Marketing Competencies for Festival Coordinator in 21th Century

Main Article Content

Punnatree Suntisupaporn
Kanokkarn Kaewnuch

Abstract

This articles is presenting the basic idea of event/festival includes definition and typologies. Moreover, presenting the marketing competencies skill for festival coordinators to enhance competitive performance is also presented. Festival plays an important role in society for a period of times. The anthropologists believe that human who lived in society required rituals or activities in order to demonstrate or express victory, sadness or celebration. In the past, most of these rituals or activities are often associated with religious beliefs or created to benefit the cultural symbolic expression. Until a few decades ago festival has been used as a tool for economic benefit. The activity and pattern of festival was modified to accommodate the visitors from outside the community. Which leads to the concept of festival management, festival design, festival planning. These guidelines have been handled more concrete. The competition situation is intense in both number of visitors and the amount of income revenue. The festival coordinators/ organizers requires knowledge, skills, and abilities in many tasks also known as “Competency” to achieve their goals for success which included four competencies ; Technical Expertise, Task Management, Information Management and People Management.

Downloads

Download data is not yet available.

Article Details

How to Cite
Suntisupaporn, P. . ., & Kaewnuch, K. . (2020). Marketing Competencies for Festival Coordinator in 21th Century. Dusit Thani College Journal, 13(3), 476–490. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/241132
Section
Academic Article

