The Tourist Review

The Role and impact of mega-events and attractions on regional and national tourism development
resolutions
Tyrrell Marris

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To cite this document:
Tyrrell Marris, (1987),"The Role and impact of mega-events and attractions on regional and national tourism development
resolutions", The Tourist Review, Vol. 42 Iss 4 pp. 3 - 12
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The Role and Impact of Mega-Events

and Attractions on Regional and
National Tourism
Development
Resolutions
by Tyrrell Marris, London/Great Britain
Now that we have reviewed the basic reports, the
published special reports and the discussions of
the working groups let us see what can be highlighted as a conclusion. How has this Congress
advanced the science of tourism applied to megaattractions and to mega-events?
Let me conclude our work with just seven main
points, including a proposal resolution.

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First: Definitions
Beginning as we must with the question of what
is a mega-attraction and more especially a megaevent, we can see that there is more than one
way of defining i t . One way is by volume, another
is by some money measure, and a third way is in
psychological terms:
Volume
= 1 million visits
Capital Cost = Ca $ 500 m DM 750 m
FFr 2,500 m
) "Must See"
Reputation = ) "Muss miterlebt werden"
) "II faut absolument voir"
A definition by of volume could stipulate that,
for instance, at least one million visitors attend.
A value definition could be the amount of revenue
to the locality or alternatively, as suggested here,
the capital cost of constructing facilities. The
third definition suggested is psychological, derived from the feelings of tourists going to the
event or attraction. If it is so important that it
is on their "must see" list of things to v i s i t , then
that makes it a mega-attraction or event.
We need not take just one definition, we can use
some mixture according to what is most suitable.
Second: Motives
It is obvious that there are many motives for
staging a mega-event. That is the second main
point. Several contributions have stressed that
it is not merely for economic reasons or just to
stimulate a flow of tourists that government, or
local populations, put so much time and effort
into these major tourist phenomena. As this next
chart shows we can have much wider motives for
staging an event.
Harmony and Progress
Eintracht und Entwicklung zum Besseren
L'Accord et le Progrs

That contribution comes from the valuable remarks of

a developing country.
The following remarks are taken from a more general
view of motives, quoted in an earlier paper.
"Although the promoters put forward recognised
social and economic arguments, the hard evidence
is of prestige being the key to political decisions
about mega-attractions, launched with mega-events".
So those of us here who have a specialised interest in
tourism, or a bit more widely in economics and finance,
do need to keep in mind the political and social context
within which these huge flows of tourism are generated.
T h i r d : Impacts
Given the wide range of motives that there undoubtedly
are, we now realise that there must be a similarly wide
range of impacts. This next chart tries to define eight
different impacts. Because each has both positive and
negative effects, you could say that there are sixteen
factors to consider.
tourism
economic
technical
physical
social
cultural
psychological
political

= amount, quality
= other industries: amount
= other industries: quality
= environment, conservation
= family links, habits
= traditions, creeds
= pride, reputation
= local, national, world-wide

Just to explain: the mega-event or attraction will

obviously affect tourism. But it affects it in two ways.
It alters the amount of tourism, of course, and it can
also affect the quality of tourism so that better hotels
or transport links and other services are developed.
Not just more, also better.
The next impact is economic. That is to say inputs of
income that expand other industries in the locality.
The t h i r d impact is called technical, meaning that those
other industries also develop the quality of their p r o duct for instance with improved computer techniques
and other know how.
Any mega-event or attraction must have an impact on
the environment, just because it is so b i g . That is
called physical. It can include conservation work.
The f i f t h impact is called social. Family life in the
locality and other habits are bound to be changed somewhat, not just while the event takes place but before
and perhaps for years afterwards.
Cultural impacts are more difficult to describe but certainly exist. When local traditions or beliefs are used
partly to support a mega-event, they might also be at
risk from the influx of foreign traditions.
What is illustrated here as a psychological impact has
two aspects to i t . Within the host locality, there will
be effects on pride or self confidence. Amongst the

guests, there will be an increased awareness of the

reputation of the host country.
The final impact listed is political. We must remember
that that can be at the local level, or national, or
even for a whole continent, or maybe worldwide.
Fourth: Measurement
The fourth main point concerns measurement.
Measuring so many impacts presents a big challenge
to our scientific skills. It is impressive to see from
the work of this Congress how many attitude surveys have been used, as well as the more t r a d i tional cost/benefit and multiplier techniques, in
order to attempt measurement. Nevertheless the
problem of time keeps making difficulties. Typically,
that is because what we really should do is measure
the actual situation with the mega-event and compare that with a more theoretical situation if it had
not taken place. What might the situation be at
some point in the future? And what might have
happened without the event?

Sixth: Overall
Let me pull together some of these strands from our
discussions and our papers, into a sixth idea.
An overall impression must be, as we conclude this
Congress, that we really knew more about mega-events
and mega-attractions than we realised. However perhaps we still need a more general framework on which
to hang our thoughts. Drawing on what has gone before
let us illustrate a mega-event or attraction like this.

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Despite the problems of measurement of each impact I suggest that the main question is not so
much: how can we measure these impacts.
Probably the real question is, having measured
all we can: how do we combine such varied
measurements together to reach a final sum.
That problem is represented by this equation.
Putting such varied impacts together is
extremely difficult.
Fifth: Strategies
Turning to strategies, which is our f i f t h point,
it is good to see how often contributors have
shown that impacts can be made more positive.
There are helpful lists of do's and don'ts. A
definite conclusion must be that well-informed
planning and scientific study of these megaevents can improve the result, even if we cannot
measure it exactly. The work of our Congress
should therefore be of positive benefit to strategies.
But there could remain a dilemma sometimes, because the strategy for getting the maximum local
benefit will not necessarily generate the maximum
national benefit.
Summarising the strategies for improvement, many
of the suggestions are in effect to make mega-events
more like mega-attractions and to make attractions
more like events. For instance, there are suggestions designed to prolong the positive effects of
events so that they extend both before and after
the peak activity. So they become more like a permanent attraction. Similarly for attractions, the
ideas are to make them more like news-worthy
events, by announcing some new development
such as a centenary or other short term opportunity.

We can regard the mega-event or attraction as a main mass

that attracts tourists, the chart marks it with a capital M.
The main mass causes other industrial development besides
tourist development. It also creates or brings other satellite tourist attractions, and yet more development related
to those. So we have a main tourist attraction or mass and
satellite ones.
But that is just a start. The mega-event or mega-attraction
can be part of the tourist strategy for a whole country. The
overall strategy creates a completely satisfying journey for
the tourist, who goes from one mega-attraction to the next,
like this.

