Event Management Excellence: Unveiling Global Influences, Challenges, and Strategic Solutions

Introduction

This assessment is constructed in the form of a report where the perspective presented is of an event coordinator of a small event management consultant team where the research focuses on the feasibility of building the destination to a board of potential investors anywhere in the world. This assessment will further critically evaluate all the prime factors that globally influence & give a shape to the development, structuration and organisation of the events of the industry & also analyses the other various role of different events in society. There is examining of the diversity of the global events industry including examples. There is a SWOT analysis of a specific event which will critically evaluate the essential criteria required for a successful planning of events taking into consideration all the impacts of the internal and external environment on the events. Apart from these, there is also showcased the evaluation of the macro environmental factors that influences the global events industry giving an analysis of all the influences that falls on the decision making actions and organisational behaviour with some of the specific examples. Lastly, the report provides few recommended improvements & solutions for a specific event to minimise its adverse impacts and gives chance to maximise profit.

Exploring each diversity among the industry of global events and those factors that influences its development

Examining diversity among the global events industry, including each structure and organisation with various roles of different types of events of society

The whole concept of the global event management is directly regarded as the most significant and intense form of the global event which is mainly used for production of various types of live events at both local & global levels.

The three prime types of events are -

Major Events – A Major event is such an event which is a typical form of a function that is expected to attract at least more than 200 people joined as a gathering. Some of the common major events can be like huge exhibitions, concerts, dance parties and any kind of large scale show (World Health Organization, 2019). The structure and organisation of the major events requires sufficient event information to the event handler before the event occurs to make it saturated, stable and giving completeness to it. The major role of these types of events is to put the potentially positive effects on the society community and its people to interact with each other.

Regional or Local Community Events – These are small, closed and domestic type of events which held mostly around the local coverage such as community functions, school carnivals etc. The organisation and structure of any regional or local community event is based on that particular locality or location or community and the responsibility of such events are dependent on the ideology behind the events. They play an essential role since these kinds of events represent that particular community or region to everybody.

Mega Events – Such kind of an event which can be a onetime or any infrequently event taking place for a limited time duration and which also provides the viewers with a chance to enjoy a good leisure time and socially engaging opportunity other than everyday regular life (Doern et al. 2019). Mega events or international events like sport and cultural events structure and organisation has few elements in it the time of event, the amount of viewers, size and the dimension of media attention with its cost and its effect on population, society and environment. This kind of events play an invaluable role in the development of the society by contributing towards the host economy, encourages cultural exchange, enhances awareness of host location and promotes preservation of host local culture.

Explaining those factors which influenced the development of the events industry globally

It is much vital for the event companies to see that all the factors must be innovative, and must be open to all types of changes which help to remain relevant and find better solutions of all the issues occurred. All these factors either increase or decrease the worth of the events industry –

Tourism is that factor which impacts travelling of millions of tourists leading to currency exchange to events industry, increasing the economy of events industry (SpringerOpen, 2019).

Feedbacks from the past experiences are collected or planning the future events since depending upon which the perception of the audiences can be understood. The most used method to collect feedbacks of the public is via social media which they have attended and what business it has been done previously. The improvements can be taken from the negative feedbacks.

Social media is one of the top most factors which give massive development on events industry since the details are updated and published related to the events for increasing individuals’ awareness of the on-going events (hndeventmanagement, 2020).

Total household income having disposable income is another factor which is more likely to give chance to attend events because affordability is a major reason.

Another impactful factor is the transportation facilities which are directly related with the event industry since recently there is much more increase in the availability of the transportation system and daily transport facilities (SpringerOpen, 2019).

Most influential factor is the competition and its growth has boosted the event industry too with the arising of technological developments too. The expansion of the use of technology in various types of event destinations which is operated within the global market (hndeventmanagement, 2020).

Evaluating all key factors which influenced the development, structure and organisation of events industry and the role of each different event of society

It has been noted that for event companies, these past few years have been an eye opener making them flexible & open to sudden changes along with finding better solutions to issues. Some of the key factors that influence the development, structure and organising process of the events industry are like:

COST-CUTTING - According to report, around 52.91% of companies have seen cancellations due to many reasons like climatic change or governmental order and recently due to the pandemic situation too (Nunkoo et al. 2018). It made the companies plan their upcoming events with a clear vision analysing the expected impacts of cost cutting factor. The event industry faced its influence positively as the host countries in terms of their financial planning and regeneration in the events.

JOB LOSSES - According to EEMA, jobs in the events industry have recently been cut off, which lead to workers being unemployed or may be moving to different industries. This factor also has negative influence due to the relocation in the event planning with the passing time.

