Evaluation of Tourism Events: a critical review with a view to sustainability

1. Evaluation of Tourism Events: a critical review with a view to sustainability Prof. Jack Carlsen Curtin Sustainable Tourism Centre Western Australia

2. Overview • Expert survey of event evaluation criteria* • Post-event results reviewed • Evaluation by TDAs • Future trends in ‘greening’ of events • Criteria for sustaining events • *Carlsen J, Getz, D and Soutar, G (2000) ‘Event Evaluation Research’. Event Management 6 (4) pp. 247-257

3. Current Approaches to National Event Evaluation • Economic impact at the national level • Number of international visitors • Additional Bed nights (occupancy rates) • Total attendance • Additional investment • Employment creation

4. Current Approaches to State/Regional Event Evaluation • Economic impact at the state level • Economic impact at the city/community level • Number of interstate visitors • Direct visitor expenditure • Value of media coverage • Financial results (profit/loss) • Sponsor satisfaction • Cost benefit analysis • Yield per visitor

5. Limitations of Event Evaluation • Outcome based – not formative or process oriented • Economic outcomes • Many technical problems • Estimation of visitation • Aversion and switching • Temporal scope – short-term instead of long-term

6. Sustainable event evaluation • Pollution (air, water, noise, waste) • Energy use patterns • Environmental audits • Energy efficient facility design • Conservation and environmental education • Greening of event suppliers (eg. Visy) • Event transportation • Community (socio/cultural) benefits • Increased volunteerism • Increased skills in events workforce

7. Summary • Event evaluation needs to move beyond short-term, outcome based economic estimates • Create and design sustainable events through use of sustainability criteria at the formative, process and outcome stages