An Investigation on How the Role of Events in a Hotel Context can Attract Tourism and Increase Revenue Through a Sustainable Manner

Abstract

The means of events as a practice for rituals, ceremonies or celebrations, towards the community building belong to back in time during the early beginnings of human history. This dissertation will examine the significant role events play in the 21st century tourism industry as a means to attract tourism, offer valuable experiences, provide the destination with a brand image through identity and serve as an aid to environmental, economical, social impacts through a strategic vision. It will argue how this phenomenon denominated as Event tourism, appearing three decades ago has become today a separate investigated body of knowledge and study. The significance of events in many ways are recognised as important motivators and attractors of tourism to a destination, therefore this research developed a qualitative mono method data collection (through a in depth interview), targeted at senior event and tourism managers to explore and fulfil the aim and objectives of this research. It was identified how event seekers will increasingly travel as a means to experience events, their communities and/or their identity as a new trend and fashion of the consumer market focusing on the feelings evoked by the experience. The analysis of the participants provided substantial evidence compared with the existing literature of scholars to prove events attract tourism and add value to destination increasing revenue without compromising sustainability. The results indicated that sustainable event tourism can strategically serve as a destinations main source of income and a smart operating tool to change consumer behaviours. However further efforts from the private and public sector should aim at raising awareness to consumers about sustainability. Further research and a wider sample would strengthen the results when contemplating future recommendations.