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Festinomics Session

Date: Jan 26, 2020

Festinomics: Measuring The Impact of Your Event

Events continue to be an important economic driver, but just how much impact does your annual festival contribute to tourism? Marlise Taylor (VisitNC) and Dr. Whitney Knollenberg (NC State University Department of Parks, Recreation, and Tourism Management) will provide an overview of the importance of measuring your impact and how to do it. In this session you will learn about the value of measuring your event's impact, data collection methods, the basics of survey design, and strategies for getting reliable data.

Meet Dr. Whitney Knollenberg
As a faculty member in the Department of Parks, Recreation, and Tourism Management at NC State University Dr. Whitney Knollenberg’s research focuses on helping tourism industry leaders demonstrate the impact of tourism and develop tourism in a way that maximizes its positive impacts. She has done in this in a variety of contexts including studies of tourism advocacy and tourism workforce development. Whitney’s research also identifies how synergies can be built between tourism and other industries such as agriculture and craft beverage production. She holds a Ph.D. in Hospitality and Tourism Management from Virginia Tech, an M.S. in Sustainable Tourism from East Carolina University, and a B.S. in Parks,

Meet Marlise Taylor
Marlise has been the Director of Tourism Research for Visit North Carolina (formerly the NC Division of Tourism, Film and Sports Development) since 2005. Prior, she was Director of Tourism for Goldsboro (NC) from 2000-2005 and Tourism Research Analyst at the University of New Orleans from 1996-2000. In her current role, Marlise provides strategic direction and oversight of Visit NC’s research program and works closely with the entire team to implement initiatives that help guide marketing decisions to support tourism in NC. She is a past president and chairperson of the international Travel and Tourism Research Association (TTRA), board member from 2009 – 2015 and a past board member of Southeast Chapter of TTRA. Marlise received her MS (1996) & BS (1993) degrees from North Carolina State University, and was a recipient of the 2018 NCSU Parks, Recreation & Tourism Management Outstanding Alumna award.

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