The picture is not yet complete. Now that there are several
really large attractions for the tourist, we need some symbol
to represent them all: to join them together in one vivid
image. What should it be?
Because of course I am developing on the interesting ideas
put forward by Hu Yangzhou let me illustrate the need for
a symbol with this.
1st is a picture of a bronze head from thousands of years
ago, yet only recently discovered in China. On such discoveries, we now know, mass tourism may be founded.

Revuede tourisme. n4,1987

Of c o u r s e , t h a t is a v e r y s i m p l i f i e d view o f how t h e
f a c i l i t i e s from mega-events o r a t t r a c t i o n s can be
made u s e f u l .

Volume ( n o m b r e )
Cot (en capitaux,
p a r exemple)

T h e p r i n c i p a l r e s o l u t i o n from t h i s C o n g r e s s , I p r o pose, must be t h a t e x p e r t s t u d i e s s h o u l d be c o n t i n u e d on how to make t h e best possible use o f s u c h

h u g e t o u r i s m phenomena. T h e s t u d i e s s h o u l d c o v e r
m a r k e t i n g , as well as d e v e l o p m e n t ; t h e y w i l l be
done w i t h p r o f e s s i o n a l i n t e g r i t y ; t h e y need to be
published.

Renomme

S e v e n t h : Final

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So let me f i n i s h w i t h o u r s e v e n t h p o i n t . We must
remember t h e o t h e r p a r t o f o u r Congress h e r e i n
C a l g a r y . A p a r t t h a t is j u s t as i m p o r t a n t as o u r
p a p e r s ; j u s t as i m p o r t a n t as o u r d i s c u s s i o n s .
For we have seen h e r e , a l s o , the m a g n i f i c e n t
reality of the construction of a mega-event. The
actual s e r v i c e s i n the m a k i n g . T h e actual c o n c r e t e p o u r e d . S u r e l y we were all most impressed
b y t h e v a s t amount t h a t has a l r e a d y been
achieved h e r e , i n p r e p a r a t i o n f o r the C a l g a r y
Winter Olympic Games n e x t y e a r . F r a n k K i n g ,
c h a i r m a n o f t h e o r g a n i z i n g committee f o r these
games, t o l d us o f t h e i r i d e a l : to leave as a
legacy " t h e s t a r t o f a l i f e - t i m e o f o p p o r t u n i t y " .
Dear colleagues, I propose t h a t o u r f i n a l c o n c l u s i o n must b e : t o wish o u r hosts h e r e i n
C a l g a r y a v e r y s u c c e s s f u l 1988: a t r u l y ' K i n g ' sized e v e n t .

Rsolutions

1 million de v i s i t e u r s (mga)
$ can.
500'000'000.-DM
750'000'000.-FF
2'500'000'000.-" M u s t see"
"Muss m i t e r l e b t w e r d e n "
" I I f a u t absolument v o i r "

Le volume i n d i q u e , p a r exemple, q u ' u n million de v i s i t e u r s au moins s'est p r s e n t . Quant a la v a l e u r , il

p e u t s ' a g i r d u r e v e n u o b t e n u p a r la localit t o u r i s t i q u e
ou encore - comme s u g g r c i - d e s s u s - d u c o t en c a p i t a u x i n v e s t i s dans la c o n s t r u c t i o n d ' i n s t a l l a t i o n s a p p r o p r i e s . E n f i n , la troisime d f i n i t i o n , le f a c t e u r
p s y c h o l o g i q u e , se base s u r l'impression des t o u r i g t e s
eux-mmes q u i o n t v u l'vnement ou l ' a t t r a c t i o n en
q u e s t i o n . S'ils le f o n t f i g u r e r dans la liste des " I I f a u t
absolument v o i r " , c e l u i - c i d e v i e n t u n vnement ( o u
une a t t r a c t i o n ) " m g a " .
Ne nous b o r n o n s c e p e n d a n t pas une seule i n t e r p r t a t i o n ; il c o n v i e n d r a i t p l u t t de s ' a p p u y e r s u r u n
c e r t a i n "mlange" et d ' e n e x t r a i r e les lments les p l u s
pertinants.

2) M o t i f s
II est c l a i r q u ' u n e foule de motifs se cache d e r r i r e la
mise s u r pieds d ' u n vnement " m g a " . (Ces motifs f o n t
l'objet d u p o i n t numro d e u x ) .
D a n s p l u s i e u r s a r t i c l e s ou c o n t r i b u t i o n s de la p r e s s e , il
a p p a r a i t q u e les a u t o r i t s ou les populations d ' u n lieu
t o u r i s t i q u e n ' o n t pas i n v e s t i l e u r temps et l e u r s e f f o r t s
p o u r des raisons u n i q u e m e n t commerciales ou encore p o u r
augmenter le nombre des t o u r i s t e s . Comme I'explique le
p r o c h a i n t a b l e a u , les motifs p o u r m e t t r e en a v a n t u n
vnement sont bien p l u s complexes:

rdiges p a r T y r r e l l M a r r i s , L o n d r e s ( G r a n d e
B r e t a g n e ) ( O r i g i n a l en anglais)

" H a r m o n y and P r o g r e s s "

" E i n t r a c h t u n d E n t w i c k l u n g zum B e s s e r e n "
" L ' a c c o r d et le p r o g r s "

Puisque nous possdons p r s e n t toutes les d o n n e s , s a v o i r les r a p p o r t s de base, c e u x p u b l i s

spcialement et les r s u l t a t s des discussions e n t r e
les d i f f r e n t s g r o u p e s de t r a v a i l , v e n o n s - e n aux
c o n c l u s i o n s . Ce c o n g r s a - t - i l permis de f a i r e p r o g r e s s e r la science d u tourisme en matire d ' a t t r a c t i o n s et d'vnements "mga" ( g r a n d e a t t r a c t i o n
et venement majeur) ?

Cette c o n t r i b u t i o n r e s s o r t des o b s e r v a t i o n s - t r s u t i l e s faites dans u n pays en voie de dveloppement.

