ECONOMIC IMPACT OF MEDIA-DRIVEN EDUCATIONAL EVENTS ON PAKISTAN’S SERVICE SECTOR: AN APPLIED ECONOMICS AND TAXATION PERSPECTIVE

Abstract

Educational events such as conferences, business competitions, and expos are increasingly shaping Pakistan’s service sector, particularly when amplified by traditional and digital media. This study examines the economic impact of media-driven educational events by applying a mixed-method design across ten flagship events held between 2019 and 2024 in major Pakistani cities. Input–output modeling was employed to capture direct, indirect, and induced effects on hospitality, retail, and advertising sub-sectors, while regression analysis assessed the relationship between media exposure and revenue generation. Findings reveal a strong multiplier effect, where higher media visibility significantly boosts service-sector activity, stimulates tourism, and enhances corporate sponsorships. However, taxation analysis highlights considerable revenue leakages due to unregistered vendors, cash-based transactions, and weak enforcement mechanisms, resulting in a gap between potential and actual fiscal gains. By integrating Event Economics Theory, Applied Microeconomics, and Public Finance Theory, the study demonstrates how media acts as both an economic stimulant and a channel for fiscal inefficiency. Policy recommendations include formalizing taxation frameworks, incentivizing compliance, and leveraging media promotion strategically to maximize service-sector contributions to GDP. The results offer a comprehensive framework for policymakers, event organizers, and fiscal authorities seeking to optimize the dual economic and taxation potential of media-driven educational events in Pakistan.