Issues on Tourism Policy

Issues on Tourism Policy

Edited by Mike-Frank G. Epitropoulos ATINER 2007

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Athens Institute For Education And Research 2007


Edited by Mike-Frank G. Epitropoulos

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PUBLISHED BY ATHENS INSTITUTE FOR EDUCATION AND RESEARCH 14 Solomou Street, 10683 Athens, Greece Tel. +30 210 36.34.210 Fax +30 210.36.34.209 Email: [email protected] URL: www.atiner.gr This book is in copyright. Subject to statutory exception and to the provisions of relevant collective licensing agreements, no reproduction of any part may take place without the written permission of the Athens Institute for Education and Research. First Published: 2007 ISBN: 978-960-6672-19-4 Typeset, printed and binding by Theta Co.

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Table of Contents Preface i List of Contributors iii 1 1. Introduction Epitropoulos, M-F, G. Part 1: Tourism’s Pushes & Pulls: Motivations & Marketing Athens and Olympic Games: Distance and Image 7 2. Congruency Kaplanidou, K. & Karlis, G. 19 3. The Motivation and Involvement of Kite Players from the Perspective of Serious Leisure Liu, J.S. & Li, C.J. 35 4. Conceptualizing Relationship Marketing in the Context of the Tourism Industry Daskou, S. & Gavrili, D. 47 5. The Greek “Gene”? Collaboration and Collective Action in Public – Private Sector Interactions in Greece Papageorgiou, G. 65 6. Brand Identity, Brand Image and Brand Reputation for a Country: Some Thoughts for Greece as a Brand Veloutsou, C. Part 2:Development & Policy: Some Tourism Planning Issues 81 7. Agrotourism as a Sustainable Rural Development Tool Epitropoulos, M-F, G. 87 8. Rural Tourism: The Profile of Eco-Agro Tourism Farm Businesses in Turkey Ahipasaoglu, S. & Celtek, E.

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Preservation of Environmental Quality and Tourist Investments Accinelli, E., Brida, J.G. & Carrera, E. JS. The Financial Structures of the Hotel Industry Companies: Designing Expansion Strategies Such Devesa, M.J., Parte Esteban, L. & Garre Martinez, A.

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Some Suggestions to Find and Improve Handicrafts 123 that Help the Turkish Tourism Bezirci, Z. & Akan, M. 12. Event Tourism, Mega Events and Development of the 135 Cities: The 23rd Summer Universiade 2005 Izmir Yenipinar, U., Balta, S. & Karagoz, D. Part 3:Methods of Evaluation: Nuances for Tourism 13. Essay of Application of the Concept of “Permanent 145 Regime” in the Analysis of Tourism Flows: Tendencies and Impacts of the Shocks on the Dynamics of Tourism Trends Caccomo, J- L & Promchanya, A. 159 14. Positioning Cruise Vacations Agosta, P., Calcagni, P. & Cappiello, G. 15. The Capacity of Hotel Rooms in Selected European 171 Countries Correlates with Internet Search Results for Hotel Accommodations Anastasiou, S., Moira, P., Milonopoulos, D. & Nathanailides, C. 183 16. The Distinctiveness of Hotel Accounting Filios, V.P. 17. Simple Needs, Deep Pockets – A Neglected Market 189 Segment Poole-Street, B. 18. An Empirical Study of the Relationship among 203 Leisure Experiences and Destination Image: A Case of Janfusun Fancy World Tung, W., Wen, Y-C & Lin, C-P 19. Developing Performance Measurement Model of 223 Tour Guides Huang, L. & Chen, C-W 11.