Je v o u d r a i s c l o r e c e t t e sance an v o q u a n t les
sept p o i n t s essentiels de n o t r e o e u v r e en commun ,
y c o m p r i s la p r o p o s i t i o n d ' u n e s o l u t i o n :

1) D f i n i t i o n s
En t o u t p r e m i e r l i e u , p e n c h o n s - n o u s s u r la d f i n i t i o n des e x p r e s s i o n s " a t t r a c t i o n mga" et t o u t
p a r t i c u l i r e m e n t "vnement m g a " . Vous v e r r e z
q u ' i l y a p l u s i e u r s manires de les i n t e r p r t e r :
D ' a b o r d , il y a Ie v o l u m e , p u i s l'aspect f i n a n c i e r et e n f i n Ie f a c t e u r p s y c h o l o g i q u e . Le tableau
c i - d e s s o u s v o u s en dnombre les p o s s i b i l i t s :

Pour la s u i t e , il s ' a g i t d ' u n e v u e u n p e u p l u s gnralise

d e s d i t s m o t i f s , f i g u r a n t dans u n j o u r n a l a n t r i e u r .
" B i e n q u e les p r o m o t e u r s a v a n c e n t des a r g u m e n t s socioconomiques r e c o n n u s , il est v i d e n t q u e le p r e s t i g e f a i t
p e n c h e r la balance l o r s de dcisions p o l i t i q u e s t o u c h a n t
aux a t t r a c t i o n s et vnements d i t s " m g a " .
C e u x d ' e n t r e nous q u i s o n t p a r t i c u l i r e m e n t intresss
p a r le tourisme o u , dans u n sens p l u s l a r g e , p a r l'conomie et les f i n a n c e s , d o i v e n t se r a p p e l e r le c o n t e x t e
s o c i o - p o l i t i q u e dans lequel ces normens a f f l u x de t o u r i s t e s sont e n g e n d r s .

3) Impacts
Eu g a r d au g r a n d nombre de motifs e x i s t a n t s , nous p o u vons nous r e n d r e compte q u ' i l y a a u t a n t d ' i m p a c t s . Le
tableau c i - a p r s i l l u s t r e h u i t impacts d i f f r e n t s . Comme

l e u r s r p e r c u s s i o n s o n t des cts t a n t p o s i t i f s q u e
n g a t i f s , nous p o u r r i o n s en f a i t f a i r e tat de seize
facteurs:
Tourisme
Economie
Technique
Physique
Social
Culturel
Psychologique
Politique

=
=
=
=
=
=
=
=

montant, qualit
a u t r e s i n d u s t r i e s : montant
autres i n d u s t r i e s : qualit
environnement, conservation
relations familiales, coutumes
t r a d i t i o n s , croyances
o r g u e i l , renomme
local, n a t i o n a l , mondial

Ceci v i e n t d i r e que l'vnement ou l ' a t t r a c t i o n

"mga" a f f e c t e r a bien videmment Ie t o u r i s m e .
II ( o u elle) l ' i n f l u e n c e r a c e p e n d a n t de d e u x
manires bien d i s t i n c t e s : Ie nombre des v i s i t e u r s augmentera sans d o u t e , mais aussi la
q u a l i t c h a n g e r a - t - e l l e en ce sens q u e les
h t e l s , moyens de t r a n s p o r t et a u t r e s s e r v i c e s
s e r o n t amliors. Donc il n ' y a u r a pas seulement
d a v a n t a g e de t o u r i s t e s mais galement une
q u a l i t s u p r i e u r e des p r e s t a t i o n s o f f e r t e s .

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Le second impact est d ' o r d r e conomique; il

s'agit de r e v e n u s q u i c o n t r i b u e r o n t au d veloppement de nouvelles i n d u s t r i e s dans la
localit.
Le troisime d i t t e c h n i q u e poussera ces n o u velles i n d u s t r i e s s o i g n e r la q u a l i t de l e u r
p r o d u i t , p a r exemple en amliorant les t e c h niques i n f o r m a t i q u e s et le " s a v o i r - f a i r e " .
T o u t vnement ou a t t r a c t i o n "mga" p r o v o q u e r a u n impact s u r l ' e n v i r o n n e m e n t , t o u t
simplement de p a r son a m p l e u r . Je nomme ici
le f a c t e u r p h y s i q u e : il p e u t t r e a s s o r t i d ' u n
p r o j e t de c o n s e r v a t i o n a d q u a t .
Le cinquime impact t r a i t e d u p o i n t de v u e
s o c i a l . La v i e familiale et les coutumes des
h a b i t a n t s de l ' e n d r o i t p o u r r a i e n t se m o d i f i e r
q u e l q u e p e u . Ce changement ne se p r o d u i r a
pas seulement a u moment de l'vnement, mais
p o u r r a se f a i r e r e s s e n t i r dj a v a n t et p e u t t r e des annes a p r s .
Quant au s i x i m e , l'impact c u l t u r e l , i l es bien
d i f f i c i l e p e r c e v o i r , c e p e n d a n t sa prsence
est c e r t a i n e . L o r s q u e des t r a d i t i o n s ou c r o y ances c o n t r i b u e n t en p a r t i e c r e r u n v n e ment " m g a " , il y a le d a n g e r q u e des c u l t u r e s
t r a n g r e s les i n f l u e n c e n t .
L'impact p s y c h o l o g i q u e , l u i , est d o u b l e : p o u r
la localit et ses c i t o y e n s , l ' o r g u e i l ou la c o n fiance en soi p o u r r a i e n t s o u f f r i r . Pour les
v i s i t e u r s , la renomme d u p a y s d'accueil
s u s c i t e r a une a t t e n t i o n p l u s soutenue et une
attitude plus critique.

4) Evaluations
En e f f e t , l ' a p p r c i a t i o n d ' u n nombre d'impacts si i m p o r tant reprsente un formidable dfi pour notre savoir
s c i e n t i f i q u e . II est i m p r e s s i o n n a n t de v o i r , d ' a p r s les
t r a v a u x effectus dans le c a d r e de ce c o n g r s , combien s ' l v e n t les d i f f r e n t e s mthodes et a t t i t u d e s p o u r
p r o c d e r a u x v a l u a t i o n s , commencer p a r les calculs
classiques tels q u e c e u x des cots et b n f i c e s , p u i s
les t e c h n i q u e s de m u l t i p l i c a t i o n , e t c . II reste p o u r t a n t
le problme d u t e m p s . C'est t y p i q u e , c a r en r a l i t nous
d e v r i o n s comparer la s i t u a t i o n actuelle comportant u n
vnement "mga" avec une a u t r e - p l u s t h o r i q u e sans cet v n e m e n t . Quelle s e r a - t - e l l e dans u n q u e l conque moment f u t u r ? Qu'en e s t - i l sans l'vnement?
En d p i t de la d i f f i c u l t d ' v a l u e r chaque i m p a c t , je
propose q u e la q u e s t i o n p r i n c i p a l e ne soit pas celle
d u "comment p o u v o n s - n o u s m e s u r e r ces impacts?"
La v r a i e q u e s t i o n s e r a i t p l u t t : "comment combiner
l'ensemble de r s u l t a t s si d i v e r s p o u r a b o u t i r u n
c h i f f r e f i n a l ? " , une fois q u e toutes les estimations
possibles s e r o n t r u n i s . La p r q u a t i o n s u i v a n t e en
c e r n e le p r o b l m e .
II est bien s u r extrmement compliqu de combiner
a u t a n t d'impacts d i f f r e n t s .

