ANTICIPATING THE DECLINING STAGE OF SPECIAL TOURISM EVENT

Asmahany Ramely, Basri Rashid, Mohd Fadzilillah Ab.Talib

Resumo


In this relentlessly competitive world tourism industry, tourism destination must put in extra effort to maintain its attractiveness. Hence, presence as a special tourism interest product, special event has become an obligatory attraction at most tourism destinations in order to continuously highlight the uniqueness, enjoyment, excitement, and wonderful experience to the attendees. Nonetheless, the issue of sustaining the special event particularly the attainment of return on investment (ROI) is important because hosting special events inquires large investment. Drawing from Butler (1980) destination life cycle, which staged special event into five phases, including emerging trend, growth, and maturity / consolidated, decline and revitalization, the authors demonstrate the strategy on how to extend special event life cycle. Prior to that, the authors discuss the connection point of special event as special interest tourism product. Authors also provide the definition of event from the academic perspective, the importance of special event to tourist destination, and the roles of special event in boosting tourism destination. Looking forward, the authors anticipate numerous ways in which the destination provider could apply green principles into special events.

KEYWORDS: SPECIAL EVENTS. EVENT LIFE CYCLE. DESTINATION LIFE CYCLE. TOURISM DESTINATION. GREEN PRINCIPLES.

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