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Preface This volume represents the efforts of the administration of the Athens Institute of Education & Research (ATINER), and its Director, Dr. Gregory Papanikos. The collection is the product of ATINER‟s first-ever International Conference on Tourism, held in Athens, Greece, in May of 2006. As such, the papers and presentations drew upon a wide range of topics in tourism research. While this did not provide the basis for a sharply-focused, thematic collection, it did serve to bring together a critical mass of researchers and practitioners from a wide-range of backgrounds for future research projects and agendas. Despite its disparate themes, this volume has a broader objective designed to contribute to various theoretical and methodological debates in the realm of tourism studies. The lively contributions at the ATINER International Tourism Conference of 2006 proved to be valuable for further research of participants and others in the field. As such, and as Head of ATINER‟s Tourism Research Unit, I am most grateful to all of the contributors to this symposium for their cooperation and participation. It is our sincere hope that this symposium and collection serves as an impetus for further collaboration on the various aspects of the tourism project that is the life-blood of many countries and small island nations the world over. ATINER is committed to facilitating research projects toward the end of furthering broad and sustainable social, economic, and environmental development via tourism and its multi-faceted activities. Special thanks are due to the staff of ATINER, whose cooperation in the organization of the conference and in the preparation of the book has been substantial and very much appreciated.

Dr. Mike-Frank G. Epitropoulos TEI Piraeus – Spetses Island Campus

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List of Contributors Accinelli, E., Full Professor, Universidad Autonoma Metropolitana, Mexico Agosta, P., Assistant Researcher, Universita degli Studi di Milano, Italy Ahipasaoglu, S., Associate Professor, Anadolu University, Turkey Akan, M., Assistant Professor, University of Selcuk, Turkey Anastasiou, S., Lecturer, TEI of Epirus, Greece Balta, S., Assistant Professor, Yasar University, Turkey Bezirci, Z., Assistant Professor, University of Selcuk, Turkey Brida, J.G., Assistant Professor, Free University of Bolzano, Italy Caccomo, J-L, Manager of the Tourism Economics Team of G.E.R.E.M., Perpignan University Via Domitia, France Calcagni, P., Assistant Researcher, Universita degli Studi di Milano, Italy Cappiello, G., Professor, Universita degli Studi di Milano, Italy Carrera, E. J.S., Assistant Professor, Universidad Autónoma de Coahuila, Mexico Celtek, E., Researcher, Anadolu University, Turkey Chen, C-W, Graduate Student, National Kaohsiung Hospitality College, Taiwan Daskou, S., Lecturer, Deree College, Greece Epitropoulos, M-F, G., Head, Tourism Research Unit, ATINER, Greece Filios, V.P., Associate Professor, University of Ioannina, Greece Garre Martinez, A., Banco Espanol de Credito, Spain Gavrili, D., Lecturer, Deree College, Greece Gula, J., Associate Professor, Hawaii Pacific University, Honolulu, USA Huang, L., Associate Professor, National Kaosiung Hospitality College, Taiwan Kaplanidou, K., Ph.D. Student, Michigan State University, USA Karagoz, D., Master Student, Anadolu University, Turkey Karlis, G., Associate Professor, University of Ottawa, Canada Li, C.J., Assistant Professor, Providence University, Taiwan Lin, C-P, Graduate School of Business Administration, National Chiayi University, Taiwan, ROC Liu, J.S., Instructor, Providence University, Taiwan Milonopoulos, D., Assistant Professor, TEI of Piraeus, Greece Moira, P., Reader, TEI of Piraeus, Greece Nathanailides, C., Reader, TEI of Epirus, Greece Ohl, C.M., Reader, TEI of Piraeus, Greece Papageorgiou, G., Lecturer, University of Surrey, UK Parte Esteban, L., Professor, Universidad Nacional de Educación a Distancia, Spain Poole-Street, B., Professor, Chaminade University of Honolulu, USA Promchanya, A., PhD Student, Prince of Songkla University, Thailand Such Devesa, M.J., Lecturer, University of Alcala, Spain Tung, W., Graduate Institute of Marketing and Logistics Management National Chiayi University, Taiwan, ROC

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Veloutsou, C., Senior Lecturer, University of Glasgow, UK Wen, Y-C, Institute of Marketing and Logistics National Chiayi University, Taiwan, ROC Yenipinar, U., Assistant Professor, The Ege University, Turkey