5) S t r a t q i e s
En passant n o t r e cinquime p o i n t , c ' e s t - - d i r e aux
s t r a t g i e s , j ' a i constat avec p l a i s i r q u e nos c o l l a b o r a t e u r s o n t maintes fois dmontr comment r e n d r e les i m pacts p o s i t i f s . II e x i s t e cet e f f e t des listes p r a t i q u e s
s u r ce q u ' i l f a u t f a i r e ou ne pas f a i r e . Une conclusion
d f i n i t i v e s e r a i t Ia p l a n i f i c a t i o n base s u r de solides i n formations et l'tude s c i e n t i f i q u e pousse en v u e d'aml i o r e r les r s u l t a t s de ces vnements " m g a " , mme s'il
n'est pas possible d ' o b t e n i r des c h i f f r e s p r c i s . N o t r e
c o n g r s d o i t donc a p p o r t e r les lments p r o p i c e s
l'laboration desdites s t r a t g i e s .
P o u r t a n t u n dilemme p e u t s u r g i r : la s t r a t g i e u t i l i s e
p o u r g a g n e r u n maximum de bnfices p o u r la localit
n ' e n g e n d r e r a pas forcment le mme avantage s u r
l'chelle n a t i o n a l e .
D ' a i l l e u r s , de nombreuses s u g g e s t i o n s v i s a n t l'ensemble
des s t r a t g i e s p r o g r e s s i s t e s r i s q u e n t de t r a n s f o r m e r des
vnements "mga" en a t t r a c t i o n s "mga" et l ' i n v e r s e ,
c ' e s t - - d i r e que l'on t e n t e r a , p a r exemple, de p r o l o n g e r
a r t i f i c i e l l e m e n t les e f f e t s p o s i t i f s d'vnements "mga"
a u - d e l de l e u r sommet ( a v a n t et a p r s ) , ce q u i en f e r a i t p r a t i q u e m e n t des a t t r a c t i o n s p e r m a n e n t e s . De mme,
une ide de mieux r e n t a b i l i s e r des a t t r a c t i o n s "mga"
consiste en la mise s u r pieds de q u e l q u e n o u v e a u t
b r v e chance, u n c e n t e n a i r e p a r exemple.

6) Rcapitulation
E n f i n , le d e r n i e r c i t t o u c h e au plan p o l i t i q u e .
Rappelons-nous que la p o l i t i q u e p e u t se l i m i t e r au n i v e a u local ou alors se r p e r c u t e r s u r
t o u t Ie p a y s , v o i r e le c o n t i n e n t ou mme le
monde e n t i e r .

Pour composer mon sixime p o i n t , j ' a i rassembl quelquesuns des fits c o n d u c t e u r s de n o t r e d i s c u s s i o n et de nos
crits.

Revue de tourisme, n4,1987

Une impression d'ensemble au moment de la clture

du congrs implique que nous sachions davantage
au sujet des vnements et attractions "mga" que
lors de nos ralisations prcdentes. Un encadrement gnralis nous permettrait pourtant de mieux
rflchir aux diffrents problmes. Tout en mditant sur ce qui a t fait et d i t , imaginons-nous un
vnement ou une attraction "mga". L'esquisse
ci-dessous en trace les grandes lignes:

des ides rellement intressantes qu'avance M. Hu

Yangzhou. Le besoin de crer un symbole nous est
dmontr dans la pice ci-aprs.
II s'agit d'un buste en bronze, vieux de plusieurs
milliers d'annes, dcouvert tout rcemment en Chine.
Nous savons a prsent que le tourisme de masse peut
tre lanc partir de-telles dcouvertes.
II s'agit ici bien entendu d'une vue trs simplifie de
ce que l'on pourrait faire pour exploiter au mieux les
vnements ou attractions "mga".
Ce congrs m'amne la conclusion suivante:

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II faut poursuivre les recherches scientifiques afin de

trouver comment mettre profit ce prodigieux phnomne qu'est le tourisme. Les tudes en ce sens devront
porter et sur le marketing et sur le dveloppement.
Elles se feront dans un esprit d'intgrit professionnelle et seront publies par la suite.

Nous voyons ici que l'vnement ou l'attraction

"mga" est reprsent par la masse principale,
celle qui attire les touristes (voir lettre M sur
Ie tableau). Cette masse provoque l'essor de
nouvelles industries, parallles au secteur t o u r i stique. Elle est aussi l'origine de la cration
d'attractions secondaires (appeles "satellites"),
amenant, elles aussi, de nouveaux dveloppements dans la rgion. II y a donc l'attraction
touristique principale et ses satellites.
Ceci n'est qu'un dbut. L'vnement ou l'attraction "mga" peut faire partie de la stratgie touristique du pays tout entier. Cette stratgie " t o tale" planifie les voyages et dplacements l'entire satisfaction du touriste, afin qu'il puisse
se rendre d'une attraction "mga" l'autre,
comme nous Ie montre ce dessin:

7) Epilogue
J'en arrive au septime et dernier point. Evoquons
l'autre partie de notre congrs ici Calgary!.
C'est tout aussi important que nos travaux, discussions
et rapports.
Nous avons eu l'occasion d'assister une ralit p r o d i gieuse: la ralisation d'un vnement "mga" dont les
formes se concrtisent sous nos yeux. Nous ne pouvons
qu'tre impressionns par l'normit de ce qui a dj t
achev en vue des Jeux olympiques d'hiver 1988
Calgary. Frank King, prsident du comit d'organisation de ces jeux, s'est confi nous: leur dsir tous
c'est de lguer leur ville l'oeuvre d'une vie entire,
l'hritage d'un vnement vraiment colossal...
Mes trs chers collgues, j'aimerais adresser un ultime
mot nos htes de Calgary: que l'anne 1988 porte les
fruits de leurs efforts et que les Jeux olympiques
Calgary soient couronns de succes'.

Resolutionen
redigiert von Tyrrell Marris, London/Grossbritannien
(Original in englischer Sprache)

L'image n'est cependant pas encore complte;

tant donn qu'il y actuellement plusieurs attractions touristiques assez importantes, il nous faut
aussi un symbole qui les runisse toutes dans un
tableau vivant.

Nachdem wir uns eingehend mit den Basisreferaten, den

verffentlichten Spezialreferaten sowie den Diskussionen
in den Arbeitsgruppen befasst haben, wollen wir herausfinden, welche Schlussfolgerungen daraus gezogen werden
knnen. Inwiefern hat dieser Kongress der Fremdenverkehrswissenschaft im Hinblick auf Grossveranstaltungen
Erkenntnisse gebracht?
Lassen Sie mich unsere Arbeit in sieben Hauptpunkten z u sammenfassen, einschliesslich eines Resolutionsvorschlages.

