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Eva Martin
Eva Martin

The document analyzes how academic and scientific events organized by the University of Lleida (UdL) contribute to local business tourism. It finds that UdL events represent 10-14% of total event attendance in Lleida and have a longer average duration and higher attendance than other city events. UdL events are estimated to account for 16-18% of the economic impact of business tourism in Lleida. The document concludes that its analysis can help local governments and UdL make informed decisions about investing in and prioritizing events.

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Signi鍖cance of University events in local business tourism Eva Mart鱈n and Jordi Sard 6th ATLAS Business Tourism Meeting Liverpool, 23rd November 2009
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
University Events Academic and scienti鍖c events (workshops, conferences, symposia and scienti鍖c 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 in the city is very low
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 its the second catalan city on significance, following Barcelona, in business tourism ngel Ros, major of Lleida
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 dont have it Jon Ortuzar, Spanish Convention Centre Assotiation
Convention centre Opening on 2nd December 2009 Close to the rail station and to the fair Conference rooms (1000; 400; 200 and 35)
Business Tourism in Lleida Progress in hosted events Source: Turisme de Lleida Progress in hosted events increases
Business Tourism in Lleida Progress in event attendance Source: Turisme de Lleida Progress in event attendance increases
Business Tourism in Lleida Progress in expenses per day Source: Turisme de Lleida Expenses per day increases
Business Tourism in Lleida Economic Impact Source: Turisme de Lleida Economic impact increases
Business Tourism in Lleida Progress in event duration Source: Turisme de Lleida Event duration decreases
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
University of Lleida (UdL) Small size university About 8,000 students in seven faculties and three af鍖liated centers
University of Lleida Rectorat Campus de Cappont ETSEA Ci竪ncies Salut (meeting rooms, auditorium, classrooms, conference room) Maximum capacity 2 x 300 people
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 pro鍖ts
Social Bene鍖ts Good reputation (institution and destination) Contribute to enlarge global knowledge Bring new in鍖ux of tourist for professional reasons
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 city Analyzed: 55 events
Sample Only 3.2% of event organizers declined to provide the attendance origin, the revenues and the expenses The rest provide all the information
University of Lleida Event expenses are covered by: Registration fees Constributions from private companies Public funding
Events income 18% Registration fee 52% Private funding 30% Public funding
Classi鍖cation by 鍖eld Health and Medicine Technology Language and Literature Social Sciences, Law, Economics and Education
Health and Medicine 27.3% total events Mostly national attendants Funding by private companies Small news coverage from non-specialized media
Social Sciences, Economics, Law and Educational 47.3 % total events Mostly from the Region High impact in local media Short duration
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 Medicine Technology 22% Language and Literature 59%
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
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
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 9.2% 14.6%
Summary UdL events last longer (35%) that city events Average attendance in city events lower than university events Similar origins of attendants
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 attendants at meetings in Lleida 16-18% economic impact of business tourism Duration 35% longer
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
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
Signi鍖cance of university events in local business tourism Thank you very much eva@estiu.udl.cat
Future works Comparison with other activities Analyse other activities in Lleida If tourists come back with friends or family
Liverpool

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Liverpool

  • 1. Signi鍖cance of University events in local business tourism Eva Mart鱈n and Jordi Sard 6th ATLAS Business Tourism Meeting Liverpool, 23rd November 2009
  • 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. University Events Academic and scienti鍖c events (workshops, conferences, symposia and scienti鍖c meetings)
  • 4. Hypothesis University events contribute to develop local business tourism
  • 7. Economy activity Service sector 70% employment Industry sector 13% employment Construction 11.3% employment Agriculture in the city is very low
  • 8. Tourism in Lleida Urban Tourism Culture (events, monuments, museums) Gastronomy Business
  • 9. Tourism in Lleida Urban Tourism Culture (events, monuments, museums) Gastronomy Business
  • 10. Tourism in Lleida its the second catalan city on significance, following Barcelona, in business tourism ngel Ros, major of Lleida
  • 11. Hotel capacity 15 Hotels 5 stars (1) 4 stars (6) 3 stars (4) 2,062 Beds 1,032 Rooms
  • 12. Infrastructure Fair of Lleida Auditorium Theaters Conference rooms in hotels University
  • 13. Convention Centre time ago, cities uniqueness was having a conference hall, nowadays the different ones at those dont have it Jon Ortuzar, Spanish Convention Centre Assotiation
  • 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. Business Tourism in Lleida Progress in hosted events Source: Turisme de Lleida Progress in hosted events increases
  • 16. Business Tourism in Lleida Progress in event attendance Source: Turisme de Lleida Progress in event attendance increases
  • 17. Business Tourism in Lleida Progress in expenses per day Source: Turisme de Lleida Expenses per day increases
  • 18. Business Tourism in Lleida Economic Impact Source: Turisme de Lleida Economic impact increases
  • 19. Business Tourism in Lleida Progress in event duration Source: Turisme de Lleida Event duration decreases
  • 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. University of Lleida (UdL) Small size university About 8,000 students in seven faculties and three af鍖liated centers
  • 22. University of Lleida Rectorat Campus de Cappont ETSEA Ci竪ncies Salut (meeting rooms, auditorium, classrooms, conference room) Maximum capacity 2 x 300 people
  • 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 pro鍖ts
  • 24. Social Bene鍖ts Good reputation (institution and destination) Contribute to enlarge global knowledge Bring new in鍖ux of tourist for professional reasons
  • 25. Data collection A questionaire to organizers Initial sample: 98 events
  • 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. 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. University of Lleida Event expenses are covered by: Registration fees Constributions from private companies Public funding
  • 29. Events income 18% Registration fee 52% Private funding 30% Public funding
  • 30. Classi鍖cation by 鍖eld Health and Medicine Technology Language and Literature Social Sciences, Law, Economics and Education
  • 31. Health and Medicine 27.3% total events Mostly national attendants Funding by private companies Small news coverage from non-specialized media
  • 32. Social Sciences, Economics, Law and Educational 47.3 % total events Mostly from the Region High impact in local media Short duration
  • 33. Technology 18.2 % total events Mostly international attendants Small coverage from non-specialized media
  • 34. Language and Literature 7.3% total events Few attendants Various origins Local media medium coverage
  • 35. Main period Autum and Spring November, October, March, April and May (76.36%)
  • 36. Media coverage 4% 14% Social Sc., Law, Education, Economics Health and Medicine Technology 22% Language and Literature 59%
  • 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. 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. Economic Impact UdL Events Lleida Events Year 2006 2.5 M 14 M Year 2007 2.7 M 17 M
  • 40. Economic Impact Input-Output Methodology Input-Output Table Several studies with this methodology
  • 41. Attendants origin comparison Origin attendants UdL Lleida Spain 90.8% 85.4% Foreigners 9.2% 14.6%
  • 42. Summary UdL events last longer (35%) that city events Average attendance in city events lower than university events Similar origins of attendants
  • 43. Hypothesis University events contribute to develop Texto local business tourism
  • 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. 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. 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. Signi鍖cance of university events in local business tourism Thank you very much eva@estiu.udl.cat
  • 48. Future works Comparison with other activities Analyse other activities in Lleida If tourists come back with friends or family