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Management

1 Introduction Mike-Frank G. Epitropoulos, Head, Tourism Research Union, ATINER

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e have divided this diverse volume on tourism into three broad areas of investigation, representing fundamental aspects of academic inquiry and practical application. With the range of topics presented at this first, general international tourism conference, it is understandable that the precise “fit” of each article into particular areas was not possible, but neither was it the aim. Rather, the areas are designed to effectively group the papers by topic, method, and theme. The first section of this volume is entitled, “Tourism‟s Pushes and Pulls: Motivations and Marketing.” In the spirit of, “what came first – the chicken or the egg?”, we present the papers that investigate tourist motivations, on the one hand, and the effectiveness of marketing to “spark” tourism choices, on the other. This collection of papers necessarily includes those that delve into some of the psychological aspects of consumer decision-making and other qualitative methods and considerations that are not easily quantifiable. Kaplanidou and Karlis open the volume with their fitting research on the recent Athens 2004 Olympic Games, with an analysis of “distance and image congruity,” regarding precisely the issues of location, mental imagery, and tourist decision-making. The second article by Liu and Li shifts the focus to organized, “serious” leisure tourists and elaborates on how group leisure activities create significant tourism market niches, with the example of kite players. Daskou then analyzes “relationship marketing”, with its use of marketmotivators to the tourism industry, in the third article of our opening section. In the fourth article, Ohl and Gula present an analysis of destination and theme park tourism that in essence is of the classic types of tourism that “pull” large numbers of package visitors. Papageorgiou then introduces a clever notion of how the Greek “gene” – produced through a myriad of public-private interactions – is, in fact, part of Greece‟s “tourism product”. It is implied here that part of Greece‟s lure is it‟s imperfections, raising questions about the effectiveness and/or desirability of “correcting” or “stream-lining” imperfections or inefficiencies of Greece‟s tourism structure. In a related article, Veloutsou presents a strong close to the first section of our volume

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discussing Greece as a “brand.” In her article, Veloutsou links marketing theory with practice, and ventures into notions of “image” and “reputations” of brands – but for a country. The second thematic area of our volume takes us into the realm of the applied. This positivist-inspired section is entitled, “Development and Policy: Some Tourism Planning Issues.” As with the first section, this set of articles is neither exhaustive or topically conjoined. One interesting and attractive attribute of the selection of articles herein is a focus on environmental, agricultural, rural, and other „alternative‟ tourism development types and models. This is important for many reasons. The mass, package tourism model has left many tourism sites in its wake, with failed infrastructures, degraded environments, and corrupted culture – not to mention extreme inequalities of wealth and income. In today‟s increasingly competitive tourism markets, governments, planning agencies, and many varied tourism bodies are faced with the challenges of confronting tourism issues in a coordinated manner. This necessarily implies a straddling of public and private interests that both directly and indirectly impact host societies. Epitropoulos opens this section with his article, “Agrotourism as a Sustainable Rural Development Tool.” In this piece, the author grounds the analysis of tourism on the Greek islands and rural Greece within the framework of development theory, raising fundamental questions that challenge and provoke conventional thinking in tourism “industry” circles. In their related piece, “Rural Tourism: The Profile of Eco-Agro Tourism Farm Businesses in Turkey,” Celtek and Ahipasaoglu take up the issue from a more applied approach. The third article of this section, by Brida and Accinelli, entitled, “Preservation of Environmental Quality and Tourist Investments,” continues the strand of articles concentrating on eco-, agro- and „sustainable‟ tourism models, and goes further by paying equally heavy attention to the economic side of the equation in terms of returns on investments. In the fourth article of this section, Devesa goes further into private sector planning with his, “The Financial Structure of the Hotel Industry Companies: Designing Expansion Strategies.” Bezirci and Akan take us back to alternative tourism development and promotion modes with their article, “Some Suggestions to Find and Improve Handicrafts that Help Turkish Tourism.” This fifth piece is one that links applied policy with rural and traditional considerations. Finally, the sixth article of our policy and development section shifts gears within the Turkish context once again, with Yenipinhar‟s, “Event Tourism, Mega Events and Development of the Cities.” This article, which specifically discusses The 23rd Summer Universiade 2005 in Izmir, discusses the many planning and development considerations involved in large-scale event planning that is tourism related beyond the specific event – such as Olympic Games – World Sports Championships, etc. All in all, this policy and development section covers a wide-range of relevant tourism topics that can provoke thought and discussion in tourism planning and research circles. How can we reasonably assess “successes” or “failures” of tourism, however? Are profitability or return-on-investment alone enough to make such

