Macao Tourism Branding and Media Effectiveness Evaluation ... · In the four mega events, (Parade for Celebration of the Year of the Pig, 30th Macao International Fireworks Display

Macao Tourism Branding and Media Effectiveness Evaluation of Mega Events(2019)

• Parade for Celebration of the Year of the Pig• 30th Macao International Fireworks Display Contest• 4th International Film Festival & Awards．Macao• Macao Light Festival 2019• Final Report of Macao Tourism Branding (2019)

(Summary)

Methodology: Web/media data mining Monitoring media: Traditional media(Print media and online media)、Social media (including Facebook,

YouTube, Twitter, Instagram, Forum, Weibo, WeChat, blog and other social media etc.), Online Travel Agencies (OTAs)

Monitoring: Greater China regions (Mainland China, Taiwan Region, Hong Kong and Macao), and non-Greater China regions (including the regions that there are MSAR delegations / MGTO representatives)

Monitoring period:

Media Effectiveness Evaluation of Four Mega Events(2019)

Parade for Celebration of the Year of the Pig

30th Macao International Fireworks Display Contest

Macao Light Festival 20194th International Film Festival & Awards．Macao

Whole period 2019/1/16 - 3/12

Prior period 2019/1/16 - 2/6

Intermediate period2019/2/7 - 2/10

Later period 2019/2/11 - 3/12

Whole period 2019/8/15-10/15

Prior period 2019/8/15-9/6

Intermediate period 2019/9/7-10/5

Later period 2019/10/6-10/15

Whole period 2019/3/18-2020/1/10

Prior period 2019/3/18-12/4

Intermediate period 2019/12/5-12/10

Later period 2019/12/11-2020/1/10

Whole period 2019/11/21 - 2020/1/12

Prior period 2019/11/21 - 11/30

Intermediate period 2019/12/1 - 12/31

Later period 2020/1/1 - 2020/1/12


• Traditional media published 1,051 relevant articles, of which 247 were from print mediaand 804 were from online media; and 876 were from Greater China region, 175 werefrom non-Greater China region.

Traditional media (2019/1/16-2019/3/12)

• There were 3,120 related posts on social media, among which Facebook 1,972, Instagram496, Weibo 196, WeChat 160, Forum 137, Twitter 115, YouTube 35, blog 5 andVKontakte 4.

• By region, there were 2,814 in Greater China region and 268 in non-Greater China region and 38 in unrecognizable area.

Social media (2019/1/16-2019/3/12)

• There were 6 related articles on OTA, among which 5 were from Greater China regionand 1 was from non-Greater China region.

OTA (2019/1/16-2019/3/12)


Total volume Engagement Satisfaction Level Awareness Level

Prior period 2,232 593,135 75.9 94.0

Intermediate period 1,174 292,524 78.8 91.1

Later Period 771 54,397 75.7 93.1

Whole period 4,177 940,056 77.1 93.0

Social media, 3,120 , 74.7%

Traditional media,

1,051, 25.2%

OTA, 6 , 0.1%

Distribution of three channels(Total volume: 4,177)

5,0.2%

21,1.8%

12,1.6%

246,11.0%

113,9.6%

85,11.0%

1,981,88.8%

1,040,88.6% 674,

87.4%

0

1,500

3,000

Prior period Intermediate period Later period

Region distribution of three periods(Total volume: 4,177)

Greater China regionNon-Greater China regionUnrecognizable area


• Traditional media published 2,393 relevant articles, of which 554 were from printmedia and 1,839 were from online media; of which 2,314 were from Greater Chinaregion and 79 were from non-Greater China region.


• There were 29,707 related posts on social media, among which Facebook 15,671,Weibo 7,905, WeChat 2,410, Instagram 1,194, Twitter 1,186, Forum 716, YouTube558, Xiaohongshu 40, blog 22, and VKontakte 5.

• By region, there were 27,609 in Greater China and 1,267 in non-Greater China and831 in unrecognizable area.