A quoi ce symbole ressemble-t-il?

Je profite de cette occasion pour vous faire part

Erstens: Definitionen
Z u n c h s t mssen w i r die F r a g e k l r e n , was als G r o s s anlass z u bezeichnen i s t , u n d w i r k n n e n f e s t s t e l l e n ,
dass es mehr als eine D e f i n i t i o n s m g l i c h k e i t g i b t .
Eine M g l i c h k e i t b e s t e h t d a r i n , das Volumen z u g r u n d e
zu l e g e n , eine a n d e r e , das Geld als Massstab z u n e h m e n , eine d r i t t e M g l i c h k e i t b e r c k s i c h t i g t p s y c h o l o gische B e d i n g u n g e n . Die nachfolgende Tabelle v e r a n s c h a u l i c h t diese M g l i c h k e i t e n .
Volumen
Kapitalkosten

= 1 M i l l i o n Besucher
= c a . $ 500 M DM 750 M
F F r . 2'500 M

B e k a n n t h e i t s - ) "Muss m i t e r l e b t w e r d e n "
grad
= ) " M u s t See"
) " I I f a u t absolument v o i r "

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Eine a u f das Volumen bezogene D e f i n i t i o n k n n t e b e i spielsweise eine Teilnahme v o n mindestens e i n e r M i l lion B e s u c h e r n b e d i n g e n . Eine W e r t d e f i n i t i o n k n n t e
die Ertragshhe f r den entsprechenden O r t oder a n d e r e r s e i t s , wie h i e r v o r g e s c h l a g e n , die f r den Bau
der Anlagen erforderlichen Kapitalkosten darstellen.
Die d r i t t e v o r g e s c h l a g e n e D e f i n i t i o n ist p s y c h o l o g i scher N a t u r u n d w i r d v o n den G e f h l e n d e r
T o u r i s t e n , d i e zu einem Anlass g e h e n , a b g e l e i t e t .
Wenn d i e s e r Anlass so w i c h t i g i s t , dass e r a u f i h r e r
"muss m i t e r l e b t w e r d e n " - L i s t e a u f g e f h r t i s t , d a n n
s p r i c h t man von einem G r o s s a n l a s s .
Wir mssen n i c h t n u r eine D e f i n i t i o n z u g r u n d e l e g e n , s o n d e r n knnen d i e jeweils passende w h l e n .

Zweitens: Motive
O f f e n s i c h t l i c h g i b t es v i e l e G r n d e , ein G r o s s e r e i g nis z u v e r a n s t a l t e n . Dieses ist d e r zweite H a u p t p u n k t . Einige B e i t r g e haben b e t o n t , dass n i c h t
n u r konomische E r w g u n g e n o d e r die F r d e r u n g
des T o u r i s m u s d a f r a u s s c h l a g g e b e n d s i n d , dass
eine R e g i e r u n g o d e r r t l i c h e B e v l k e r u n g e n s o v i e l Zeit u n d K r a f t i n solche G r o s s v e r a n s t a l t u n g e n
i n v e s t i e r e n . Wie aus d e r f o l g e n d e n Tabelle e r s i c h t l i c h i s t , k n n e n auch umfassendere M o t i v a t i o n e n
dazu Anlass g e b e n .
E i n t r a c h t u n d E n t w i c k l u n g zum Besseren
Harmony and Progress
L ' A c c o r d et le Progrs
Dieser B e i t r a g entstammt d e n w e r t v o l l e n B e m e r k u n gen eines E n t w i c k l u n g s l a n d e s .
Die f o l g e n d e n B e m e r k u n g e n w u r d e n einer allgemein e r gehaltenen M o t i v a t i o n s b e r s i c h t , die in einem
f r h e r e n A r t i k e l z i t i e r t w u r d e , entnommen:
" O b w o h l d i e V e r a n s t a l t e r a n e r k a n n t e soziale
u n d konomische A r g u m e n t e v o r b r i n g e n ,
f h r e n doch ganz o f f e n s i c h t l i c h P r e s t i g e g r n d e zu p o l i t i s c h e n Entscheiden b e z g lich Grossanlssen."
Deshalb mssen d i e j e n i g e n von u n s , d i e dem F r e m -

d e n v e r k e h r ein besonderes I n t e r e s s e e n t g e g e n b r i n g e n
o d e r s i c h e i n g e h e n d e r mit W i r t s c h a f t s - u n d F i n a n z f r a gen a u s e i n a n d e r s e t z e n , dem p o l i t i s c h e n u n d sozialen
U m f e l d , i n n e r h a l b dessen diese g e w a l t i g e n F r e m d e n v e r k e h r s s t r m e ausgelst w e r d e n , besonderes A u g e n m e r k
schenken.

Drittens: Auswirkungen
A u f g r u n d d e r v i e l f l t i g e n M o t i v a t i o n e n , die zweifellos
v o r h a n d e n s i n d , w i r d u n s n u n b e w u s s t , dass eine h n l i c h v i e l f l t i g e A n z a h l A u s w i r k u n g e n v o r h a n d e n sein
muss. Die folgende Tabelle v e r s u c h t a c h t v e r s c h i e d e n e
A u s w i r k u n g e n a u f z u z e i g e n . Da jede sowohl p o s i t i v e als
auch n e g a t i v e W i r k u n g e n h a t , k n n t e man s a g e n ,
dass sechzehn F a k t o r e n z u b e r c k s i c h t i g e n s i n d .
Touristischer Aspekt
Wirtschaftlicher Aspekt
Technischer Aspekt
Physischer Aspekt
Sozialer A s p e k t

= Menge, Qualitt
= a n d e r e I n d u s t r i e n : Menge
= a n d e r e I n d u s t r i e n : Qualitt
= Umwelt, E r h a l t u n g
= familire B i n d u n g e n ,
Gewohnheiten
Kultureller Aspekt
= T r a d i t i o n e n , Glaubensbekenntnisse
Psychologischer Aspekt = Stolz, Bekanntheitsgrad
Politischer A s p e k t
= ortsgebunden, national,
weltweit