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a judgement? How do we keep track of and account for the very diverse activities that comprise what we think of as “tourism?” We positioned of final section, “Methods and Evaluation: Nuances for Tourism,” as the close of our introductory volume because at the end of the day we need to be able to assess whether or not all of well-intentioned, wellthought-out theories, policies, and programs are working or not. With this set of articles we keep the classic “scientific method” at the core of our fundamental approach to this first endeavor by allowing assessment to lead to further questions and further research. This has been one of our core aims in ATINER conferences: fringing practitioners and researchers together to share information, methods, and problems, that then leads to practical collaboration across disciplines for the betterment of society as a whole. Caccomo‟s, “Essay of Application of the Concept of „Permanent Regime‟ in the Analysis of Tourism Flows: Tendencies and Impacts of the Shocks on the Dynamics of Tourism Trends” leads the section. Caccomo introduces flow analysis methods and discusses their strengths and weaknesses in applied cases herein. Agosta, Calcagni, and Cappiello then add their piece, “positioning Cruise Tourism,” in an article which is versatile enough to have included effectively in any of our three sections. The third article, “The Capacity of Hotel Rooms in Selected European Countries Correlates with Internet Search Results for Hotel Accommodations,” by Anastasiou, Moira, Milonopoulos, and Nathanoulides links hotel industry data with internet data in an interesting way, begging further research. Vassilis Filios and his expertise in accounting is exhibited in the fourth article of this section, “The Distinctiveness of Hotel Accounting,” which aims to highlight and emphasize the sector-specific needs and nuances of tourism, and specifically hotel accounting. In the same way, Poole-Street‟s piece, “Simple Needs, Deep Pockets – A Neglected Market Segment,” aims to uncover a specific, and lucrative tourism market niche. The section‟s sixth article also could have been positioned in other sections of the book, but Wen and Lin‟s, “An Empirical Study of the Relationship Among Leisure Experiences and Destination Image: A Case of Janfusun Fancy World,” best fit here for their methodological insights and usage. Finally, the events and last piece in the section is Huang and Chen‟s, “Developing Performance Measurement Module for Tour Guides.” The authors present their ideas for quantifying and evaluating tourism service workers in ways that – again – call for further discussion and analysis. In the final analysis, this volume, like the meetings out of which they emanate, represents a solid first effort of convening the works of academics and practioners of tourism. There is certainly room for more focused and specialized work and/or for more thematically-organized meetings or volumes, but that was not the aim here. Rather, our aim was to ignite the interest of those working in the tourism field from various backgrounds, to bring them together, and to provide the forum and the environment from which future, interdisciplinary and applied collaborations might take place. We feel that our first attempt was a solid one, and we will work to build upon it. This process

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itself is one which will require the collaboration of many people from varied backgrounds, but is one that will succeed if given a true chance.

