Events Management
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Current Projects
Study on the economic importance of the meeting industry
This study has been commissioned by the World Tourism Organisation in partnership with ICCA, MPI and Reed Travel Exhibitions. The study aims to present a global picture of the state of the meetings industry; to give an overview of how the economic importance of the meetings industry is measured around the world and to deduce the main trends of measurement; and to describe collection statistics and basic data units.
Completed Projects
Study on the Economic Importance of the Meetings Industry: World Tourism Organisation
Funded by: World Tourism Organisation
Duration: One year
The study is in three parts and will contribute to improve the conceptual framework of the Tourism Satellite Account (TSA) and raise worldwide awareness of the need for TSA compilers to identify and measure adequately this segment.
- Part 1 - International Meetings Industry - “At a glance, snapshot…”
- Part 2 - The economic importance of the meetings industry
- Part 3 - Proposals for the improvement of national statistics and the TSA to better reflect the economic importance of the meetings industry.
The WTO Affiliate Members/WTOBC in co-operation with the WTO Marketing Intelligence Section wanted to get an updated picture of the characteristics, role and importance of the meetings industry within WTO member states. It was therefore decided to let the meetings industry be the special area of interest in the 2005 edition of Tourism Market Trends.
It is of special interest to know if and how statistics are collected so as to measure the global importance of the meetings industry and how this is/could be reflected within the TSA. Also of interest is how indications of size and importance are procured. A special paragraph on measurement and collection of statistics has therefore been included in the questionnaire.
Managerial Decision-Making in Tourism Special Events: The Development of Models
Funded by: Sustainable Tourism CRC and industry partners
This research project was a longitudinal, empirically-based study of a carefully selected sample of tourism special events. The project intended to address management issues associated with staging tourism special events. It aimed to build modules to provide organisers with criteria through which to improve the staging of events and evaluate their performance.
In 2002, the project studied the Melbourne Moomba Festival. This provided an opportunity for longitudinal analysis of the festival in order to identify trends and changes in consumer preferences.
The study of Mamma Mia!, a major theatre event, was also in 2002. The inclusion of a theatre event within the research enabled the research partners to compare the benefits of staging various types of special events in Victoria. Reports were prepared on the Melbourne Moomba Festival and
Mamma Mia! for the research partners.
The final report provided a better understanding of special events and the various types of social, cultural and economic contributions they make to society and the economy.
The Convention Sector: A Longitudinal Study of Marketing, Economic and Survey Research Aspects and National Business Events Study
Funded by: CRC for Sustainable Tourism and industry partners
The Business Events Study was expanded to a national study,
following substantial industry consultation that started in
Melbourne.
A comprehensive economic analysis of the business events sector was undertaken and the project gathered further information on decision behaviour of convention delegates. The final report can be bought on the
STCRC
website.
Sydney Olympics and International Visitor Behaviour
Funded by: Sustainable Tourism CRC and industry partners
This project explored the impact of the 2000 Sydney Olympics on international visitor awareness of Australia as a holiday destination. To achieve this, questions were added to the international visitor survey, which is
given to 20,000 departing visitors each year. These additional questions were
asked over three years, starting in the fourth quarter of 1999.
The project also investigated the influence that Olympics marketing communication had on international tourist markets. A focus was the role that marketing information sources, including Olympics-related sources, had in tourist decision-making regarding visiting and travelling in Australia. Variables examined included duration of stay, places/cities visited, activities undertaken; touring routes, places stayed overnight, satisfaction with the visit and intention to return, word-of-mouth communication with friends and family, and spending. Comparison with international studies was possible and the implications for tourism marketing strategies was explored.
Economic impact studies and visitor satisfaction surveys
The Centre has studied the following special events and festivals:
- 2005 Southern 80 Ski Race, Moama Water Sports Club Ltd and Tourism Victoria
- 2004 Tattersall’s World Ten Dance Championship and Australian DanceSport Championship, DanceSport Australia and Tourism Victoria
- 2004 Sand Sculpting Australia, Rye, Vision Australia and Tourism Victoria
- 2004 Melbourne International Music and Blues Festival,
Definitive Events and Tourism Victoria
- 2003 Melbourne in Winter Accommodation Package, Tourism Victoria
- 2003 Bendigo Easter Festival, Sandhurst Trustees
- 2003 Music and Blues Festival, Definitive Events and Tourism Victoria
- 2003 St Kilda Festival, Port Phillip City Council
- 2003 Equitana Asia Pacific, Definitive Events and Tourism Victoria
- 2003 Great Victorian Bike Ride, Bicycle Victoria
- 2003 Melbourne International Comedy Festival, Tourism Victoria
- 2003 Melbourne in Winter Accommodation Package, Tourism Victoria
- 2002 Melbourne International and Flower and Garden Show
- 2002 Warrnambool International Children’s Festival
- 2002 WWE Global Warning Tour
- 2002 Mildura Country Music Festival
- 2002 VicRoads Great Victorian Bike Ride, Bicycle Victoria
Last reviewed:
19/10/2006
