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Events and recreation management: Criterion to evaluate success; importance of ROI

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1. What is an example of a criterion to evaluate an event's success? What tool would you use to measure this criterion? What other tools could be used to measure this criterion? How would an event planner utilize this information?

2. What types of information are obtained from an ROI evaluation? From what perspective does an event manager need to evaluate ROI? How may ROI information be used in the sales and marketing process?

3. From what perspective does a host venue need to evaluate ROI? How may ROI information be used in event debriefings? Why would you use this information?

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Solution Summary

The solution discusses events and recreation management including the criterion to evaluate success, and importance of ROI.

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EVENTS AND RECREATION MANAGEMENT

1. What is an example of a criterion to evaluate an event's success? What tool would you use to measure this criterion? What other tools could be used to measure this criterion? How would an event planner utilize this information?

Event's success is measured in terms of the extent of which the objective is attained. If the objective is in terms of the target number of attendees or participants, success would be in terms of the percentage of attendees to the number of target participants. If the objectives are in terms of beneficiaries, number of links created, income garnered, savings obtained, lives touched, people convinced, and several other target outcomes; success would be measured in terms of the extent of which the targets were met.

If the criterion is quantitative in nature the criteria that may be utilized include: percentage of actual results to planned or intended results. Another tool that may be used is marginal analysis which means analyzing the change in the expected outcome in relation to the change in the costs incurred.

When targets are qualitative in nature such as the effect of the event on the participants or the attendees in terms of the happiness they may have obtained, the degree of which their ...

Solution provided by:
Elisa Valdez, PhD
Education
  • Bachelor of Science in Business Administration, University of the Philippines
  • Master in Business Administration, Saint Mary's University
  • Doctor of Philosophy in Education, University of the Philippines
  • Doctor in Business Adminstration (IP), Polytechnic University of the Philippines
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