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Event Tourism, Mega Events and Development of the Cities: The 23rd Summer Universiade 2005 Izmir

12 Event Tourism, Mega Events and Development of the Cities: The 23rd Summer Universiade 2005 Izmir Uysal Yenipinar, The Ege University, Turkey & Sabah Balta, Yasar University, Turkey & Deniz Karagoz, Anadolu University, Turkey

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ourism has been one of the main export services in the last decade in Turkey. There is a severe competition at regional, national and international levels. While some regions and cities were popular in 70’s and 80’s, some new regions and cities gained greater importance in Tourism. İzmir was a pioneer tourism provincial city in the past and now it is the second touristic destination across the country. In order to regain its previous importance, İzmir arranged the 23’th summer Universiade 2005. The aim of this study is to discuss the social impacts of the 23rd Summer Universiade 2005 the on inhabitants of İzmir Province. Events are produced by numerous organizations for many reasons. Most activities are held by governmental and nonprofit community-based organizations. Increasingly, events of all kinds are being organized by nonprofit companies, tourism agencies, resorts, and faculty managers. The events are created or fostered in pursuit of general leisure, sports , cultural, economic, environmental, or social goals to fit the communutiy development context. Many events, especially meeetings, conventions, parties and publicity events, are held by enterpreneurs directly for clients. These events are intended to raise money and awareness, and get support to make people active (Hall). Their volume should exceed 1 million visits, their capital costs should be at least $ 500 million, and their reputation should be of a ‘must be seen’ event. Mega events, by way of their size or significance, are those that yield extraordinary high levels of Tourism and media coverage. (Getz 1997)

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Mega events are those that are so large that they affect the entire economy and reverberate in the global media. They include Oliympic Games and World Fairs. However, it is difficult for many other events to fit into this category. Getz (1997) and Hall (1992) define tourism mega events such as World Fairs and Expositions, the World Soccer Cup Final, or the Olympic Games, as events which are expressly targetted at the international tourism market and may be suitably described as ‘mega’ by virtue of their size in terms of attendance, target market, level of public financial involvement, political effects, extent of television coverage, construction of facilities, and impact on economic and social set up of the host community. Olympic Games are defined as a sports event that does not require any entry qualifications that do not offer any championship prize, and involve very little competition among the participants and health-related fitness while emphasizing excessive competition (Nogawa&Yamaguchi&Hagi, 1996). Hosting a mega event is often deliberately exploited in an attempt to develop urban areas through the construction and development of a new infrastructure, including road&rail networks, airports, sewage&hastings.

Social Impact Several studies found that residents benefiting from Tourism have higer level of support and thus report more positive impacts (Kings, Pizam,Milman1993 Husbands 1989; Madrigal 1993; Lankford and Howard 1994: Doğan 1989: Tosun 2002; Mansfeld 1992; Cohen 1988; Rothman 1978)b. Similar studies explored the role of event torism on urban develepment (Long and Sellars 1996; Light 1992; Law 1963; Chormichael 2002).Hosting a premier event is desirable as a growth promotion strategy because that can even lead to reshape the city’s physical structure. Despite the enormous amount of attention and controversy that accompanies a mega event, little concern has been paid to the potential consequences of this policy for the host cities (Burbant M.J.&G.A.&C.H.) Apart from obvious manifestations of physical damage to the environment, Tourism can also contribute to social conditions that may lead to serious problems in the host society, including changes in value systems, individual behavior, family, relationship, collective life styles, traditional ceremonies, or community organizations.(Milman and Pazam 1988) Unfortunately, it is often difficult to measure the known social impacts of Tourism. To a large extend, they are indirect. One may also suspect that there are other impacts yet to be discovered. In general, hosts’ attitudes and perceptions toward Tourism vary on a continuous scale between negative to positive (Belile and Hay 1980; Gant 1980; Pearce 1980; Pizam 1978; Thomson, Crompton and Camp 1979). Believing that tourism will continue to generate substantial economic and social benefits for communities and countries and that it is not the sole cause of social problems attributed to or

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associated with it. Being determined to remove the social abuses and exploitation arising from, associated with or occasioned by tourism and its related activities.(M.Declaration 1997) Hypothesses This study, which was exploratory in nature, hypothesized that The Social Impact of the 23rd Universiade 2005 İzmir would lead to positive resident attituedes and the residents’ perspectives about the event. Additionally, it was anticipated that the residents’ and the entrepreneurs’ overall attitude toward Event Tourism effected by certain socioeconomic demographic characteristics such as age, education, place of employment, gender etc. Furthermore, if the residents had been informed long before the 23rd Summer Universiade 2005 was held in İzmir, the evaluation and the consequences would have been different.