CANCELLATIONS – Kelly and Fairley (2018) stated that the impact of cancellation on the business has been an unprecedented matter with multiple global and national events having been postponed or simply cancelled. It has the negative influence economically influences the inflation rates impacting the event industry including both the legacies of the events.

SHIFTING TO ONLINE EVENTS - Studies revealed that the use of online event technology created approximately 20% increase in the event attendance while reduced costs by 30%. Currently around 82% of event companies are now working via digital-only events which influenced the event industry strategies in considering the atmosphere protection. This shifting generated less amount of atmosphere pollution in a positive way.

Critically evaluating each key factors that influenced and shaped the event industry and their role which they played in society

Events industry is a much powerful platforms and if planned properly, their key factors can have lasting positive influences in shaping the event industry. Firstly the impacts of the prime factors have quite lasting effects on the events industry which continued to exist even after the event had taken place. However, these events industry factors have the power to do so much more than to just generate profits (Caldera et al. 2019). It has been found often that events are fully planned and efficiently produced with the sole target of delivering social influences to the local area in which they were held. It is much important for the event managers also to have a thorough understanding of the influences that these factors will put. It helps them so that they can plan the events to have effects that are in positive in nature opposing to the negativity.

The influences of factors can take place in many forms but are not limited to any extent, economic factors, environmental factors, political factors and not to forget the social factors (Taylor and Francis Online, 2018).

Economic factors – Profitability, cash flows and other economic factors are some influencing things in events shaping ad planning.

Environmental factors – Environmental issue like climate changes or sudden pandemics like the recent Covid-19 are some influencing environmental things.

Political factors – Maintaining the authority rules and regulations and fulfilling the expectations while planning the events is must.

Social factors – Things like acceptance of the events, responses from people, interest of the society in such events and how impactful these events are on the people of society are essential to notice for shaping the events.

Evaluating the value, legacy and the impacts of all events on the environment where they operate for supporting responsible event development

Evaluating the value, impacts and legacy of all the global events on the environment where they operate

When hosting any global event, it gives stimulation with significant temporary employment among people to prepare for such kind of large undertakings. Although according to Preuss (2019) it can also generate a long term employment if these events are utilised for expanding the business sectors and for implementing all the structural changes too in the local economy. The two events that is considered to focus on the value, impact and legacy of the event industry wherever they operates are:

The FIFA World Cup which is a mega event has its own value, legacy and impact on the event industry with its legacy that goes on with the passing time. It is listed as one of the category of mega events which have some positive impact too by generating more and more tourism, cultural influences, brand promotion and an overall social and economic development. The FIFA events has its own legacy which was initiated from the year 1904, hosted by Uruguay and with time the years and locations have changed but the true value of the FIFA has never changed. Preuss (2019) stated that however as a result of the Olympic Games, the event industry planners utilises a variety of significant and prominent strategic management techniques to put a limit on the harmful environmental effects that their activities puts on the environment and society.

Another event example is the Sochi Winter Olympics which has risen with a fast pace recently as compared with the past years. The Sochi Winter Olympics event has first initiated from the year 2014 with originally called as the XXII Olympic Winter Games, hosted as an athletic festival by Sochi, Russia and continued its legacy till date. This event included many valued and significant improvements in the transportation facilities and technical systems along with the development and upgradation in the network transmissions and also in the renovation of the water sourcing system and treatment facilities too (Thomson et al. 2019). Though there is a negative influence too which is due to the lack of advanced geological and the advanced hydrological control on the events in the host country.

Reviewing those management strategies used for supporting responsible event development for each of the global events

Event industry recently has become a fast growing professional area where tourists from many potential locations join well structured & planned events and becomes a fundamental interested element in the success and attractiveness of events (World Health Organization, 2019). In managing the events, some systematic strategies for supporting the developed and making the event responsible are like:

Setting up the goal and objective is that much essential like the target of the event like in regional events where they were organised to give any message or spread any ideology to a limited people. Once the targets are clear and the objectives are fixed, then the strategies can be set up by making the focus directed towards those goals.

Another strategic move is analysing the event budget, for an event such as in case of any local event, where the total overall costing of the event will be outlined considering limited budget. So the sooner the budgeting will be done the better the organisation of the event can be finalised.

Next management strategy is to collect all the equipment and resources required to accomplish the event such as in sports events where sports equipment and gear arrangements are very essential. The list of mandatory resources are time, fund, volunteers and staff members, advanced event managing technology and other supporting services like sponsors, donors etc. (thebmj, 2019).

