Purpose – The purpose of this paper is to discuss the contribution of events to the Niagara region's tourism product. Design/methodology/approach – Using contributing perspectives from the industry and academia, this paper provides an overview of festivals and meeting/convention events in the region. Findings – Drawing from specific examples from the region, reasons for event successes are discussed. A diagram is used to illustrate how event products should be developed in order to help Niagara region tourism and economic growth. Originality/value – Current and future challenges for the region are presented and suggestions for overcoming barriers are provided.
International Journal of Contemporary Hospitality Management – Emerald Publishing
Published: Apr 18, 2008
Keywords: Tourism; Festivals; Canada