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A recognized authority in the field, the author details the history and defines the role of hallmark events--ranging from cultural festivals to Olympic Games--focusing on their relationship to tourist development and marketing. Considers planning implications and their importance as major income generators. Tackles marketing questions and provides a workable strategy for the design and management of hallmark events that is full of sound, practical advice based on global experience.
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Book Description *Belhaven Press, 1993. Hardcover. Condition: New. book. Seller Inventory # M0471946133