1. challenge for EM
1.1. 老手 sophistication of event audience
1.2. complex legislative environment
1.2.1. difficult
1.2.2. expensive
1.2.2.1. License
1.3. professionalisation
1.3.1. best practices
1.3.1.1. risk management
1.3.1.2. project management
1.3.2. Qualification
1.4. environmental sustainabiblity
1.5. fragility international finance market
1.5.1. deliver more with less
1.6. too many events
1.6.1. Competitor
1.6.1.1. harder to differentiate
2. Size
2.1. Mega event
2.1.1. high economic
2.1.1.1. olympic Games
2.1.1.2. FIFA World Cup
2.1.2. high media coveage
2.2. hallmall event
2.2.1. synonymous
2.2.1.1. Wimbledon
2.2.1.2. Bun Festival
2.3. major event
2.3.1. annual/one-off event
2.3.1.1. CNY
2.4. local/community event
2.4.1. local cultural
2.4.1.1. religious
2.4.1.2. tradition
2.4.1.3. neighbourhood event
2.4.1.3.1. book fair
2.4.1.3.2. winter festival
3. definition
3.1. to describe
3.1.1. presentation
3.1.1.1. consciously plan
3.1.1.1.1. to achieve goals
3.1.2. specific rituals
3.1.3. performance
3.1.4. celebration
3.2. onetime/infrequently
3.2.1. outside the normal proramme
3.3. opportunity
3.3.1. customer
3.3.1.1. outside/beyound
3.3.1.1.1. evenyday experience
3.4. novelty facotr+unique theme
3.4.1. create instant and heightened appeal
4. benchmark
4.1. historical event
4.1.1. season
4.1.1.1. harvest rituals
4.1.1.2. Easter
4.2. private event
4.2.1. brithday
4.2.2. wedding
4.2.3. death funeral
4.3. public event
4.3.1. FIFA World cup
4.3.2. Olympic Games
5. trend
5.1. integrated resort development
5.1.1. entertainemnt
5.1.2. business
5.1.3. leisure pds
5.1.4. e.g. the venetian in Macau
5.1.5. e.g. Genting in Malaysia
5.2. E-event
5.2.1. electronic connectivity
5.2.1.1. registration
5.2.1.2. marketing
5.2.1.3. communication
5.3. green-event
5.3.1. environmentally friendly event
5.3.2. going green practices
5.4. quality
5.4.1. vale of money
5.4.2. target to service
5.4.3. looking for 'package experience'
6. why emerge?
6.1. leisure concept
6.2. leisure time
6.3. marketing mix
6.3.1. Ad / PR
6.3.1.1. destination
6.3.1.1.1. enhance profile
6.3.1.2. corporate
6.3.1.2.1. profits
6.3.2. tool for increase repeat business
6.4. growth of Sponsorship
6.5. increasing awareness of tourism
6.5.1. attract more ppl
6.5.2. entend length of stay
6.6. technology
6.6.1. media coverage
6.6.1.1. 08 olympic
6.6.2. social media
6.6.2.1. easy to get infor.
6.6.2.2. promotion