Promotion of events which in today’s date requires advance & latest methods where social media is the most resourceful and efficient platform for creating engaged buzz about any event. The promotion is the dependant factor for succession of any event since the more people will knew about it, the more people will gather and participate in it such as events like introduction of any new product or initiative.

One of the particular strategies of the management is the Corporate Environmental Management Model (CEM), which is one of the most used strategies among the event industry. With the implementation of this management strategy, most of the event companies who are involved in the strategy planning of the event management in case of the global event industry are likely to keep continuing their event planning of events for a longer period of time.

Critically evaluating those specific management strategies that are used by the events industry to support the responsible event development for all global events

One significant way in which the events industry has begun to take responsibility with sustainability is by adhering to the standards of UN Sustainable Development Goals. Responsibility, supportive and sustainability grew increasingly more important as an evaluation criterion for event planners. According to Hemmonsbey and Tichaawa (2019) making events more responsible & sustainable has become essential for getting success in today’s gatherings and conference in events industry. Some of the specific management strategies that events industry applies in being sustainable, responsible and supportive for developing the global events are like:

The event objectives and initiatives implemented must be eco-friendly in nature, adding to what will be right for the society and environment, including sustainable and responsible initiative programs that must gain the three major benefits - environmental, social and economic.

As stated by Getz (2017) along with responsibility, there come attractiveness and engaging which says that the events should not be boring & it must enrich the delegate experience, and motivate the team and give them all a sense of pride.

Increasing the use of other alternative energy sources whenever possible like the solar, wind, geo-thermal or hydro and also considering the hybrid, bio-fuel or electric options when arranging the events and its usage of energies in it to become sustainable and responsible towards the society and environment.

The quality of the events must be equally accessible for all the genders without any priority, keeping the surroundings sanitised with having targets towards growth both socially and economically (Lundberg et al. 2017).

Events need to be focused directly on the cause of the event occurrence with specific promotional equipment to clearly express the main motive of the event to its audiences and communities.

Critically assessing the impacts of global events on different levels of the environment and also evaluating those specific strategies which supports the responsible event development

There exist so many impacts which the global events put on different levels of the environment along with supporting by being a responsible, sustainable and supportive event for development with significant strategies. As the effects of climate change and environmental degradation continue to dominate headlines worldwide, the need for sustainable and eco-friendly events has never been greater. Adopting eco-friendly practices and planning sustainable events plays a key role in this process. Some of those strategies are:

Always adopting green approaches – It is necessary to be greener and focusing on responsible sustainability with increased ROI. Environmental friendly events not only make people feel good but also increase morale, aids creativity and help improving company’s reputation.

Improving the event’s green credentials – As per the statement of Rieckmann (2018) by being mindful, people can greatly influencing towards the planet by an event’s success. Ensuring client’s sustainability policy and green credentials clearly reflects the events’ actions which are environmentally friendly practices wherever possible.

Reducing the transportation footprint – Regarding this, discouraging travel by car must be done wherever possible or choosing venues with electric charging points will also be helpful (Pour et al. 2020). Adding to this, seeking for eco-friendly transport, such as hybrid and low emission vehicles are very much is use now.

Going paperless - Whenever possible, adopting a paper-free approach must be done by ensuring that the venue must be aware of the policies and can have the opportunity to communicate digitally.

Opting for sustainably designed event spaces – Event designing inspiration is often taken from the venue’s natural surroundings and sustainable materials so that the desired ambience can be created. This consideration not only helps to reduce energy consumption, but also boost the energy maximising the use of natural light in addition.

Assessing impacts of the macro environment on the global events industry and their influence on forming decision-making and organisational behaviour

Determining all positive and negative impacts of macro environment on the global events industry and their influence on decision-making and organisational behaviour supported by specific examples

Macro environment has its deep impacts which consist of both positive and negative influences on the events industry globally which ultimately gives support to the process of decision making regarding the events businesses.

PESTLE Analysis of a Sport event

Evaluating such macro environmental factors that influences global events industry and analysing their influence on decision- making and organisational behaviour with specific examples

The process of decision making and formation of the organisational behaviour is very uncertain since it can change every time when there will be any affective reason or any influences coming from either the outer environment or from internal environment.so it cannot be said that there is any fixed decision making technique and organisational behavioural trait. Both the decision making and organisational behaviour are important functions for a business to run properly. Some of the factors of macro environment that affects the decision making and behavioural traits of organisations are like:

One of the most important factor influencing the decision-making process and organisational behaviour is the personality of the individuals’’. An individual's family background, education and other personal information is to be considered as sub-factorial bases which constitutes their personal factors which is involved in the decision-making and organisational behaviour (Elbanna et al. 2017).