Social media (2019/8/15-2019/10/15)

• There were 109 related articles on OTA, among which 107 were from GreaterChina and 2 were from non-Greater China.

OTA (2019/8/15-2019/10/15)

Social media

Volume

29,707Engagement

17,545,601

Traditional media

2,393News

OTA

Volume

109

Total volume

32,209

Greater ChinaRegion

Non-Greater China Region

30,030

1,348Unrecognizable area

831



Prior period 11,408 3,008,720 80.2 98.2

Intermediate period 18,912 14,285,870 81.0 94.8

Later period 1,889 251,011 76.9 92.2

Whole period 32,209 17,545,601 80.7 95.9

Social media, 29,707 , 92.2%

Traditional media,

2,393, 7.4%

OTA, 109, 0.3%

Distribution of three channels(Total volume:32,209)

11,

0.1%

734,

3.9%

86,

4.6%

303,

2.7%

945,

5.0% 100,

5.3%

11,094,

97.2%

17,233,

91.1%

1,703,

90.2%

0

10,000

20,000

Region distribution of three periods(Total volume: 32,209)

Greater China Region


Unrecognizable area


4th International Film Festival & Awards．Macao

• Traditional media published 4,034 relevant articles, of which 801 were from print mediaand 3,233 were from online media; of which 3,351 were from Greater China region and683 were from non-Greater China region.


• There were 192,800 related posts on social media, among which Twitter 76,881, Weibo,73,884, Instagram 38,740, Facebook 2,334, WeChat 381, YouTube 341, Forum 212, blog 18,Vkontakte 9.

• By region, there were 78,688 in Greater China, 68,477 in non-Greater China and 45,635 in unrecognizable area.

Social media (2019/3/18-2020/1/10)

• There were 11 related articles on OTA, among which 7 were from Greater China and 4were from non-Greater China.

OTA (2019/3/18-2020/1/10)

Social media

Volume

192,800Engagement

43,725,604

Traditional media

4,034News

OTA

Volume

11

Total volume

196,845



Unrecognizable area

82,046

69,164

45,635

4th International Film Festival & Awards．Macao


Prior period 41,219 3,762,772 82.1 95.3


Later period 50,922 6,724,058 79.9 99.6

Whole period 196,845 43,725,604 81.8 98.1

Social media,

192,800,

97.9%

Traditional media,

4,034, 2.0%

OTA,

11, 0.01%

Distribution of three channels(Total volume:196,845)

11,934 ,

29.0%

17,897 ,

17.1%

15,804 ,

31.0%

15,988 ,

38.8%

40,614

38.8% 12,562 ,

24.7%

13,297 ,

32.3%

46,193

44.1%

22,556 ,

44.3%

0

60,000

120,000

Regional distribution of three periods(Total volume：196,845)



Unrecognizable area


Macao Light Festival 2019

• Traditional media published 2,665 relevant articles, of which 474 were from printmedia and 2,191 were from online media; of which 2,509 were from Greater Chinaregion and 156 were from non-Greater China region.


• There were 12,843 related posts on social media, among which Facebook 5,011,Weibo 4,073, Instagram 2,139, WeChat 780, Twitter 407, Forum 232, YouTube175, blog 23 and VKontakte 3.

• By region, there were 11,345 in Greater China and 779 in non-Greater China and 719 in unrecognizable area.

Social media (2019/11/21-2020/1/12)

• There were 86 related articles on OTA, among which 80 were from Greater Chinaand 6 was from non-Greater China.

