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Significance of University events in local
           business tourism

                                 Eva Martín and Jor...
Outline

•Introduction
•Business tourism in Lleida
•Data collection method
•Events organized by University of
  Lleida (Ud...
University Events


 Academic and scientific
       events
(workshops, conferences, symposia
     and scientific meetings)
Hypothesis


University events contribute to
 develop local business tourism
Lleida
Population

127,314 inhabitants
15.22 % foreigners
Economy activity


Service sector 70% employment
Industry sector 13% employment
Construction 11.3% employment
Agriculture ...
Tourism in Lleida

Urban Tourism

•Culture (events,
 monuments, museums)

•Gastronomy
•Business
Tourism in Lleida

Urban Tourism

•Culture (events,
 monuments, museums)

•Gastronomy
•Business
Tourism in Lleida


“it’s the second catalan
city on significance,
following Barcelona, in
business tourism”
            —...
Hotel capacity

 15 Hotels
 5 stars (1)
 4 stars (6)
 3 stars (4)

 2,062 Beds
1,032 Rooms
Infrastructure

      Fair of Lleida
       Auditorium
        Theaters
Conference rooms in hotels
        University
Convention Centre

“time ago, cities
uniqueness was having a
conference hall, nowadays
the different ones at those
don’t h...
Convention centre

Opening on 2nd December 2009
Close to the rail station and to the
fair
Conference rooms (1000; 400; 200...
Business Tourism in
      Lleida
          Progress in hosted events




                                      Source: Tur...
Business Tourism in
       Lleida
           Progress in event attendance




                                          So...
Business Tourism in
      Lleida
       Progress in expenses per day




                                      Source: Tur...
Business Tourism in
      Lleida
          Economic Impact




                            Source: Turisme de Lleida



  ...
Business Tourism in
      Lleida
       Progress in event duration




                                    Source: Turisme...
Business Tourism in
      Lleida
                        Attendants per event


400

300                     305
         ...
University of Lleida
       (UdL)

• Small size university
• About 8,000 students in seven
  faculties and three affiliated...
University of Lleida
Rectorat
Campus de Cappont
ETSEA
Ciències Salut

(meeting rooms, auditorium, classrooms,
conference r...
Events

Attract people from all over Catalonia,
  Spain and the entire globe

They will later spend and consume in the
  c...
Social Benefits

Good reputation (institution and
   destination)
Contribute to enlarge global knowledge
Bring new influx of...
Data collection


   A questionaire to
      organizers

Initial sample: 98 events
Sample

6 events outside organization
3 events did not answer
2 videoconference
32 events have only attendants
from the ci...
Sample


Only 3.2% of event organizers
    declined to provide the
    attendance origin, the
  revenues and the expenses
...
University of Lleida

Event expenses are covered by:

Registration fees
Constributions from private companies
Public fundi...
Events income

  18%


              Registration fee
        52%   Private funding
30%           Public funding
Classification by field

    • Health and Medicine
    • Technology
    • Language and Literature
    • Social Sciences, Law...
Health and Medicine
           27.3% total events

       Mostly national attendants

     Funding by private companies

S...
Social Sciences,
Economics, Law and
    Educational
      47.3 % total events

    Mostly from the Region

   High impact ...
Technology

           18.2 % total events

     Mostly international attendants

Small coverage from non-specialized media
Language and
       Literature

7.3% total events
Few attendants
Various origins
Local media medium coverage
Main period

    Autum and Spring
November, October, March, April
     and May (76.36%)
Media coverage

        4%
  14%

                   Social Sc., Law, Education, Economics
                   Health and M...
Duration UdL events
Field                                    2006   2007
Social Sc., Law, Education & Economics   1.70   1...
Attendants
Field                                    2006   2007
Social Sc., Law, Education & Economics   107     95
Health...
Economic Impact


            UdL Events Lleida Events
Year 2006     2.5 M€       14 M€

Year 2007     2.7 M€       17 M€
Economic Impact


Input-Output Methodology
   Input-Output Table
 Several studies with this
      methodology
Attendants origin
      comparison

Origin attendants   UdL     Lleida

Spain               90.8%    85.4%

Foreigners    ...
Summary

UdL events last longer (35%) that city
events
Average attendance in city events
lower than university events
Simi...
Hypothesis

  University events
contribute to develop
         Texto



local business tourism
Conclusions
Events organized directly by UdL
represent:
 •   10% of total events in the city
 •   11-14% of total attendan...
Conclusions
Economic impact is higher:
•   UdL events duration on average is
    longer than the Lleida events
•   Attenda...
Conclusions
This paper may serve as a decision
tool for local governments to decide
to invest or not to invest in events
o...
Significance of university events in local
           business tourism