Some of the other factors are the cognitive, moral and psychological qualities of individuals which have influence on the decision making and organisational behaviour. The organisational behaviour and decision process involves mental processes which needs to be at conscious level since this contains important logical aspects which suggests that the decisions & behavioural traits must be “rational” in nature.

Decision making & organisational behaviour both are multi-step involved process with these environmental conditions to put effect on the quality of decision-making & organisational behaviour. As per the suggestion of Castañeda-Ayarza and Godoi (2021) individuals’ act in the organisational behaviour & decision-making process with taking into consideration the environmental factors since every event organisation includes constant interaction with their surroundings and environmental factors both internal and external influencing the events organisations to a great extent.

Evaluating the criteria which is essential for the successful planning of specific events

Conducting a SWOT analysis for a specific event, examining and assessing the essential criteria for the successful planning of events

In order to bring out the strengths, weaknesses, opportunities and threats of a specific event and its planning, as an example FIFA World Cup events legacy can be taken into consideration.

SWOT analysis

Critically evaluating the criteria essential for the planning events taking into consideration the impacts of the internal and external environment

There are two types of impactful environmental factors including internal environmental factors and external environmental factors. The internal environmental factors are those events which occur within the inner event organisation premises. Whereas the external environmental factors are those incidents which takes place outside of the event premises and these are much harder to predict and control as compared to the internal impacts (Hanelt et al. 2021). The essential criteria for the planning of events by taking into consideration of both the external and internal environmental impacts are listed as:

Knowing what to target to achieve – It is very important that it must be known, what outcomes will come from these events. Whether planning a small exclusive or any large conference event, one must set out the goals clearly from the beginning, since by setting goals one can measure the success of the event.

Making an efficient event plan - There must be a checklist of all the things that is required to be done including any hiring, food organisation for the event, selection of volunteers, costing preparation, presentations and organising the timings with other details for the event.

Looking for funding or sponsorship – Without sponsorship and funding, setting up budget for event is linked to the set goals, so that the return on investment can be measured. It helps in keeping the costs down whilst giving additional details to the event.

Advertising and communicating - For events, there is a need to get a good audience, which requires good advertising to both the existing and prospective customers, suppliers and contacts (Abdel-Basset et al. 2019).

Managing and following up - Attendees needs to feel that they have received great value, useful information and come away with something worthwhile from the events that they are attending. This needs handing out aide-memoires that they can take back with them.

D3 Providing recommended improvements with solutions for a specific event to minimise the adverse impacts and to maximise profit

Two things – maximising the profits and minimising the adverse impacts of specific events are the solutions to have continuous improvements.

Methods of Maximising Profits

If there is planned any type of conference or an educational event then there must be offered opportunities to sell related books and other products at the event in exchange of a percentage of sales giving profits from the events (World Health Organization, 2021).

There must be created VIP ticket category in events which offers insider content, special offers and some more benefits to the attendees who can pay a little more which can’t be much costly at all.

Ways to Minimise Adverse effects

To reduce the sudden adverse impacts of events, there should be regular and continuous measuring of the progress of the events progression to that whether there is benefits coming or not.

There should be measures to reduce and remove the sudden upcoming issues which can occur in any event. The management of such events must be ready to face them which effective ways (Milner et al. 2017).

Recommendations

From the above analysis and evaluation, in case of specifically a sports event some of the recommendations can be done as:

proper promotions must be done

required sponsorships and fund needs to be collected

event planning must be measured so that its appropriateness can be checked

the wastage and waste materials must be recycled and reused if possible so that whatever adverse impacts the events will put, it can be recovered with those techniques

the target which is set regarding the events must be set to that extent which can be fulfilled successfully with all the measured benefits

Conclusion

The events industry globally improves with every passing year where there is an enormous amount of development factors which contributes towards the growth of this events industry. The internal environmental factors are those events which occur within the inner event organisation premises. Whereas the external environmental factors are those incidents which takes place outside of the event premises and these are much harder to predict and control as compared to the internal impacts. Event designing inspiration is often taken from the venue’s natural surroundings and sustainable materials so that the desired ambience can be created. The event objectives and initiatives implemented must be eco-friendly in nature, adding to what will be right for the society and environment, including sustainable and responsible initiative programs that must gain the three major benefits - environmental, social and economic. Various acts of threats and terrors always puts a huge question on the safety and security of the athletes and audiences in such kinds of sports events since terrorists target these type of events to harm people on a mass basis. Lastly the summarisation says that these kinds of events facilitate with huge economic resources, which leaves long lasting legacy for the local community.

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