![]() ![]() Brent Ritchie (1984:2) elaborated on hallmark events by addressing their economic, physical, socio-cultural, psychological and political impacts, and by defining them as follows: Major one-time or recurring events of limited duration, developed primarily to enhance the awareness, appeal and profitability of a tourism destination in the short and/or long term. Such events, built around a major theme, serve to focus tourism and recreational planning on a particular period of the year. One strategic response to "the seasonality problem," which has had varying degrees of success in different regions, is termed the Hallmark Event. LITERATURE REVIEW The earliest reference to hallmark events in the research literature was by Ritchie, JRB, and Beliveau (1974: 14) who succinctly defined the seasonality problem and the event s function in these terms: Cyclical demand in the leisure, recreation, and travel markets is a major factor contributing to low productivity and low returns on investment among the suppliers of goods and services to these markets. ![]() Implications are drawn for research and theory development specific to hallmark events. In the conclusions it is suggested how the model and planning process can be used as a practical planning and evaluation tool. Following the literature review we provide a definition, and attempt a detailed conceptualization of Hallmark events through a model that specifies three major outcome goals and three key process goals. Of necessity, we also address the definition of 'mega' and 'iconic' events, owing to the potential for confusion as these adjectives hold related but separate meanings. ![]() ![]() The ensuing literature review examines definitions and uses of the term, tracing it historically and examining various dimensions of the concept including event size, periodicity, type and purpose or roles. If a hallmark event is to be sustainable it must deliver clear benefits to residents and sustain the support of all key stakeholders. Hallmark events occupy an important place in any destination's portfolio of events, and they take on additional meanings as permanent institutions within communities. Since there is no general agreement on specific ΔΆ types or themes to be found in the literature, the best way to define hallmark events is by reference to the goals they are to fulfil and their relationship with the host community. The literature is reviewed to determine how the term hallmark event has been used and defined - an exercise that reveals both multiple meanings and the critical importance of the underlying concept for event tourism and host communities. The need for definition and clarity relates both to the frequency of use of this term in the literature and to the potential importance of the concept for both theorists and practitioners. Ontologically, all such terms must have agreed-upon definitions and conceptual clarity for the field of event studies to progress. KEY WORDS Hallmark events ontology planning process model INTRODUCTION This conceptual paper examines and defines the concept of hallmark event as a critical concept within the event tourism literature. This paper is the first attempt to define and conceptualize a critical concept in both the event tourism and event management literature. Our model is structured around three main outcome goals (attraction, image and branding, and the community) and three major process goals (sustainability, marketing, and organization and ownership). This generates a model for use by communities and other event-tourism developers. 1 HALLMARK EVENTS: DEFINITION, GOALS AND PLANNING PROCESS Donald Getz University of Queensland Bo Svensson Robert Peterssen Anders Gunnervall Mid-Sweden University ABSTRACT This paper defines and conceptualizes hallmark events, as there is neither clarity in the literature about what the term means nor the exact roles they should play within a community and tourism context. ![]()
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