S.T.E.P. analysis on event tourism

• Author: Hertanu, A. - Boitor, A.-B.
• Position: PhD Student, Dept. of Economic Sciences and Business Administration, Transilvania University of Brasov
• Pages: 25-30

Bulletin of the Transilvania University of Braşov • Vol. 5 (54) •No. 2 - 2012

Series V: Economic Sciences

S.T.E.P. ANALYSIS ON EVENT TOURISM

A. HERANU1 A.-B. BOITOR1

Abstract: Events have become more and more important in the tourism

sector and in the development of tourism destinations and, under the

circumstances, the event domain has had to be researched and analysed like

any other economic field. Analysing the social and cultural factors, the

technological factors, the economic factors, the political factors and, last but

not least, the ecological factors that influence event tourism, we reached

another level of acknowledgement regarding this field.

Key words: event tourism, S.T.E.P. analysis.

1 PhD Student, Dept. of Economic Sciences and Business Administration, Transilvania University of Braşov.

1. Introduction

Events are becoming established as an

integral and major part of tourism

development and marketing strategies.

Event tourism could be used to describe

this phenomenon and this could be defined

as the ‘systematic development, planning,

marketing and holding of events as tourist

attractions’. The goals of event tourism

could be:

• To create a favourable image for a

destination;

• To expand the traditional tourist season;

• To spread tourist demand more evenly

through an area;

• To attract foreign and domestic visitors.[10]

Special events are a proven way to draw

tourists’ attention to the attractions that a

community has to offer, while providing at

the same time an enjoyable experience for

local residents. [1]

Beyond tourism, events are managed for

territory image building, brand development,

positioning objectives. They target the

media, potential tourists, but also investors

and potential business partners. [5].

Like any other market, the events

tourism market is influenced by external

factors, which may have a higher or lower

impact on this type of tourism

development. To analyse this markets’

macro environment, STEP analysis is a

tool that can highlight the influence of

socio-cultural, technological, economic

and political factors on events tourism.

In his book, Festivals and Special Event

Management, Johnny Allen synthesized

the effects of socio-cultural,

environmental, political factors, tourism

and economic environment as impact on

events: [7]