OTA (2019/11/21-2020/1/12)

Macao Light Festival 2019


Prior period 1,311 513,743 72.7 98.6


Later period 697 108,363 71.4 98.6

Whole period 15,594 9,975,048 84.3 98.5

Social media,12,843, 82.4%

Traditional media, 2,665, 17.1%

OTA, 86, 0.6%

Distribution of three channels(Total volume：15,594)

14,1.1%

665,4.9% 40,

5.7%

117,8.9%

746,5.5% 78,

11.2% 1,180,90.0%

12,175,89.6%

579,83.1%

0

7,500

15,000


Region distribution of three periods(Total Volume：15,594)

Greater China region

Non-Greater China region

Unrecognizable area

Media Effectiveness Evaluation of Four Mega Events Results(2019)

Four mega events

Total

volume

Region distribution Social media

engagement

Satisfaction

Level

Awareness

LevelGreater China

RegionNon-Greater China Region

Unrecognizable area

CNY Parade 4,177 3,695 444 38 940,056 77.1 93.0Fireworks 32,209 30,030 1,348 831 17,545,601 80.7 95.9

IFFAM 196,845 82,046 69,164 45,635 43,725,604 81.8 98.1Light 15,594 13,934 941 719 9,975,048 84.3 98.5

Comparison of four mega events of MGTO

Summary of the Four Events’ Results : All the four mega events had the highest volume on social media. All the four mega events were mainly spread in the

Greater China region (41.7%-93.2%). The proportion of the positive sentiment was much higher than the negative ones in all the four mega events. The video views contributed the most to the engagement of the four event events, and the video views of Weibo and

Facebook were more prominent in all the events. The overall satisfaction level of the four events was 77.1 points to 84.3 points, at a good to great level.

Total volume of other events,

565,929 , 68.7%

Total volume of the four mega events,

258,439 , 31.3%

Social media,

703,346 , 85.3%

Traditional media,

119,932 , 14.5%

OTA,

1,090 , 0.1%

(Total volume：824,368)

Month Monthly NO.1 key activities Total volume

Jan ELĒKRŎN 2,893

Feb Parade for Celebration of the Year of the Pig 3,362

Mar ELĒKRŎN 2,804

Apr Macao Gourmet Festival 1,508

May FIVB Women’s Volleyball Nations League Macao 2,959

Jun Art Macao 14,100

Month Monthly NO.1 key activities Total volume

Jul Art Macao 11,948

Aug Art Macao 16,628

Sep Macao International Fireworks Display Contest 18,998

Oct International Film Festival & Awards．Macao (IFFAM) 11,668

Nov Macau Grand Prix 21,230

Dec International Film Festival & Awards．Macao (IFFAM) 156,367

Monthly NO.1 key activities

(Total volume：824,368)

Macao Tourism

Macao Tourism (Total articles related to Macao Tourism): Use "Macao " and " Tourism" and all the events of the MGTO as keywords to conduct data collection.

Final Report of Macao Tourism Branding (2019)

(Monitoring period: 2019/1/1-12/31)

% of the volume of four mega events in total volume of “Macao Tourism”

Note: The data collection period of the total volume of the four major events was from January 1 to December 31, 2019, so the total volume is not equal to the sum of the total volume in the report of each major event.

Research Results: The total volume of “ Macao Tourism” was 824,368 articles, with the highest volume in social media, reaching 703,346

articles (85.3%); followed by traditional media (print and online media), a total of 119,932 articles (14.5%). In the four mega events, (Parade for Celebration of the Year of the Pig, 30th Macao International Fireworks Display

Contest, 4th International Film Festival & Awards.Macao, Macao Light Festival 2019) had a total volume of 258,439 articles (31.3% of the total volume of “Macao tourism” in the whole year).

Analysis of monthly key activities, the higher volume was concentrated in the last quarter of the year. The volume in the second half of the year was higher than that of the first half of the year, and the popularity of several events held in the second half of the year was relatively high.

Recommendations:Total volume analysis: As the events in the second half of the year attracted more attention and discussion, thus recommending to integrate traditional festivals with local characteristics and launch activities that blend in these elements to attract more reports and discussion.Social media analysis: Social media is highly diffusive and should be used more to enhance the total volume.Key activities promotion: Recommend to introduce a combination of multiple gimmicks and popular events’ elements, and further enhance promotion on social media pages with large numbers of followers.

Final Report of Macao Tourism

Documents

Macao Tourism Branding and Media Effectiveness Evaluation ... · In the four mega events, (Parade for Celebration of the Year of the Pig, 30th Macao International Fireworks Display