An approach for the effective management of the Malaysian event industry

Rozana Kamal, (2013) An approach for the effective management of the Malaysian event industry. Masters thesis, Open University Malaysia (OUM).

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Abstract

Consist of Chapter 1 only. Events are one of the most challenging and rapidly growing segments of tourism industries worldwide. In Malaysia, the Event Industry is an emerging field under the Tourism sector. The Economic Transformation Program has single out the event industry as one of the Entry Point Project under the Tourism National Key Economic Areas. Accordingly, this exploratory research focused on the Research Problem: ‘What is the approach for the effective management of the Malaysian Event Industry?’ Literature survey revealed gaps in the existing body of knowledge and these permitted the crafting of three research propositions for testing through a mixed methodology involving both qualitative and quantitative approach with the former being dominant. The primary data was collected from a focus group meeting and a structured questionnaire survey. The key findings are that the Government place high priority and support the growth of the event industry as one of the economic drivers. Event Tourisms is a rapid growing form of tourism phenomenon and the business events nature and characteristic is signify by its yields in terms of tourists’ arrival and receipts, number of participants/ spectators, media coverage and its economic impact to the venue, organization and the country. Management functions of planning, organizing, leading and controlling, the external environmental factors (PESTEL) as well as internal organizational factors influence and impact on events success. Due to rapid environmental changes, innovation is important for the effective management of event industry’s growth and competitiveness.(Abstract by author)

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