Scientific reflection
The article from Yang and Tan (2017) is about event innovation and its consequences on the corporate brand of a destination. Being innovative from the corporate image´s aspect means for the company to be competitive and to maintain the sustainable development (Enz, 2012).
According with Getz (1997) the three most important elements that are conveyed to the spectator of the event are: cognitive, emotional, sensory and relational. The forms for implementing these three components are varied, depending on the type of event. The innovation of an event could also include the technological part or non-technological elements.
The aim of some events organized by destinations is to improve the corporate image of the destination to the guests. The corporate image is a concept that derives to the corporate brand, and it is the idea of the consumer about one specific brand or corporation (Grey & Balmer, 1998).
In the paper form Yang and Tan (2017) a distinction is made between new customers and repeat customers. According to Kotler (1994), these two mentioned groups are different in their needs and expectations, for example in an event. But the aim is to find a point of convergence between the two groups of customers. For example, the emotional stimulus is very important and has a crucial meaning for the new guest, but for the repeat guest the functional value and the level of quality are placed in the front line All in all, the major difference between new and repeat customers is the price of acquisition of a new customer. Of course, the repeating guest are the cheapest compared with the new ones.
In the conclusions of the paper, it has been found out that if value is created for consumers, even in the form of an event, this will have a positive effect on the idea consumers have of the brand in question, and thus a positive brand image.
Speaking of innovation, however, in my opinion, in Tyrol a fundamental aspect that should not be overlooked is the authenticity of the event itself. In my view, being innovative does not necessarily mean that you have to create something new that clashes with the local environment.
For example, I could not imagine an event that does not conform to the territory and its values. Such as an event where water is the fundamental element. This is however to be seen as a strength for the destination and the brand: more emotional engagement instead of the spectacularism of the event itself that still fits with the elements of the destination and its nature. From my personal point of view, innovation does not necessarily mean having to add technological components that are not necessary for the event. Innovation can also be understood as an innovative approach to the sustainability of an event or factors not directly related to the end consumer.
Even if the emotional focus should be on the new guests, we also have to give an emotional value to the returning guests and also new value every time in order to make the event always with some new surprising components that makes the tourist want to come once more. This aspect has to be taken into consideration, seeing how much it costs to acquire a new customer.
References:
Enz, C.A. (2012), "Strategies for the implementation of service innovations", Cornell Hospitality Quarterly, Vol. 53 No. 3, pp. 187-195.
Getz, D. (1997), Event management & event tourism, Cognizant Communication Corporation, New York.
Gray, E.R. and Balmer, J.M. (1998), "Managing corporate image and corporate reputation", Long Range Planning, Vol. 31 No. 5, pp. 695-702.
Kotler, P. (1994), Marketing management: Analysis, planning, implementation, and control, Prentice-Hall, New Jersey.
Yang, F.X. and Tan, S.X. (2017). Event innovation induced corporate branding, International Journal of Contemporary Hospitality Management, 29(3), pp. 862-
882. https://doi.org/10.1108/IJCHM-09-2015-0512