Measuring the Effect and Efficiency of City Marketing

AbstractCity marketing, defined as the interaction that exists in the management of the city policy areas, such as education, employment, or housing towards three target groups, viz. tourists, citizens and enterprises (Hospers, 2011), is increasingly becoming more important in the management of cities (Rennen, 2007) with raised budgets as a result. This research aims at gauging the effect and measuring the efficiency of city marketing, therefore designing a tool that is a combination of integrated performance rating (Jorissen, 1999) and return on investment (ROI) (Jacobson, 1987), based on widely available secondary data, spanning the time period 2008–2011

Analyse van Hasselt a.d.h.v. het ROI-model voor de meting van de beleidsefficiëntie

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ECONOMIC IMPACT OF FAIRS IN BELGIUM AND LUXEMBOURG

Febelux, the association for the live communication industry cooperated with Leuven University College to conduct a study measuring the economic impact of exhibitions and events in Belgium and Luxembourg. The expenditures of three major participants: the exhibitors, the visitors and the organizers were analysed in seven major venues. The first section of this paper describes the study of the economic impact of exhibitions and events in Belgium and Luxembourg. This section contains the methodology, the analysis and the results. The second section is contributed to the elaboration of the study and treats the integration of students within the respective project as a case of experimental learning. At the end of the paper, some restrictions of the study are discussed.status: publishe