Folgendes sei e r k l r t : Grossanlsse ben o f f e n s i c h t l i c h

einen E i n f l u s s a u f den F r e m d e n v e r k e h r a u s . Dies g e s c h i e h t jedoch in zweierlei H i n s i c h t . Der Umfang des
Fremdenverkehrs wird selbstverstndlich verndert, und
ebenso k a n n d i e Qualitt des F r e m d e n v e r k e h r s i n s o f e r n
b e e i n f l u s s t w e r d e n , als bessere Hotels oder T r a n s p o r t verbindungen und andere Dienstleistungen entwickelt
w e r d e n . N i c h t n u r die Q u a n t i t t , s o n d e r n auch d i e Q u a l i t t d e r L e i s t u n g e n w i r d somit v e r b e s s e r t .
Der nchste E i n f l u s s b e t r i f f t d i e W i r t s c h a f t . Es h a n d e l t
sich um E i n k o m m e n s w i r k u n g e n , d i e a u f a n d e r e lokale
Industrien bergreifen.
Der d r i t t e E i n f l u s s ist t e c h n i s c h e r N a t u r , was b e d e u t e t ,
dass jene a n d e r e n I n d u s t r i e n ebenfalls d i e Q u a l i t t i h r e r
P r o d u k t e v e r b e s s e r n , zum Beispiel d u r c h d i e C o m p u t e r t e c h n i k o d e r anderes " K n o w h o w " .
Jeder Grossanlass muss einen E i n f l u s s a u f die Umwelt a u s b e n , eben weil e r so g r o s s i s t . Man s p r i c h t dabei vom
p h y s i s c h e n E i n f l u s s . Er k a n n k o n s e r v i e r e n d e A r b e i t e n
einschliessen.
Der f n f t e E i n f l u s s w i r d als sozialer Einfluss b e z e i c h n e t .
O r t s g e b u n d e n e s Familienleben u n d a n d e r e Gewohnheiten
u n t e r l i e g e n einem gewissen Wandel, n i c h t n u r w h r e n d
d e r Anlass s t a t t f i n d e t , s o n d e r n b e r e i t s v o r h e r u n d v i e l leicht J a h r e d a n a c h .
K u l t u r e l l e E i n f l s s e lassen s i c h s c h w i e r i g e r b e s c h r e i b e n ,
aber sie bestehen s e l b s t v e r s t n d l i c h . Wenn o r t s g e b u n d e ne T r a d i t i o n e n o d e r G l a u b e n s b e k e n n t n i s s e teilweise dazu
b e n t z t w e r d e n , einen Grossanlass zu u n t e r s t t z e n ,
k n n t e a u c h das Risiko e i n e r G e f h r d u n g d u r c h f r e m d l n dische Traditionen bestehen.
Was h i e r als p s y c h o l o g i s c h e r E i n f l u s s d a r g e s t e l l t w i r d .

Revue de tourisme, n4,1987

zeigt zwei Gesichtspunkte auf. Innerhalb der gastgebenden Region werden der Stolz oder das Selbstbewusstsein beeinflusst. Unter den Gsten erhht
sich das Bewusstsein in Bezug auf den Bekanntheitsgrad und die Reputation des Gastgeberlandes.
Der letzte aufgefhrte Einfluss ist politischer Nat u r , wobei dieser auf lokaler oder nationaler Ebene wirksam werden kann, sogar auf einem gesamten
Kontinent oder vielleicht weltweit.

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Viertens: Messverfahren und Messwerte

Der vierte Hauptpunkt betrifft Messwerte und
Messmethoden. Wenn man soviele Einflsse messen
w i l l , bedeutet dies fr unsere wissenschaftlichen
Fhigkeiten eine grosse Herausforderung. Wenn
man die im Verlauf dieses Kongresses geleistete
Arbeit betrachtet, ist es beeindruckend zu sehen,
wieviele Verhaltensstudien sowie auch traditionellere Kosten/Nutzen- und Multiplikatortechniken
angewendet wurden, um Messungen zu erhalten.
Dennoch bereitet uns das Zeitproblem noch Schwierigkeiten. Dies ist darum typisch, weil wir eigentlich einen Vergleich zwischen dem Messergebnis
der aktuellen Situation mit dem Grossereignis und
einer eher theoretischen Situation, bei der das
Ereignis nicht stattgefunden hat, ziehen sollten. Wie knnte die Situation irgendwann in der
Zukunft aussehen? Was wre wohl geschehen,
wenn das Ereignis nicht stattgefunden htte?
Trotz der Schwierigkeit, jeden Einfluss zu messen, schlage ich vor, dass die Hauptfrage nicht
so sehr folgende sein sollte: Wie knnen wir diese Einflsse messen?

mglichen lokalen Nutzen b r i n g t , nicht unbedingt

einen grsstmglichen nationalen Nutzen erzeugt.
Wenn wir die Verbesserungsstrategien zusammenfassend betrachten, kommen wir zum Schluss, dass viele Vorschlge dahin fhren, dass Grossanlsse vielmehr als Riesenattraktionen, und umgekehrt A t t r a k tionen mehr als Anlsse betrachtet werden. So bestehen beispielsweise Vorschlge, die positiven Auswirkungen von Anlssen sowohl vor deren Durchfhrung als auch ber den Zeitpunkt der Hauptveranstaltungen hinaus zeitlich auszudehnen. Auf diese
A r t werden sie mehr zu einer permanenten A t t r a k tion. Aehnliches gilt fr Attraktionen, die man dadurch sensationeller machen mchte, indem man i r gend etwas Neues aufzieht, wie zum Beispiel einen
hundertsten Jahrestag oder eine andere k u r z f r i s t i ge Gelegenheit.

Sechstens: Zusammenfassung
Lassen Sie mich einige Gedanken, die wie rote Fden
durch unsere Diskussionen und Darlegungen f h r t e n ,
in einer sechsten Idee zusammenfassen.
Nach Beendigung des Kongresses drngt sich uns als
Gesamteindruck die Tatsache auf, dass wir tatschlich
mehr Kenntnisse ber Grossveranstaltungen und
-attraktionen hatten als uns bewusst war. Wir bentigen jedoch sicherlich einen noch weiter gespannten Rahmen, um unsere Gedanken einfliessen lassen zu knnen.
Mit Hilfe unserer erworbenen Kenntnisse wollen wir
ein Grossereignis folgendermassen darstellen:

Vermutlich muss die richtige Frage folgendermassen lauten, nachdem wir alles uns mgliche gemessen haben: Wie knnen wir so unterschiedliche
Messungen miteinander in Verbindung bringen,
um zu einem Endergebnis zu gelangen. Dieses
Problem wird durch die folgende Gleichung verdeutlicht.
Es ist ausserordentlich schwierig, so mannigfache Einflsse miteinander zu verbinden.
Fnftens: Strategien
Wenn wir uns unserem fnften Punkt, den Strategien, zuwenden, ist es gut zu bemerken, wieviele Autoren aufgezeigt haben, dass Einflsse
positiver gestaltet werden knnen. Es stehen
hilfreiche Listen mit 'so sollte es gemacht werden 1 und 'so sollte es nicht gemacht werden' zur
Verfgung. Eine klare Schlussfolgerung ist die,
dass gute Planungen und wissenschaftliche Analysen dieser Grossanlsse das Resultat verbessern knnen, auch wenn wir nicht zu genauen
Messungen in der Lage sind. Unsere Kongressarbeit sollte daher diesen Strategien in positiver Weise dienen.

