Part 1/5: Introduction

Objective & Methodology of research for this report

The objective of this report is to evaluate the success of the Korean Flavour Fiesta 2008. It is also to identify how the various factors of the event marketing mix had been used in the Korean Flavour Fiesta 2008 and to assess how well the 8Ps had been used to play a part in the success of the festival. The other objective is to reflect on the role of the event to Singapore and its importance to the tourism economy. The methodology of research is by visiting the Korean Flavour Fiesta at Vivo City Sky Park on the 1^st of November and experiencing the event personally and also by researching online and in books recommended pre-assignment reading (Event Management and Event Tourism) in Temasek Polytechnic library and also through brochures collected during my visit to the event.

Background of Korean Festival 2008

This year’s festival is one of the largest cultural events in Singapore to showcase Korea’s culture. It emphasises on Korean food, K-Pop, traditional dances and sports and other Korean cultures. The theme for this year’s Korean Festival is “Communication and Sharing”, aiming to bring Singaporeans and Koreans closer to each other and understand each other better. As for the Korean Flavour Fiesta, it was held on the first day of the festival and a myriad of colourful performances marked the opening ceremony of the Korean Festival.