            Thank you very much

                  ...
Future works

Comparison with other activities
Analyse other activities in Lleida
If tourists come back with friends or
fa...
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  1. 1. Significance of University events in local business tourism Eva Martín and Jordi Sardà 6th ATLAS Business Tourism Meeting Liverpool, 23rd November 2009
  2. 2. Outline •Introduction •Business tourism in Lleida •Data collection method •Events organized by University of Lleida (UdL) •Comparison between University of Lleida (UdL) events and city events •Conclusions
  3. 3. University Events Academic and scientific events (workshops, conferences, symposia and scientific meetings)
  4. 4. Hypothesis University events contribute to develop local business tourism
  5. 5. Lleida
  6. 6. Population 127,314 inhabitants 15.22 % foreigners
  7. 7. Economy activity Service sector 70% employment Industry sector 13% employment Construction 11.3% employment Agriculture in the city is very low
  8. 8. Tourism in Lleida Urban Tourism •Culture (events, monuments, museums) •Gastronomy •Business
  9. 9. Tourism in Lleida Urban Tourism •Culture (events, monuments, museums) •Gastronomy •Business
  10. 10. Tourism in Lleida “it’s the second catalan city on significance, following Barcelona, in business tourism” — Àngel Ros, major of Lleida
  11. 11. Hotel capacity 15 Hotels 5 stars (1) 4 stars (6) 3 stars (4) 2,062 Beds 1,032 Rooms
  12. 12. Infrastructure Fair of Lleida Auditorium Theaters Conference rooms in hotels University
  13. 13. Convention Centre “time ago, cities uniqueness was having a conference hall, nowadays the different ones at those don’t have it” — Jon Ortuzar, Spanish Convention Centre Assotiation
  14. 14. Convention centre Opening on 2nd December 2009 Close to the rail station and to the fair Conference rooms (1000; 400; 200 and 35)
  15. 15. Business Tourism in Lleida Progress in hosted events Source: Turisme de Lleida Progress in hosted events increases
  16. 16. Business Tourism in Lleida Progress in event attendance Source: Turisme de Lleida Progress in event attendance increases
  17. 17. Business Tourism in Lleida Progress in expenses per day Source: Turisme de Lleida Expenses per day increases
  18. 18. Business Tourism in Lleida Economic Impact Source: Turisme de Lleida Economic impact increases
  19. 19. Business Tourism in Lleida Progress in event duration Source: Turisme de Lleida Event duration decreases
  20. 20. Business Tourism in Lleida Attendants per event 400 300 305 278 265 251 240 200 217 152 142 100 129 117 109 101 0 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 Ratio attendants/event decreases
  21. 21. University of Lleida (UdL) • Small size university • About 8,000 students in seven faculties and three affiliated centers
  22. 22. University of Lleida Rectorat Campus de Cappont ETSEA Ciències Salut (meeting rooms, auditorium, classrooms, conference room) Maximum capacity 2 x 300 people
  23. 23. Events Attract people from all over Catalonia, Spain and the entire globe They will later spend and consume in the city and bring in economic profits
  24. 24. Social Benefits Good reputation (institution and destination) Contribute to enlarge global knowledge Bring new influx of tourist for professional reasons
  25. 25. Data collection A questionaire to organizers Initial sample: 98 events
  26. 26. Sample 6 events outside organization 3 events did not answer 2 videoconference 32 events have only attendants from the city Analyzed: 55 events
  27. 27. Sample Only 3.2% of event organizers declined to provide the attendance origin, the revenues and the expenses The rest provide all the information
  28. 28. University of Lleida Event expenses are covered by: Registration fees Constributions from private companies Public funding
  29. 29. Events income 18% Registration fee 52% Private funding 30% Public funding
  30. 30. Classification by field • Health and Medicine • Technology • Language and Literature • Social Sciences, Law, Economics and Education
  31. 31. Health and Medicine 27.3% total events Mostly national attendants Funding by private companies Small news coverage from non-specialized media
  32. 32. Social Sciences, Economics, Law and Educational 47.3 % total events Mostly from the Region High impact in local media Short duration
  33. 33. Technology 18.2 % total events Mostly international attendants Small coverage from non-specialized media
  34. 34. Language and Literature 7.3% total events Few attendants Various origins Local media medium coverage
  35. 35. Main period Autum and Spring November, October, March, April and May (76.36%)
  36. 36. Media coverage 4% 14% Social Sc., Law, Education, Economics Health and Medicine Technology 22% Language and Literature 59%
  37. 37. Duration UdL events Field 2006 2007 Social Sc., Law, Education & Economics 1.70 1.47 Health and Medicine 1.69 2.00 Technological 3.00 1.83 Language and Literature - 2.00 Total 1.93 1.80
  38. 38. Attendants Field 2006 2007 Social Sc., Law, Education & Economics 107 95 Health and Medicine 188 186 Technological 167 114 Language and Literature - 77 Total 147 116 Ratio attendant/event decrease
  39. 39. Economic Impact UdL Events Lleida Events Year 2006 2.5 M€ 14 M€ Year 2007 2.7 M€ 17 M€
  40. 40. Economic Impact Input-Output Methodology Input-Output Table Several studies with this methodology
  41. 41. Attendants origin comparison Origin attendants UdL Lleida Spain 90.8% 85.4% Foreigners 9.2% 14.6%
  42. 42. Summary UdL events last longer (35%) that city events Average attendance in city events lower than university events Similar origins of attendants
  43. 43. Hypothesis University events contribute to develop Texto local business tourism
  44. 44. Conclusions Events organized directly by UdL represent: • 10% of total events in the city • 11-14% of total attendants at meetings in Lleida • 16-18% economic impact of business tourism • Duration 35% longer
  45. 45. Conclusions Economic impact is higher: • UdL events duration on average is longer than the Lleida events • Attendance in UdL events higher on average than attendance in Lleida events
  46. 46. Conclusions This paper may serve as a decision tool for local governments to decide to invest or not to invest in events organized by UdL It can also help UdL priorize events to achieve desired goals: media coverage, worldwide projection, ROI
  47. 47. Significance of university events in local business tourism Thank you very much eva@estiu.udl.cat
  48. 48. Future works Comparison with other activities Analyse other activities in Lleida If tourists come back with friends or family

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