Ontologically, all such terms must have agreed-upon definitions and conceptual clarity for the field of event studies to progress. KEY WORDS Hallmark events ontology planning process model INTRODUCTION This conceptual paper examines and defines the concept of hallmark event as a critical concept within the event tourism literature. ![]() This paper is the first attempt to define and conceptualize a critical concept in both the event tourism and event management literature. ![]() Our model is structured around three main outcome goals (attraction, image and branding, and the community) and three major process goals (sustainability, marketing, and organization and ownership). ![]() This generates a model for use by communities and other event-tourism developers. 1 HALLMARK EVENTS: DEFINITION, GOALS AND PLANNING PROCESS Donald Getz University of Queensland Bo Svensson Robert Peterssen Anders Gunnervall Mid-Sweden University ABSTRACT This paper defines and conceptualizes hallmark events, as there is neither clarity in the literature about what the term means nor the exact roles they should play within a community and tourism context.
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