Theoretical analysis of the development of events management as a separate discipline in South Africa

Abstract

Event Management is a new medium, which has generated much enthusiasm from the events industry, as well as from the South African tourism industry, and is globally accepted as a developmental and marketing strategy from which destinations can benefit (Tassiopoulos, 2005: xiv). Event tourism has demonstrated significant growth and continues to expand as South Africa closes on hosting the 2010 Soccer World Cup. Events are different from permanent tourism attractions as they attract people to a shortlived, organised activity where visitors may participate, watch, view, learn and enjoy (Tassiopoulos, 2005: xiv). Event organisers have a number of goals and objectives that they need to achieve within stressful environments. Events offer unique opportunities to spread the tourism season for a particular destination and to promote destinations or attractions. They can also be used to stimulate demand by attracting extra, new or repeat visitors, while events can also be intended to generate additional revenue for a destination (Light, 1996:183). In order to ensure that events are successful, and to generate income for destinations, event practitioners are constantly under extreme pressure to perform. A combination of knowledge and skills is required to empower event practitioners to contribute to the industry and the community, at large. Therefore, tertiary institutions, such as the Cape Peninsula University of Technology (CPUT), should encourage active learning, facilitation, research, practical experience and engagement with its surrounding communities. This thesis focuses on a theoretical analysis of the events environment, as well as key factors that make this industry unique and justified as a separate discipline. The industry is hugely diverse and there are challenges, but prospective and current event practitioners who have established qualifications from registered institutions, can contribute to sustainable development and employment creation in South Africa. Carlos (2005: xi) states that for those who seek an exciting career, where their organisation skills and attention to detail along, with their creativity can be fully utilised, this would be their kind of industry; this is an industry that attracts several of the country's most vibrant students. Events Management is an industry, which is justified as a separate industry in South Africa.