Evaluating the effect of events on sustainable development of tourism in uzbekistan

Figure 2.1. The five components of business event value

Source: Tourism & Business Events International (2012)

While many studies have confirmed the existence of a wide range of intangible benefits associated with a specific event or events, the ability to quantify these same benefits has proven problematic, particularly as some can take a considerable period of time to become apparent; at times making it difficult to convince key stakeholders of their significance. In light of the inherent difficulties to quantify the intangible benefits of business events, and in an effort to focus attention on ways to maximise the returns generated (Tourism & Business Events International, 2012):

 event organisers should be encouraged to undertake Return on Investment (ROI) studies as often as possible to highlight the broader benefits that business events generate;
 the development of local case studies would help local government and other stakeholders better understand the types of benefits that can be derived
Box 3. Sydney - Beyond tourism benefits of business events
A study by Business Events Sydney (BES) titled Beyond Tourism Benefits – Measuring the social legacies of business events, surveyed attendees (delegates, sponsors, exhibitors and members of the organising committee) at five international congresses in Sydney between 2009 and 2011. It found a direct connection between the staging of business events and an extensive range of benefits and outcomes beyond tourism spend. Survey respondents were asked to state their agreement or disagreement with different statements relating to the potential benefits that Sydney, as a congress destination, may have realised, individual benefits for delegates, and benefits for exhibitors and sponsors. Attendee perceptions of event benefits in the BES study can be grouped into:
1. Benefits for the host destination
 87% agreed that successful hosting of the events enhanced Sydney’s reputation as a global business events destination
 82% agreed that successful hosting of the events facilitated networking opportunities for local delegates
 82% agreed that the events exposed local delegates to cutting-edge research and world’s best practice, while
 76% believed it enhanced the capacity of the professional sector in the conference destination
2. Benefits for the delegates
 91% believed the congresses provided opportunities to share knowledge
 89% agreed that new knowledge and ideas had enhanced their professional practice
 81% agreed they had made new contacts, while
 Over 80% believed that attending congresses contributed to building the knowledge and capabilities of young people working in the sector
3. Benefits for exhibitors and sponsors
 85% were able to network with clients and/or key industry figures
 80% obtained leads for future business
 73% improved brand awareness OR gained product exposure/ awareness, while
 71% raised the organisation’s profile amongst delegates and peers
Source : Edwards et. al (2011)