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2018 -11 -22 [Back]
MGTO evaluates event effectiveness for work optimization
Two Effectiveness Evaluation studies completed


MGTO strives to optimize Macao Light Festival and other events continuously
Macao Government Tourism Office (MGTO) continues to conduct the “Macao Tourism Branding and Media Effectiveness Evaluation of Mega Events” this year to evaluate the impact of four major events and their contribution to the tourism branding of Macao, with the aim to actively optimize its work and enhance the effectiveness of its events.

MGTO organizes a range of mega events and activities every year to present a diversity of spectacular events for Macao residents and visitors from around the world, in turn forging the destination brand of Macao as a City of Events. To steadily enhance the effectiveness of these events, starting last year, MGTO has embarked upon the “Macao Tourism Branding and Media Effectiveness Evaluation of Mega Events” (referred to as the “Effectiveness Evaluation”). This year, the Office once again commissioned a research institution to conduct a comprehensive assessment on four mega events namely “Parade for Celebration of the Year of the Dog”, “29th Macao International Fireworks Display Contest”, “3rd International Film Festival & Awards‧Macao” and “Macao Light Festival 2018”. Analytical studies were undertaken to examine the relevance of the four aforementioned events with the overall destination branding of Macao.

To evaluate the effectiveness of the events, the Effectiveness Evaluation analyzes the level of awareness and satisfaction for the mega events with regard to the coverage and comments of media around the world, from traditional media, social media to travel websites. At present, the evaluation work on the “Parade for Celebration of the Year of the Dog” and “29th Macao International Fireworks Display Contest” is completed with the findings summarized as follows:

“Parade for Celebration of the Year of the Dog”
-    The event was covered/featured by a total of 4,008 articles. The largest proportion came from social media with 2,872 articles (71.7%), followed by traditional media (print media and online media) with 1,097 articles (27.4%). Social media brought about 1.32 million times of interactions for the event.
-    The level of awareness for the event reached 84.5 marks, at an excellent level.
-    The overall level of satisfaction reached 82.9 marks, at an excellent level.

“29th Macao International Fireworks Display Contest”
-    The event was covered/featured by a total of 12,573 articles. The largest proportion came from social media with 11,078 articles (88%), followed by traditional media (print media and online media) with 1,397 articles (11%). Social media brought about 1.47 million times of interactions for the event.
-    The level of awareness for the event reached 98.1 marks, at an excellent level.
-    The overall level of satisfaction reached 73.5 marks, at an above-average level.

The “3rd International Film Festival & Awards‧Macao” and “Macao Light Festival 2018” will be staged in December. Following the events, the Effectiveness Evaluation of 2018 will be concluded.
Updated on: 22/11/2018