Identifying and measuring the impact of cultural events on hotels’ performance

Purpose Focusing on two beer festivals held in Nottingham, England, this study aims to evaluate their indirect impact the performance of city hotels. This builds theoretical insights from revenue management literature shed empirical light potentially beneficial effects events hotels’ performance. investigates differential support offered by destination organisation (DMO) over years. Design/methodology/approach Using online prices posted advance an travel agent, authors assess hotel for each day relative same week a with no event. A similar comparison is made across different In both cases, ordinary least squares methodology was used. Findings Both appear not have had strong and occupancy 2016, i.e. when DMO’s promotional effort more proactive. Instead, 2017, one event registered higher year before “business as usual” week. Practical implications The identifies existence positive economic hospitality sector. Originality/value investigation adopts naturalistic experimental design collect data, which allows control at level single hotel. evidence therefore micro-founded. Moreover, results role played DMO.