The Macau Government Tourism Office (MGTO) said in a statement Wednesday that according to its recent study of the Macau Tourism Branding and Media Effectiveness Evaluation of Mega Events of 2018 all of the four major events held last year reached “an above-average level of satisfaction and a high level of public awareness, reflecting media’s and netizens’ satisfaction and relatively strong awareness of the events.”
The MGTO statement also said that the volume of media coverage of the four events accounted for over 30 percent of total media coverage of Macau as a travel destination throughout the year, mirroring the “positive” impact of these events on Macau’s destination branding.
The four events were the Parade for Celebration of the Year of the Dog, 29th Macau International Fireworks Display Contest, 3rd International Film Festival & Awards٠Macau, and Macau Light Festival 2018, the statement added.
According to the statement, in order to gain deeper insights into the outcomes and effectiveness of the four events, the study measured a range of variables including the number of articles covering the events, times of relevant interactions on social media as well as the level of awareness and satisfaction by probing into the volume of coverage and comments of various media around the globe.
According to the statement, the 3rd International Film Festival & Awards٠Macau was covered by 101,768 articles, adding that the level of awareness of the event reached an “excellent” level of 97.7 out of 100.
According to the statement, the Macau Light Festival 2018 was covered by 24,261 articles, adding that the level of awareness of the event reached an “excellent” level of 98.1 out of 100.
According to the statement, the 29th Macau International Fireworks Display Contest was covered by 12,573 articles, adding that the level of awareness about the event reached an “excellent” level of 98.1 out of 100.
According to the statement, the Parade for Celebration of the Year of the Dog was covered by 4,008 articles, adding that the level of awareness of the event reached an “excellent” level of 84.5 out of 100.
According to the statement, the study reveals that the total volume of media coverage of Macau as a travel destination comprised over 450,000 articles last year, of which more than 140,000 articles covered the four major events and accounted for over 30 percent of total media coverage of the destination, reflecting the “positive” impact of these events on Macau’s destination branding.
According to the statement, MGTO will take into account the research team’s suggestions and keep optimising events and activities, in order to provide more enriching event experiences for locals and visitors alike, and also to reinforce Macau’s destination brand as a City of Events.(Macaunews)