Methodology This study has been carried out in İzmir on the coastal area of the Agean Region. It is the third largest city in Turkey. Its metropolitan population is 2.273.388. İzmir’s Tourism industry is rather in recession due to the new popular destinations. It is a western looking city. It is also claimed that Izmir is the most progressive city in Turkey compared to the other parts. The inhabitants of the city have always been a part of innovations and have welcomed festivities such as; International Fair, the National Economic Congress and Jazz Festival. Tourism and events could help to develop an active kind of life style. In order to test the above mentioned hypotheses, a total of 600 residents were interviewed during the summer of 2005 August when the 23rd Summer Universiade were held in İzmir. The questionnaire consisted of two pages in two sections. In the first section there were questions eliciting the attitudes of people These questions included domains such as; cultural and social aspects, promotional and advertising effects, physical and environmental aspects, technological aspects, image and quality factors, availabilty factors, economic factors, etc. The response to each question was rated on a 5 point Likert type scale ranging from - 5 to +5 with zero equalling no effect on the item resulting from the Event tourism. The second section of the inhabitants’ questionnaire dealt with social-economic demographic data. General Profile of the Sample Group The majority of the respondents had a university degree (about 63 %), and their ages ranged between 18-29 and 30-40 years. Most of them (38 %) were student, 30 % employed in the private sector, 16 % employed in the public

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sector, 10 % retired, 7 % housewife, and 2 % unemployed. About 62 % were male, and 38 % female. Of those respondents; 33 % wereinformed about 23rd Universiade 2005 İzmir via TV or radio programs, 23 % news and magazines, 13 % at his or her office, 12 % from their friends, 11 % from internet, only 8% of them realised the billboard and olympic flags. Four sections of the citiy were chosen. These four sections represented the general cross-section of the inhabitants of the city. Sample of İzmir residents was drawn from four important parts of the city. Those places were; Kemeraltı area - a famous traditional old shoping Bazaar, Konak- a famous public square where the people gather together, Kordon -a place where the people stroll along the promenede the gulf of İzmir and famous fish restaurants, entertainment clubs and cafees are present. The fourth section is Aslancak -a modern shopping street where the caffes and take-away restaurants are located. In addition, during the games , most of the staduims were visited and questionnaires were filled. Interviews were conducted by researchers themselves in person and oral and written valuable comments of inhabitants were recorded as well. Limitations Interviews were started on the last days of Universiade in order to measure the results. Most of the respondents were very ethusiastic and excited by the games and helped willingly to fill in the forms at the sports arenas, spectators were very excited by the games and could not pay any attantion to the questions. Basketball, eskrim and cym spectators responded respectfuly and made it easy for us. Participants were also wanted to interview, but due to the safety refulations of FISU we have not been able to get the required permission. Results Regarding Inhabitants’ Overall Attitude Toward Event Tourism, Table 1 summarizes the inhabitants’ response to the social impact of the 23rd Summer Universiade 2005 İzmir. As can be seen from the factor analysis of 15 variables, the inhabitants’ felt that the most positive impact of Universiade in İzmir were; the method of factor analysis was used and then the multiple correlations as communality estimates, and with the varimax rotation the sixteen variables were found representing the current level of event tourism social impacts. The rotated solutions yielded theree factors explaining 52,7 % of the variation. Considering loadings over 87,6 %, the three factor essentialy reuflected the following constructs: Social and cultural factors, physical and quality of environmental factors, hospitality and Pride factors (Table; 1). The reliability was emphasised by the mentioned methods. The results indicated that 20 variables significantly predicted respondent’s level of support

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for the 23rd Summer Universiade 2005 İzmir. Inhabitants’ supporting the Event Tourism in İzmir were found to have the following attitudes and personal characteristics:     

