Event Evaluation

Government and industry are aware that the full value of the business event sector needs to be established. To date, the sector has been evaluated on the economic contribution it makes to host destination tourism. The tourism contributions have been impressive in themselves; however, this narrow focus has failed to account for a more extensive set of contributions to economies and communities. Impacts from business events in areas such as innovation, education, networking, trade, research, and practice are generally considered to outweigh the financial returns of the tourism spend. Although anecdotal evidence of the value of business events beyond the tourism dimension has been evident for some time, empirical research in this area is limited. This article has four objectives: first, to highlight the research need for understanding the broader impacts of business events beyond the tourism spend; second, to identify the range and impact of contributions made by business events to host communities beyond the tourism spend; third, to examine five Australian business events utilizing a grounded theory approach and present a range of identified legacies in the categories of knowledge expansion; networking, relationships, and collaboration; educational outcomes; raising awareness and profiling; and showcasing and destination reputation. Finally, the article discusses the implications of these findings for the business events sector.

The research presents a critical evaluation of the current methods
used to measure the effectiveness of experiential marketing techniques.
The article begins by reviewing the literature relating to
event and experiential marketing and existing appropriate evaluation
techniques. Secondary research is then used to highlight
specific tools and methods currently being used in the experiential
marketing industry. This secondary research is explored further
through interviews with four experienced providers of marketing
events. The findings indicate that current methods do not appear
to be comprehensive or reliable due largely to the intangibility of
the event experience. Based on these findings a framework is developed
to guide future research, both academic and practitioner,
into measuring the effectiveness of experiential marketing events.

Purpose -The purpose of this paper is to review the techniques involved in participant observation and to assess the strengths and weaknesses of the method as related to event research. Design/methodology/approach -A review of the literature examines applications of the research method and discusses the steps of the research cycle. Using the example of the Swell Sculpture Festival, participant observation is demonstrated to be a highly appropriate method to gather data on interactions and relationships through the recording of behaviour, conversation and experience in situ. Findings -Participant observation has been used to inform the development of management strategies, including management of crowd behavior, public risk and safety.

The public sector has long been the provider of special events with the requirements for public assembly, and, in more recent years, community events such as those related to the Millennium and the Queen's Golden Jubilee celebrations have increased local government involvement. Events have become an integral part of the collective communities' psyche in terms of celebration of culture and as a demonstration of civic pride providing social as well as economic benefits. Previous research has shown that it is possible for public sector marketing strategies to utilize events strategically to bring long-term economic and social benefits to the location and its community. This article builds on the work undertaken by Bennett and Koudelova into the image creation of downtown areas in London and New York, which recommended that a more "strategic" marketing orientation within the Councils was preferable to an "operational" marketing orientation, which was found to be restrictive and negative. This research attempted to ascertain whether or not events are being used strategically or operationally within the marketing plans of London Borough Councils. In-depth interviews with four borough councils were used to gather first-hand data supplemented by the analysis of relevant documentation. The findings indicate that the place marketing functions of these Councils can be carried out in a more effective way through the use of events that are integrated into a strategic plan. Although the boroughs investigated are moving towards a more strategic use of events, the focus is still operational and ad hoc, resulting in missed opportunities. The benefits of a wider long-term use of events within place marketing strategies are clear; however, the funding and organizational structure of local authorities can create barriers to achieving this.

Edited by Andres Coca-Stefaniak, this report explores issues related to the governance of events and festivals, typologies and impact monitoring practices within the sphere of sustainability as related to events and festivals. The study includes a review of practice and policy across 10 European countries.

Festivals can improve the image of host communities, making them an appealing destination and boosting local economy. However, it is hard to measure their actual impact, which is a key factor to justify governments’ initiatives. This study aims to verify how accurate direct expenditure analysis can be. First, the impact of new visitors’ expenditure is calculated based on a survey. Then, consumption indicators are used to forecast the actual economic impact of the festival. Finally, both results are compared. Even though the values gathered with consumption indicators are only a lower bound of the festival’s impact, this study found that assessing expenditure intentions during the festival leads to impact estimates that can be three times higher. The theoretical contribution of this study is to identify direct expenditure analysis weaknesses and how to reduce their effects.

Festivals can improve the image of host communities, making them an appealing destination and boosting local economy. However, it is hard to measure their actual impact, which is a key factor to justify governments’ initiatives. This study aims to verify how accurate direct expenditure analysis can be. First, the impact of new visitors’ expenditure is calculated based on a survey. Then, consumption indicators are used to forecast the actual economic impact of the festival. Finally, both results are compared. Even though the values gathered with consumption indicators are only a lower bound of the festival’s impact, this study found that assessing expenditure intentions during the festival leads to impact estimates that can be three times higher. The theoretical contribution of this study is to identify direct expenditure analysis weaknesses and how to reduce their effects.

Festivals can improve the image of host communities, making them an appealing destination and boosting local economy. However, it is hard to measure their actual impact, which is a key factor to justify governments’ initiatives. This study aims to verify how accurate direct expenditure analysis can be. First, the impact of new visitors’ expenditure is calculated based on a survey. Then, consumption indicators are used to forecast the actual economic impact of the festival. Finally, both results are compared. Even though the values gathered with consumption indicators are only a lower bound of the festival’s impact, this study found that assessing expenditure intentions during the festival leads to impact estimates that can be three times higher. The theoretical contribution of this study is to identify direct expenditure analysis weaknesses and how to reduce their effects.

Festivals can improve the image of host communities, making them an appealing destination and boosting local economy. However, it is hard to measure their actual impact, which is a key factor to justify governments’ initiatives. This study aims to verify how accurate direct expenditure analysis can be. First, the impact of new visitors’ expenditure is calculated based on a survey. Then, consumption indicators are used to forecast the actual economic impact of the festival. Finally, both results are compared. Even though the values gathered with consumption indicators are only a lower bound of the festival’s impact, this study found that assessing expenditure intentions during the festival leads to impact estimates that can be three times higher. The theoretical contribution of this study is to identify direct expenditure analysis weaknesses and how to reduce their effects.

Festivals can improve the image of host communities, making them an appealing destination and boosting local economy. However, it is hard to measure their actual impact, which is a key factor to justify governments’ initiatives. This study aims to verify how accurate direct expenditure analysis can be. First, the impact of new visitors’ expenditure is calculated based on a survey. Then, consumption indicators are used to forecast the actual economic impact of the festival. Finally, both results are compared. Even though the values gathered with consumption indicators are only a lower bound of the festival’s impact, this study found that assessing expenditure intentions during the festival leads to impact estimates that can be three times higher. The theoretical contribution of this study is to identify direct expenditure analysis weaknesses and how to reduce their effects.

The research presents a critical evaluation of the current methods used to measure the effectiveness of experiential marketing techniques. The article begins by reviewing the literature relating to event and experiential marketing and existing appropriate evaluation techniques. Secondary research is then used to highlight specific tools and methods currently being used in the experiential marketing industry. This secondary research is