Hallmark Events

Hall, C.M.1989, The definition and analysis of hallmark tourist events, Geojournal, 19(3): 263-268.

Hallmark tourist events are major fairs, expositions, cultural and sporting events of international status which are held on either a regular or a one-off basis. A primary function of the hallmark event is to provide the host community with an opportunity to secure high prominence in the tourism market place. However, international or regional prominence may be gained with significant social and environmental costs.
Several important features emerge from an examination of the research on hallmark events. First, there is no agreed upon definition of events. Second, major methodological weaknesses emerge in the study of hallmark events. Third, the majority of research is economic in orientation with relatively little attention being paid to the important social and physical impacts of such events.
The paper concludes by noting the general neglect of hallmark tourism events by researchers and the urgent need for further theoretical and empirical studies.

Authors note: it's amazing how little some things have changed in the events literature over 25 year later

El turismo cultural se ha expandido en las últimas décadas. Los destinos turísticos son parte de un mercado altamente competitivo. El patrimonio se ha convertido en un valor económico. Se ha producido la generalización de su comercialización a través de distintos productos turísticos. Es el caso de los eventos culturales con vocación turística. Entre ellos, destacan los eventos distintivos (hallmark events). Son acontecimientos excepcionales. Se desarrollan para mejorar el atractivo y la rentabilidad de un destino. Las efemérides son una oportunidad para organizarlos mediante la celebración de conmemoraciones. En este artículo se analizan los eventos distintivos en grandes destinos del turismo cultural. Con este fin, se realiza un estudio de caso a través del análisis post evento del IV Centenario de la muerte del Greco en la ciudad de Toledo. La metodología empleada consta de la revisión literaria, de la observación directa, del estudio de fuentes y de una encuesta entre visitantes y residentes. Los resultados demostrarán el gran alcance económico y turístico del evento. Sin embargo, entre los visitantes, el Año Greco fue un motivo secundario para acudir al destino. En la comunidad anfitriona, el 40% de los residentes no participaron en el evento.
ABSTRACT: Cultural tourism has really taken off in the last decade touristic destinies are now part
of a highly competitive market. The heritage has turned into an economic asset. Generalization
of its trading is now in place through various touristic products. This is the case of cultural events focusing tourism. Among them stand out hallmark events. These are exceptional events. They take place in order to improve the attractiveness and cost effectiveness of a touristic destination. These occurrences are an opportunity to organize them through remembrance services. In this article we go through hallmark events in main cultural touristic
destinies. That´s the reason why we carry out a study in order to analyze later events after
Greco´s death in the city of Toledo, the IV centenary of his death. The approach used consists
of a literary revision, direct observation analyze sources of information and a poll amongst
visitors and inhabitants. The results will show the great economic and touristic scope of the
event. However among visitors, Greco´s year was a secondary reason to attend the venue.
In the host community 40% of the inhabitants didn´t take part in the event.