Having the popularity of the city world wide. Believing in the fact that the city’s transport infrastructure will substantially improve. uplifting the Tourism industry to a higher market. The success of the Universiade will lead to the upgrading of the cultural attractions and touristic facilities. Believing in the improvement of environmental protection

Table 1. Factors Representing Current Level of Positive Social Impacts of the 23rd Summer Universiade 2005 İzmir Impact

Social and cultural factors motivates to improve sportive activities and sportsmen recognization of local culture and local sites highlights the social activities promotes to learn foreign language and jop opportunuties preservation and presentation of the cultural heritages. helping cultural exchange unawere of the richness of social life Physical and quality of environmental factors, The quality of municipalty services The quality of Hotels and restaurants The quality of garbage disposal reinvigoration of the city the quality of traffic Hospitality and Pride factors -

proud about the Event good relation with participants trusting the quality of food and beverage service industry

Factor 1 “cultural” 3.316

Factor 2 “Physical” 2.744

Factor 3 “image” 1.732

0.716 0.675 0.667 0.653 0.635 0.594 0,488

0.796 0.746 0.656 0.565 0.493 0.678 0.625 0.598

KMO= 0.876, Total Varyans explanation rate: 52.70 %, Cronbach’s Alpha 0.860, Factor 1: 22.105, Fac.Fak2: 18.317, Fac.3: 11.565.

The results indicated that 20 variables significantly predicted respondent’s level of support for the 23rd Summer Universiade 2005 İzmir. Residents who

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supported Event Tourism in İzmir were found to have the following perceptions and personal characteristics:     

Believing in the fact that the young ones will have the chance to improve their foreign languages. Believing in the fact that new job opportunities will emerge. Making the inhabitants conscious of their historical and cultural heritage. The importance of Turkish Cousine has been enhanced and they were given the chance to sample the world famous Mediterranean delicacies. Taking pride in this organization and also believing that they would be able to undertake similar projects in such great success.

Conclusions This study aimed at evaluating the social impacts of Summer Universiade 2005 on the inhabitants of İzmir and drawing attention to the splendid past of İzmir in terms of tourist potential and living it up once again. This momentum was triggered with the so called Summer Olympics, Universiade held in 2005 and residents would like to regain its former popularity benefiting from the chance offered by the games. The dynamism created by the Summer Olympics Universiade has given rise to the enthusiasm among the people of İzmir for further projects such as Expo 2015, which is considered one of the most significant fairs world-wide. Our modest aim is to be able to realise this dream project into a tangible one and it is strongly hoped that this dream might come true with our humble contributions. By the people of İzmir, the event was considered as an opportunity to increase the living conditions and life style of the city. Most residents said that they would like to see another Universiade or similar event in İzmir in the future. Even before this outpouring of creativity, growth in the number, size and diversity of special events has been staggering, so this trend will clearly continue well into the 21st century (Getz 2000). The commonly- held perspective of many government authorities of the social benefits of using events as a component of city renewal programs is presented by Hillman (1980, p.4). Hillman emphasizes the role of events in animating the city and making them places of attraction centers. Events have the power to challenge imagination and to explore possibilities. Research suggests that local communities often value the ‘feelgood’ aspects of hallmark events, and are prepared to put up with temporary inconvenience and disruption because of excitement generated, and the longterm expectation of improved facilities and profile. In fact, even though the financial impact was not our interest in this study, great emphasis was often placed on it, partly because of the need of employers

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and governments to meet budget goals and justify expenditure and partly because such impacts are most easily assessed. However, the event manager should not lose sight of the full range of impacts resulting from the event and the need to identify, describe and manage them. It is also important to realize that different impacts require different means of assessment. For example, social and cultural benefits play a vital role in calculating the overall impact of an event but describing them refers to a descriptive rather than statistical approach. Some of the complex factors that need to be taken into account when assessing the impacts of events are discussed. Discussing the social impact of tourism and considering how to maximize their positive aspects and minimize their negative effects should be more important for the future organizations.

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