Wir knnen die Grossveranstaltung oder -attraktion als

Hauptmasse ansehen, die Touristen anzieht, was in der
Tabelle mit einem grossen M bezeichnet ist. Die Hauptmasse verursacht neben der Fremdenverkehrsentwicklung weitere industrielle Entwicklungen. Ebenfalls schafft
oder bringt sie weitere Satelliten-Fremdenverkehrsattraktionen mit sich, und als Folge davon wiederum Weiterentwicklung. Also haben wir eine Hauptfremdenverkehrsattraktion oder Massen- und Satelliten-Attraktionen.
Aber das ist erst der Anfang. Die Grossveranstaltung
oder -attraktion kann Teil einer Fremdenverkehrsstrategie eines ganzen Landes sein. Die Gesamtstrategie
schafft fr den Touristen, der von einer Grossveranstaltung zur anderen reist, eine f r ihn vollkommen zufriedenstellende Reise, wie nachfolgend veranschaulicht.

Aber es knnte zuweilen ein Dilemma zurckbleiben, weil die Strategie, die einen grsst-

Report of the English-speaking

the Conference
theme

group on

Group Chairman: Dr. Norbert Vanhove

Group Secretary and Reporter: Dr. Stephen F. Witt
Introduction
It was decided that four aspects relating to the Conference theme should be discussed:
Das Bild ist noch nicht ganz f e r t i g . Da dem T o u r i sten jetzt einige wirklich grosse Attraktionen geboten werden, bentigen wir ein Symbol, das sie alle
v e r t r i t t : Wir fgen sie zu einem lebendigen Bild
zusammen. Wie knnte es aussehen?
Dazu mache ich mir die wirklich interessanten Gedankengnge von Hu Yangzhou zu eigen, um das
gesuchte Symbol wie folgt darzustellen.

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Es handelt sich um ein Bild eines Jahrtausende a l ten Bronzekopfes, den man gerade vor kurzem in
China gefunden hat. Wie uns nun bekannt ist, kann
der Massentourismus auf derartigen Funden aufgebaut werden.
Selbstverstndlich ist dies eine sehr vereinfachte
Ansicht darber, wie aus den Einrichtungen von
Grossveranstaltungen Nutzen gezogen werden
kann.
Die Hauptfolgerung dieses Kongresses, so schlage
ich vor, sollte darin bestehen, dass weiterhin Expertisen hinsichtlich bestmglicher Ausntzung
eines so riesigen Fremdenverkehrsphnomens u n ternommen werden. Diese Studien sollten sowohl
das Marketing als auch die Entwicklung beinhalten; sie werden mit professioneller Integritt
durchgefhrt und sollten verffentlicht werden.
Siebtens: Schlussfolgerung
Lassen Sie mich mit dem siebten Punkt schliessen.
Wir mssen auch nicht die andere Seite unseres
Kongresses hier in Calgary vergessen. Eine Seite, die genauso wichtig ist wie unsere Referate;
genauso wichtig wie unsere Diskussionen.
Denn wir haben auch die fantastische Wirklichkeit
in Bezug auf die Vorbereitung eines Grossanlasses
miterlebt; wir haben die Arbeiten vor Ort beobachtet. Selbstverstndlich hat uns die enorme Summe,
die bisher zusammengebracht worden ist, um die
Olympischen Winterspiele 1988 vorzubereiten, sehr
beeindruckt. Frank King, der Prsident des Organisationskomitees dieser Spiele, fasst deren Sinn
wie folgt zusammen: Die Spiele sollten "den Beginn
einer lebenslnglichen Chance" als Vermchtnis
hinterlassen.
Liebe Kollegen, ich schlage vor damit zu schliessen, dass wir unseren Gastgebern in Calgary ein
sehr erfolgreiches 1988, einen wirklich 'Kingsized1 Anlass, wnschen.

10

1. Definitions
2. Impact
3. Marketing
4. Methods of enhancing the benefits and
reducing the negative effects
1. Definitions
The problem of how to define mega-events and megaattractions and the link between the two was considered.
It was noted that events are attractions and hence the
relevant distinction should be between site attractions
and event attractions. These attractions can be classified as natural, man-,made or socio-cultural, and the
determination of whether or not an attraction is mega
may be influenced by its Classification. For example,
a natural mega-attraction such as the Victoria Falls in
Zimbabwe would still be regarded as a mega-attraction
even if political circumstances caused a substantial
reduction in visitor numbers. By contrast, if people
stopped going to Disneyland it would no longer be a
mega-attraction.
Attractions exert a gravitational influence on visitor
flows to particular destinations, and this gravitational
influence should be emphasised and thus the definitions
of mega-events and mega-attractions given in the basic
report by Brent Ritchie and Ju Yangzhou should be
modified accordingly. It was also feit that the ability
to attract worldwide publicity noted in the paper by
Karl Socher and Paul Tschurtschenthalter should appear
in the definition.
Established methodologies exist for evaluating site
attractions, but event attractions are more difficult
to deal w i t h , and hence it was decided that attention
should be focussed primarily on events. The distinguishing feature of events is the temporary nature of
the growth in visitor numbers.
A special report by H. Bos, C. Van der Kamp and Jac
Zorn entitled 'Events in Holland' addressed the definitional problem, and concluded that an event should
possess 3 characteristics:
1. It is an organised happening
2. It has some purpose
3. It is temporary in nature
These authors also presented a list of possible criteria
for further Classification, such as visitor numbers, adrnission price, target group, and so on.

Revue de tourisme, n4,1987

2. Impact
The problem of how to evaluate the impact of megaevents before they take place was highlighted. Costbenefit analysis is an established methodology that
can be applied to this area, but a major difficulty
in carrying out such an evaluation is how to forecast the outcome. A range of possible future values
for the various quantitative factors may be tried in
the analysis to yield, say, an optimistic, a most
likely and a pessimistic outcome. This could then
be supplemented by an analysis of the qualitative
costs and benefits. It was also noted that most of
the existing literature on evaluating the impact of
mega-events relates to ex-post evaluations rather
than ex-ante evaluations based on forecasts.

