muller, M 2015, ‘What makes an event a mega-event? Definitions and sizes’, Leisure studies, vol. 34, no. 6, pp. 627-642. Nguyen, S 2019, “Đảm bảo an ninh trật tự dịp Lễ hội Pháo hoa Quốc tế Đà Nẵng năm 2019”, baotintuc.vn, May 23, viewed 28 March 2022, . Nguyen, V, Truong, T, Pham, H, Tran, T & Nguyen, P 2021, ‘Travel intention to visit tourism destinations: A perspective of generation Z in Vietnam’, The Journal of Asian Finance, Economics, and Business, vol. 8, no. 2, pp.1043-1053. Robson, L 2008, ‘Event management body of knowledge (EMBOK): The future of event industry research’, Event management, vol. 12, no. 1, pp. 19-25. Spencer, P & Bavuma, Z 2018, ‘How important are mice to the tourism economy?’, The Business & Management Review, vol. 9, no. 4, pp.125-134. Tam, C 2019, “Tổng kết Lễ hội pháo hoa quốc tế Đà Nẵng (DIFF 2019)”, Danang.gov, 30 August,

viewed

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April

2022,

. Tarlow, P 2002, Event risk management and safety, vol. 4, John Wiley & Sons. Vietnam National Administration of Tourism 2018, ‘The future of Viet Nam’s luxury MICE industry’,

VNAT,

August

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2022,. Zlatanov, S 2015, ‘The role of events in tourism development’ Bizinfo Blace, vol. 6, pp. 8397.

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APPENDIX

Appendix A. Major categories of events based on purposes (Adapted from Getz, 2008)

Appendix B. EMBOK Model (Adapted from Robson, 2008)

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Appendix C. Seating map (Adapted from DIFF 2019)

Hé lộ sân khấu nổi tạo hình “dòng sông lấp lánh” độc nhất vô nhị của DIFF 2019

Appendix D. Stage of DIFF 2019 (Adapted from Ho, 2019)

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