Measuring the impact of a profit oriented event on tourism: the Eurochocolate festival in Perugia, Italy

The aim of this paper is to make a contribution towards the development of a relatively homogeneous, standardized methodology for the measurement of the impact festivals and events have on tourism. This would be of benefit when private and public policy makers carry out comparative analyses in deciding whether or not to support an event. A trend analysis was undertaken, based on data relating to arrivals and presences over a several year period, the application of a statistical regression model dealing with arrivals, and the results of a visitor survey, with the purpose of investigating whether the Eurochocolate festival, held every October in Perugia, Italy, contributes to the development of local tourism, and therefore enhances economic growth in the city. This paper reaches the conclusion that, while the event is privately owned, with most profits going to the organizing firm, it also generates considerable benefits for the local economy, as it brings almost 8,000 additional national tourist arrivals to the city, as well as 66,000 day-trippers from outside the Umbria region.