References

1. ABSON, Emma (2017). How Event Managers Lead: applying competency school theory to event management. Event Management, 21 (4), 403-419.
2. Ariya Arunin. (2548). Fairs, Festival and Events: Intangible Cultural Landscape for Livable City. (online). Retrieved from http://www.land.arch.chula.ac.th/data/file_20090921161312.pdf.
3. Sakworawich, A. (2004). The concept of Competency: The old story that we lost. Chulalongkorn Journal. 16 (64), 57-78. (In Thai)
4. Puvitayaphan, A. (2010). Competency-based Training Road Map. Bangkok: HR Center. (In Thai)
5. Chuangphusri, P. and Buranasing, S. (2011). Conflict Management and Crisis Management. Bangkok: Prince Damrong Rajanuphap Institute. (In Thai)
6. Boyatzis, R. E. (1982). The competent manager: A model for effective performance. New York: Wiley.
7. Çelik & Çetinkaya. (2013). Festival in Event Tourism: The Case of International Izmir Are Festival. International Journal of Contemporary Economics and Administrative Sciences. 32 (1), 1-22.
8. Chen, HC. & Naquin, SS. (2006). An Integrative Model of Competency Development, Training Design, Assessment Center, and Multi-Rater Assessment, Adv. Dev. Hum. Resource. 8(2): 265-282.
9. CIM. (2016). Professional Marketing Competencies. (online). Retrieved from www.cim.co.uk/competencies.
10. Cudny W. (2014a). Festivals as a subject for geographical research. Geografisk Tidsskrift-Danish J Geogr. 114(2):132–142.
11. Cudny W. (2014b). The phenomenon of festivals—their origins, evolution and classifications. Anthropos. 109(2):640–656.
12. Der Wagen, L.V. (2001). Event Management for tourism, culutual, business and sporting events. First Edition. Australia: Pearson Hospitality Press.
13. Derrett, R. (2003). Making sense of how festivals demonstrate a community’s sense of place. Event Management, 8 (1), 49-58.
14. Dubois, D. D. (1993). Competency-based performance improvement: A strategy for organizational change. Amherst, MA: HRD Press, Inc.
15. Falassi, A. (1987). Festival: Definition and Morphology. In A. Falassi (Ed.), Time out of Time: Essays on the Festival. (1-12). Albuquerque, NM: University of New Mexico Press.
16. Fletcher, S. (2000). Competence-based assessment techniques (2nd rev. ed ed.The Kogan Page practical trainer series). London: Kogan Page.
17. Fogg, C. D. (1999). Implementing your strategic plan: How to turn “intent” into effective action for sustainable change. New York: American Management Association.
18. Getz, D. (1991). Assessing the economic impacts of festivals and events: Research Issues. Journal of Applied Recreation Research, 16(1), 61-77.
19. Getz, D., & Frisby, W. (1991). Developing a municipal policy for festivals and special events. Recreation Canada, 19(4), 38–44.
20. Getz, D. (2008). Event tourism: Definition, evolution, and research. Tourism Management, 29(3), 403–428.
21. Getz, D. (2005). Event Management and Event Tourism (2nd ed.). New York: Cognizant.
22. Heinonen, E. (2012). Competence assessment toolbox for event industry professionals. Bachelor’s Thesis Degree Programme in Experience and Wellness Management. HAAGA-HELIA University of Applied Sciences.
23. Hoffmann,T. (1999). The meanings of competency, Journal of European Industrial Training, 23(6),275-286.
24. Jirasinghe, D. and Lyons, G. (1996), The Competent Head: A Job Analysis of Heads’ Tasks and Personality Factors, The Falmer Press, London.
25. Lanny Vincent. (2008). Differentiating Competence, Capability and Capacity. Innovation Management Services, 16(3).
26. Long, P. T., & Perdue, R. (1990). The economic impact of rural festivals and special events: Assessing the spatial distribution of expenditure. Journal of Travel Research, 28(4), 10-14.
27. Lucia, A. D., & Lepsinger, R. (1999). The art and science of competency models: Pinpointing critical success factors in organizations. New York: Pfeiffer.
28. McClelland, D. C. (1999). Identifying competencies with behavioral-event interviews. Psychological Science, 9(5), 331-339.
29. Saentong, N. (2003). Ma Ru Jak Competency gun ture. Bangkok: HR Center. (In Thai)
30. Nicholson, R., &Pearce, D. (2001). Why do people attend events: A comparative analysis of visitor motivations at four South Island events. Journal of Travel Research, 39(4), 449-460.
31. Noedhaug, O. and Gronhaung, K. (1994). Competences as Resources in Firms. The Internet Journal of Human Resource Management, 5(1), 89-106.
32. O’Toole, W. (2011).Events Feasibility and Development from Strategy to Operations. First Edition. Great Britain: Elsevier.
33. Parry, Scott B. (1997) . Evaluating the Impact of Training. Alexandria, Virginia : American Society for Training and Development.
34. Rajkovic, T & Prasnikar, J. (2018).Technological, marketing and complementary competencies as antecedents of innovative performance. (online). Retrieved from https://www.cerge-ei.cz/pdf/gdn/rrc/RRCVIII_14_paper_02.pdf
35. Robinson, M & Picard, D & Long, P. (2004). Festival tourism: Producing, translating, and consuming expressions of culture(s). Event Management. 8. 187-189.
36. Rassametummachot, S. (2004). Competency: krêuang meu gaan bor-rí-hăan têe bpà-dtì-sàyt mâi dâai. Productivity. 9,53: 20-25.
37. Slack, N., Chambers, S., Harrison, A. and Harland, C. (1998). Operation Management. London: Pitman.
38. Smith, M.K. (2003). Issues in Cultural Tourism Studies. London: Routledge.
39. Spencer, L. M., Jr., & Spencer, S. (1993). Competence at work: Models for superior performance. New York: John Wiley and Sons.
40. Salman Farzalipour et al. (2012). Determining the competencies of Sport Event's Managers. Scholars Research Library. 4(1): 584-594.
41. The Ministry of Tourism and Sports Thailand, 2560. The Second National Tourism Development Plan (2017 - 2021). (online). Retrieved from http://www.wise.co.th/wise/References/Tourism_Industry/Draft_Tourism_Strategy_2560_2564.pdf
42. Vanucci, C. L. & Kerstetter, D. L. (2001). Meeting planners’ use of the Internet to plan group Meetings. Journal of Convention & Exhibition Management, 2(4), 23-36.
43. Wohlfeil M & Whelan S. (2006). Consumer Motivations to Participate in Event-Marketing Strategies, Journal of Marketing Management, 22(5-6),643-669.