An Evaluation of the Role of Events in the Bailiwick of Guernsey and their Potential for Attracting Tourism
Le Conte, Emma
Cardiff Metropolitan University
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The research aim was to investigate the extent to which events are part of the current Bailiwick of Guernsey tourism strategy and whether they can be used to attract more tourists to the islands. The author set out to explore this idea by collecting views and opinions on events from local relevant business owners on Guernsey, Sark and Alderney. This was done by using questionnaires and semi-structured interview techniques in order to gain a range of responses from different industry managers such as tourist attractions, shops and hotel providers. The author firstly conducted literature reviews which uncovered what was already written on the topic such as what is meant by event tourism and the impact of events on the host. Next the author researched current events being held on the islands before conducting more detailed investigations with specific parties connected to the tourism market. The research conducted by the author found that business owners across the islands were all in agreement in recognising the benefits of events and perceive events being held on their islands to be positive for both themselves and the islands as a whole. They were prepared to put up with the temporary inconvenience the events may bring because of the beneficial impacts it has on the local economy. The findings of the primary research provides evidence for theories such as Getz and Bowdin who argue the benefits of events and state how destinations are increasingly turning to events to attract more tourism making it a current trend of the travel market. The research collected in this dissertation provides evidence of how the Bailiwick of Guernsey should continue to use events as part of their tourism strategy and findings show how locals would support the idea to incorporate more events into the strategy with a consideration being given to not losing the traditions behind the events, which is common in many destinations in the 21st century. Events do, and should continue to, play an important role in attracting tourists to the Bailiwick of Guernsey. The island are unique and have much to offer the visitor however, in this day and age destinations need an extra motivator to get tourists to travel there with the increasing accessibility to travel around the world. The author suggests, with support from the findings of this dissertation, that events could be used more as a motivator to get people to book and come across to the islands and this help them to compete with other destinations all vying for the travellers’ attention
BA (Hons) Events Management
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