Event evaluation research
Cognizant Communication Corporation
Faculty of Business and Public Management
School of Marketing, Tourism and Leisure
This article describes the results of an investigation of the current use and importance of event evaluation criteria by tourism destination authorities (TDAs). The study involved a Delphi survey of Australian and international experts in event evaluation from the public and private sector. Both pre- and postevent evaluation criteria were investigated. The importance of alternative methodological issues, including return on investment (RoI), use of multipliers, and the issue of time switching and event-related travel, was also investigated. The results demonstrate consensus on the frequency of use and importance of a range of criteria and provide a platform for the development of a standardized approach to pre- and postevent evaluation. These pre- and postevent criteria are discussed in detail, and factors that should be considered when framing a model for standardized evaluation of events are suggested.