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212 evolution
forging of corporate partnerships. Sponsors
often augment the reach of event promotions and
provide valued technical expertise. Tourism and
event development organisations actively promote
destinations through events, and this process is
largely dependent on the creation of mediaoriented
events with international sponsors.
One consequence of this trend has been a rise
in `ambush marketing', in which corporations seek
to gain advantages through surrounding promotions
without actually sponsoring the event. Confusion
can also result when event sponsors differ
from the sponsors of participants, such as athletes,
and from media advertisers. Another trend had
been for corporations to seek equity in events, or
even to create their own events. This could
threaten relationships with some events and result
in less sponsorship money. Similarly, moves in some
jurisdictions to ban advertising and sponsorship,
especially from alcohol or tobacco companies, is
also viewed as a threat to the events sector.
To be sustainable in the long term, there must
be a congruence of goals and styles among
sponsors and event organisers, with clear benefits
to each party, customers and other participants. In
some cases these partnerships are leading to
environmental and educational programmes at
events, to heightened community involvement
by corporations, and to a resurgence of the arts.
Event marketing has had the effect of elevating
event tourism into prominence, not just as a
special-interest market but as a major tool in
destination image-making.
Further reading
Getz, D. �1977) Event Management and Event Tourism,
New York: Cognizant Communication Corp.
Graham, S., Goldblatt, J. and Delpy, L. �1995) The
Ultimate Guide to Sport Event Management and
Marketing, Chicago: Irwin.
International Event Groups Inc. �1995) IEG's
Complete Guide to Sponsorship, Chicago.
International Festivals Association �n.d.) IFA's
Official Guide to Sponsorship, Port Angeles.
Schreiber, A. and Lenson, B. �1994) Lifestyle and
Event Marketing:Building the New Customer Partnership,
New York: McGraw Hill.
Further reading
DONALD GETZ, CANADA
Getz, D. �1997) Event Management and Event Tourism,
New York: Cognizant Communication Corp.
Goldblatt, J. �1990) Special Events:The Art and Science
of Celebration, New York: Van Nostrand Reinhold.
Graham, S., Goldblatt, J. and Delpy, L. �1995) The
Ultimate Guide to Sport Event Management and Marketing,
Chicago: Irwin.
Hall, C.M. �1992) Hallmark Tourist Events:Impacts,
Management and Planning, London: Belhaven.
Schreiber, A. and Lenson B. �1994) Lifestyle and
Event Marketing:Building the New Customer Partnership,
New York: McGraw-Hill.
DONALD GETZ, CANADA
evolution
Since the 1950s, tourism has become one of the
most important activities, coinciding with a period
of peace and economic prosperity. The number of
international arrivals and receipts showed a strong
growth until the 1970s, slowing in the next
decades. The economic problems and the conflicts
of the 1990s �see war) caused a recession, though
future prospects are optimistic.
exclave
AURORA PEDRO, SPAIN
Exclaves, or enclaves, are small parts of one
country entirely or almost entirely surrounded by
a neighbouring country. Hence they are accessible
from the home country only by passing through
foreign territory. Several exclaves in Europe and
North America have prosperous tourism and are
almost entirely dependent on this industry. Examples
include Campione �Italy), Llivia �Spain) and
Point Roberts �Washington, USA).
DALLENJ.TIMOTHY,USA