Possi le fa tors for i lusio i a desti atio s eve t touris SWOT a alysis

Strengths/
weaknesses
Existing stock of events
o . Type
o . Quality
o . Uniqueness/competitive advantage
o . Number
o . Duration/timing (for example, whether most events are scheduled at a particular time
of the year, such as summer, and whether this clustering is advantageous/
disadvantageous from a tourism perspective)
o . Current financial situation
o . Image/reputation (particularly in visitor markets)
o . Level of current demand from regional, national and overseas visitor markets and level
of understanding of these markets
o . Economic, social and environmental impacts
o . E isti g li ks et ee e e ts a d the desti atio s touris i dustr for e a ple,
o level of packaging evident and level of partnering with tourism industry marketing
bodies)
o . Stage of i di idual e e ts i ter s of their produ t life le
o . Evidence of long-term strategic planning

Venues/sites/facilities/supporting services
o . Number, type, quality and capacity of venues/outdoor event sites
o . Capacity of local suppliers (for example, equipment hire, food and beverage services)
to support various types of events
o . Stock of supporting local tourism services (for example, accommodation suppliers,
o transport suppliers, tour operators)

Human resources
o . Level/type of destination event venue/event management expertise
o . Capacity to draw on volunteers to support event delivery
o . Range/type of event-related training conducted in the area, or accessible to people
from the area via means such as the Internet

Stage of event sector development

o . Existence of organizations such as industry associations, convention and visitors
bureaus and major event agencies
 Destination location relative to major tourist markets
o . Travel time and costs
o . Types and frequency of public transport to the area

Degree of political support

o . Level of available funding for event tourism
o . Potential for legislative support
o . Location of a major event agency inside local or national government

Level of community support

o . Community perspectives on economic outcomes (for example, whether the community
perceives it will benefit economically from the events staged or whether they think
ost e efits ill e e ported fro the area
o . Level of anticipated local patronage for events (necessary to underpin the economics
of many events).
o . Level of willingness of the community to absorb short-term negatives, such as
crowding and traffic congestion
o . Willingness of a community to support events via volunteering, provision of home
hosting services etc.

Extent and nature of existing relationships between events and the tourism industry
o . Extent of event packaging evident
o . Type/nature of links with tourism companies and organizations

Local weather patterns

o . Rainy seasons or periods of extreme heat that may restrict the times in which events
can be conducted
Opportunities/
threats

Potential for partnering with selected organizations to progress one or more event tourism goals
o . Possible partnering bodies:
. Government departments
. Cultural organizations
. Tourism bodies
. Chambers of commerce
. Tourism businesses (to package events)
. Environmental groups (to minimize impacts/maximize environmental
outcomes)
 Level and type of competition from other events in other destinations
o . Direct competition from similar events
o . Competition from dissimilar events conducted in the same time period

Market tastes/preferences for events

o . Ability of an area to respond to market needs through existing and new events
o . Impact on existing/planned events of changes in family structures, age of population,
patterns of work/retirement and attitudes to health etc.

Availability of external funds

o . Capacity to attract government grants or loans
o . Likelihood of attracting sponsorship
o . Potential to link events with overall destination branding efforts

Local cultural/environmental attributes that have the potential to be leveraged for event
purposes (for example, unique flora or fauna, a strong and vibrant indigenous culture, history,
ethnicity, architecture, local agricultural pursuits)

Level/type of links between local/regional sporting/business/cultural bodies and their national

or international associations (for example, strong links between a regional sporting body and its
national association may facilitate successful bids for regional/national championships in the
sports concerned)

Capacity of destination to absorb event tourism impacts without negative environmental or

community outcomes
o . Perspectives of community groups, such as non-government environmental
organizations, on events of various types and scale

General economic conditions

o . Employment levels
o . Interest rates
o . Inflation
o . Consumer confidence levels

Other
o . Changes in weather patterns due to global warming
o . Security and health issues (for example, terrorism, SARS and Asian Bird Flu)
o . Political climate (for example, the extent to which events involving particular groups or
nations will be supported by key stakeholders, such as local or national governments)