While most tourism destinations host a range of events, these are often planned and delivered without explicit reference to one another. There may, however, be benefits to recognising the potential inter-relatedness of events in a destination and developing synergies between them. This study analyses a calendar of events based in Madeira, Portugal, to identify areas of relatedness that could be cross-leveraged by managing and marketing the events as a strategic portfolio. Accordingly, a questionnaire was administered among attendees at five major events, yielding 3118 responses. These data were analysed using ANOVA and two types of regression. The results suggest that, firstly, it is prudent to employ a range of analytical techniques to the available data to identify appropriate strategic levers. Secondly, the findings demonstrate the potential for post-hoc analysis not only to identify areas of relatedness between the events but also to discover gaps that can be filled by new events. Thirdly, the findings emphasise the pivotal role that destination marketing organisations can play in facilitating the design and implementation of event portfolio strategies based on the cross-leveraging of areas of relatedness between the events.

虽然大多数旅游目的地都会举办一系列活动，但这些活动通常是在没有明确提及彼此的情况下进行规划和交付的。然而，认识到目的地事件的潜在相互关联性并在它们之间发展协同作用可能会有好处。本研究分析了位于葡萄牙马德拉的活动日历，以确定可以通过将活动作为战略组合进行管理和营销来交叉利用的相关领域。因此，在五个主要活动的参与者中进行了问卷调查，产生了 3118 份回复。这些数据使用方差分析和两种类型的回归进行分析。结果表明，首先，对可用数据采用一系列分析技术来确定适当的战略杠杆是明智的。第二，调查结果表明，事后分析具有潜力，不仅可以确定事件之间的相关性领域，还可以发现新事件可以填补的空白。第三，研究结果强调了目的地营销组织在促进基于事件之间相关领域的交叉利用的事件组合策略的设计和实施方面可以发挥的关键作用。