Skip Ribbon Commands
Skip to main content

​ABSTRACT

THEME

Impact of Events

CONDUCTED BY

Cape Peninsula University of Technology

TOPIC: DEVELOPMENT OF A FRAMEWORK TO MEASURE THE IMPACT OF EVENTS

Events are an important element in the marketing of tourism and feature prominently in the marketing plans of most destinations. They offer tourists additional reasons to visit a place, over and above the traditional tourism product offered. In order to assess the impact of events on the tourism sector as well as to justify the funding for events from both the public and private sectors, it is necessary to develop a standardised framework that can assist to measure the impact of a range of events. The main purpose of this research study is to develop a standardised framework to measure the impact of events of different types and sizes in South Africa. Phase one of the study focused on reviewing literature on the different models and methods used in the evaluation of events and further identifying the relevant indicators that can be used to measure the impact of events of different types and sizes in South Africa. Phase two of the study conducted in 2014/2015 focused on finalising the development of indicators, piloting them and evaluating five different types of events and of different sizes, spread across several Provinces.. Phase three of the study conducted in 2015/2016 focused on developing, piloting and finalising the framework for implementation which includes capacity building to tourism officials in utilising the framework as well as the development of training manuals for implementation and workshop facilitation.