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A special report by Martinus Kosters entitled

'Big International Events of Tall Ships and their
Coastal Sisters' noted the possible impact of an
international maritime festival such as Sail Amsterdam; in 1985 the 1000 participating ships attracted more than 4 million spectators over a period
of 6 days. Such events tend to be low-budget as
generally the infrastructure already exists, but
visitors have a considerable impact on the local
economy as they spend in restaurants, on
Shopping, and so on.
A special report by Stephen Witt and Christine
Martin entitled 'Measuring the Impacts of MegaEvents on Tourism FIows' pointed out that in
order to carry out such measurement it is necessary to eliminate the effects of other factors which
influence tourism demand. This may be determined
after the event through the use of econometric
modeis. Previous studies relating to world expositions suggest that such mega-events can reduce
tourism outflows from the host country by as much
as 50%, and increase tourism inflows by a similar
order of magnitude. By contrast, Karl Socher
noted that the 1976 Winter Olympic Games in Innsbruck caused an increase in tourist nights spent
in Innsbruck during that year but a decrease in
the Tyrol because of anticipated overcrowding and
higher prices. The following year, however, tourism demand in the Tyrol recovered and increased
markedly. The importance of examining the impact
of mega-events not just on the host c i t y , but also
on the surrounding region and the country as a
whole, was stressed.
The effects on developing countries were also
discussed. Ainsworth O'Reilly presented a special
report entitled 'The Impact of Cultural Hallmark/
Mega-Events on National Tourism Development in
Selected West Indian Countries', which examined
the impact of traditional island cultural events on
tourism development and how national, tourist
boards and hoteis use these events for promotional purposes. The problem of the possible
dilution of the basic traditions and cultures was
noted. A special report by Jafar Jafari and GanHoan Jeong entitled 'Tourism Expectations from
the Seoul Olympics: A Korean Perspective' dealt
with the views of South Korean tourism experts
(practitioners and academics) and media editors
on the impact of the Olympic Games. Initial sur-

vey findings suggest that an increased awareness of

Korea is anticipated, which is strongly expected to
stimulate the demand for Korean products in general,
not just tourism. The Olympics are regarded as a
major public relations opportunity to counter Korea's
poor tourism image; the survey respondents thought
that Korea's traditional culture should be promoted
rather than its economic achievements.
The group felt that the appropriate distinction should
not be between developed and developing countries,
but rather in terms of the stage of tourism development reached. For example, Kenya and parts of the
Carribean are developing countries which have reached
a high stage of tourism development, whereas South
Korea is fast approaching developed country Status
but is at a low stage of tourism development. Rik
Medlik proposed the hypothesis that the lower the
stage of tourism development for a country, the
higher the impact of mega-events (at least in relative
terms). Countries or regions which are traditional
tourism destinations absorb mega-events more readily
than newcomers to tourism.

3. Marketing
A special report by Joseph Kurtzman and John Zauhar
entitled 'New Vistas in Marketing Mega-Events' dealt
with the concept of composites. A polarisation activity,
such as a mega-event, which draws people, is made up
of composites, and whereas marketing has traditionally
been directed towards the polarisation activity itself,
the authors suggest that it should be targeted more towards the composites. For example, the composites expected from tourists attending the Olympic Games will
vary according to generating country, and thus culture
should be taken into account in marketing to different
groups of potential tourists.
The group feit that event organisers tend to be production oriented, and it would be preferable if proper market research were done in order to meet consumer
wishes.
The concept of product life cycle was considered in the
context of mega-events. Events usually Start at the local level, and may progress to achieve regional, national,
and eventually international importance. The last stage
is necessary in order to be classed as a mega-event. In
order to take an event into the mega category commercialisation, Organisation and marketing are essential
ingredients.
1. Methods of enhancinq the benefits and reducing the
negative effects
The objectives behind Staging mega-events vary according
to the type of event and host population. Thus some costs
and benefits will be specific to particular events and locations whereas others will be common to all events. The
views of the Community need to be taken into account in
order to fully understand the costs and benefits. Opportunity costs may also be relevant in certain cases; it is
necessary to examine whether similar objectives could have
been achieved at less cost by taking on an alternative project.

11

Conclusion
The group devoted most of its attention to the
Problems of defining mega-events/mega-attractions and their impacts. Had time permitted it
was feit that f r u i t f u l discussions would have
resulted from further study of the other two
aspects of the Conference theme. In conclusion,
an appropriate historical perspective on megaattractions was provided in a report by Gary
Kines entitled 'Mega-Project Thinking: The
Growth of Tourism and the Canadian Pacific
Railway in Banff National Park, 1885-1930'.

Schlussbemerkungen zur Gruppenarbeit der

deutsch-sprachigen Arbeitsgruppe
Vorsitz: Dr. W. Ender, Wien
Berichterstatter: Dr. H.R. Mller, Bern

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1. Eine Bewertung der Auswirkungen von Grossveranstaltungen auf die nationale und regionale touristische Entwicklung ist in dieser generellen A r t und Weise nicht mglich.
2. Wird ber eine spezielle Grossveranstaltung
an einem bestimmten Ort diskutiert, so ist
es unbedingt notwendig, die unterschiedlichsten Auswirkungen in einer frhen Planungsphase zu analysieren, zu bewerten und
gegeneinander abzuwgen (wie in unserem
methodischen Ansatz aufgezeigt).

12

H. Die durch Verkehrstechnik und Telekommunikation

immer ausgeprgtere weltweite Konkurrenzsituation
zwischen verschiedenen Grossveranstaltungen muss
aufmerksam verfolgt werden.
5. Das stark von der Angebotsseite geprgte "Produkt"
'Grossveranstaltung' muss immer wieder auch von der
Nachfrageseite hinterfragt werden, wobei die Frage
im Zentrum steht: An was soll sich der Konsument/
Gast nach der Veranstaltung erinnern?
6. Im Marketing der meisten Grossveranstaltungen
spielt die Public Ralation eine grssere Rolle als in
irgendeinem anderen industriellen Bereich. Insbesondere der Zusammenarbeit mit den Massenmedien ist
die grsste Aufmerksamkeit zu schenken.
7. Die Auswirkungen der Winterolympiade in Calgary
1988 knnen per Saldo vor allem deshalb als positiv
prognostiziert werden,
- weil sowohl bei den Promotoren wie auch in der
breiten Oeffentlichkeit eine durchwegs enthusiastische Grundeinstellung vorhanden ist,
- weil sich die Veranstaltung in einem sehr gnstigen wirtschaftlichen und sozialen Umfeld (siehe
Ziffer 2) abspielt,
- weil die finanzielle Situation gesichert ist,
- und weil das Bevlkerungsmosaik und die gesellschaftlichen Zielsetzungen Kanadas mit der Idee
olympischer Spiele gut bereinstimmen.
3. Zur gleichen Zeit ist ber zustzliche t o u r i stische Entwicklungsalternativen zu diskutieren.

Revue de tourisme, n4,1987

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