Parade for Celebration of the Year of the Pig
Macao Government Tourism Office (MGTO) has completed the “Macao Tourism Branding and Media Effectiveness Evaluation of Mega Events” of 2019. Four major events, namely the Parade for Celebration of the Year of the Pig, the 30th Macao International Fireworks Display Contest, the 4th International Film Festival & Awards‧Macao and the Macao Light Festival 2019, all reached a high level of public awareness and a good to great level of satisfaction, reflecting media’s and netizens’ satisfaction and relatively strong awareness towards the events.
To gain deeper insights into the outcomes and effectiveness of various events, the “Macao Tourism Branding and Media Effectiveness Evaluation” (referred to as “Media Effectiveness Evaluation”) measured a range of variables including the number of media articles covering the events, times of relevant interactions on social media as well as the levels of awareness and satisfaction by probing into the volume of coverage and comments of various media (including traditional media, social media and travel websites) around the globe. The results of the evaluation about the events are summed up as follows:
|
Total volume of media coverage |
Times of relevant interactions on social media |
Level of awareness |
Level of satisfaction |
|
|
Parade for Celebration of the Year of the Pig |
4,177 |
940,056 |
77.1 |
93.0 |
|
30th Macao International Fireworks Display Contest |
32,209 |
17,545,601 |
80.7 |
95.9 |
|
4th International Film Festival & Awards‧Macao |
196,845 |
43,725,604 |
81.8 |
98.1 |
|
Macao Light Festival 2019 |
15,594 |
9,975,048 |
84.3 |
98.5 |
Social media contributed to the highest proportion of coverage upon the four events as indicated in the distribution of media coverage; the findings also revealed that media coverage upon the four events came in greater proportion from the Greater China regions (range of percentage: 41.7% - 93.2%), while the volume of positive opinions outweighed that of negative opinions. In addition, the times of video views constituted the highest proportion of relevant interactions about the four major events on social media. Among them, the times of video views on Weibo and Facebook were most numerous for all four events.
Furthermore, the Media Effectiveness Evaluation revealed that the volume of media coverage on the four events constituted over 30% of total media coverage on Macao tourism throughout the monitored year of 2019, which comprised over 820,000 articles in total. The result reflects the positive impact of these events on Macao’s destination branding.
Suggestions from the findings
The report indicates that events held in the second half of the year attracted more media attention and discussion, and thus suggests launch of events with programs which resonate with traditional festivals vibrant with local characteristics, so as to attract wider media coverage and discussion. In addition, given the widespread effect of social media, it is worth capitalizing on to raise media coverage. In terms of promotion and marketing strategy, it is recommended to introduce a diversity of gimmicks and popular event elements, and consider promoting events on themed pages with a larger number of followers on social media, etc.
MGTO will take into consideration the suggestions of the research team and keep optimizing events and activities, to provide more enriching event experiences for locals and visitors as well as to reinforce Macao’s destination brand as a City of Events.
Summary of the report (Chinese)
https://industry.macaotourism.gov.mo/file/pdf/Events_MediaEffectivenessStudy_2019_cn.pdf
Summary of the report (English)
https://industry.macaotourism.gov.mo/file/pdf/Events_MediaEffectivenessStudy_2019_en.pdf
