Basic concepts of events and event tourism

On the one hand, event tourism is a process of systematic planning, development and marketing of events. Its starting point is to make the tournament a tourist attraction, a driving force to promote the development of tourism, a shaper of tourism image and a catalyst to enhance the status of tourist attractions and destinations. The development strategy of event tourism also needs to deal with news media and negative events.

On the other hand, activity tourism needs to subdivide the activity market, including analyzing and determining who will go to the activity and who may leave home and be attracted to the activity. Event marketing is an effective tool for event production (operation) and sponsorship, and its contents include: communicating with the target audience, establishing relevant relationships, selling related goods and obtaining positive publicity. In the process of event marketing, sponsors provide related funds, goods and services for the event, thus obtaining returns such as ratings, product promotion, on-site exhibitions and entertainment venues. At present, in the process of destination marketing of tourism and event organizations, the effect of event marketing increasingly depends on the close relationship between international sponsors and media-oriented events or media events. Driven by this trend, event sponsors, organizers and sponsors often adopt the "ambushmarketing" method in the event marketing process (D., 1997: 2 16).

In addition, in order to ensure the long-term and sustainable effect of the event, event marketing needs to organically coordinate the goals of sponsors and organizers and the ways to achieve them, and the key content of coordination is the interests of all groups, consumers and other participants participating in the event (Getz D., 2000a), so as to find the "unique selling point" of the event venue.