The Cultural Dimension of Event Management: The Case for Understanding Confucianism

摘要

There is much evidence that event management is being recognised as a significant sector of the international tourism and leisure industries. While event management research is increasingly international, there is a paucity of research on the cultural dimensions of event management. Considering that event management activity is commissioned by different cultural groups and events increasingly cross cultural boundaries, it is imperative that event management professionals broaden their understanding of the philosophical underpinnings of different cultures. Since the early 1980s, Confucianism has reappeared as a significant philosophical interest in both the East and West and there has been widespread recognition of the importance of Confucian philosophy which scholars have identified as a form of renaissance (Hall & Ames, 1987; Little & Reed, 1989; Tu, 1996). Confucianism has had a profound influence on many parts of Asia and continues to be an influential force in Asian education, politics and business (Dirlik, 1995). New interpretations are necessary so that the richness of the Confucian tradition can be explored within the context of event management. Bearing in mind that approximately one quarter of the worldu27s population has a Confucian heritage, that the Chinese diaspora around the world is notable, that a variety of scholars have predicted a revival in Confucian thought and that there are significant numbers of Confucian travellers, the clear conclusion that one is drawn to, is that it may be useful if not indeed necessary, to recognise the key elements of the Confucian value system when developing, marketing and managing events. This paper offers an examination of some of the key concepts of Confucianism that underpin Confucian human relations and interactions and draws some implications for event management in the specific areas of protocol, and business and social ethics.