Measuring event success in rural Portugal: Economic, qualitative and social impacts

Abstract

Purpose

The paper aims to review a case study that seeks to measure the impact of a cherry festival on a rural area in Portugal.

Design/methodology/approach

The paper outlines methodologies for measuring impact of tourism in local areas comprehensively. It follows one specific case study.

Findings

Each year, a small rural area of Portugal called Fundão holds a three day Cherry Festival. The event is designed to promote the region and its agriculture, raising the status of the cherry while bringing the financial and social benefits of tourism to a poor town with an aging population. Over the course of the festival, families covert their homes into shops and tavernas, offering fresh cherries as well as jams, liqueurs and other fruit products for sale. In total 20,000 kilograms of cherries are sold in three days. Local hotels see an almost 46 percent increase in business, and restaurants sell 55 percent more meals. Clearly, then, the Cherry Festival is an important occasion on Fundão's calendar. But as an event manager or a researcher, what is the best way to measure the festival's success?

Practical implications

The paper offers a methodology for measuring the impact of tourism and outlines areas for further research.

Social implications

The paper highlights social as well as economic effects of tourism in small rural areas.

Originality/value

The paper may be useful to researchers of tourism as well as event managers.

Citation

(2010), "Measuring event success in rural Portugal: Economic, qualitative and social impacts", Strategic Direction, Vol. 26 No. 9, pp. 13-14. https://doi.org/10.1108/02580541011069332